Selling in the summer: Is it tougher?

Posted: July 28, 2011 | Categories: Sales

A frequent comment I hear from my clients this time of year is, “summer is a tough time to sell”.  We could debate that question.  We all know how important attitude is in selling, and if we are willing to write off 25% of the year as a bad time, it might be time for an attitude check.

Early in my career, I said to my sales coach mentor, “Friday afternoon is not a good time to sell”.  John snapped back and said, “Fine, then let your competition talk to your prospects!”

So what is the secret of selling in the summer?  I don’t think there is a silver bullet answer to that.  What I recommend is that we start with a healthy perspective.  Selling is a process.  Some selling cycles are longer than other, depending on the situation, cost of the equipment or service, and the amount of detail needed in giving a proposal.  The goal is to advance – keep moving the ball down the field.  Here are the five key hurdles we must get through from the initial conversation with our prospect to the signing of the order.

1. Establish rapport and trust
2. Determine key criteria and motives.  What does the prospect want, and why do they want it?
3. Present a  prospect-focused solution (s) based on what we have learned from step #2
4. Motivate prospect to act by creating a sense of urgency that combats unhealthy procrastination
5. Get closure by affirming that we have allayed all fears and doubts about going ahead with the decision.

In summer, people do seem to be more distracted and fragmented, and it may be more difficult to get prospects to make a decision.  When you run up against procrastination and resistance, take a look at the five steps listed above.  Do you have a stronger level of trust?  How can you build more?  Do you know all their buying criteria and what is important to them?  Is there anything that is not clear to you?  If so, ask the questions you need to ask to gain clarity.  Even though these actions may not give you the close, you can advance the process, and position yourself for a fruitful harvest in fall.

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