đď¸ Â Â Summertime Sales Myth
đď¸ Â Â September Starts
𼠠 This Year Is Different
đď¸Â Summertime Sales Myth
The summertime sales dip is a well-documented phenomenon, but it is a myth.
I am having countless conversations with people predicting a dip in sales in July. The summertime slowdown is so ingrained in our psyche that itâs almost a foregone conclusion.
The data validates the belief. A survey by Sopro of 359 B2B companies in the UK found:
- 75% reported a drop in sales of 20%
- 20% claimed dips of 40% or more
The report concludes that the number one reason for the summertime sales dip is customers are away on vacation.
Itâs time to call the summertime slowdown a self-fulfilling prophecy, and it doesnât have to happen. Choose not to slowdown this summer.
First, shift your attitude. Donât use âour customers check out in the summerâ as an excuse.
Decision makers are always working. Chances are the CEO or your key decision makers are doing their best thinking at the dock.
Second, the summer is a really long time! Youâve got 11 weeks over 2 months. Thatâs over 20% of your year, and no one is away that whole time. People take off a few days, not a few weeks.
This year challenge the summertime dip. While your competition is pulling back, you step forward. Increase the volume of sales activities. Fight! Be proactive. Sell!
đď¸Â September Starts
Back to school. Back to work. September is a time of renewal. Itâs a time of energy and commitment as businesses regroup and race for year end.
For most of my career, August has been my most productive sales month.
I realized a long time ago that a lot of projects are initiated after Labor Day. From a sales perspective, companies need to make their commitments in August if they want to start in September.
To line up your September sales is a simple workback strategy. If you have a 60 day sales cycle, you need to be lining up your deals now (in June).
One of the key advantages of summer selling is you can compress your sales cycle.
With  employees on vacation, decision makers are often more accessible due to short staffing. This can be ideal, because it limits the number of distractions or additional participants in the sales process.
The other advantage is you can sell the value of a September start. Decision makers may embrace hitting the ground running after Labor Day, and you can help them achieve it.
đĽÂ This Year Is Different
2025 has been a year of uncertainty.
According to The Conference Board, CEO Confidence collapsed in Q2 2025. May was the largest quarter-over-quarter decline in the survey's history, dating back to 1976. 83% of the CEOs surveyed said they expect a recession in the next 12-18 months.
With the trade war omnipresent, there is no time to take your foot off the gas.
It may be glorious outside. The cottage may be beckoning you. But donât let that get in the way of whatâs important.
In a downturn, the best defense is a strong offense: dramatically increase the volume of sales and marketing activity. You are working to outsell the slowdown.
The sales work you do this summer will shape rest of your year.
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