Let's talk in January?
You'll be hearing that a lot from now, so now is the time to adjust your expectations of what sales look like between now and the Christmas break.
Why?
Well, as the holiday season approaches, we often face a unique challenge.
The realisation that time has effectively run out to close deals before the Christmas break.
The shift in priorities and the inevitable slowdown in prospect engagement should force sales teams and business leaders to rethink their approach.
And honestly, if you're still flapping for sales right now, you should have started sooner.
So if you've been counting on a last-minute surge in revenue or have a gap to fill, you might need more time to rely on new sales efforts to close it.
Instead, the focus should shift to what comes next. Ensuring your business is set up for a strong start to 2025. Let's dive into how to manage this critical period effectively.
Why it's time to hit pause on certain sales.
As we near December's midpoint, the B2B sales environment undergoes a predictable transformation.
Prospecting becomes ineffective.
By mid-December, cold outreach begins to feel tone-deaf. Your prospects are no longer focused on new business conversations; they're mentally switching gears, whether to focus on closing out their Q4 goals or simply preparing for the holidays.
The truth? Cold emails and LinkedIn outreach now risk being ignored or, worse resented.
Nurturing has a shelf life.
Nurturing campaigns can carry on a bit longer, but even they have a cutoff point. By the second or third week of December, prospects will have little bandwidth for middle-of-funnel activities.
It's time to start planning January conversations rather than pushing deals in the next two weeks.
Content consumption shifts.
Unlike direct sales efforts, content doesn't need to stop entirely. However, its impact diminishes as attention wanes. By mid-December, your audience's priorities will have shifted to family gatherings, holiday planning, and the proverbial tin of Cadbury Roses.
Light, engaging content may still have a role, but save your high-effort, long-form pieces for January when attention rebounds.
The big challenge ... managing expectations.
The reality of the holiday season is that it challenges both sales teams and leaders to adjust their expectations. Here's why:
Last-minute revenue isn't happening.
If you're relying on a Q4 Hail Mary, you're setting yourself up for disappointment. Deals that haven't closed by now likely won't before year-end.
Revenue gaps in December and January need a long-term Fix.
A lack of new sales opportunities late in the year is not something you can patch up in a few frantic weeks. The seeds for January's success should have been planted months ago.
The mental shutdown is real.
This year, with its volatility and unpredictability, has left many professionals eager for a break. Expect decision-makers and gatekeepers to mentally check out sooner than in previous years.
What businesses should focus on instead
Rather than scrambling for deals that won't close, redirect your efforts towards preparing for a strong start to 2025. Here's how:
Build your 2025 pipeline now
- Lay the groundwork for January by focusing on pipeline-building activities that rely on something other than immediate conversions.
- Shift from aggressive asks ("Can we meet this week?") to softer engagements designed to set meetings for the new year.
Fine-tune your strategy
- From sales processes to content calendars, ensure every part of your demand generation and sales engine is primed for 2025.
- Align your teams on goals, playbooks, and KPIs so everyone hits the ground running in January.
Scale back on cold prospecting
- By mid-December, cold prospecting efforts should be turned off.
- Sending generic outreach during the holidays risks damaging your brand's reputation.
Adapt your nurturing approach
- Shift nurturing campaigns to softer, relationship-building activities. Aim to book meetings and revive conversations for January rather than pushing for immediate action.
- Plan to wind down middle-of-funnel nurturing entirely by December 13th.
Evaluate your content strategy
- While it's okay to maintain some level of content presence, be selective. Reserve high-effort, strategic content for January when your audience is more attentive.
Let's wrap this up
As we approach the holiday season, it's clear that the time for closing new deals is slipping away. Instead of chasing diminishing returns, shift your focus toward positioning your business for a strong 2025.
Use these final weeks of the year to fine-tune your strategy, build your pipeline, and equip your team with the tools they need to succeed. Come January, your prospects will be back in work mode, and you'll be ready to hit the ground running.
By taking a proactive approach now, you can set yourself up for sustained success while giving yourself and your prospects the gift of a much-needed holiday break.