3 important sales actions to complete before summer starts

What this episode is about

Summer is closer than you think, and if you want a spectacular September and a strong Q4, the work starts now. In this episode of the Selling to Corporate® podcast, Jess Lorimer shares the three essential sales actions that every coach, consultant, trainer, speaker, and done-for-you service provider needs to complete before UK decision makers head off on their summer holidays. 

Whether you are hoping to book sales calls before mid-July or planning ahead for a September pipeline, Jess gives you the clear, practical framework to get it done, without the chaos and catch-up that so many entrepreneurs experience every autumn.

Who this episode is for

• Coaches, consultants, trainers, speakers, and done-for-you service providers selling services to corporate clients

• Anyone who wants to take time off over summer without coming back to an empty pipeline

• Business owners who have been putting off reviewing their revenue and sales activity

• Anyone who regularly finds themselves scrambling in September, wondering why Q4 never gets off to a strong start

• Those relying on referrals or inbound leads and wondering whether that will hold in the second half of the year

Questions this episode answers

• What should I do before summer to make sure I have a strong September?

• How do I know whether my current outreach strategy is actually working?

• What does a revenue recap involve, and how do I use it to plan my sales activity?

• How should I analyse my half year sales process, and which activities should I be reviewing?

• When is it too late to book corporate sales calls before the summer break?

• What is proven outreach, and why does experimenting with outreach in June and July carry real risk?

Key takeaways

        Start your proven outreach now: the summer window is closing fast

The episode is released on 12 June, and the viable window for booking corporate sales calls before the summer slowdown closes around 21 to 22 July which gives you roughly five to six weeks. In the UK, decision makers are largely unavailable from mid-July through to the end of August, which means that if you want sales calls booked for that window, your outreach needs to land now and produce responses within four weeks. 

 

Jess is clear that this is not the time to experiment with new or unproven outreach approaches. Proven outreach, for the purposes of this episode, means targeted, specific outreach with clear, measurable metrics that has an established track record of results. If what you have been using has not been booking five or more qualified sales calls per month, it is not yet proven, and it needs changing before you invest more time in it. 

 

If you are happy to be booking calls into September rather than July, you still need to start now so that responses arrive in time to set up your September calendar before Q4 begins.

Do your revenue recap: know exactly where you stand before you head into       summer

A revenue recap means sitting down, reviewing your numbers objectively, and answering three questions: 

 

• How much revenue have you made this year?

• What was your original target? 

• What revenue is still confirmed or expected to arrive? 

 

Using this client example, a solo higher education consultant who had reached 78% of their annual revenue target by May.

 

That number gave them genuine options: 

Stretch the target

• Relax their sales activity over summer

• Use the headspace to plan a stronger Q4, depending on what their pipeline looked like. 

 

The revenue recap is not a stick to beat yourself with. It is a planning tool. Looking at both invoiced revenue and pipeline revenue together tells you whether you can afford to ease off, whether you need to intensify your outreach, or whether you need to focus on closing existing proposals before the summer. If your pipeline is slim, go back to the outreach piece and act now.

        Analyse your half year sales process: find out which specific activities to improve

The half year sales process analysis is the most granular of the three actions, and it is the one most likely to show you where you can win more contracts without doing more work. 

 

Rather than simply asking whether you made the revenue you wanted, Jess recommends drilling into the individual activities that make up your sales process. 

 

• Has your lead generation been producing five or more qualified sales calls per month, with decision makers who have access to budget and are relevant to your specialism? 

If not, that is the activity to address. 

• Have your sales calls been converting into proposals and revenue at a rate of 50% or higher? 

If not, the issue may lie in call structure, the questions being asked, or the calibre of the people on those calls. 

• Have you been relying heavily on referrals or warm inbound leads in the first half of the year? 

If so, how confident are you that those sources will continue to perform at the same level in the second half? 

 

Asking these specific questions, rather than looking only at the revenue total, shows you precisely where to direct your time and energy before summer, rather than working harder on the wrong things.

 

Key quotes

"Now is not the time for more experiments. Now is the time to do proven outreach."

"It takes 90 days to see a cold contact convert into a corporate client. If you are not running a proven process, it might take you longer. So you cannot afford to miss these opportunities to control the variables."

"This is not just looking at your numbers and going, oh gosh, I have got to beat myself up about this. It is also looking at what pipeline you have built and what is still to come."

Resources + links

Join the Selling To Corporate® B2B Sales Edit.

 A weekly newsletter for coaches and consultants sharing the real B2B sales techniques to build a balanced, profitable business.

https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

The Expert Services Directory 

A curated directory that proactively markets your services to corporate decision makers every month. Standard listings reach 1,000+ decision makers per month; Directory Plus listings reach 2,000+. Only 10 suppliers per specialist category. Use code PODCAST for a special bonus.

https://bit.ly/ExpertServicesDirectory

Cold to Closed 

The self-paced B2B sales experience for coaches, consultants, speakers, trainers and done-for-you service providers who want scalable, sustainable sales from brand new corporate clients in 90 days or less.

https://smartleaderssell.thrivecart.com/-cold-to-closed-product/

If you’ve enjoyed listening to xxx then check out the following episodes.

STC133 - Why your B2B revenue is stalling this summer (and what to do about it!)

https://sellingtocorporate.com/podcast/why-your-b2b-revenue-is-stalling-this-summer-and-what-to-do-about-it/

STC154 - How to make the next 6 months of your sales strategy EPIC

https://sellingtocorporate.com/podcast/how-to-make-the-next-6-months-of-your-sales-strategy-epic/

STC158 - Sharing insights: 2025 B2B sales trends for the second half of the year

https://sellingtocorporate.com/podcast/sharing-insights-2025-b2b-sales-trends-for-the-second-half-of-the-year/

Content Disclaimer

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.