…Even During the Holiday Season

Ah, Q4. That time of the year when it’s near impossible to get ahold of any of your prospects.

Between everyone heads down trying to meet their own end-of-the-year goals, planning for the next year, holiday celebrations, and end of year closures for many companies, you’re left with less time than ever to engage with your accounts.

But if you’ve taken the time to get to know your customer during the year, you may have the ammo you need to grab their attention despite the hustle and bustle of the season. Below are tried and true tactics to help you close the year out strong.

Identify Their Key Interests

Every prospect has something they’re passionate about. This could be wine from Napa Valley, coaching their daughter’s softball team, or volunteering at a local animal shelter.

Take a look at their public social media profiles and see what stands out and seems to be a recurring theme. Twitter bios are a great tool for this—if it was important enough to squeeze in there, it’s important to them. Tailor your outreach based on what you find.

Send the Perfect Package

Craft a note that shows you’ve taken the time to get to know what they’re interested in—but in a non-creepy way. Let them know you recognize their time is valuable, and that you’d like to connect on their schedule, so you can show how your company can provide value to them.

This card should not be tucked inside an enormous one-size-fits-all gift basket that will be left in the breakroom and forgotten. Instead, give them something personal and memorable—like a great bottle of wine, a Harry Potter Moleskine notebook, or a gift certificate to Amazon.com that they can use to purchase items off that animal shelter’s wish list.

The point here isn’t to break the bank on sending a gift—in fact, some organizations make employees return any gift perceived to have more than a $50 value. Rather, your gift can be a conversation starter that shows you have taken the time to get to know them and will take the time to tailor your pitch—and your solution—to them.

Let The Prospect Make the Next Move

I know your first instinct when the tracking notification of delivery comes in is to want to pick up the phone and follow-up with the prospect. But don’t do it!

If your gift hits the mark—and it should if you’ve done your homework—you’ll hear back. I’ve been taking this approach over the past year and have had a strong response rate. Nothing else we do as a sales organization comes close to having that rate of reply.

Rather than looking at the 4th quarter as the sales doldrums, think about how you can stand out from the competition by crafting a truly memorable outreach to your prospects. When you do, you set the stage for a record-breaking Q1—and isn’t that what every salesperson would ask Santa for?