We’re getting close to Christmas.
People are busy. They’re doing things to get prepared.
And that’s a key for marketers.
People are scheduling hotels. They’re making plans and getting things ready to go.
They’re buying gifts and will be buying gifts all the way up until Christmas and after Christmas too.
All that means that this is a time to make hay for a number of marketers.
There are different ways to get business. I won’t say right or wrong, but even though this is last minute it’s still long-term strategy.
Let’s get into it…
Tip #1. Urgency Over Discounting
This is one I really believe in.
I don’t know when it happened, but it really seems that over my life it’s gotten out of control: Discounting.
This time is all about discounting for so many companies.
I remember that it used to be about urgency. It was about creating something that people wanted (Super Nintendo, Tickle-Me Elmo, Beanie Babies, etc.) and selling it for the same price…always.
Somewhere along the way it became more about discounting.
There are, however, still companies focusing on urgency. They don’t discount. They focus on what they offer more than anything and find where the demand is and keep their prices consistent. It doesn’t confuse the target customer.
Christmas is an urgent time for people. Focus on filling that need of urgency and what people need more than anything and you’ll make sales..at full price.
Tip #2. Needs Are More Important Than Ever
Building on the last one, needs are where it’s at.
Yes, people really want things, but needs are things they can’t really live without.
I think most businesses have opportunities to offer more than they normally offer. There are more needs during the holidays than any other time of year. You can offer products and services that still fit in what you do that you can’t offer at other times.
People are traveling. There is a lot going on and they’re forgetting things and they need things last minute.
Hotels might offer a gift wrapping service. People travel, forget to buy or wrap gifts and they need to get it done before they go to the family get together. Drop off the gifts at the front desk and pick them up an hour later on the way out. Put it on the bill.
Gas stations are incredibly busy this time of year. Many already have just about anything that will fill a need, but there are always more things that work this time of year more than others. Pies, cider, hams, etc. Why not?
Tip #3. Convenience Is Huge
Building on that last point (seems to be a theme…) is that people want convenience.
The holidays are a great time of year, no doubt.
But it’s also a stressful time. You want things to be great. But you’re moving around and out of your routine and doing a million things. It can feel crazy.
And anything that eases that stress is wonderful. Anything that makes life convenient is amazing.
We like convenience at all times of the year, but especially during the holidays.
If you can offer convenience to your customers during the holidays you’ll win their friendship, respect and that whole thing. And you can sell it to them.
Grocery stores are one example. You’re getting your weekly groceries on Friday. Big family Christmas dinner coming up next week. Hey, we offer full catering throughout Christmas. You enjoy your family and we’ll bring dinner for you.
Tip #4. Good Cheer, Make Friends
Making friends. I just mentioned it in the last point.
Christmas is a time of good cheer and laughter and having a good time (not all the time, but that’s the hope).
Make friends with your customers and clients. Think of this time of year as doing nice things. Even little things like personalized notes are great. Little things like gift suggestions or helping clients make travel plans or anything like that is wonderful to do. You make friends when you do that.
And in the long run that is how you win consistent business.
Don’t think short-term this time of year. Don’t think that you can “win” a sale with a customer. Don’t try to overcharge or things like that. Think about making friends and keeping it good on both sides of the equation.
Tip #5. Stay True Amidst Chaos
Finally, don’t lose sight of who you are as a company.
I think all the items above come into play and more come into play as well. It’s hard to say where this ends, but things get hectic and chaotic this time of year. In times of chaos it is more challenging than ever to make good decisions.
Remember who you are and let that guide decisions. Just because five competitors are discounting their products and services doesn’t mean that you need to do it. Stay true to you are. Focus on the long-term and it will serve you well in the long-term.
Conclusion
It’s getting crazy out there. We already passed the big Black Friday sales and all that business. It was actually nice this year with some companies cutting back on not being open on Thanksgiving. Imagine that. I think we’re starting to go back in the other way at least a little bit. And that’s good. There is no better time of year. There is opportunity, but also temptation. Stay true to who you are and you’ll find the opportunity while avoiding the temptation.
