It’s the most wonderful time of the year! The days have arrived for spending more time with family, shopping, and enjoying delicious seasonal treats. It’s tempting to put work on the back burner. So many people are on vacation, you start to ask, ‘Is it even worth dialing around the holidays?’
You may get some extra time off this month. That’s a great thing! But if you’re responsible for bringing revenue to your business, you might find that slow times like these are the best times to have conversations!
A True Story About Dialing Around the Holidays
Last week was Thanksgiving in the United States. Our team members observe customs and holidays differently, so some of us took more time off during the holiday, and some didn’t. Whoever was “online” dialed on Wednesday afternoon, yes, when some clients were already at home cooking. On Black Friday, when other prospects were still emerging from their food comas, we made calls. Except for the actual holiday, we made phone calls every day of what most would consider a slow week.
We saw two significant results come about as a result. Can you guess what they were?
1) We reached people we couldn’t get hold of for weeks of prior calling.
2) We became part of our prospects’ 2021 planning discussions.
That’s right. When lots of people are in the mall or on vacation, others are sitting behind their desks. With their co-workers out of the office, it’s easier for them to take calls. They are focused, thinking about their next moves.
You’ll leave lots of voicemails when dialing around the holidays, guaranteed. It’s also sure that you’ll reach someone who is primed to listen if you can provide them with value.
When It’s a Good Idea And When It Isn’t
There is a trend among cold callers that try to catch prospects outside of regular business hours. While it’s not a bad idea, stretching too far into personal hours is not a good idea. Not all successful people work nonstop. Many have families, and they may not appreciate it if you call them when they’re at the bus stop with their kids in the morning or at the dinner table in the evening.
How early is too early? How late is too late? It’s a judgment call you’ll have to make at times. If you’re calling a cell phone and not a direct office number, let the FTC telemarketing laws be your guide.
You can also use cultural standards use to determine if dialing around the holidays is OK or not. On days that might be considered sacred, for example, Christmas Day, Thanksgiving Day, or other highly traditional days, don’t do it. On days like Boxing Day, or Black Friday (which are more like elective days off rather than bank holidays), you can try making some phone calls.
How To Be Courteous When Dialing Around the Holidays
You never know what the person on the other end of your cold call might be doing. Regardless of the day or time, it’s always good to start the conversation by asking for permission first.
For example, to do this cheerfully, try starting the conversation by wishing your prospect ‘Happy Holidays.’ You can then tell them why you’re calling and ask them if they’re open to chatting at the moment.
Here’s another true story from our dialing this past holiday week. One of our team members called a prospect with a similar greeting. He was delighted by her sense of courtesy and complimented her on how she opened the call. Whether someone buys from you or not, isn’t this the kind of positive impression you’d like to give them?
Or, would you rather be another caller they’ll soon forget because you failed to make a connection?
In summary, we believe dialing around the holidays can be a great thing. You can catch decision-makers on their downtime, plan for Q1, and spread good tidings. As with cold outreach any time of year, put your prospects first, and remember that they are people!
It will make all the difference.