Should SDR efforts ramp down in summer months? 52 weeks of prospecting success
As we approach the summer months, executive schedules change. Vacations dominate the calendar and some companies even switch to a four-day business week during the summer. This can make it an even more difficult time to reach key executives. It begs the question of whether it still makes sense to prospect as heavily during these non-peak times.
This week, we tackle two key questions about managing effort and expectations during times of limited executive availability.
1.) Effort: Should my SDR team’s efforts continue at the same pace during non-peak months? The short answer is “Yes.” Most companies with a more complex selling environment will notice that their pipeline is weighted towards specific months or quarters. However, just because a larger percentage of deals close in a specific month doesn’t mean selling activities in other months should cease. Just as the sales team’s activities prep deals for closure at quarter- or month-end, SDR activities during non-peak times build the pipeline for qualified appointments in top-performing months.
2.) Expectations: Should the output from my SDR team be consistent every single month? No; many times results will ebb and flow with executive availability. For example, many companies that target healthcare will notice a decline in appointment outcomes during July because many executives in this industry take extended vacations during the month. However, the healthcare programs that stay active with calling in July see a dramatic bump in appointment results in August versus companies that pause programs in July and ramp back up in August.
For more analysis, read our blog that breaks down the call results during the holiday season.
Happy calling. Smart Prospecting!
This was originally posted by Jenny Vance