Growing Sales After the Holiday Slump

November 18, 2021
Growing Sales After the Holiday Slump

Finding more leads for growing sales can be one of the most frustrating parts of a job for sales managers and salespeople. Especially after the holidays, you might notice your lead momentum slowing down. But don't let that discourage you! Get ahead of this year's holiday slump by employing the following sales growth tips.

5 Tips for Growing Sales

Referrals are the best source of new sales leads.

We are all more likely to buy something if it comes with a strong recommendation. Even more so if that recommendation comes from someone we like and trust. That’s why referrals are so powerful for growing sales – the strong recommendation of a friend or colleague can mean more than all the marketing materials in the world.

So if referrals are so great, how do you get more of them? Ask!

Most people love to help. If you ask for referrals, and your contact feels comfortable with you, chances are they will think of someone who could benefit from your product or service. Even better, if you can identify someone in their network (maybe through LinkedIn), suggest a specific contact. This takes the guesswork out of it and increases the likelihood you’ll be introduced to someone who could really help in growing sales for you. And be sure to follow up with your referrer, and if possible, reciprocate.

Find new sales leads at networking events.

Great salespeople are great networkers. Treat networking events not as a race to collect as many business cards as possible, but as an opportunity to build relationships. (There are plenty of webinars, groups, and other educational activities that you can engage with virtually if you are unable to go in person.)

Networking has a bad reputation because people treat each other as transactions – if you’re in my target market, I’ll take your card and move on to the next transaction. If instead you take the time to get to know someone, they’ll be much more likely to return your follow-up call or email after the event.

Having a conversation will also give you something to talk about when you do follow up. Sales is all about building relationships; networking should be too.  Plus, by getting to know someone better, you can understand how to help them in growing sales for their own business.

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Revisit lost opportunities.

Remember that opportunity that didn’t pan out? A lot might have changed since that initial “no.”

Reach out again with a soft touch – ideally offering something of value to the prospect.  “I came across this article about [your industry/company/interest] and thought of you. How’s business? Would love to catch up.”

Reconnect with past clients.

If you have a client that’s lapsed, go back and try to rekindle the relationship.

You can approach a past client with an email along the same lines as the example above for lost opportunities – keep it light and simple.

Since you probably know your past clients fairly well, use this as an opportunity to add more value with something you know they need or want. Send them a list of great new lead sources for their industry, or something else they might find interesting. Start with something small and the conversation can grow.

Mine industry recognition and accolades lists for new sales leads.

Awards, recognition, and accolades lists for your industry can all be great sources of new leads and another consideration in growing your business.

Lists like the Inc5000 organize honorees by industry, revenue, location, number of employees and more, so in growing sales you can narrow down your search to your target market. The CMO Leadership Awards is another source of potential leads.

Not only are lists like these handy collections of similar prospects in growing sales for you and your sales team, but it also gives you a talking point. Congratulatory emails are often better relationship-builders than something along the lines of “check out our new product launch.”

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Identifying new sales leads doesn’t have to be your least favorite selling activity when growing sales after a holiday slump. Get creative with these ideas – and more – and make prospecting fun!

Do you have any ideas on growing sales?  Let us know in the comments.


  • Barry Hall - Reply

    Many thanks Charles for some great tips, always appreciated. – Barry.

  • Charles Bernard - Reply

    You’re welcome, Barry. Thanks for your support!

  • Craig Sherwood - Reply

    Holiday slumps can be very real depending upon the industry, product or service. That said, if you know that your company,industry or vertical is generally subject to a holiday slump, why not take advantage of the run-up to the holiday to get meetings, appointments and other commitments lined up prior to the holidays? Focus on getting things calendared for the second half of January or August depending on when you typically slump. Let your customers know that you understand and don”t want to interfere with their business cycle. Ask them to commit to meetings, calls an appointments after their ‘recess’ period. Also, use the ‘slump’ period to start prospecting accounts which might be brand new or haven’t been previously receptive. In other words, a so-called holiday slump can be turned into a true advantage and give your team a big leg up on the following period.

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