© 2007 Perpetual Development, Inc.
600 West Ray Road, Suite C3, Chandler, AZ 85225
tel: 480 812-2200 fax: 480 812-2209
www.perpetualdevelopment.com

Selling in December

By: Brent Patmos

It’s official. As of today, November 21, 2007, there are 35 days until Christmas which means that there are only 42 days until 2008 and the New Year. For those of us that sell professionally a look at the calendar also tells us that there are only 11 days until December.

WOW… only 11 more days until the final month of 2007. Unbelievable… only 11 more days until we reach the month that comes last, in a cycle of 12, on the calendar every year. Finally…the end is in sight!

December; the month that for many companies not only signals the end of their calendar year, but also the end of their fiscal year. It’s also the month of the year when salespeople separate themselves into two different groups. We’ll refer to the first group of salespeople as the DNF’s (Do Not Finish) and we’ll call the second group of salespeople the SMA’s (Sell More Anytime).

The DNF’s are easily recognizable but they aren’t the focus or emphasis of this article. These are the salespeople that view the entire month of December as a holiday and are in the “sell less mode” the day before Thanksgiving through January 2nd. If you are counting on them to help you “pull out” the year or finish with a strong 4th quarter of sales you will be seriously and repeatedly disappointed because they simply Do Not Finish.

The SMA’s are also highly recognizable and they are the focus and emphasis of this article. These are the salespeople who make it happen and get it done consistently. Regardless of the month, season or time of year, these are salespeople who continually deliver results to their company in the form of sales. They are consistently developing their ability to Sell More Always. They get it on a year-round basis and really understand the importance of their contribution particularly when it comes to selling in December and finishing strong.

Here is how SMA Salespeople make it happen, especially in December, and how you can drive more sales opportunities by finishing strong.

*Find out what schedule your current customers are planning to work in December. Write that schedule down in your Treo, Blackberry or planner. Make a call plan so that each of those customers receives a call prior to the 15th of December. Thank them for their business during the year, share a new product, service or piece of relevant information during each call. If you have no purpose in calling you will have no purpose in selling. Ask them what “urgent, last minute or year end needs” (use these words exactly) you may be able to help them with prior to the end of the year. Follow-through with a response to all needs and with specific action on those where there is an immediate connection. The key here is to understand their needs and then demonstrate an exceptionally high level of urgency around those needs that are actionable. A lot of sales are closed in December simply by making a call to customers that are working by salespeople that are working. You become memorable in the mind of the customer when they know you are working on their behalf to help them achieve their year end goals and sales targets. You also show them that you are working for them throughout the entire year and that sticks.

*Establish a list of 3 to 5 targeted prospects that you’d like to be doing business with and you’re not. Do your homework and identify a decision maker who you’d like to speak with. Make sure that you share a new product, service or piece of relevant information during each call. If you have no purpose in calling you will have no purpose in selling. Customize the information based on your homework and knowledge that you’ve acquired. Call the targeted prospect between December 15th and the 22nd or between December 27th and December 30th. Many decision makers are answering their phones directly on these dates. If you get a receptionist or an admin make sure that you are purposeful in your direction and you may be amazed how easily you get connected with the decision maker at this time of year. Use this type of language if you get the admin: “Good afternoon Sue, this is John Peters calling would you please connect me with (insert person’s name).” You may feel a bit uncomfortable but you need to get over it. The worst thing that the admin will do is ask who you are with and why you are calling. If they do that then you simply need to respond with your company name and tell them that you are calling to discuss… and then fill in a specific need that you are planning to speak with the decision maker about. In most cases that will create intrigue and also clear the admin because you have answered their question directly, politely and without hesitation or delay. Practice this because if you don’t you will find yourself floundering and the admin will pick-up on that quickly.

*Contact customers on a weekly basis from the last week of November through January 31st that you know don’t plan well, always have last minute needs and generally find themselves short on product or in need of service regularly. Be specific in your targets. You should choose customers who fall in this category but who are willing to pay for the urgency and response you will provide to their “emergency.” Any customer is willing to suck the urgency and responsiveness out of you quickly if they know they don’t have to pay for it. Questionable situations like this should be reserved for your most profitable customers with whom you have margined well and where your responsiveness and decisions will not cause you to lose money overall or make a bad sales and business decision. Think carefully about the needs you fulfill due to a customer’s poor planning and you will find the best opportunities that allow you to acquire profitable sales on an “urgent request.”

Be a FINISHER and a SMA Salesperson. You have 47 days in which you can contribute significantly to achieving your sales and profit targets for the year and establish a strong pipeline heading into 2008. Sell More Always!

© 2007 Perpetual Development, Inc.
600 West Ray Road, Suite C3, Chandler, AZ 85225
tel: 480 812-2200 fax: 480 812-2209
www.perpetualdevelopment.com