It might be tempting to scale back your B2B cold calling efforts around the holidays. Many of your target prospects could be taking extra time off, and those who are still in the office are perhaps distracted by the end-of-the-year hustle and bustle. Scheduling appointments for your sales reps this time of year can understandably seem like an even more daunting task than usual.
But depending on your industry, the holiday season might actually be the perfect time for cold calling.
Here are six reasons why the phone remains a powerful tool for lead generation around the holidays:
1. Fewer gatekeepers to get past
Your target prospects aren’t the only ones who might be taking end-of-year vacations. Gatekeepers are also likely to be out of the office more often this month, especially as they run out of opportunities to take use-it-or-lose-it time off.
With fewer gatekeepers to navigate past, your path to a decision-maker becomes that much easier. Anytime you have a chance to reach your target prospect directly without being interrogated by a gatekeeper first, your odds of a meaningful conversation increase.
2. A built-in way to break the ice
One of the hardest parts of a cold call is building trust within the first few seconds of the conversation. You don’t want to waste time with insincere pleasantries, but you also don’t want to come off as cold, insensitive or, worst of all, salesy.
Putting a holiday spin on your greeting by acknowledging the season is one way to get the call off to a strong start because it’s both friendly and timely. Something along the lines of, “Happy holidays, I know it’s a crazy time of year, so I’ll keep this quick …” A skilled caller might even warm the tone of their voice to reflect the holiday spirit, because that type of positivity can be contagious and increase a prospect’s willingness to engage. Even if you don’t land the appointment, a good first impression on the phone might pay dividends down the road.
3. Holiday-themed messaging
Incorporating the holidays into your messaging can be an effective way to pique a prospect’s interest and create a sense of urgency to act quickly. Depending on your product or service, maybe you can offer an end-of-year promotion or other limited-time incentive. It’s a great way to justify the purpose of your call: “The reason I’m calling now is we wanted to let you know about this special holiday promotion we’re running …”
VSA has had multiple clients through the years who have utilized seasonal messaging to help fill their pipelines. Prospects who are torn on whether to agree to an appointment may be more inclined to say yes if they feel like they have a window of opportunity to save money or receive extra services for the same cost.
4. The appeal of the new year
Customized messaging this time of year isn’t limited to the holidays. It’s also a great time to talk to your prospects about the future and getting off to a fast start in the new year, perhaps by trying a different approach or strategy. Companies are always looking for ways to grow, and that priority is especially top-of-mind around the turn of the calendar.
By now, your prospects have almost definitely outlined their goals for the new year, but maybe they haven’t yet finalized the method for achieving those goals. Perhaps your solution could be the answer they’re looking for.
You also want to ensure that your sales reps get off to a fast start in the new year, so it’s important to do everything you can to keep their calendars full in January.
5. Getting a jump on your competition
If you’re contemplating scaling back your cold calling efforts around the holidays, it’s likely that your competitors have a similar mindset. Which means the companies that don’t slow down this month might have an easier path toward reaching decision-makers than they do the rest of the year.
With plenty of B2B salespeople taking time off for the holidays, your prospects’ phones might be ringing a lot less than usual. Increasing (or at least maintaining) your lead generation efforts can set your company apart and increase brand awareness. Even if a prospect is not ready to make any purchasing decisions before the end of the year, such holiday outreach could give you a leg up come January.
6. A perfect opportunity to set a follow-up call
OK, so the prospect isn’t interested in scheduling an appointment now. Things are too hectic with the holidays on the horizon, they tell you.
Which is a perfect opportunity for you to show that you respect their time, while also paving the way for a follow-up conversation.
“I completely understand. How ‘bout I give you a call after the new year?”
Maybe the prospect was legitimately too busy to talk, or maybe their objection was just a blowoff. Either way, they’ve now heard your company name and they know you’re a considerate person, which means the next call won’t be quite as cold.
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Cold calling campaigns during the holiday season can be tricky. You want to be respectful of your prospects’ time. Decision-makers are harder to reach in some cases. And with your in-house team scrambling to finish all their end-of-the-year tasks, maybe you lack the bandwidth to devote adequate time to telephone outreach.
Despite these challenges, cold calling around the holidays can still be an effective way to generate leads and ensure your new year gets off to a strong start.