We’ve worked for many hundreds of organisations in Australia and every year the same old chestnut rears its head. As we get past Melbourne Cup and December is just around the corner, some of our clients tell us they want to stop their sales lead generation campaigns, saying that they will restart them either in mid-January or in early February. After all, the reasoning goes, everything slows down in December and everyone goes away in January. Whole cities empty, spinifex tumbles along the deserted streets in towns and cities across Australia as all 26 million of us cram onto 7,400 Km of Queensland’s coastline for a month.
Okay, so I’m being facetious to make a point: but should we really be writing off December and January? After all, allowing sales activity to stop in December and January means losing 17% of the selling year. That’s the same as letting your sales team work a 4-day week for 10 months of the year! Well logic seems to say that this period is not a good time to be filling the funnel and selling. But is that actually true? Is this period just the same as any other time of the year? Might it be even better?
We looked at those clients who kept their lead generation campaigns with us going over this period (other
than during our break from 20 December 2018 to 8 January 2019). We compared the results we got for them during December and January and compared these with the results we got for them in the three months prior (September to November). What we found was:
So (as we’ve been saying to anyone who will listen) it turns out that there are people at work during the December/January period – lots of them, in fact. And when you think about it, our results make complete sense.
Sure, our call rate increased because some people are not back at work yet, so we have to make more calls to reach each decision maker, but we still had more conversations with decision makers. And for those people who are back at work, it’s quiet. They’re getting things done and they’re thinking strategically about the year ahead. They have more time to take our calls and are more open to having a conversation with our agents. All of this means that we set many more appointments in December and January than at any other time of the year.
However, the clients that saw the biggest improvement in their results were those who started back with us right at the beginning of January. For those that came back in mid-January or later there was far less of an impact on their results. And on reflection that makes sense too, because there was very little loss of sales momentum on their lead generation campaigns.
Now there are some caveats with this, of course.
If that’s not you, why wouldn’t you keep your lead generation and sales activity humming as late into December as possible and restarting in early January? At worst, the results you get will be the same as you got in the previous months. At best, you could see a 51% (or more) increase in leads generated for your sales team.
But what if your reason for pausing sales activity is that your sales team take most of January off? Well, going forwards you might want to think about changing this: should they be away for the whole of January when it is such a good time to meet prospects? But in the short term, we’ve found that calls made in January can be used effectively to set up meetings for your sales team when they get back so that they hit the ground running from day 1. You’re still clawing back as much of that “missed” 17% of the year as you can, giving you and your team the best chances of meeting and exceeding their sales targets for the year.
If you are thinking about running an outsourced lead generation campaign, don’t think about putting it off till February next year, get up and running now – we’re coming into our peak performance period and you’ll get really great results. If you would like help implementing and conducting a successful outsourced lead generation campaign, get in touch. Our expert team have years of experience across a broad range of industries and will be able to help you reach your business and sales goals.
Find out more about our client results and the effectiveness of our telemarketing and lead generation services by viewing the results of our client survey here.