‘Tis the season for SDRs to evaluate Q3 performance and plan for holiday season success in order to crush competitors and quotas before the New Year.
Most businesses find Q4 produces more revenue than any other quarter. So, from a seller’s perspective, this jolly time is a huge opportunity for growth. On the other hand, SDRs often view this final quarter as the most challenging since it has the least potential business days to prospect.
Plans for Thanksgiving, Christmas, and New Year’s notoriously take people out of the office a week or two at a time, and experienced salespeople know prospects are slow to respond. Successful salespeople withstand this difficult time of year by practicing the following principles to guarantee a lucrative end to the year and hit their holiday sales quota.
1. Plan Ahead To Stay Ahead
Planning ahead paves the way to a confident Q4 and new year. Ahead of the holidays, sit down and identify when people are traditionally out of the office. This proactive work equips you with a strategic, holiday-season-based timeline to navigate lulls, and lays the groundwork for effective outreach once prospects return.
2. Withstand Slow Periods
The wrap up of the year signals the beginning of 2020 budget planning – which positions Q4 as the ideal time to communicate with buyers as they prepare and prioritize investment opportunities. Dedicate your time to successfully engaging prospects with a persuasive message that will close deals and keep your company top of mind.
3. Work On Prospecting
Although this season may lack communication from leads, sellers can still rely on prospecting throughout the quarter. Once your CRM has all call info, notes, and action items updated, you can focus on your target accounts. This will allow you to create a viable list of prospects to call when everyone is back in the office.
4. Do Your Research
The process of researching accounts is one that should work to not only qualify buyers in, but also to qualify them out. This can be accomplished through evaluating key buyer insights, such as values and what motivates them. Understanding these qualities will ensure that you’re targeting buyers with the greatest potential for a return on investment.
5. Front Load
Allocating tasks toward the beginning of the month or quarter will prove worthwhile when the time for call blitzes comes around. This can include drafting emails, devising call scripts, and analyzing past sales calls to determine areas for improvement. This preparation will promise a jumpstart on constructing your pipeline and establish a plan to meet and exceed quotas.
6. Enhance Efficiency
In the past, it was common for sales reps to spend 30+ minutes searching for contacts and waste hours pursuing uninterested buyers. However, the changing sales landscape opened doors for evolved tech resources to streamline tasks. Platforms powered by predictive analytics, AI, big data, and machine learning empower reps to spend time efficiently connecting with prospects.
7. Keep Your Vision & Goal In Sight
BDR and SDR teams are known for their “churn and burn.” This phenomenon of reps coming and going from companies like a revolving door can be traced back to a lack of an end-goal in mind. When representatives don’t have a vision on how they can add to the company, work becomes mindless and unfulfilling – especially during the slow returns of the holiday season.
8. Avoid Burnout
A growth mindset guided by your personal North Star is key to avoiding burnout and staying motivated as the year comes to a close. This concept is introduced by Jed Blount in his best-selling book, Fanatical Prospecting. Blount pushes salespeople to remember the 30-day rule, which states that it takes 30 days to reap the benefits of your labor. Implement this notion today by continuing to push during the holidays and you will be pleased to find your success translated in the numbers.
The holidays might be “the most wonderful time of the year,” but wrapping up Q4 can leave you feeling the pressure to meet business goals and company expectations. Remember, in the world of sales, the most successful and productive reps are set apart by how they approach this time of year. Those who confidently tackle the holidays with a goal-oriented plan will see their efforts pay off before the new year rolls around 🎁
As the Director of Sales Development at 6sense, Ernest Owusu leverages his passion for helping others succeed as well as his insights from the field to foster a winning team. With previous experience as an NFL athlete, Ernest thrives in team environments full of high collaboration and healthy competition. Outside of the office, you’ll find him tackling the industry’s diversity problem by mentoring and empowering under-represented people so they can confidently grow their careers.
Editor’s Note: This is a guest post. Interested in contributing content to the Drift blog? Email Molly Sloan at firstname.lastname@example.org.