A topic that I have covered on several occasions
before seems to have come up once again. Recently I was asked, both by my own
internal sales team, as well as my personal clients, to share ideas regarding
the “end of year push”. As I write my post on a bit of a dreary October
morning, I find a bright spot thinking about the fun ahead in my own end of
As I’ve stated time and time again, if
you are hanging your success hat on the next few weeks, it may simply be too
late for you. An end of year push should never be a make-it or break-it
timeframe, but rather a bonus period for a well-planned and overall successful
I was asked just yesterday by one of my
newer team members, “if you’ve had a very solid year so far, then what is your
push for the final 40ish days of the year?”
There are two holidays coming up,
Thanksgiving and Christmas, and a few busy weeks between now and then. I find
this time of year to be one where I can reflect with my clients, and time when
we can talk through the past projects and plan for the New Year and new projects.
More and more I tend to have clients that run budgets on the calendar year with
a use it or lose it policy, and so I “push” for an evaluative meeting to
For many years I’ve taken an approach
against using this time of year to entertain clients, such as holiday lunches,
or by giving gifts. I continue to standby this idea simply because a good sales
person, an ‘A’ level sales person, should treat the client throughout the year
with gratitude, not during the time of year when “everyone else is buying lunch”.
My most successful fourth quarters, best
end of year pushes, are when I treat the client as if it were any other time of
the year, but paying respect to their budget process (as mentioned above), as
well as with a “plan ahead” approach. Meetings will, without a doubt, include a
holiday well wish, a bit of personal holiday themed conversation, and with all
hopes have a happy tone.
The “plan ahead” approach though has
separated me from others for a long time and my clients have been appreciative.
During these remaining 40ish days of the year, I will meet with my clients with
a calendar in hand, and discuss their overall plans month-by-month and/or
quarter-by-quarter. I will identify opportunities where my firm may be in a
position to help or provide services. We will put future meetings (or calls) on
the schedule. And, we will outline goals & objectives.
Don’t do what everyone else is doing
this time of year. Be different. Be an ‘A’ level sales person and help your
clients prepare for the year to come. They don’t need another holiday lunch or
coffee mug. They will truly appreciate your professional guidance so much more
than a gift.