Prepare for the Summer Slowdown

Some say that in Michigan we have two seasons:  Winter and Construction.  Some days I would agree with that.  As excited as I am about seeing the grass again and hearing the birds chirping, I loathe the detours and one-lane squeezes that abound on our streets and freeways.

However, if I know I need to head east into Grand Rapids, then I know I need to plan an alternate route or leave ample time to arrive at my destination despite the orange cones.  The same holds true for direct sellers as we approach the summer slowdown season.  After the Mother’s Day push, life for independent consultants can come to a snail’s pace if unprepared.

Consider what happens in the summer months: longer days, more outdoor activities, graduations, open houses, weddings, showers, vacations, camping, home projects and events aimed toward keeping cool.  Those combined factors do not typically bode well for home party and direct sales consultants.

No worries. Below are Six Summer Slowdown Survival Suggestions (I chose six tips because it’s fun to say “Six Summer Slowdown Survival Suggestions” seven times speedily!)

1. Promote summer related products.  If you normally sell candles you know wax sales go down as the daylight hours and heat go up.  If you also sell air fresheners or room spray, promote those as ways to refresh cabins and campers.  If you sell kitchenware, promote your picnic items.
2. Use the heat to your advantage.  Run “Cool Specials for Hot Days” limited time specials. Create your own unique offers and discounts. (Buy xxx, get a free water bottle, etc.)
3. You must continually plant seeds so that you can harvest later.  If you budget accordingly and plan for slow sales in the summer you’ll be better prepared.  Use the time to beef up recruiting efforts. Summer is a good time to start a business and to become familiar with the company policies and procedures as well as the product offerings.  Then by the time Back to School season arrives, new consultants can hit the ground running.
4. Where do people hang out when it’s hot?  Community pools and beaches, andparks.  Check with local authorities to see if you can set up a display and get a tan at the same time.  Note: employ this technique on a regular basis.  The first couple of times sun worshipers may not be prepared with money to purchase your goods.
5. Home party themes such as a BBQ or Picnic could increase party attendance. People who live in four-season locations are protective of their summer outside time.  Make it convenient and desirable to be outside and shop at the same time.
6. Whatever you do, do not take the summer off.  Not only will you forfeit a paycheck in the summer but your fall sales will also feel the fallout.  Certainly enjoy some time off or an abbreviated summer schedule, however you must keep on keeping on to some degree.  Do something for your business every day or every week at a minimum.  Contact former hostesses, offer special discounts, send catalogs to a new market, attend networking events – just do something!

The Boy Scouts’ motto is to Be Prepared.  You should adopt that same axiom.  Half of the battle of surviving a summer slow down is to expect it.  If you don’t see it coming, you’re more likely to get frustrated and want to quit.  Instead, stock up on sunscreen and go work your business!