3 Approaches to Summer Prospecting
Every summer I write a post about working a little harder so that your pipeline stays full through to fall. Cold calling gets more difficult in the summer. People are on vacation, taking shorter days, golfing…it does prove difficult to make the same number of connections that you make through the rest of the year. With all the distractions available to you through the summer, it can be difficult to maintain focused on picking up the phone. Or take it up a notch.
You have three options in the summer.
- Carry on as usual
Let’s assume for a minute your normal commitment to outbound prospecting is 200 dials per week. That should lead to one or two new meetings every week. This depends on some variables like the territory you’re prospecting in, your skill level, and the list you’re working. If you look at summer as eight weeks, you have the option of making 1600 dials through that time frame. If you connect half as many times, you’re still going to meet with eight new prospects this summer, just from outbound prospecting. What’s your closing ratio like? How does that impact your bottom line?
- Reduce your activity, or stop entirely.
Reducing your activity, while not ideal, at least keeps enough attention on your pipeline that warm leads get the attention they need, and you still will get a few opportunities to win new business.
We don’t recommend that you stop prospecting through the summer. If you stop entirely you’re going to lose the opportunity to sit the eight meetings we just discussed. You’ll have zero “action items” in your pipeline for fall. Prospecting requires you to continually stuff leads in to the top of the funnel in order for opportunities to come out at the bottom. No new activities? No new business. As you get further and further away from new dials, your pipeline gets cold and stale. That means you’re starting over from zero again in September, and that will take you a full quarter to recover from. You don’t lose one quarter when you stop dialing, you always lose two.
- Step it up.
While your competitors are taking time off to golf, and lamenting about how summer is a waste of time to prospect, you can accelerate your prospecting. Commit to another 100 dials weekly. The law of numbers – even at a slower summer pace – says this will find you at least 4 new opportunities this summer. Closing one extra 50 seat managed deal this summer (Is your closing ratio one in four? Better?) would make missing a few golf games worth it, wouldn’t it?