How to prospect well during the summer: 4 avenues to explore
Posted: Mon Jan 06, 2025 4:14 am
If you're wondering why prospect during the summer, so are your competitors. Unless, like our customers, they've already put into practice the 4 tips we're going to see in this article, it's a safe bet that your competitors' sales prospecting is also struggling during July and August. As a result, they often prefer to put their sales prospecting aside to manage administrative tasks or visit their customers.
Plus, just like your customers, your competitors are also going on vacation. See where I'm going with this? Between companies stopping prospecting in favor of other tasks and salespeople going on vacation, summer can be an opportunity to gain a competitive advantage and boost your sales prospecting.
Furthermore, even if the summer period is quieter and prospect meetings are rarer, qatar email list you can take advantage of this precious time to review the way you prospect and experiment with new commercial prospecting actions.
To go further: Why is your sales prospecting no longer as effective? Think Digital!
How to prospect well during the summer?
Your prospects are on vacation, of course. But we all know that decision-makers never really disconnect and often take advantage of the summer to conduct in-depth reflections on the problems and obstacles they encounter in their activity throughout the year.
Summer is an opportunity for your customers to enjoy having a free mind and being away from their daily lives to make decisions with a clear head. This is an opportunity to seize for your commercial prospecting.
However, to prospect well during the summer, it is important to proceed differently than during the rest of the year. You are not going to pick up your phone to contact your prospects, you would do it in vain. Summer should instead allow you to give your prospects material to fuel their thinking and position your offers as THE solution to the problems they encounter.
Your customers often don't understand your products, they're too complex or far removed from their daily activities, and sometimes they're not even aware that solutions like yours exist. This is what makes your cold sales prospecting actions very difficult.
During the summer, you can therefore take advantage of it to prospect proactively so that you only have to convert the test at the start of the school year. To do this, the objective of your commercial prospecting during the summer must be to educate your prospects and convince them that your offer corresponds to their problems.
4 tips for successful prospecting during the summer
Tip #1 – Write content to facilitate your commercial prospecting
As we have seen previously, your sales prospecting objective during the summer will be to nourish your prospects in their thinking and to educate them in order to convince them that your product or service is the preferred solution to resolve the problems they encounter.
To prospect well, the best thing to do is to start by writing quality content that you will publish on your website, ideally in a blog section.
Not only will this content allow you to strengthen your sales prospecting, but it will also improve your SEO in search engines: you will be more visible to your prospects who now favor Google to find information and make their purchasing decisions.
Your content should not be promotional oriented but rather address the issues that your customers encounter. For example, I could have very well told you about our Inbound Marketing services in this article but Inbound Marketing may not speak to you. I therefore prefer to address a problem that all companies encounter and for which Inbound Marketing is a solution: the summer lull in terms of commercial prospecting!
Tip #2 – Prospect on social networks
Let's face it: we have a hard time completely disconnecting during the holidays. We always have a smartphone or tablet at hand to check our emails or especially social networks from time to time. It's the same for your prospects.
For fear that the world will continue to turn without them or that they will miss crucial information, your prospects regularly consult social networks. Social networks also allow your prospects to monitor and keep up to date with the news of their customers and partners.
Social networks are therefore a real opportunity for your commercial prospecting. The news feeds are less full than usual and you must therefore take advantage of this to squat the free field.
Prospecting well during the summer therefore means relaying your articles – and others with high added value – on your social networks in order to educate your prospects but also to position yourself as a visible, accessible and recognized expert in your field of activity.
New call-to-actio Tip #3 – Analyze your sales prospecting actions over the last 12 months
If your prospects are on vacation, you can take advantage of this to take stock of your sales prospecting actions over the last 12 months. Which approaches worked best? Which ones sent you into a wall?
Summer is the perfect time to question your sales prospecting methods. You can not only analyze the performance of your actions but also take stock of the profile of your ideal customer. We are talking about Buyer Persona.
To prospect well, it is important to identify the companies most likely to be attracted by your offer and the contacts to contact. Therefore, you must draw up the typical profile of each of your target contacts by defining their problems but also their interests or the means they use to get information.
