Five Easy Tips and Tricks to Keep Your Business Thriving Through the Holidays
Some businesses wait all year for the holiday buying season. Black Friday actually derives its name from this! It is called Black Friday because it was at that point during the fiscal year that a typical company went from the “red” (losing money) to the “black” (making money).
Other businesses are lacking at that time of year because potential customers are spending their money on gifts and decorations and travel instead of the more “boring” things like a new roof, appliances, new flooring and so forth.
Utilize the power of your customers being in the buying mood and make a ton of money while helping your customers too!
People are in a buying mood. They are bombarded everywhere with sales and deals! Use this to your advantage! It should be obvious but so many small businesses just don’t do it! Create a Christmas (or whatever holiday you celebrate) campaign! Have holiday specials! Give a free gift with purchase!
For a small business, your budget is limited but something as simple (and cheap!) as free gift wrap goes a long way! This can work for any product. Selling new appliances? How about a free saucepan to complement that stove? Selling flooring, a nice welcome mat would be a great “buy now” gift!
2. Give potential customers free gifts to just listen to your sales pitch or test out your product
The trick is to have the freebie be in sync with your product. Your clients love free gifts! It can be challenging to get customers to honor appointments this time of year but you would be surprised what they will do for something free! It’s not an accident that banks are known for giving away free blenders for opening an account. It’s marketing and it works! Own a salon? How about a free sample size shampoo with every wet cut? Does your company sell furniture? You could offer free delivery.
You can use this technique at any time, but to tie it in with the gift-giving season, call it your “Holiday Special”. It’s “your gift to them”!
2. Change your telemarketing or telemarketer phone script for the season
In order to get the most results during this time of year, cover the holiday objection before your prospect even brings it up! Try using something like this:
“Prospect, we know it is the holiday season and you are busy! We are too! What we are doing for our customers who do XYZ right now is offering THIS REALLY COOL FREEBIE! We know you could definitely use it this time of year. I have an appointment available at this DATE/TIME or this DATE/TIME. Which is better for you?”
We have used this to give away free a free ham or turkey right before Thanksgiving with HUGE results! All the prospect had to do was listen to our quick 45 minute sales pitch and they got a $25.00 gift card to Wal-Mart to get their ham or turkey.
We will be doing the same thing right before Christmas as well. The only change to the phone script will be “just for taking a peek at our product, we will be bringing you out a gift card for a free ham or turkey or would you prefer a $25.00 Wal-Mart stocking stuffer card?”
It is the SAME EXACT card but it changes the potential customer from thinking whether or not they want the sales call to what free gift they want when we do our presentation.
3. Train your sales representatives to explain how having your product or service HELPS them during the holidays!
Regardless of what product or service you offer, I am sure you can find a benefit to having that product or getting that service before the holiday. For example, do you sell cars? How about taking that road trip to see grandma in a brand new model instead of that tired old one? What if you are a massage therapist? Wouldn’t a nice, relaxing massage help you unwind before you go visit your mother in-law?
Find a benefit and sell it!
4. Give back to the community!
My company typically runs a food or toy drive for charity during the holiday season. For each presentation, we allot a minimal amount to go to that charity. It all adds up by the end of the month! We then present the donation to the appropriate charity with a BIG CHECK and have their picture taken. This not only gives back to your community but it also helps your company maintain a positive reputation in your area. You may even get some publicity out of it! For Veteran’s Day, we teamed up with Sports Clips on the “Help a Hero” project. They came to the office for the big check (and the real one) and will be featuring our company as one of the contributors to their fund raising efforts. .
Sales is supposed to be fun! If you, as the sales manager or business owner, gets stressed out over the holidays, your sales team will too!
Plan to have a successful holiday sales campaign, put it into place and then go have fun selling!