Holiday Season - Incorrect Assumptions

Misunderstanding about the holiday season

Many people have a total misunderstanding about the ability to do business during the holiday season. We have been conducting our business for 22 years and there are many things we know from experience:

In order to generate the consumer leads for the financial professionals, we run ads on the Internet. We get just as much response on Thanksgiving Day, Christmas Day, and New Year’s as any other day of the year.  

That simply tells us on any given day, there are plenty people thinking about their money and not thinking about the holidays. This is such an enormously huge country, people who center all the activities around the holidays forget that there’s all kinds of people who don’t do that.

So if you and everyone you know stops doing business during the holidays, you think that applies to everyone.  Wrong. Millions of people in the US do not do anything differently on a holiday as they do any other day.  

We often have to explain to financial professionals that it’s just as easy, if not easier, to find new clients during the holiday season than the rest of the year. Many of them also incorrectly think that it’s harder to get new business during the holiday season. That thinking is simply incorrect.

What is the correct thinking?

Most of the numbers we dial in our dialer are direct dial numbers to financial professionals. Because many of these professionals slow down during the holiday season, they are easier to get ahold of.

Normally, when you make calls to business people, it is hard to get them on the phone because they are already on the phone. But if they make fewer calls during the holiday season, it becomes easier to get them on the phone.   Calling on days before and after Thanksgiving and before and after Christmas can be very productive because these people are easy to get ahold of on those days.  More of them answer the phone because they are not already on a call.

Setting Demonstrations During Holiday Season

In the next week or two, when you call am advisor and you'll say: “I am looking for a financial professional who has the capacity to help people in area code xxx with their investment and insurance needs in the next 7 days,” you'll start to hear the following. 

“Call me after the holidays.”  They say this because 

That's an incorrect assumption. If they say, “call me after the holidays” ask them one additional question which is, “is that because you don't have time to work with people and take on new clients, or is that because you think there are not people looking for help?”

Even though you said we have prospects in your area, they do not and listen to the ideas already in their brain. Specifically, their incorrect idea that five weeks of the year is no good for new business. 

You may need to add repeat this simple explanation “I called you because we DO have prospects in your area code making requests for assistance with insurance and investments. In the next seven days, would you be able to help them and accept new clients? 

You are not trying to convince these advisors to take a demonstration; you are not trying to like you to twist anybody's arm.

You want to correct the fallacy of their thinking, which is the misconception about these five weeks of the year. 

The reality, when we look at the data, about 40% of the population in America does not celebrate traditional holidays. They may be of different faiths. They don't have family, or they live alone. They can't travel to go see family. There's a huge chunk of the population that is not sidetracked by the fact that it's between Thanksgiving and in and Christmas.