How to sell during the holiday season

The holiday season is undoubtedly a joyous time of year, but for B2B sales professionals, it can also be a challenging period. It's common for prospects to postpone decisions until the new year, leaving salespeople scrambling to meet their quotas. However, with the right strategies in place, you can navigate the holiday dead zones and close deals even during this festive season. In this article, we will explore effective techniques to sell during the holiday season and finish Q4 strong.

Understanding the Holiday Dead Zones

During the holiday season, there are specific times when it becomes increasingly difficult to secure meetings with prospects and key decision-makers. These periods, often referred to as "holiday dead zones," are characterized by reduced sign rates and limited availability. According to research by Gong, sign rates drop by 38% during the week of major holidays, including Christmas, Diwali, Thanksgiving, Hanukkah, and Kwanzaa. The week of Christmas, in particular, experiences a staggering 78% decrease in sign rates.

To maximize your chances of closing deals during the holiday season, it is crucial to identify and avoid these dead zones. Plan your important signing discussions for the weeks in Q4 without major holidays to ensure higher engagement and productivity. During the dead zones, focus on administrative tasks or top-of-funnel activities to make the most of your time.

Closing Early: Planning Ahead for Success

The last week of December is not known for strong quarter finishes. Many individuals take time off, and some businesses even close their offices between Christmas and New Year. In Australia, for example, numerous companies shut down by December 15. Instead of relying on a last-minute rush, it is essential to plan ahead and close deals before key stakeholders go out of office.

One effective strategy is to shift the dates and deadlines for your customers. Rather than having discounts expire at the end of the month, consider moving the deadline to an earlier date, such as the 15th or 20th. By doing so, you create a sense of urgency for your prospects to gather all necessary approvals and finalize the deal before the holiday break. Additionally, inform your customers of any pricing increases in the upcoming year, giving them an extra incentive to lock in the current pricing.

Another approach to discourage prospects from waiting until January is to highlight the benefits of signing now rather than postponing the decision. Emphasize the cost savings, the reduced stress in Q1, and the immediate value your product or service can provide. By presenting compelling reasons to act immediately, you can motivate prospects to move forward with the deal.

Leveraging the Power of Influencers

In some cases, deals may stagnate despite qualifying the prospect and establishing a good fit for your product or service. When prospects hesitate or drag their feet, introducing someone else into the conversation can help inspire movement. Many prospects are skeptical of salespeople, even if the conversations have been positive and transparent. To address this skepticism, consider bringing in an engineer, a member of your support team, a satisfied customer, or even your manager to provide additional assurance and credibility.

By involving someone other than yourself, you can alleviate doubts and encourage prospects to make a decision before the year ends. This collaborative approach demonstrates the commitment of your entire team and can be particularly effective during the holiday season when time is of the essence.

Prioritizing Deals and Managing Time Effectively

While it is crucial to maintain a healthy pipeline throughout Q4, it is equally important to prioritize your efforts and manage your time effectively during the holiday season. Rather than filling your calendar with demos and trials that are unlikely to close until the new year, focus on the deals that have a higher probability of closing before the end of the year.

Consider aligning your sales activities with the timelines of your target companies. In some cases, their fiscal quarter may end in January or November, reducing their sense of urgency in mid-December. By understanding their financial cycles, you can adjust your approach accordingly and allocate your time to the prospects who are most motivated to make a purchase during the holiday season.

While it may seem counterintuitive, it is also beneficial to schedule demos and trials for potential buyers who request immediate attention. This indicates a higher level of interest and suggests they are eager to close the deal. By accommodating their requests, you can capitalize on their sense of urgency and potentially secure a sale before the year concludes.

Conclusion

Selling during the holiday season presents unique challenges for B2B sales professionals. However, by implementing the strategies outlined in this article, you can overcome these obstacles and end Q4 on a high note. Remember to plan ahead, avoid dead zones, leverage influencers when necessary, and prioritize your efforts. By doing so, you'll position yourself for success and enter the new year with confidence. Happy selling!