We’re barely into summer, and I can already tell who’s going to have the best Q4 on my team.
It’s the people who are already planning for it. Not just with pipeline numbers, but with strategy, skills, and execution. As someone who works closely with AEs and SEs across multiple industries, I get a front-row seat to what’s working, what’s shifting, and what’s about to catch people off guard.
Here are a few trends I’m watching and how smart salespeople (and teams) can start preparing now to stay ahead.
1. Tech Consolidation Is the New Budget Priority
CFOs and CIOs are tightening their belts again, and they’re looking to consolidate, not add. If your solution doesn’t replace something or tie directly to cost savings, you’re going to face more scrutiny.
What to do now:
- Reframe your messaging from “new capability” to “consolidation play.”
- Build cost justification into your discovery process early.
- Prep value narratives that show how you reduce spend on adjacent tools or internal resources.
2. Champions Are Getting Burned Out
The internal sellers who used to carry your message forward? They’re stretched thin, often managing 3–5 initiatives at once. They don’t have time to translate your value to their CFO or CTO.
What to do now:
- Package the story for them. Write the email they can forward. Build the slide they can share.
- Coach your champion on “why now?” messaging and don't assume they know how to drive urgency.
- Start tracking where deals slow internally and test new ways to support your buyer’s journey.
3. AI Fluency Will Be a Differentiator
Buyers are curious about AI, but they're mostly still skeptical. The reps and SEs who can explain how AI ties to real outcomes will stand out. Those who stick to buzzwords will blend in.
What to do now:
- Learn to talk about AI with clarity and restraint. Tie features to use cases and value.
- Build a few short, repeatable stories that show the impact of AI in your product or industry.
- Don’t wait for enablement. Do your own dry runs and pressure-test how you explain it.
4. Late-Stage Friction Will Kill Deals
Q4 is notorious for last-minute objections, especially from legal, security, or procurement. If you’re not prepared, it’s too late.
What to do now:
- Start early on red flags and get security docs reviewed in Q3.
- Build an internal “deal hygiene” checklist and review it every two weeks.
- Ask your SEs and RevOps folks what tends to stall deals late and start planning around it now.
Bottom line: Winning Q4 isn’t about hustling harder in November when people are more focused on eating turkey. It’s about laying smart groundwork in Q3.
If your team’s already prepping for Q4, I’d love to hear what’s on your radar. What are you doubling down on this summer to close stronger later?
