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How To Survive A Summer Sales Slump

It can be disconcerting when summer sales are slow. Especially if you feel that you are in a sales slump. These five tips will help you survive the summer and crush the rest of the sales year.

I don’t know about you, but sometime around the fourth of July, sales slow down, and then after the holiday, it seems to stop! The pace of business, new lead generation, and the urgency of the first half of the year seem as though they are gone.

Sales Is Seasonal

As I speak to clients and colleagues (who aren’t on their family vacations) they tell me the same thing— many of their bosses, co-workers, suppliers, or business partners are either on vacation, just coming back from a vacation, or just about to take a vacation.

In fact, many people I know are taking as much as three to four weeks off. I just spoke with a potential coaching client, and when I asked him when he was thinking of starting our coaching relationship, he told me it would be after his month-long vacation in August. He and his wife will be back right before Labor Day.

So there you have it. Business is seasonal. The weather changes. People have worked hard and are now ready to take some time off. Business changes and people begin to relax.

Does this mean companies aren’t buying or planning for the fall? Of course not.

It just means that they are going to begin doing things on their timetable, not yours.

So here’s what you can do to not only make sales now but also set yourself up for the best finish of any year you’ve ever had.

5 Tips For Crushing Your Summer Sales Goals

Don’t Let Up

Keep working hard— if not harder. Make more calls. Send more emails, stay later, and come in earlier. The time you put in now may not seem to pay off right away, but in the fall, you’ll see the fruits of your labor.

It reminds me of the “dog days of summer” in NFL training camps. I still remember what Bill Parcells told his players in late December when they were about to begin a drive that would determine whether they got into the playoffs or not. He looked at his exhausted linemen and said: “This is why you lift all those damn weights!”

The effort you put in now will make a difference at the end of this year.

Work On Your Sales Skills

This is the perfect time to work on your sales skills. Work on improving your skillset, new product development, or another part of your business that will make a difference in the second half of the year. Take an online sales course. Read a book. Invest in yourself.

Connect With Established Clients

This is the perfect time to send a card, to make a call, and to talk with clients about things other than business. For example, where are they going for summer vacation?

Face it, if things are slow for you, they are probably slow in their business as well. How about asking what they are doing to deal with this period and what they are doing to get ready for the fall? And how about asking how you can help them do that? Set yourself up to work with them when they’ll be ready.

If any of you have thought about developing a greeting card campaign to stay in front of your customers and prospects, this is the perfect time to do it!

Why not design a card with a picture of yourself and your family on YOUR vacation and send it to all your clients and prospects. That’ll give you something to talk about.

When Sales Are Slow, Set Goals for Q4

Make goals for September through December and develop a plan of action to accomplish them. Develop an affirmation card and goal sheet of what you’re going to earn, what it’s going to feel like over the holidays to have accomplished it, and begin smiling each day as you feel the gratification of having done it.

Remember, “Fear Pushes, But Vision Pulls.” Use this time to create a compelling vision of the rest of the year for yourself and let that vision pull you through the summer.

Feed Your Mind

When summer sales are slow, this is the perfect time to feed your mind every single day (and many times in the day as well). My favorite book to re-read each summer is: Beyond Positive Thinking by Dr. Robert Anthony.

I’ll bet you have your own list of positive reading material you’d like to finally read. Pick one book tonight, put it on your desk, and commit to reading it before Labor Day. That alone will make a huge difference for you.

The most important thing to remember during the summer is that “this, too, shall pass.” If business has slowed down, that will change. And if you take advantage of any of the five suggestions above, you’ll be the most prepared to prosper when it does.


Summer sales slumps are the perfect time to hone your sales craft. Download our FREE Virtual Selling Video Sales Call Checklist and learn how to engage more buyers in less time and at a lower cost, shortening the sales cycle, while delivering a better customer experience.

About the author

Mike Brooks

Mike Brooks

Mike Brooks is the founder of Mr. Inside Sales, a North Carolina based inside…

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