Can You Attract New Clients in the Summer?

My client, Omar, an estate planning attorney in New York, called me earlier this week. He was frustrated. He couldn't get anyone on the phone. Clients, prospective clients, referral sources, and even some staff members took time off and were slow to respond (when they responded at all).

This is nothing new. Summertime, and July in particular, is typically when most people in the United States take a vacation. Children are not in school, there is a holiday weekend at the beginning of the month, and most of the country's weather is conducive to outdoor activities. Add to that the pandemic-related pent-up demand to see friends and family, and you have a recipe for disappearing clients, prospects, and staff.

This begs the question: Is it possible to attract new clients in the summer?

The answer to this question requires us to take a good look at the business development process.?

In professional services, we must develop relationships before anyone engages us; typically, this takes time. There is an introduction and then an education event. This is followed by nurturing and "get acquainted" period. Eventually, the prospective client realizes you can help solve a problem, and he engages you.?

In summer, the time between nurturing and engagement takes longer. There are three factors influencing this behavior.?

Factor 1: Vacation. As we discussed, people take time off and relax this time of year.

Factor 2: Allocation of resources. People don't want to invest their money or time during this time of year because they spend both on family, friends, and leisure activities.?

Factor 3: It's an excuse to be lazy. Let's face it; many people take any opportunity to avoid work.

So what are you supposed to do?

The advice I gave Omar is the same advice I've been giving to clients for years. Your activity in July and August will result in a fantastic September, so double your efforts. That's right. Work harder. Pretend you need to replace all your clients.?

My clients always meet their goals in the summer and crush them in September. This is because we leverage their concern and fear to help motivate them. The business development work they put in now pays off when everyone returns to work in the fall.?

Take this message today as one of encouragement and inspiration. While getting people to respond to you this time of year may be harder, the results will happen. It just takes a few additional weeks.

If you are wondering what type of communication breaks through the clutter and resonates with people (even while they are on vacation), reach out to me, and I'll share some of those secrets with you directly.

Enjoy your time off!

Warm regards,

Dave Lorenzo

The Godfather of Growth

Dave Lorenzo earned the nickname The Godfather of Growth because he helps people make offers their clients can't refuse. Also, he does favors. Those favors help you make a great living and live a great life. Call him now: (786) 436-1986