Finally, it is unavoidable that, at the end of the year, you are more likely to hear objections.
Whether that is on a cold call
, cold email
, or via a LinkedIn DM
, folks are a lot less inclined to give you their time the closer we are to the end of December.
This is alright, and it is something that we have to accept as salespeople.
We don't want to come off too pushy in our need to hit quota
– that is far more likely to turn prospects away from our company and instead go for our competitors.
When you receive an end-of-year-related objection or excuse, the best thing to do is to be sensitive to your prospect's time and situation, and take it with grace.
Agree with them that it is a difficult time to meet, and ask, firstly, if your product or service would even be something they would be interested in as a company.
If they might be, you can ask for a date in the new year when everything is less hectic. If they are not interested right now or in the future, accept it. Just let them know you may be in touch again in the future to see if things have changed.
What you want to focus on with these objections is leaving the door open as much as possible for a future conversation.
It's hard for your prospects to truly make a decision at this time, or to even agree to a further meeting.
Demonstrate and show that you are just as human by displaying empathy towards the effect seasonal holidays have on our time and concentration, thereby gaining your prospect's trust and forming a positive first impression. From there, you can go ahead and re-establish a connection in the future, whether that is for a sale with them or with someone they can refer you to.
But if you push onwards without awareness of their time, you sour any chance you may have had to begin with.