As we’ve covered before, summertime doesn’t mean giving up on sales goals. From prospecting to maintaining your pipeline and upselling, there’s plenty to keep you busy despite it being the season of vacations. One aspect of summertime selling that might be easy to overlook is audience verification. While your prospects are vacationing, this slower season can provide the perfect opportunity to validate your audience through personalized marketing tactics.
1) “Summer” Cleaning
Spring is not the only time for cleaning up sales processes. Have you recently verified that you are reaching the right audience? Do your email nurture streams need a refresh? Is your blog in need of some new content? Do you have a plethora of unengaged contacts in your marketing automation platform that you try to re-engage with a targeted campaign? Do you have a host of automatic email replies that say ‘This contact no longer works here’? Remove them from your nurture to improve your bounce rate.
Tackling these ‘housekeeping’ items will not only be a relief, it’ll help launch your marketing and sales efforts as you close out the year and start new in Q1!
2) Validating Your Customers
Summer is also a great time to validate your target market. Use the valuable data in your CRM to analyze your clients and former clients. What is your ideal client profile? Who do you have the most success with? While I’m sure you already have an ICP, it’s important to occasionally validate or optimize it. Recently we completed this exercise and analyzed:
- Our success in each vertical
- Company revenue
- Number of employees
- NAICS code (how the Government classified their business)
- Average Contract Value
- Lifetime Customer Value
Once we got more granular with the ICP, we analyzed how quickly those deals moved through the sales cycle to get laser-focused on the profile that was most profitable and fastest to close.
We also reviewed our lost opportunities from the past year to determine if the opportunities were lost due to sales performance or if we were engaging with the wrong market. The results of our analysis were both expected and surprising, and will help us shape our messaging and outbound approach moving forward. I highly recommend doing this if you haven’t done it recently!
3) Engage on Social
Summer is a great time to engage more frequently on social. both with prospects and clients. Nurture relationships by:
- Sharing their content with your network
- Commenting or liking their content to increase their engagement
- Tagging them with an article that they might find interesting based on your knowledge of their situation
- Refer one of your contacts to them if there may be a business fit and connect them through social
In addition, just being more active on social (posting both curated and organic content) will help expand your brand awareness. Just imagine how many of your prospects are perusing social media while lying by the pool! Take advantage of their down time and serve them some high-quality content.
Whether you’re in the heat of summer or about to close out the year, Staccato Pro offers solutions to help get you out of a sales slump and help you reach the right audience through viable prospecting efforts. From eliminating guesswork to providing an easier way to record sales activities, this software solution can play an important role in your sales initiatives when used in tune with the right marketing strategies.