I read a post on LinkedIn the other day claiming that summer is a bad time for prospecting

The argument went like this: in the world of traditional sales, cold calls and spam emails are harder to land because so many people are away on holiday

And it’s true, in the summer months, buyers are less likely to pick up the phone

They’re out of the office, and their inboxes are filling up fast

When I was in corporate, I’d get 120 emails a day

The moment I went on holiday, on would go the out of office (OOO)

The moment I came back from holiday, I’d hit delete on anything that arrived while I was away

After all, if it was important, the sender would follow up

This is where social selling changes the game

Social is always on

Whether you’re sitting at your desk, lounging by the pool, or waiting for a flight, LinkedIn and other platforms are just a swipe away

Buyers aren’t tethered to their office phones anymore; they’re scrolling social when they have time, often when they’re relaxed and more open to engaging

That means social sellers can still:
✅ Connect with prospects
✅ Spark conversations
✅ Share insightful content that buyers will actually read

Sure, overall activity may dip slightly in summer

But here’s the thing: it never stops

Your buyers are still researching, still consuming content, and still making decisions about who they trust

I’m reminded of an interview with an elite cyclist

When asked what he thought about riding in the rain, he grinned and said, “I can’t stop laughing.” Why? “Because I know my competition are sitting at home.”

The same is true for social sellers

We know the cold callers and spam emailers are complaining that the summer is slow

Enabling us to accelerate away from the competition

While others are pausing their prospecting or relying on legacy methods that grind to a halt in summer, social sellers are out there building relationships, staying visible, and pulling ahead

The companies who embrace social selling don’t just survive the summer lull, they use it to lap the competition

What are our customers achieving by using our social selling methodology?

A measured average across our customers

For an AE, we can shorten sales cycles by 30%

And the average SDR will get 1 x ICP meeting a day

Which should increase your revenue by 20%

You can get these results by using our social selling methodology, that is certified by Institute of Sales Professionals (ISP)

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders and sales people who use social selling every day to drive revenue growth. 

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.