What should you do with your lead generation over December and January?

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What should you do with your lead generation over December and January?

Published Nov 19th 2014

Many clients assume that it is just not worth making sales calls during December and January as everyone is away or they won’t be receptive at this time of year.


If you adopt this strategy you are effectively writing off 2 months of the year.  You’ve worked hard all year to achieve your current pipeline of sales opportunities and you’ve got targets to hit by the end of the financial year.  So writing off 2 months would only be the right strategy if it was proven to produce little return.


Based on our 8 years of experience and monitoring metrics and outcomes we know conclusively that December and January are two of the best months of the year for generating new sales leads.


So what makes it a good time to be generating leads?


Business is quieter – most businesses only shut down for a two week period over Christmas and New Year but business is generally quieter throughout December and January which means decision makers are more relaxed and open to exploring new opportunities or solutions.


Your competitors aren’t doing it – the phones are ringing less so there are fewer distractions competing for the time and attention of the people you need to speak with.


How can we be so confident that this is the best time to be generating sales leads


Higher conversion rates – yes, it is true that our contact rates are lower over this period but our conversion rates are 60% higher on average.  In other words, it takes fewer conversations to generate each new sales opportunity.


Lower cost per lead – on average last year we generated 14% more sales leads per hour compared to our average across the rest of the year.  So you could have 14% more leads for the same cost.


Increased sales – our clients reported earlier this year that they closed a significantly higher number of sales from the leads and activity generated by our agents for them during the previous December and January period.


So, what’s our advice?  Don’t leave your sales pipeline to dwindle over Christmas.  The best strategy is to run your lead generation efforts throughout December and January, only pausing for the standard two week shut down period.





General Manager NSW Industrial

Grays Online

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Michelle O’Brien

Regional Manager

Jayex Healthcare

We asked Michelle O’Brien about Jayex’s experience with outsourcing their lead generation to Forrest Marketing Group. Here, she tells us that outsourcing lead generation for a complex technical solution IS possible. And that it delivers great results.



Greg Puttick

General Manager

EL Blue

Greg Puttick explains why EL Blue, with a very specific target market of CEOs of medium-sized organisations, decided to outsource their outbound lead generation and what the results have been.

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