The best time to sell snow and ice management services

However, research suggests that the most effective window for closing deals isn’t before or during the storm itself, but in the immediate aftermath—specifically, 72 to 96 hours following a major weather event. This is when your customer’s willingness to pay is highest, and their willingness to negotiate is lowest.

According to a study published in Psychological Science, individuals exposed to high-risk events exhibit a significant reflexive increase in adaptive behaviors to manage their anxiety and restore a sense of normalcy. The study, titled "The Role of Hedonic Behavior in Reducing Perceived Risk," utilized mobile data following major seismic events to track human behavior. It found that in the week following a disaster, people engaged in significantly higher levels of communication and functional behaviors to assuage their fears and manage uncertainty.

1. The Chaos Has Cleared: Immediately during and after a storm, infrastructure may be overwhelmed, and clients are reactive—putting out fires. As noted in the research, regions with the highest intensity impact often faced service outages in the first few days, rendering outreach impossible or ineffective.
2. The Desire for Control is High: Once the immediate shock subsides (roughly 48 to 72 hours later), the desire to prevent a recurrence becomes a primary motivator. Clients are no longer just reacting to the snow; they are actively seeking tools and services that promise safety and certainty for the future.
3. Action-Oriented Behavior: The research indicates that the drive to engage in risk-reducing behaviors persists for weeks but is particularly acute in the first week post-event. This is when a prospect is most psychologically primed to sign a contract that guarantees they won't feel that level of helplessness again.

By timing your sales calls for this "recovery window," you align your services with the client’s natural psychological drive to reduce risk, making them far more receptive to your proposal.