Staying Hot When Prospects Go Cold

Posted June 10, 2025 in Sales Brew

There’s a term in Major League Baseball known as the “dog days of summer.” It usually hits around July and August—when the heat turns up, the season is dragging on, and players are sore, tired, and grinding it out.

Sound familiar? It should. Because in sales, summer often brings its own version of the slump. Those hot prospects you were excited about? They might suddenly go cold.

Let’s talk about why that happens—and how to stay hot when cold prospects start piling up.

1. They’re busy (but that’s not the whole story)

People are busy in the summer. They’re preparing for vacation, covering for others on vacation, and often distracted. But busyness alone isn’t the problem. The real question is: Do you sound like someone worth talking to?

Are you talking about them and the challenges they’re facing as they grow their business—or just how great your products and services are? They don’t care about your company. They care about solving their problems. Show them how you can help.

2. You sound like every other salesperson

If your approach sounds like every other pitch they’ve heard, you’ll blend in—and get ignored. Instead, focus on their challenges. Make it clear that you understand what they’re up against, and position yourself as a potential solution. Not a vendor. A partner.

3. Maybe they were never a real prospect

This is a tough one. But sometimes, a cold prospect was never hot to begin with. Maybe you got fooled because your pipeline was thin. Maybe what you thought was urgency was just mild irritation.

Be honest with yourself: Were they ever really qualified? Or were you hearing what you wanted to hear?

So, what can you do now?

You adjust. You grind. The same way top athletes do in the dog days of summer.

If your outreach number was 10 a day, maybe it’s time for 15—or even 20.
If you’ve been relying on cold calls, start asking for warm introductions.
Mix up your cadence. Add video. Try text. Experiment.
And most importantly: sound like someone worth listening to.

Tony Cole’s dad had a saying:
“Son, sometimes hard work has been known to work.”

So ask yourself: Does your ability to pursue exceed their ability to ignore?
That’s on you.

There will be one Major League team crowned the World Series champion this fall. The one that fought through the grind, stuck to the basics, and maintained a winner’s mindset.

In sales, the same rules apply.
So… will you be the World Series champion of sales?

FAQs

1. What are the “dog days of summer” in sales?
Just like in baseball, the “dog days of summer” in sales refer to July and August when momentum slows, prospects go quiet, and salespeople can feel tired or discouraged. It’s a time when persistence and strategy matter most.

2. Why do prospects go cold during the summer?
Summer distractions like vacations and workload shifts play a role, but the deeper issue is often the sales approach. If you’re not focused on the prospect’s problems—or you sound like every other salesperson—you’ll get ignored.

3. How can I tell if a cold prospect was ever truly qualified?
Reflect on the original interaction. Were they expressing real urgency and decision-making authority? Or were you projecting interest because your pipeline was weak? Qualifying honestly is key to managing your time and effort.

4. What should I do when my prospects start going cold?
Ramp up your activity, shift tactics, and experiment with your outreach. Increase your numbers, use new channels like video or text, and focus on sounding like a helpful partner—not just another vendor.

Author:

Jack Kasel, Sales Development Expert
Anthony Cole Training Group