Dog Days of Summer
Are you accepting excuses from your sales team during the dog days of summer? When the weather turns nice everyone wants to enjoy long weekends and warm summer nights. But as prospects disappear, are you letting your sales team fall behind when they don’t need to?
One of the challenges we see with companies across the board this time of year is that everything slows down. It's tough to add new deals to the pipeline. It's tough to keep current opportunities moving forward. Particularly in a complex, multi-party sales environment. People are taking vacations this time of year, so if one of the key decision makers is out or on vacation, everything just takes longer. People take longer weekends and it's just easier for them to delay. You know how it goes, “Joe's not back until next Wednesday, we're meeting on Thursday, but then I'm on vacation the following week”.
It makes for stalled deals and slow movement. When that happens, it's really easy for your sales people to slow down as well. They take their foot off the gas, accept put offs, stalls and delays from their clients, and just wait until things get better. As a CEO what can you do to solve this slow down?
Number one, everyone on your sales team needs to increase their activity level. While prospects may slow down, your sales team can counter that by increasing their activity levels. More calls, more voicemails, more emails, more InMails via LinkedIn. Think in terms of “polite persistence.” You don't want your sales team to be a pest, but you absolutely want them to consistently pursue prospects in multiple ways. It's not that buyers and decision makers aren't working this time of year; it just takes more effort to make contact with them.
As they’re doing that they can create a commentary. Coach them to say things like "Hey I know things slowdown in the summer, just wanted to find out if there's anything moving on this opportunity. When's the next time we should talk? You were supposed to get this to me by Friday, I didn't see it, how we doing?" Have them actually talk about the fact that it's slower in the summer and that's ok. Just acknowledge it, and again, increase the activity. The other thing sales people need to do at this time of year is ask more questions. It's easy for the prospect to coast through the summer and not have an urgency to move forward. It’s not ok for your sales people to do the same. They need to ask questions to create urgency, to create incentives to move faster on these deals. Make prospects realize the benefits they'll accrue when they buy your solutions faster. That's what's going to separate and create urgency even in the dog days of summer.
Second, remind them that while in July and August things really slow down, September is right around the corner. We get past Labor Day, kids go back to school, everyone's back from vacation. Buyers and decision makers look at their calendar and they realize, oh my goodness, I've only got four months left to make my number this year. If you wait until September to get going, you're already behind. It's your responsibility to make sure your sales team uses these dog days of summer to build momentum going into the final year-end push.
Third, remember many companies are starting their budget process in the August/September time frame. How can your sales team start planting seeds for getting in the budget for next year? Do they have the urgency to start filling their calendars right now, even though its summer?
As a CEO, are you accepting excuses and put offs from your sales team? Ask them to do a little bit more during the dog days of summer and you’ll have a much stronger pipeline in the fall.