How to Smash Your Quarter 4 Sales Target – and Bounce Back After the Summer Lull

You know what? My local Sainsburys supermarket got their first delivery of Christmas mince pies 3 WEEKS AGO! They're currently taking up warehouse space somewhere round the back.

And - while I was sitting by the pool, enjoying the sunshine, reading my book in France - I received an email regarding a Halloween based promotion for AV equipment. I mean - really?

Let me tell you - misty nights and bonfires were not front of mind for me when the temperature was topping 35°C - and the rose wine (bottle beautifully dripping with condensation) was chilled down to a perfect 8°C.

But I couldn't have been more wrong - both events are just round the corner!

So - PLEASE - listen to me when I say this - if you're not ready to smash your sales target in Q4 - you really should be.

It's just a few short weeks away my friend - and that clock's a-tickin' on the sales directors wall.

In a month or two, your leadership team will be sitting down, counting their beans - and they're gonna be asking your boss some difficult questions if those beans don't look like they're going to fill this year's bean jar.

In 60 working days - some salespeople will be getting ready to deck the halls and put their feet up.

While others will be wishing they'd made the calls, while desperately playing catch-up.

This happens to so many salespeople all over the world - in every single industry I've ever worked with - when the end of the year starts hurtling towards them.

It's like a huge super tanker on a collision course with the dock.

It starts as a tiny speck, far away in the distant ocean, no threat at all - but that bad boy is coming right for you - and even if they cut the engines and slow it right down - it's takes 8 kilometres of open water before those massive ships comes to a complete stop.

Let me run with this ship and dock analogy for a minute.

The dock isn't moving - it's a set point on the map - that's YOUR end of year.

The super tanker requires human input and a specific skill set to ensure it goes where it goes - it's your sales performance measured against your target.

Question is, does it crash without control - or does it come to dock safely and successfully?

The summer months often bring a natural dip in activity as prospects go on holiday, some decisions get delayed until everyone returns to the office - meaning you come back to a dusty dry pipeline and a thirsty sales target.

But - trust me - that doesn’t mean your Q4 results have already been decided.

In fact, this is the perfect time to reignite your strategy, shake off the summer lull, and finish the year stronger than ever.

If you can commit to 25 working days of genuine effort, I can ensure that you have the opportunity to end this year in really good shape.

Are you ready to do that? Honestly?

Can you make this next month a month of action - make it the month that will set you up for a successful end to the year?

If you're willing to commit to that, I'm going to be showing you - in a four week article series (one a week) for this newsletter -how to shake off the negatives and get positive on that sales target of yours before you run out of time and all your prospects have clocked off early for Christmas parties.

So without further ado - here are the first 6 powerful ideas to get you going.

1. Refocus on Your Ideal Customer Profile (ICP)

After a quiet summer, it's tempting to chase any and every lead that comes your way.

But a lack of focus can be EXTREMELY costly.

Instead of taking off like a bat out of hell at the top of your CRM list, take a step back and reassess your Ideal Customer Profile (ICP).

Who are the customers most likely to buy from you in Q4?

Where are they in their buying journey, and what problems are they urgently trying to solve?

Focus your energy on high-potential prospects who fit your ICP.

Review your CRM data and past deals to identify the patterns that lead to successful closes.

This sharpens your approach, allowing you to invest time and resources where it matters most.

2. Revisit and Revitalise Stale Leads

Got some leads that went cold over the summer? Don’t give up on them just yet.

People take breaks, but their problems don’t disappear.

Now is the time to revisit those conversations and bring them back to life.

The key is to provide a fresh perspective or value proposition that reignites interest.

Prospecting is professional interruption - but most people miss out the "professional skill set bit" required to get back into a conversation they finished 2 months previous.

You personalised messages that share relevant industry insights or relight interest in solving an existing problem with brilliant questions and customer attraction techniques.

Show them you’ve been thinking about their needs and how you can help them achieve their year-end goals - because - YES - your prospects have those too.

3. Optimise Your Daily Habits and Time Management

Success isn’t about be BUSY; it’s about being EFFECTIVE.

Take a good look at your daily routine.

Are you spending too much time on low-impact activities?

Stop telling me about how much you've inputted into the strategy - and focus on how you obtain the desired OUTPUT.

On holiday this year, a chess app showed me why I was hopeless at chess.

