 While we are marching through March together, it is hard not to be mindful that just two short years ago Silicon Valley Bank and First Republic Bank lost all of their equity in the blink of an eye and five years ago we were all sent home to avoid getting a virus.
Let’s face it, March is when the sh*t can start hitting the fan as projections for a great Q1 come up short and the May 15 cliff looms just 70 days away. What is the May 15th cliff? It is when the summer bug starts to hit and we end up with about 20% of the workforce on a rolling vacation until school starts in mid-August. Things get done in that period, but it takes more time. So what are the key actions to take right now? Even if your feedback loops are slow and lack visibility, keep the frequency up on the right actions while you still have most people at work before the May cliff. In the area of customer acquisition, become an expert at the key moments in each phase. We wrote “The 4 Timelines of Customer Acquisition” a few years back, and not a quarter of the year goes by without us sharing it with someone and asking them to pick out the different conversations and moments of maximum influence on each timeline. Here is the short whitepaper. Here are the timeline definitions.
The more you can be curious about each timeline, the more efficient you become. Going from Aware to Engaged is where the great salespeople separate themselves from the crowd and seldom do they do this by force. I think they ask amazing questions that center around why “now” is the right time to consider something new. New can be scary, change can be scary, but what is even worse is praying that the some magical percentage of those currently engaged in a buying process will say yes! Stay in the marketplace and become an expert in using the context of the moment. If you need help in this area, book time with us here: https://calendly.com/drewsanders/strategy-session
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