Prospecting During Holidays: Is It Okay To Do? Is It Even Worth It?
Whether it’s National Friend Day, President’s Day, or everyone’s favorite Arbor Day, it can be hard to keep track of who’s celebrating what, and when it might be a bit taboo to be “on the clock.”
Or, asked more directly: is it weird for me to be prospecting on X holiday? Here’s the short answer: no. But who likes a short answer, anyway?
School’s Out, No Rules
First, to be perfectly clear, there’s no “rule” against prospecting over the holidays—even federal holidays. But by the same token, there’s never an excuse not to behave ethically. So when it comes to prospecting during the holidays, use the same good judgement and discretion you do any other time you’re prospecting.
Now is not the time to break the rules, it’s a time to use them to your advantage.
Prospecting whiz Ryan O’Hara says over on the LeadiQ blog that “The holidays don’t need to be a sales reps death sentence. It’s a good time to put your head down, and do some really cool experiments with prospecting.”
Think about this: anytime a holiday rolls around, what’s the one guarantee in your email inbox? About 3,000 messages from companies trying to use that holiday’s name to get your attention.
Don’t fall for the trap of being like everybody else. The truth is, most people are off when a holiday rolls around—most people don’t care to be on the clock when they don’t have to be. And that leaves you in a really cool position to reach the prospects that are jamming up your pipeline. So don’t be generic, mix it up with the sort of strategies that will get anyone’s attention—whether they’re in the office or not.
Accessing The Decision Maker Just Got Easier
Sales strategist Marc Wayshak points out over on the Selling Power blog that “In my surveys regarding salespeople’s biggest sales challenges, getting past the gatekeeper is always at the top of the list.” And what’s more, he goes on to say, is that holidays create a “perfect storm of prospecting opportunities … Not only is your competition often not prospecting, but your prospects are less busy, and their gatekeepers are on vacation.” In essence, holidays can provide a very effective shortcut—if you’ve done some of your homework, that is.
Before the next holiday, take the time to assess who your key decision makers are. If you’ve already identified them, but can’t seem to get straight to them, use the holiday as an opportunity to bypass those traditional blocks, as Wayshak suggests.
But if you haven’t even had the chance to identify them yet, then use your prospecting over the holiday to create relationships with these more influential folks who are still plugging away when the rest of the company’s taking time off.
Ultimately, good prospecting means not taking days off. But in this ultra-competitive environment, your aim should be to work smarter, not harder. And prospecting during holidays, it turns out, is definitely the smart move.