Selling During the Holiday Season
The Holiday Season, the period from Thanksgiving to New Year’s Day, can be best selling time all year; however, most people do not share this opinion. This is because many people are gearing up for the holidays rather than closing out their year; therefore, salespeople assume their clients share this same mindset. The truth is every client is different. Many clients want to go into the new year prepared so they fill their shelves, purchase solutions and galvanized their business with the hope of a profitable new year.
So, how do you sell during the Holiday Season? You need to identify the myth, root out the negative thoughts and utilize a solution so you can take advantage of one of the happiest times of the year.
The Myth: People do not have any money. That is ludicrous to think. Some prospects make up to half of the yearly earnings during the Holiday Season. On top of that, they are spending money on gifts for others. The notation that people do not have money is ridiculous. They just do not want to spend it on your products or services.
Negative Thoughts: Most salespeople say that itis difficult to sell during the Holiday Season unless you are in the retail business. Here is the current thought process of the average salesperson during this time of year.
- Prospects are spending money buying Christmas presents.
- Prospects want to wait until the New Year.
- Prospects do not want to buy what I am selling right now.
- No one has any money. (The Objection de Jour)
- It is cold outside.
Sound familiar? The good news is if you believe this mindset, you will get everything you expected. Nothing. Your expectations will have been met. You risked and lost nothing. Then you can tell your manager that you could not sell because of the holidays and throw out more habitual excuses.
The Solution: Here is a noble thought. Use your sales abilities. We tend to contribute to our own demise during the holidays. Why not give your prospect a GREAT reason to buy now. Think about the benefits of why they should act now and then turn those points into value statements.
- Get creative: Have a “HolidaySale” that would increase their likelihood of buying. Make sure that they can receive a true incentive for buying now rather than waiting until after the New Year.
- Bring a gift: It does not have to be elaborate, but it should be memorable or clever. Have fun with it. By bringing a gift, you may make them smile.
- See more people: You may have to increase the number of probable purchasers you see daily. The advantage of sales is that it is a contact sport. The more people you contact the greater chance you have finding someone who needs what you can provide.
The Bottom Line: People are buying your products and services. The salespeople who are making these sales tend to be the performers of their industry. It is your responsibility to ask these individuals what they are doing or find a way to make it happen. The reality is if you can sell during the “Holidays”, you will be celebrating other “Holidays” on the beaches or other company trips.