Most organizations slow their sales efforts during the holidays under the assumption that fewer people will be around to respond. But what we’ve found over the years is that the holiday season is an ideal time to engage with prospects if you take the right approach.
A Relaxed Atmosphere Is Perfect for Sales
The business environment is less formal at the end of the year. People are in a festive mood, working on a reduced schedule and enjoying the relaxed atmosphere. They’re more apt to pick up the phone and more apt to chat when they do. And they’re probably thinking about plans for the upcoming year, which puts them in the perfect frame of mind for a sales conversation.
Increased Access to Decision-Makers
You’ll also gain more access to senior management during the holidays. They’re not attending as many meetings or fielding as many calls, giving you an opportunity to get them on the phone. And they’re also thinking about strategies for the upcoming year. These are the decision-makers who need to hear your message, and the holiday slowdown gives them a chance to do so without distraction.
The Strategic Value of Holiday Sales Campaigns
Holiday sales campaigns position your organization for success the new year, too. You’ll get a head start on your competitors, who are likely waiting until after the holidays to begin their campaigns. While they’re trying to establish connections with prospects, you’ll already be nurturing relationships. Immediate sales are great, but the real value comes from forming long-term connections that will last into the new year and beyond.
If they’re not ready, don’t push. You can always agree to touch base with them again after the first of the year, but at least you’ve initiated the conversation.
How to Take the Right Approach
But before you launch into your holiday sales campaigns, consider your approach. The more relaxed atmosphere means your efforts need to be more relaxed, too. Match your prospect’s festive mood and use a soft touch when offering products and solutions. If they’re not ready, don’t push. You can always agree to touch base with them again after the first of the year, but at least you’ve initiated the conversation. Try to schedule specific follow-up appointments rather than leaving the matter open, and have material ready to send for their review during the holiday downtime.
Assess Your Holiday Sales Metrics
Once the holidays are over, it’s important to assess the results of your sales campaigns.
- What worked and what didn’t?
- What would you want to change for next year?
Now is the time to make those notes while the results are fresh in your mind. That way, when the holidays roll around again, you’ll be ready to act. By planning your holiday campaigns as a routine part of your sales calendar, you’ll save yourself from having to scramble every year to come up with a plan.
Best of luck with your sales campaigns, and a joyful holiday season to you from everyone at TSRM Group!
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