"Opportunities don’t happen. You create them." – Chris Grosser
The Myth That’s Costing You Thousands
"Nobody buys during the holidays." That limiting belief kills more sales careers than rejection ever will. The truth? The holiday season is a goldmine for those who know how to seize it.
According to the National Retail Federation, holiday sales hit $960 billion in 2023, just consumer spending. On the B2B side, companies rush to spend their remaining budgets, secure tax advantages and set themselves up for a strong start in the new year.
The problem isn’t that no one is buying. The problem is how most salespeople approach the season. Assuming buyers aren’t spending, you’ll hold back, hesitate, and ultimately lose deals.
Why This Mindset Is Holding You Back
Most salespeople tell themselves the same tired excuses:
✅ "People are focused on Christmas gifts, not business."
✅ "Budgets are gone; let’s wait for next year."
✅ "Nobody wants to make decisions right now."
And the result? Pipeline dead. Sales dried up. There is no momentum heading into the new year. Meanwhile, the top 5% of sales professionals are closing deals while everyone else makes excuses. They aren’t sitting back; they’re pushing harder, taking advantage of their competitors’ hesitation, and winning big before the year ends.
Why Smart Buyers Say "Yes" in December
The most successful sales reps understand their buyers’ mindset. Here’s why prospects want to buy now if you can position your offer the right way:
🔹 Budget Deadlines – Many companies have money left in their current calendar budget to spend before year-end. If they don’t, they lose it. Make sure they spend it with you.
🔹 Tax Incentives – Business purchases made before December 31st can often be written off for tax purposes. "Would you rather invest in your business now or pay more in taxes?"
🔹 Beating the After Holiday Rush – Waiting until after the holidays means more competition for attention. Closing now means they start the year ahead of the curve.
🔹 Holiday Promotions – A limited-time, year-end deal adds urgency and makes it easier for them to say yes.
This isn’t about pushing a sale. It’s about helping buyers see why buying now makes financial and strategic sense.
How to Win More Sales in December
Now that you understand the opportunity, here’s how to take action and make December your most profitable month yet:
✅ Create a Holiday Sales Incentive – Give buyers a reason to act now. “If we finalize by December 31st, you’ll lock in this pricing before it increases in January.” Make it exclusive.
✅ Deliver Value, Not Just a Pitch – Stand out by bringing a memorable holiday gift (coffee, a business book, or even something fun like holiday socks). People remember small gestures. Be the salesperson they enjoy hearing from.
✅ Increase Your Activity – If you usually make 10 calls daily, make 20. If you send 30 emails, send 60. The more people you contact, the more deals you’ll close. Sales is a contact sport!
✅ Use Social Proof – Show them how others are acting now. "We just had [Company X] take advantage of this deal before the holiday. let’s make sure you don’t miss out."
✅ Ask for the Close – Most salespeople hesitate to push for a deal in December. Instead, ask directly: "If we get this wrapped up now, you’ll be ahead of the game in January. Does that make sense for you?"
The Bottom Line: Winners Close in November and December
Sales is all about momentum. While average reps are coasting, top earners are securing contracts, earning big commissions, and setting themselves up for a strong start in Q1.
The question is: Will you be celebrating your biggest month yet or making excuses? Decide. Take action. Win now.
