Whether you view the month of December as your primary sales month or a dead zone in which nothing happens depends largely on whether you market to the consumer or to businesses. Most consumer-oriented businesses are so busy focusing on their own sales that they have no time to give to other companies trying to sell things to them. They’ll deal with that after the holiday returns are done. Businesses that aren’t consumer-oriented are taking advantage of their slow season for executives and other decision makers to have time off with their families, so you’re still unlikely to be able to reach someone to close a sale. But there are still plenty of ways to prime the pump for your success, and to get a jump on your competitors.
Drip Marketing Campaigns
Is there a major change in your industry coming in the spring? Then now is the time to start a drip marketing campaign, rolling out information about the change, what companies need to know to handle it effectively, and how you can help them take whatever action is necessary to profit from the change. Make sure that your emails are also available online, and at the end of each email point back to the list of previous emails online. This way, the subjects of your emails will start getting people thinking about the upcoming change even if they don’t have time to read them, and they can go back and read everything when they do have the time.
Holiday Bonus Gifts
If you or your employees are under-employed at the end of the year, use some of that free time to create sample work for some of your best clients. One clever tactic is to focus on products or services that those clients do not currently purchase from you. You can do a mock-up of a website redesign, a sample graphic for an advertising campaign, a Facebook ad layout, or a LinkedIn banner graphic.
Less personalised bonus gifts include things such as a single background image, banner graphic, or layout that you can send to all of your clients. If you are a Google Adwords partner, you can also offer money from Google to put toward ad campaigns.
Many companies have no idea whether or not they’ve been profitable until they close the books at the end of the year. They know how they’re doing with regard to revenue or sales, but don’t track their expenses required to generate those sales to know if they’ve made or lost money. As a result, you can schedule meetings with companies in mid-to-late January, after they will know how this year went. Prepare two sets of information for the meeting, one to help them turn things around if they lost money, and one to help them build on the momentum of their existing success if they made money.
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