The summer slump

A salesperson’s favorite excuse starting July 

If there’s one thing salespeople excel at - besides closing deals - it’s finding excuses for why deals aren’t progressing. "The client's budget got frozen," "They’re re-evaluating their needs," or "The decision-maker’s cat had to go on parental leave" are just a few classics. But when the sun starts shining and the temperatures rise, a new excuse dominates the conversation: the infamous summer slump. The summer slump refers to that dreaded period when decision-makers are on vacation, offices are half-empty, and deals seem to stall indefinitely. It’s like trying to run a marathon in quicksand - every step forward feels like a struggle, and the finish line is barely in sight. Sales performance typically takes a hit during this time, with longer sales cycles and fewer closed deals. But is the summer slump just another convenient excuse, or is there more to it?

The data speaks

Contrary to the notion that the summer slump is just an overused excuse, empirical data suggests it’s a real phenomenon. Studies indicate that B2B sales activity can drop by as much as 30% during the summer months. It’s not just perception; the numbers back it up. Sales cycles elongate as decision-makers take time off, and teams struggle to get the right people in the room for crucial discussions. Companies with European clients, in particular, might feel the pinch even more, as entire countries seem to shut down during July and August. So yes, the summer slump is real, and it’s not just about the weather - it’s about the way business rhythms slow down, making it harder to push deals across the finish line.

Opportunity knocks for the prepared

While it might seem like the entire business world is lounging on a beach somewhere, the truth is that not all your clients will be out of the office at the same time. This can actually be a golden opportunity to interact with those who are still around. For some companies, this period is critical as they may need to spend their budgets by the end of September. With fewer distractions and competitors also in a lull, this could be your chance to engage with the right people at the right time. It’s all about being strategic - knowing which clients are more likely to be available and focusing your efforts there can turn the summer slump into a period of productivity.

Bridging the summer slump

So, how do you keep the momentum going during the summer doldrums? The key is preparation and adaptability. Start by building a robust pipeline before the summer hits, so you have enough deals in progress to carry you through the slow season. Utilize tools and tactics that allow for better deal tracking and stakeholder engagement, even when key players are out of the office. For instance, setting up automated reminders or collaborative platforms that keep the conversation going can help maintain momentum. Flexibility is also essential - be prepared to pivot and engage with different stakeholders who might still be around. Sometimes, summer is the perfect time to strengthen relationships, refine your value proposition, or even work on long-term strategies that will pay off in the fall.

Key Takeaways