I always concentrated on the next move - rather than focusing on whether or not I could ensure the next move was my final winning move.

Caught up in strategy instead of focusing on my desired outcome - winning the game.

I could have put my opponent in check-mate on numerous occasions (the point of the exercise it was giving me I discovered later) - but I was too busy looking for a clever "next" move.

Refocus on high-impact activities such as prospecting, follow-ups, and closing deals.

Block out time for focused selling and make it a non-negotiable part of your day.

Remember, the more intentional you are with your time - the more times you'll end up with your intended outcome.

4. Leverage the Power of Trigger Events

What happens in your industry that moves people to want to buy your stuff?

Is it when new people fill an old role?

Is it when new offices or outlets open?

Is it when they run out of current capacity?

Is it when the new budgets for their financial year are announced?

What is it that triggers your target market to purchase? What pattern have you seen?

Specific "Trigger Events" always create urgency and openness to new solutions.

Use LinkedIn and industry news sites to stay informed about your prospects' activities.

Be the first to offer a solution when the moment is right.

In sales - timing is everything.

Always!

5. Bring a Consultative Approach to Your Work

One of the biggest mistakes salespeople make when time is tight, is becoming overly aggressive or desperate to close deals.

It's often referred to as "commission breath" - and prospects can smell it a mile away.

So - instead - focus on becoming a consultative seller.

Go out there to HELP instead of SELL.

Go out there and find out how you can MAKE THEIR LIFE EASIER.

Ask insightful questions to uncover pain points, and listen more than you speak.

Demonstrate value and build trust.

6. Create a Sense of Urgency with Confidence

As the year comes to an end, businesses are looking to finalise their budgets and plans for the next year.

Highlight how acting now can benefit them, whether it's locking in pricing before a year-end increase, leveraging remaining budget, or getting a head start for the new year.

But hear this - urgency doesn’t mean pressure.

Be confident and clear about the value you bring, and communicate why now is the best time for them to act.

Confidence sells. When you have faith in your solution and its impact on their lives - and you believe (with all your heart) in your reasoning for approaching them at this moment in time - then your prospects will believe it too.

Final Thought: Your Q4 Mindset Can Be Your Biggest Asset

You have to - THINK ABOUT WHAT YOU ARE THINKING ABOUT!

You have to do this consciously - you have to be aware of where your focus is.

If your rally car goes into a barely controllable skid - you don't focus on the tree you don't want to hit - you focus on the free space you want to end up in.

The summer lull can be demotivating, but it’s important to remember that your mindset can be the most critical tool in your sales arsenal.

Step up to the next couple of months with determination, focus, and a proactive strategy.

Instead of seeing this time of year as a scramble to meet targets - view it as an opportunity to finish strong and set the stage for an even more successful year ahead.

Re-commit to your goals, sharpen your tactics, and keep pushing forward.

You don't have to settle for just hitting your targets - you can smash them.

And with the right mindset and approach, you’ll be set to do exactly that.

To your success

Chris

PS: Always nice to get a bit of positive feedback from happy customers ??

Here's what Jamie Cochrane - National Sales Manager at Refreshment Systems Ltd had to say....

"I've been on a few courses with Chris Murray (including a 2 day masterclass for our company - RSL) and I can honestly say he is by far the best sales trainer I have met.

Within minutes of him starting the whole room sits up and pays attention, and they don't look away or switch off for a second! The first time I met Chris I thought I was a seasoned sales person and knew all the good stuff, I quickly realised I didn't know the half of it.

Get yourself booked on a course with Chris, you will not regret it. He really is brilliant!"

Thanks Jamie - delighted you enjoyed it

Click the picture below to read more customer reviews and check out to see when the next masterclass is taking place in a city near you ??

PPS: We've also been collating all the positive feedback from some of the happy folk who attended?our FAME Masterclass (for people who lead sales teams) - and I was blown away by how much was out there ??

Here's what Joanna Hitchings had to say about the recent masterclass

"Just completed FAME Sales Management Training. Exceptional training, packed with techniques and process with excellent delivery.

I would highly recommend any professional salesperson and sales manager to get in touch with Chris.

Thank you Chris Murray for a superb day!"

Thanks Joanna - really good of you to say so.

You can click the picture below to read more customer reviews and to check out when the next masterclass taking place in a city near you ??