It is likely that you, people on your sales team and your prospects will take a week off sometime during July and August. Perhaps a few will take 2 weeks. But does that mean you should stop cold calling during the summer? The impact of suspending or delaying your cold calling campaign will be far reaching.

In terms of business activity, the summer months may seem a little quieter. However, suspending cold calling, will impact sales results for months to come. Here’s why.

  • You lose the opportunity to set-up an appointment at any time. There is no particular day or time that is better or worse to reach out to a prospect.
  • By suspending your cold calling campaign, you will lose the momentum of the campaign. A cold calling campaign is a combination of initial calls, emails and building rapport. Interfering with this process will set you back, possibly to the beginning.
  • You may lose the rapport you had established with prospects.
  • You now have a gap in your sales funnel. Without a constant flow of prospects to your sales team, there will be a lag in sales in the coming month or months.
  • By suspending cold calling efforts, you have increased the length of your sales cycle. You may have initiated contact in June but with a lapse in effort, those prospects won’t be closed for months.
  • When your sales team isn’t working on high-quality warm leads, your revenue generation efforts risk becoming stagnant. It will be harder to close a prospect who doesn’t have you top-of-mind.
  • When lead qualification is not a priority, sales cannot be closed effectively. A lapse in cold calling creates a roller coaster ride in profit and loss.

When you take sales for granted, that’s when sales fall short. It’s never a good idea to suspend cold calling efforts because it will have a ripple effect on the entire sales process, revenues and profits.