As the year draws to a close, many sales teams face a dilemma: how to maintain or even increase sales momentum while others are slowing down. Whether you’re trying to meet the targets set earlier in the year or you’re fortunate enough to be in the bonus phase, this period is about making the most of every opportunity.
In a recent webinar hosted by KWSM, “Unlocking End-of-Year Growth: Convert More Leads into Sales with Actionable Steps,” Brent Bonine, managing director of AcSELLerate and seasoned sales professional, shared his insights into effective strategies for an impactful year-end push, especially during a time when buyer engagement slows.
Below, we’ll unpack Brent’s key strategies and provide actionable tips to help you finish strong in this crucial period.
Why the End-of-Year Sales Push Is So Important
The holiday season often brings mixed results for businesses. While e-commerce brands may see spikes in activity, B2B companies often face the opposite: a noticeable slowdown in buyer activity. Clients tend to deprioritize long-term decisions during the holidays, and many businesses struggle to maintain momentum.
Brent emphasizes the importance of staying proactive, even when external conditions are less than ideal.
“You’ve got to go for the strong finish, but I think the way you do it isn’t through pressure; it’s by reminding the client what the value of your solution brings and how soon they can recognize the benefits of that value.”
– Brent Bonine, Managing Director, AcSELLerate
The goal? Keep your team focused and your clients engaged so you can close deals now and set the stage for a productive new year.
4 Tips for a Successful End-of-Year Sales Push
1. Maintain Focus During the Holidays
The holidays can make buyers less responsive, but that doesn’t mean your team should ease up. Brent advises sales leaders to double down on the fundamentals: stay visible and continuously communicate the value of your solutions.
“Even during the holidays, buyers are open to hearing about solutions that can help them. It’s not about pressure; it’s about showing them how you can solve their problem quickly and set them up for success in 2025.”
How to Apply:
- Build urgency around starting projects now, highlighting how early adoption benefits the buyer.
- Avoid pushing hard for a close; instead, focus on problem-solving and demonstrating value.
2. Audit Your Sales Funnel for Bottlenecks
Sales funnels often tell a story that numbers alone can’t capture. Brent encourages sales leaders to look beyond monthly revenue goals and dig into the effectiveness of each step in the funnel.
“Identify where prospects are stalling in the funnel. Is it during discovery calls? Proposal presentations? Once you find those bottlenecks, you can take corrective action early.”
How to Apply:
- Track discovery meetings, proposals, and negotiation stages.
- Implement incentives for sales reps to move deals forward, even if it means disqualifying unfit leads early.
- Regularly review key metrics like proposal-to-close ratios and adjust strategies as needed.
3. Prioritize Targeted Messaging
Generic sales pitches no longer work in today’s competitive environment. Brent highlights the importance of personalizing your approach based on a deep understanding of your audience’s needs.
“People don’t care what you do until they know what you can do for them,” Brent reminds us. Whether you’re crafting an email campaign or a pitch deck, your messaging should always center on solving the client’s specific problem.
How to Apply:
- Segment your audience based on their pain points or previous interactions with your brand.
- Use tools like retargeting ads and drip email campaigns to stay top-of-mind with prospects who have engaged with you.
- Collaborate with your marketing team to ensure consistent messaging across all touchpoints.
4. Plan for Incremental Improvements in the New Year
The end of the year is also an ideal time to reflect on what worked—and what didn’t—in your sales strategy. Brent advises business owners to take a step back and identify opportunities for incremental improvements in the new year.
“Don’t throw out your entire sales and marketing strategy just because this year was challenging. Instead, look for small, actionable changes that can have a big impact.”
How to Apply:
- Conduct an end-of-year audit with your sales and marketing teams.
- Identify one or two areas where you can make meaningful adjustments (e.g., better lead qualification or improved follow-up processes).
- Set measurable goals for Q1 2025 and establish a review process to track progress.
Why Collaboration Between Sales and Marketing Is Key
In the webinar, David Oates, Principal of PR Security Services, emphasized the importance of integrating PR into the equation. “Your brand message doesn’t exist in isolation—it’s shaped by public perception,” David shared. “When marketing, sales, and PR efforts are aligned, it strengthens your credibility and makes your prospects feel assured about choosing your business.” This unified approach means the message is consistent at every touchpoint, ultimately building trust and reinforcing value.
At KWSM, we specialize in helping businesses bridge this gap. From developing a comprehensive outbound lead generation strategy to creating content that speaks to your target audience, we ensure your sales and marketing efforts are perfectly synced.
Watch the Full Webinar and Plan Your End-of-Year Sales Push Strategy
The End-of-Year Sales Push is about more than meeting your goals for 2024; it’s also about laying the groundwork for 2025. To learn more actionable strategies from Brent Bonine and the team at KWSM, watch our full webinar here.
Ready to create a sales and marketing strategy tailored to your business? Schedule a consultation with KWSM today, and let’s build a plan that works for you.
