Ignorance on Fire: Why the “J Month Slump” Might Be a Leadership Myth

I remember being told early on: “Just brace yourself. January, June, and July are the slow months in direct sales.”

And sure, I get it. January brings post-holiday fatigue and empty wallets. June and July bring chaos—kids out of school, travel, vacations, routines gone rogue.

But here’s the thing…

In my personal business, I’ve watched new ambassadors join during these so-called slow months and absolutely crush it. And it’s not just ABBI. I’ve seen it happen across the board in direct selling. The pattern’s clear: the people who haven’t been warned about the “J-month slump” often outperform the ones who have.

Not because the timing is perfect. But because no one told them they couldn’t.

The Problem With “Being Realistic”

When leaders keep reminding everyone that J months are tough, it sounds helpful. Supportive, even. But what we’re really doing is handing people a soft excuse to slow down.

We’re setting the expectation that success during these months is rare, maybe even lucky. And that’s not the energy that grows a business—or a leader.

When you teach someone what to expect, they either rise to meet it or quietly shrink down to it.

Who’s Actually Thriving Right Now?

Let’s stop acting like everyone disappears in the summer.

Parents? Sure, their routines go out the window. But they’re also in car lines, sitting at ballgames, and scrolling their phones from the pool chair.

Teachers? Summer is when they finally breathe. No grading, no hallway duties, no staff meetings. It’s when many of them finally have the space to build something else. And often, they’re looking.

Vacationers? Don’t be fooled—vacation doesn’t mean disconnected. It means downtime. And downtime means scroll time.

And let’s not forget this—summer is conference season. In direct sales and social selling, June and July often bring in-person events, national gatherings, and team rallies. You want to see fire? Watch someone come home from a conference. Watch the spark they get when they hear stories, feel the mission, and remember what’s possible.

Conference season alone can light up a team for the rest of the year—if you build off that energy instead of bracing for the dip.

New Ambassadors Don’t Know Better—and That’s Their Superpower

When someone joins in June, they don’t know they’re “supposed” to struggle.

They show up excited. They follow up without fear. They post without second-guessing themselves. They close the sale—because no one told them it would be hard.

It’s the kind of momentum that doesn’t come from experience. It comes from belief.

And as a leader? Please don’t smother that. Don’t cool down their fire with your calendar history.

Flip the Narrative: What These Months Really Are

January is a Reset. People want to feel better. Start fresh. Try new things. That’s energy to work with.

June is Margin. Yes, schedules shift. But some people finally have room to think. Don’t write off what you haven’t asked about.

July is Momentum. The quiet months are where groundwork gets laid. You can coast or you can plant.

Your Leadership Move

If you’re leading a team, here’s the nudge: Quit repeating tired scripts. Stop telling people what doesn’t work. Start showing them what’s still possible.

Don’t douse someone’s fire with your experience. Borrow it. Let it wake something up in you. Let it remind you what it felt like before you had “rules.”

Honestly? It’s a little like the energy of a new convert. That wide-eyed, nothing-is-off-limits kind of belief. Before the fine print. Before the systems. Before the doubt.

That energy is rare. And when someone brings it? Protect it. Or better yet—run with them.

Let the new people lead with fire. Let the seasoned ones remember what that feels like. And let this be the summer someone looks back and says: That’s when everything started to change.

5 Strategies to Combat the Real Summer Slowdown:

1. Host Bite-Sized Summer Parties Instead of long, draining online events, go short and sweet. Try “15-minute demos,” “Coffee & Care,” or “Sunscreen & Sips” sessions. Easy to host. Easy to duplicate. Easy to attend.
2. Schedule with Purpose (Not Guilt): Encourage your team to block in business time around real life. Use power hours, follow-up blocks, and scheduled “vacation visibility” posts to stay consistent without being constantly on.
3. Launch a “Summer Glow-Up Challenge.” Create a team or customer-facing challenge with check-ins, selfies, giveaways, and skin tracking. It builds engagement, trust, and testimonials. Consistency, not volume, is the goal.
4. Lean on Collaboration. Don’t do summer alone. Co-host events, pair new and experienced ambassadors, or use group threads for light accountability. Summer feels lighter when you’re not carrying it solo.
5. Fan the Post-Conference Flame Capitalize on the energy from events. Debrief quickly. Launch a promo or goal immediately. Get attendees to share live or post within 48 hours. Belief is highest right after a conference—run with it.

Journal Prompts:

• What “truths” about this business have I been repeating that might actually be capping someone else’s belief?
• Where have I let experience make me cautious instead of curious?
• Who on my team has fire right now? And how can I fuel it instead of filtering it?

Call to Action:

Feel the nudge to lead differently this summer? Don’t wait for permission. Just start by listening to the ones who just showed up. They may not know the rules, but they remember the reason.