WHY APRIL CAN SLOW YOUR SALES (AND WHAT TO DO ABOUT IT)

Easter is just around the corner, and if you’re not planning ahead, you might be setting yourself up for a slow April. With public holidays, school breaks and shorter workweeks, prospecting can become tricky. But a little preparation now can keep your pipeline moving, even when your prospects are away.

Why Easter Impacts Sales (and What You Can Do About It)

Public holidays don’t just mean time off for your prospects, they mean shorter sales cycles, fewer decision-makers available and potential delays in deals closing. If you’re in Australia, this is even more important because Easter is followed closely by the end of the financial year, making April a critical month for sales.

But instead of scrambling to book last-minute meetings or watching your pipeline dry up, you can plan ahead and avoid the Easter sales slump.

How to Avoid the Easter Sales Slump

Here’s what you can do right now to make sure April doesn’t turn into a sales disaster.

Start Booking Meetings for Late April and Early May

If you wait until mid-April to start booking meetings, you’ll already be too late. Many prospects take time off around Easter, so you need to get meetings scheduled now for late April and early May.

Rather than pushing for a meeting in the next few days, ask:

"Are you around after Easter? Let’s lock something in for when you’re back."

This makes your outreach feel thoughtful rather than pushy and increases the chances of a yes.

Avoid the ‘Desperate Salesperson’ Trap

Nothing turns a prospect off faster than urgency that feels forced. If you’re asking for a meeting tomorrow or the next day, you might seem unorganised or desperate to fill your calendar.

Instead, play the long game. Build rapport and provide value before asking for a meeting. Suggest dates a few weeks out instead of within the next seven to ten days. Focus on relationships, not just immediate sales. When you show that you respect their time, they’re much more likely to say yes.

Understand Your Prospect’s Holiday Plans

If your prospect is taking time off, find out when they’ll be back and when they’ll actually be ready for meetings. Ask when they return from leave, how long it usually takes them to catch up after a break, and whether it would be better to book something later in the week instead.

If they’re returning on a Tuesday, don’t book a meeting for that day—chances are they’ll be too busy catching up. Instead, suggest Thursday or Friday when they’re more likely to be back in work mode.

Use This Time to Reignite Past Leads

The last few months have been a huge opportunity to reconnect with past leads. If you haven’t already, Easter is the perfect time to follow up on previous conversations, send valuable resources like webinars, guides, and case studies, and re-engage leads who went quiet.

We’ve seen incredible success with this strategy. Our team at Your Sales Co consistently books meetings through lead re-engagement, even when prospecting is tougher.

Set Yourself Up for a Strong Return After the Break

If you’re taking time off, don’t come back to an empty calendar. Before you go, pre-book meetings for your first week back so you’re not scrambling to get momentum going again.

Try this approach. Reach out to prospects you know will need your solution soon and say, "Hey, I know we were set to chat in [Month]. My calendar’s filling up, should we lock something in for when I’m back?"

This makes scheduling easier for them, keeps you top of mind, and ensures you return to a full pipeline.

Final Takeaway: Plan Now, Win Later

April doesn’t have to be a slow month for sales. The sales teams that plan ahead will keep their momentum, while others will be scrambling to book meetings once the holidays are over.

Start scheduling meetings for late April and early May. Be mindful of your prospect’s holiday plans. Use this time to reconnect with past leads. If you’re taking time off, book meetings for when you return.

Want more strategies to keep your pipeline full, no matter the season? Visit Your Sales Co for expert sales insights, tools, and training.

Are you prepared for the Easter sales slowdown, or are you still filling your calendar? Let us know—we’d love to hear how you’re planning ahead.