Summer Selling: Why “Everyone’s on Vacation” Is a Terrible Excuse

Every year around this time (actually I’ve been hearing it for the last two months), I hear the same thing from salespeople:

“It’s summer. Nobody’s buying.”

“Everyone’s on vacation.”

“Things will pick up after Labor Day.”

Let’s call that what it is: an excuse. And excuses don’t pay the bills.

Yes, some people take vacations during the summer. But let’s be realistic. Most people take a week or two off – not three months. Businesses don’t shut down from June through August. Decisions still get made. Problems still need solutions. Revenue goals don’t disappear just because the temperature goes up.

In fact, summer can be a fantastic time to sell if you’re willing to adjust your approach and stay active while others are making excuses.

One of the biggest advantages of summer selling is that many of your competitors take their foot off the gas. They slow down their prospecting, reduce their activity, and convince themselves that nobody is available. That creates an opportunity for you to stand out.

That doesn’t mean you should ignore common sense.

For example, Friday afternoons during the summer are probably not the best time to reach prospects by phone. Many people leave early, work remotely, head to the beach, or mentally check out before the weekend begins. Instead, focus your prospecting efforts earlier in the week when people are more engaged and available.

Here are a few additional summer selling tips:

1. Increase Your Prospecting Activity

If some prospects are unavailable, simply speak with more people. The answer isn’t to prospect less – it’s to prospect more.

2. Plan Around Vacation Schedules

Ask prospects about upcoming travel plans and schedule meetings before they leave or shortly after they return. Smart sellers plan ahead.

3. Use Multiple Channels

If someone isn’t answering the phone, connect through LinkedIn, email, referrals, networking events, or video messages. Don’t rely on a single prospecting method.

4. Focus on Relationship Building

Summer often provides a more relaxed atmosphere. Take advantage of it. Have conversations. Build rapport. Strengthen relationships that can lead to opportunities later.

5. Stay Consistent

The salespeople who win in the fall are often the ones who kept prospecting throughout the summer. Pipelines don’t magically fill themselves in September. They are built by the activity you do today.

The truth is simple: opportunities don’t disappear during the summer. They just go to the salespeople who continue showing up.

So this summer, don’t join the chorus of people saying, “Everyone’s on vacation.”

Pick up the phone.

Send the email.

Schedule the meeting.

Have the conversation.

Because while others are sitting on the sidelines waiting for September, you can be building momentum, creating opportunities, and closing business.

Summer is not a reason to slow down.

It’s a reason to separate yourself from the competition.