How to beat the slower sales during the European Summer season

As businesses expand into European markets, they often encounter a predictable seasonal slowdown during the summer months. With many European clients, distributors, and partners taking extended vacations, companies must proactively strategize to keep engagement high and ensure continued growth.

In a recent Exportia webinar, Christelle Damiens, Managing Director of Exportia, shared seven practical tips to navigate the European summer lull effectively. Below, we summarize these insights to help businesses maximize their time and maintain strong relationships with European prospects, customers, and distributors.

Why Does the European Summer Slowdown Matter?

For European businesses, summer is a sacred time for vacations. Clients and distributors often take extended leave, especially in countries like France, Spain, and Italy, where entire businesses may shut down for weeks. This creates challenges for companies outside Europe, as reaching key decision-makers and securing deals becomes more difficult.

However, this period doesn’t have to mean zero progress. Instead, businesses can use this time wisely to strengthen relationships, refine strategies, and prepare for a strong second half of the year.

7 Tips to Make the Most of the European Summer Slowdown

1. Anticipate and Plan Ahead

Before July arrives, contact your European clients and distributors to determine their holiday schedules. Some companies will shut down completely, while others will operate with a reduced staff.

Key actions:

Identify when key decision-makers will be unavailable.
Schedule important discussions before they leave.
Set up follow-up meetings for their return in September.

By planning ahead, you avoid scrambling for responses during the slower months.

2. Understand Country-Specific Holiday Habits

Not all European countries observe holidays the same way. Knowing each country’s holiday trends can help you plan better outreach strategies.

Germany & UK: Business activity slows but doesn’t completely stop.
France & Spain: Mid-July to late August is the peak vacation period.
Italy: August is particularly slow due to the Ferragosto holiday.
Nordic Countries: Holidays begin earlier, often in June and July.

Being aware of these patterns helps prioritize outreach based on when your contacts are available.

3. Use the Time for In-Depth Conversations

While some employees will be on vacation, those who remain tend to have lighter workloads—making summer a great time for meaningful discussions.

What to do:

Reflect on the past six months—what worked, what didn’t?
Introduce new product lines and gauge early interest.
Strengthen relationships with distributors and clients.
Check for tender opportunities, as some companies issue tenders during the summer months.

With fewer daily distractions, clients may be more receptive to strategic conversations.

4. Develop a Six-Month Sales Plan

Most European companies operate on a calendar-year financial schedule. That means Q3 and Q4 are critical for hitting sales targets.

Use this time to work with distributors and clients on:

Reviewing sales performance: Are they on track to meet targets?
Setting promotional strategies: What initiatives can drive sales in Q3/Q4?
Identifying key customers: How can you support their needs before year-end?

By proactively planning now, you ensure your distributors remain engaged and motivated to drive sales when business picks up again.

5. Prepare for Trade Shows and Congresses

With events returning in hybrid formats (both physical and digital), now is the time to plan which trade shows and congresses to attend.

Steps to take:

Register for Q3/Q4 trade events before spots fill up.
Finalize booth designs and marketing materials.
Start lead generation early—reach out to potential attendees before the event.
If attending virtually, schedule webinars or product presentations to engage participants.

Trade shows are an excellent way to reignite momentum in September and beyond.

6. Ensure Your Products Are in Distributor Catalogs

Many European distributors update their product catalogs in either September or January. If your products aren’t listed, you risk losing visibility with their customers.

What to do:

Contact distributors to confirm your products are included in the next update.
Review pricing and product descriptions—ensure accuracy.
Negotiate placement within catalogs—premium positions may require investment.
Check online catalogs too, not just printed versions.

Being proactive ensures your products stay top-of-mind for European buyers.

7. Do a Marketing & Sales Housekeeping Audit

Use the slower months to optimize your marketing and sales assets so they are ready when business picks up.

Key areas to review:

Update websites with fresh content, new case studies, or product updates.
Ensure marketing materials (brochures, presentations) are available in multiple languages.
Check compliance documents (safety data sheets, certifications) to avoid last-minute issues.
Monitor distributor websites—are your products still listed? Are they properly displayed?

A well-maintained marketing and sales infrastructure sets the stage for strong Q3 and Q4 performance.

Leveraging the European Summer Slowdown for Growth

While summer in Europe is traditionally slower, it doesn’t have to mean lost opportunities. By planning ahead, staying engaged, and using the time strategically, businesses can strengthen relationships, refine marketing strategies, and prepare for a successful year-end push.

Quick Recap of Key Actions:

✅ Plan ahead—schedule meetings before key decision-makers leave.
✅ Know country-specific holiday trends—prioritize outreach accordingly.
✅ Have deeper conversations—use the relaxed atmosphere to strategize.
✅ Build a six-month plan—align with distributor and client sales goals.
✅ Prepare for trade shows—secure booth space and initiate lead generation.
✅ Ensure catalog inclusion—confirm distributors are showcasing your products.
✅ Do a marketing audit—refresh materials and optimize your digital presence.

By staying proactive, businesses can avoid the summer sales slump and set themselves up for success in the second half of the year.

For more insights on scaling your business in Europe, visit www.exportia.com.au.