Monday, November 22, 2010


Your customers aren't taking the next 45 days off

I can’t believe how many B2B sellers are “ramping down” their marketing activities between Thanksgiving and New Year’s Day.  There appears to be a general, and clearly unmeasured, assumption that customers and prospects aren’t around, aren’t paying attention, or are too distracted by other things, to be bothered in the next 40 days.

In fact, the opposite is usually true, and sometimes for the same reasons.  This is one of the best times of the year to speak with your customers, and reach new prospects.

Because so many other sellers ramp down their outbound activity this time of year, your customers and prospects are less inundated with calls and offers from others.  Your call is far more likely to get through.

Most internal organizations actually start cancelling meetings as well, with the assumption that folks aren’t going to be around.  With fewer meetings, your customers and prospects are more likely to be at their desk and available to take your call (or read your email, or whatever).

With a client in the HR space a couple years ago, we found that webinar registration increased 20%, and attendance rates increased 30%, in the weeks surrounding the end-of-year holidays.

How many of your customers are on a calendar fiscal year?  How many are either planning their budgets for next year right now (and likely doing so last-minute right before the holidays) or are looking at a surplus of remaining budget they need to allocate somewhere before they lose it on January 1?

This isn’t France, and it isn’t August.  Let’s enjoy some football and turkey, then get back to work.


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