Getting Through the Summer Lull

Joseph Stubblebine
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Buying and selling occurs in a fairly predictable cycle, so some business owners rein in their spending at certain times of the year. This causes the ups and downs you will inevitably experience as a salesperson. Those with sales jobs know summer is traditionally one of the slowest periods, especially when you work with customers who would rather save money for other products and services during the busy holiday season. Before you let a sales slump get you down, use these tips to adjust your sales strategy and make more sales.

Revamping your value proposition is one of the first steps you should take if you hit a summer sales slump. The value proposition gives customers a reason to buy from you instead of your competitor, so it is one of the most important statements you make during a sales call. If you experience a lull in sales, revise the language of your value proposition or improve the explanation of how your products and services solve problems. Reviewing your value proposition from time to time will make your sales jobs more rewarding and help you get out of a sales slump.

A summer sales lull is also the perfect time to ramp up your networking efforts. Networking is especially important for people in sales jobs because the ability to make sales often depends on the strength of relationships with other people. Sylvia Browder recommends participating in meetings and seminars where you can make connections with people who have similar goals. When you attend these networking events, be prepared to listen more than you speak. Plan each event with the goal of making new connections in mind. Avoid trying to sell new contacts on your products and services the second you meet them. Networking events should be for building relationships, not making sales.

Even the best sales strategy in the world won't do you much good if your marketing materials are out of date. Take any information you learned in your previous sales jobs and use it to create brochures and other materials that make your current products and services stand out from those of your competitors. Check to make sure your product specifications are up to date, and take time to make sure there are no errors in any of your marketing materials. Taking just a few minutes to do so can help you reduce the risk of losing sales because your marketing materials have errors or outdated information.

Most people with sales jobs experience highs and lows throughout the year, but don't waste time worrying about your sales statistics. Use a summer lull in sales to revise your value proposition, network with industry professionals, and update your marketing materials. Doing so will give you the ability to overcome sales slumps and be more successful in all of your sales jobs.

(Photo courtesy of Stuart Miles /


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