This information is essential to optimize the performance of your sales prospecting. And since behaviors change very quickly, summer is an opportunity to take stock of your personas in order to prospect at full speed as soon as the school year starts.
Plus, just like your customers, your competitors are also going on vacation. See where I'm going with this? Between companies stopping prospecting in favor of other tasks and salespeople going on vacation, summer can be an opportunity to gain a competitive advantage and boost your sales prospecting.
Furthermore, even if the summer period is quieter and prospect meetings are rarer, qatar email list you can take advantage of this precious time to review the way you prospect and experiment with new commercial prospecting actions.
To go further: Why is your sales prospecting no longer as effective? Think Digital!
How to prospect well during the summer?
Your prospects are on vacation, of course. But we all know that decision-makers never really disconnect and often take advantage of the summer to conduct in-depth reflections on the problems and obstacles they encounter in their activity throughout the year.
Summer is an opportunity for your customers to enjoy having a free mind and being away from their daily lives to make decisions with a clear head. This is an opportunity to seize for your commercial prospecting.
However, to prospect well during the summer, it is important to proceed differently than during the rest of the year. You are not going to pick up your phone to contact your prospects, you would do it in vain. Summer should instead allow you to give your prospects material to fuel their thinking and position your offers as THE solution to the problems they encounter.
Your customers often don't understand your products, they're too complex or far removed from their daily activities, and sometimes they're not even aware that solutions like yours exist. This is what makes your cold sales prospecting actions very difficult.
During the summer, you can therefore take advantage of it to prospect proactively so that you only have to convert the test at the start of the school year. To do this, the objective of your commercial prospecting during the summer must be to educate your prospects and convince them that your offer corresponds to their problems.
4 tips for successful prospecting during the summer
Tip #1 – Write content to facilitate your commercial prospecting
As we have seen previously, your sales prospecting objective during the summer will be to nourish your prospects in their thinking and to educate them in order to convince them that your product or service is the preferred solution to resolve the problems they encounter.
To prospect well, the best thing to do is to start by writing quality content that you will publish on your website, ideally in a blog section.
Not only will this content allow you to strengthen your sales prospecting, but it will also improve your SEO in search engines: you will be more visible to your prospects who now favor Google to find information and make their purchasing decisions.
Your content should not be promotional oriented but rather address the issues that your customers encounter. For example, I could have very well told you about our Inbound Marketing services in this article but Inbound Marketing may not speak to you. I therefore prefer to address a problem that all companies encounter and for which Inbound Marketing is a solution: the summer lull in terms of commercial prospecting!
Tip #2 – Prospect on social networks
Let's face it: we have a hard time completely disconnecting during the holidays. We always have a smartphone or tablet at hand to check our emails or especially social networks from time to time. It's the same for your prospects.
For fear that the world will continue to turn without them or that they will miss crucial information, your prospects regularly consult social networks. Social networks also allow your prospects to monitor and keep up to date with the news of their customers and partners.
Social networks are therefore a real opportunity for your commercial prospecting. The news feeds are less full than usual and you must therefore take advantage of this to squat the free field.
Prospecting well during the summer therefore means relaying your articles – and others with high added value – on your social networks in order to educate your prospects but also to position yourself as a visible, accessible and recognized expert in your field of activity.
New call-to-actio Tip #3 – Analyze your sales prospecting actions over the last 12 months
If your prospects are on vacation, you can take advantage of this to take stock of your sales prospecting actions over the last 12 months. Which approaches worked best? Which ones sent you into a wall?
Summer is the perfect time to question your sales prospecting methods. You can not only analyze the performance of your actions but also take stock of the profile of your ideal customer. We are talking about Buyer Persona.
To prospect well, it is important to identify the companies most likely to be attracted by your offer and the contacts to contact. Therefore, you must draw up the typical profile of each of your target contacts by defining their problems but also their interests or the means they use to get information.
This information is essential to optimize the performance of your sales prospecting. And since behaviors change very quickly, summer is an opportunity to take stock of your personas in order to prospect at full speed as soon as the school year starts.