I’m a big believer in consistent prospecting year-round to keep a healthy sales pipeline — no matter how busy we are or how much business we’re closing. But summer has become my favorite time to give this essential process extra attention. That wasn’t always the case. Early in my sales career, I got caught up in the summer slowdown mindset — assuming nothing much happens in July, August, and even most of June.
To be fair, summer can present real challenges: limited availability, difficulty coordinating schedules, and a general shift in energy. How many times have you heard, “Let’s reconnect in the fall”… in June?
But over the years, I’ve found that summer can actually be an incredibly effective time to prospect — especially with focused attention. It sets the stage for a smoother, more productive transition in September.
I concentrate on two areas: Revisiting the old — and identifying the new.
Revisit the Old
Dig into your CRM. Look for people who’ve gone quiet or haven’t been contacted in a while. Use engagement data to identify warmer leads who may more likely respond to a thoughtful nudge.
Match your outreach to the relationship. Incorporate broad outreach initiatives with more personal follow-ups — calls, emails, or posts to those you've engaged with before.
Build on your past efforts. Acknowledge the time gap, and reference something specific from your last interaction. (This is where good CRM notes really pay off.)
Start Something New
Explore a new market or vertical. Do your homework first — be strategic in who you target and why.
Use AI to expand your thinking. Not using AI yet? It’s a great time to test it out — whether for market research, competitive insights, or prospecting ideas you hadn’t considered.
Polish your messaging. Take this quieter time to write, rewrite, and fine-tune your prospecting emails, outreach content, and campaign messaging. And, launch a new newsletter, blog, or other initiatives.
Ironically, many of my summer conversations do end with a version of, “Let’s reconnect in the fall.” But it feels different — better — when the follow-up comes after a conversation you initiated. You’re not starting from scratch but picking up where you left off.
If you’re already using summer to prospect with purpose, I’d love to hear your success stories – or brainstorm new ideas.
Happy Summer Selling!
