Our sales cycle slows down dramatically during the summer months. How do we prevent our sales reps from checking out when their revenue and close metrics inevitably go red on the scorecard?

Question

Tyler Smith · Accepted Answer

When sales naturally slow down, keeping revenue targets on your weekly scorecard can demoralize your sales team and cause them to check out. To maintain accountability and keep your team motivated, you must shift the scorecard focus from lagging results to high-volume leading activity metrics during your off-peak season.

While you cannot force a client to buy in July, you can control the activities your team performs. During slow months, lower your weekly revenue targets to match seasonal reality, but raise your targets for relationship-building activities.

Shifting Scorecard Focus

Instead of focusing on lagging indicators like closed deals, shift your scorecard to leading indicators that your team can control. This approach helps maintain motivation and productivity when external factors slow sales. For a deeper dive into setting these types of metrics, see [how to choose your scorecard metrics](/qa/how-to-choose-five-fifteen-scorecard-metrics) or [shifting focus from lagging to leading indicators](/qa/leading-vs-lagging-scorecard-metrics).

Key Activity Metrics to Track

During slower periods, focus on tracking and setting targets for:

• Outbound touches: The number of calls, emails, or messages initiated by reps to new or existing prospects.
• Reactivated client outreach: Efforts to re-engage past clients or dormant leads.
• Database cleanup tasks: Ensuring CRM data is accurate and up to date, which supports future sales efforts.
• Discovery calls: The number of initial conversations with potential clients.
• Follow-up emails: Quantity of follow-up communications after initial interactions.
• Networking events: Participation in industry events to build connections.

This strategy keeps your sales reps focused on productive work that builds a massive pipeline for your peak season. When your sales team realizes their scorecard is graded on their effort and activity rather than market stagnation, they will stay engaged and focused.

Review and Adapt

Review these activity numbers in your [Level 10 Meeting](/qa/how-to-review-scorecard-under-five-minutes) to ensure the pipeline is filling up. This proactive management means that when your peak season arrives, your team will be ready to hit the ground running. Remember that for seasonal businesses, setting [relevant weekly measurables](/qa/seasonal-business-scorecard-goals) is crucial.