For many sales professionals, June brings vacations, kids home from school, well-deserved time off, inevitable thunderstorms, and a notable dip in activity. Prospects are harder to reach, decision-makers are out of the office and the usual pace of business slows down. But the so-called “summer doldrums” don’t have to mean a loss in momentum, productivity or revenue. With the right mindset, and a few strategic adjustments, salespeople and managers can weather the slower months and come out ahead.
Here’s how to turn summer into a season of opportunity instead of stagnation:
1. Reframe your attitude
First, change your mindset. Too many sales teams accept the summer slowdown as inevitable. But while buying cycles may shift, not all activity stops. Your prospects and potential customers may be using this time to evaluate vendors, set budgets or plan purchases for the third and fourth quarters. If you assume it’s “not worth calling” because no one is available, you may miss key windows of opportunity—or worse, your competition is calling them.
Encourage your team to stay proactive and approach summer with an actionable plan. Ask: What can we accomplish now that we couldn’t during busier months?
2. Focus on building relationships
Summer is a great time to strengthen relationships with prospects and existing clients. With fewer meetings and deadlines competing for attention, people are often more open to casual conversations, lunches or check-in calls.
Instead of the hard sell, focus on value-driven touches: send a helpful article, offer insights relevant to their business or simply inquire about their family, vacation or upcoming plans. We refer to these as “touch calls,” intended to keep you top of mind and help set the stage for future deals.
3. Scrub your pipeline
Implement “pipeline hygiene,” or pipeline segmentation—dividing prospects into categories such as “ready to close,” “long-term nurture” and “summer slow.” This allows reps to focus their efforts where there’s still momentum, while developing targeted strategies for those who are temporarily on hold.
Use this time to clean up your CRM, update deal notes and prioritize the prospects most likely to convert once vacations end. A well-organized pipeline is a powerful launchpad for a strong fall.
4. Create summer incentives
Top-producing sales reps thrive on goals and rewards, and nothing counters a slump like a creative incentive. Consider launching a “summer sprint” with small weekly, or monthly, contests that reward activity—calls made, meetings booked, proposals sent—not just closed deals.
Medals and money keep energy high and engagement up during weeks that might otherwise feel slow. Prizes don’t need to be big: gift cards, time off or even team shoutouts can all work wonders.
5. Focus on skill development
Why not use these summer months to sharpen the saw? Invest in skill-building through additional training, sales coaching or peer-to-peer learning. Host role-plays, update pitch decks or bring in guest speakers. Explore the latest software and AI learning tools, such as Fathom and Yoodli.
Sales managers can also use the summer months for one-on-one coaching to dig into each rep’s strengths and areas for growth.
6. Plan for Q3 and Q4
Summer is the perfect time to lay the groundwork for a strong second half. Focus on new market segments or product lines, review your target accounts and build out prospecting plans for fall outreach.
Use downtime to reflect on what’s worked so far this year, and what needs adjusting. Are there industries or verticals that are heating up? Are you missing opportunities because of outdated messaging or misaligned offers?
7. Take strategic time off
Finally, don’t forget to recharge. Burnout is real and managers should encourage their teams to take well-timed vacations and truly unplug. By planning time off strategically, and setting clear expectations, teams can return refreshed without letting momentum drop.
June, and the onset of summer, may bring a slower pace, but that doesn’t mean it has to be a lost season. With a proactive mindset, a focus on relationships and skill-building, and a few well-placed incentives, salespeople and managers can beat the doldrums and lay the foundation for a strong year-end finish.
Jim Marshall is the founder of Sandler Training of Tampa Bay, which provides sales and management training and coaching to high-achieving companies and individuals.
Contact him at 813.287.1500 or [email protected].