Thank Goodness It's Monday #433

THE DREADED HOLIDAY SEASON

IS OFFICIALLY UPON US

Halloween’s behind us. So now begins the time of the year so many folks dread. 

Yup. We’re talking about the rapidly-building-speed Holiday Season ahead.

Now don’t get me wrong. There is and will be lots to like about the 60+ days remaining of 2013. And the warm, and generous, and celebratory friends and family parts are as high up on my “like” list as most anything.

But there’s one part that looms ominous for anyone who sells for a living (and that’s virtually everyone reading this when you pause to consider the scope of the concept of “selling”).

And it isn’t the holiday traffic or crowds or repetitive elevator-music renditions of tunes you thought you once loved.

TGIM HOLIDAY CHALLENGE: ‘Tis the season for decision makers to put buying decisions on hold.

By far the scariest thing after Halloween frights are the words –

“Call me after the holidays.”

Sorry to be so shockingly blunt. But you know you’re going to be hearing this phrase and others like it often in the days ahead. As a friend, I just wanted to prepare you.

And maybe share a little --

TGIM SALES INSIGHT: “Call me after the holidays” is NOT simply a sales objection you have to overcome. It’s worse.

It’s a stall.

 

And what makes “stalls” worse than objections is that –

When you bump up against a stall you have to bob and weave and slip around it in some way to at least get to the real objection so you then can deliver the sales-winning KO blow to it.

How do you do that effectively in the days ahead and still keep the happy holiday spirit? 

TGIM ACTION IDEAS: Consider the following proven-under-fire tactics and responses an early holiday gift from us to you:

► Laugh it off. Ho, ho, ho. Just making the other person a bit more at ease can go a long way toward slipping past the after-the-holidays stall. So, perhaps, be funny in your response. 

Call them on the stall. “When did you turn into Scrooge, Mr. Prospect? You think that old dodge can come between us?” Or say in words that come easily for you, “So many people have already asked me to call after the first of the year that I’m booked until April. However I do have a just few opportunities available in 2013 and I’ll make one available for you. How about it?”

► Agree. Then disagree. Say: “I know what you mean … lots of people feel that way … the days are zipping by. But what most folks don’t realize is that …” 

Then unload your compelling buy-now facts, perhaps something like, “… with materials costs rising between now and year end, plus the shipping increases that are inevitable in the new year, there’s probably a 20 percent saving for those who buy now. Are you sure you want to lose that savings?”

►Question the prospect into a corner. Then close when they get there. Just play out the classic overcoming-the-stall sales script: 

“What will be different after the holidays? Will anything change over the holidays that will cause you not to buy?” (And, of course, the prospect can’t provide a specific objection because he’s just stalling and so sputters, “Oh, no.”) “Great!” you exclaim. “Let’s get your order underway NOW and, if you’d prefer, we’ll deliver after the holidays but at today’s locked-in low rate.”

►Close on the stall line. Hey, it’s the archetypal opportunity for unleashing the Assumptive Close. You know how it plays out:

 

As if assuming that the deal’s been agreed to you begin completing the order process while asking: “What day after the first of the year did you want to take delivery?”

►Spell out precisely when “after the holidays” is. Get the commitment to do set out doing business “after the holidays” and “close” at least that. Ask: “After Thanksgiving? Or Christmas? Or the first of the year?”

 

Pick a specific date and time. Then make the prospect put that appointment -- even if it’s just for a callback -- on their calendar (ideally 2013, if not in the 2014 imprinted-with-your-info datebook you give them). That makes your follow-up more definite and the steps to break the commitment more substantial from the prospect side.

►Create reasons to NOT delay. If they’re not already in place, there’s still ample time to make them so on your side of the equation and then sell – and close – on them in 2013. Offer Act-Now incentives and alternatives such as: 

Discounted year-end pricing.  Special 2013-only added-value inducements. Advance peeks at scheduled 2014 price increases. Cash-flow-abetting after-year-end billing. 2013 inventory-reducing delivery postponed until after the new year begins. No-cost technical assistance through December. Explore the idea of favorable tax consequences for them in a year-end 2013 purchase.

► Get past the stall with holiday cheer. You know you’re going to be spreading some no matter what.

Hand deliver that pocket appointment book we mentioned above, then execute your date-making move. Drop in with the small holiday plant (or better) for the prospect’s office. Throw a holiday party and offer invited prospects and customers a tonight-only deal. Enter fourth-quarter buyers in the last 2013 free-shipping Sweepstakes Giveaway.

Caution: In the spirit of the season, be a “Wise Man” bearing such gifts: Use your finest judgment; you know best what the limitations here would be. Don’t compromise yourself or your customer/prospect. Adhere to legal limitations and industry-approved practices. 

TGIM REALITY CHECK: Success in overcoming the “Call me after the holidays” stall is directly related to the quality of the relationship between seller and prospect/customer. 

A solid existing relationship allows you more liberty to press for immediate action.

A developing relationship may require that you have to let year-end closing success slide by as you wait for the new calendar year to seal a deal.

So, since we all know the “Call me after …” line of defense is out there, you’re forewarned with 60+ days to go. Hone the ideas reviewed here plus whatever else has worked for you in the past.

And finally, speaking of what’s worked in the past …

►Arm yourself with a testimonial to suit the season. Similar situations resolved in your favor recounted by third parties are more powerful than any pitch you can make to get the reluctant “call me in the new year” prospect buy today.

Ask someone who overcame the seasonal stall mentality and bought from you (and was glad they did) for a quick testimonial. 

If you don’t already have it, get it now. Use it now as needed.  

TGIM Bottom Line: As sure as you’ll be wondering once again why The Barking Dogs rendition of Jingle Bells became a seasonal staple (you can hear it HERE, I dare you), someone will ask you to call “after the holidays” or “in the New Year”. When that happens, don’t get mad – get creative.
 

Woof, woof, woof.

Woof woof, woof.

Bow, wow, bow wow, wow.

Geoff Steck
Chief Catalyst
Alexander Publishing & Marketing

8 Depot Square

Englewood, NJ 07631
201-569-5373

tgimguy@gmail.com 

P.S.  “After all, the best part of a holiday is perhaps not so much to be resting yourself, as to see all the other fellows busy working.” Kenneth Grahame (1859-1932) said that. Although he’s most famous as the author of the childhood classic The Wind in the Willows, the success of that book came only after his retirement from a nearly 30-years spent rising through the ranks at the Bank of England.