November through December can be rough for B2B sales. It may seem like there are fewer people in the office, but that’s because they’re on vacation. There is less activity and more of a focus on taking time off. Here’s some effective holiday sales tips that you should try.

Sales teams in B2B don’t expect much from the holiday season. But they might not get what they want because of it.

We shouldnt have to choose between being inclusive and being profitable.

I have a question about work during the holidays. Do you think it’s fair that we’re expected to work on Christmas day?

Weve found that during the end of year, there are five holdiay sales tips to help outbound prospecting be successful: 1. Focus on existing accounts and prospects 2. Send a holiday card (and follow up) 3. Spend time with your team or employees for morale boosting before they go home for breakholidays 4. Use software like CloseProspects which tracks all activities in one place so you can continue prospecting while at work – even when it’s not convenient to call someone because their office is closed 5. Make sure people know why they’re getting contacted by reading this article!

You might not be able to use these techniques in every workplace, but they may work for you. Try them out and do a bit of tweaking before settling on one.

These are 5 holiday sales tips to help you this season.


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LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Tip #1: Concentrate more on cultivating existing leads.

The holiday season is about spending time with the people you love most. This concept should also apply to your sales funnel.

Look at your past clients or prospects. Those who have fallen by the wayside in favor of higher priorities should be put into a re-nurturing campaign

I felt like my salespeople were constantly struggling to hit their quotas. After some research, I found that there are three key points to help them succeed.

If you have a relationship with the person, make sure to connect again over something that will be relevant for them. For example, if they’re in retail and it’s close to Christmas time – let them know about your holiday deals.

How to Do It

  • At the end of each year, it’s important to talk about budgeting and planning for marketing.
  • The best way to make your email more personal is by using the person’s name and referencing a previous conversation.
  • If you had a good conversation with the candidate and they expressed interest in something, allude to that.
  • I found that my employees needed a timeline to work towards, so I set deadlines for them.

How NOT to Do It

  • Dont send the same message to every person you contact. You never get anywhere if all of your messages are generic.
  • Dont include language like we know you might be busy right now, but when you have time. Assume they are available just as much as you.

Tip #2: Budgeting at the end of the year should be emphasized.

The end of the year is a time when we’re more focused on our budgets and clients want to get as much out of them as possible.

When it comes to holiday sales tips, make sure to use your competitors’ end-of-year slump as an opportunity to increase productivity. Look at the touchpoints again, and follow up with promising leads.

When you contact prospects, ask them about their remaining budget. Have multiple options prepared for different budgets so that when they give you a number, your product or service fits perfectly.

How to Do It

  • Don’t just have one option available. Have a couple of different suggestions so it’s easy for the person to pick something that will work with their budget.
  • When youre interviewing candidates, ask them what they hope to achieve in the coming year. Be sure to also inquire about their budget.
  • The cost and the process of onboarding is a hot topic.
  • You can offer to bill them after the sale so they get a great close for their fiscal year.
  • You want to move them into a mindset where they’re thinking about the future and not just today.

How NOT to Do It

  • Its important to find the right angle before you start pitching.
  • Dont make assumptions about a customer. If they would benefit from your product or service in 2020, go with that.

Tip #3: Now is the time to make your 2022 appointments.

Scheduling appointments is a time-consuming part of the sales professionals day. When it cuts into client contact or revenue, there can be negative consequences.

The article talked about how scheduling appointments is the most time-consuming part of a salesperson’s day.

Another holiday sales tips is to avoid scheduling meetings in January, when you know your leads will be too busy to buy anything. Instead, take advantage of the downtime during late November and December by planning for early 2020.

The holidays can be a tough time to reach your prospects, especially when theyre at work and not in the mindset of talking. Instead of letting that slow you down, consider using an online scheduling tool where appointments are set up during business hours.

It may be worth the investment to hire an outbound sales agency, like Leadium. They can help identify high-potential prospects and use strategies for appointment setting.

How to Do It

  • Consider scheduling a meeting with these clients for after the new year so you can get their 2020 planning underway.
  • If you see them on a call, try to schedule an interview right away. If not, arrange another time.
  • If you get an out-of-office message, put a note in your CRM of the date that they will be returning. Follow up with them and start talking about their projects when they return.

How NOT to Do It

  • You should not push back your meeting with the prospect if they want to meet now. They might be hoping you can help them spend up their 2019 budget.
  • Be flexible with your process. If a client wants to have the meeting at another time or use a different tool, be willing.

Tip #4: Pick up the phone and call.

Many decision-makers don’t take a vacation in December because they’re busy with work and planning for next year.

These people are in the business of growing their enterprises and thinking about how to do it. They also know that they need to think ahead.

Many salespeople are so focused on email sequences that they forget to have more personal conversations with their prospects. During the holidays, people tend to be in a better mood and you might find it easier to get them interested during this time of year.

How to Do It

  • Approach this call as if it’s just another day. Ask your questions, make your pitch points, and ask them about their needs.
  • Meet them where they are. Offer solutions that will work for both 2019 and 2020 budgets.
  • If they want you to call back after the new year, ask them what day and time will work for all parties.

How NOT to Do It

  • When you call a prospect, dont come across as if it is interrupting their holiday. You are not stopping them from doing anything they weren’t already going to do.
  • If you get a machine, don’t leave any message. They might be on vacation and return to so many messages that yours falls through the cracks.

Tip #5:Create a special outbound sequence for the end of the year.

Here is our last but not the least holiday sales tips. When business slows down for the holidays, decision-makers have more time to read emails. That includes longer prospecting messages that may not be answered right away.

The holidays are a great time for people to make changes, so an email could engage prospects at just the right time.

A lot of people are focused on the end-of-year. They want to make sure they close as many deals as possible before Christmas, or any other time that might be coming up.

How to Do It

  • Outreach.io is one of the best tools for email automation, and it helps you create a multi-touch end-of date sequence that incorporates themes we have talked about before: end of year budgeting, 2020 plans, and holiday messaging.
  • Make sure your message is relevant to people spending money for 2019 and 2020.
  • Offer a deal that will expire on the new year. Perhaps give them a free consultation?
  • Make your subject lines and preheaders personal, inviting, unique so they stand out.

How NOT to Do It

  • Dont send an email that is too general. Make it relevant to the season and upcoming fiscal year.
  • Be careful with your email subject line or content. Stick to something professional, and dont use anything related to snowmen or Santa Claus.
  • No matter what time of year, people are always trying to buy things. People will never stop wanting something new.

Holiday Sales Tips: Wrapping Up

Here are the highlights from this article on how to prospect in the holiday season.

? The holidays are a slow time for B2B companies. I dont accept this as being true, so it has helped me with many opportunities that others have missed.

? Make the most of holiday downtime by contacting current leads and generating new prospects.

In December, B2B marketing clients are looking to spend their budget before the end of this year. You can help them by giving them ideas.

? Listen to where prospects are in the buying process. If they’re thinking about 2022, you might want to sell them on 2020.

Do you have any favorite holiday sales tips?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
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