The Year-End Sales Playbook: December Leads Re-Engagement
December is a Game-Changer for Sales Re-Engagement
This time of year can mean lighter pipelines. But what if I told you that December is actually one of the best times to revive those stalled leads you thought were long gone? In this article, I’ll walk you through why December is the perfect time to re-engage dormant leads. Dormant leads—those who’ve expressed interest but gone silent—are ripe for re-engagement during this unique window of opportunity.
Let’s combine behavioral psychology & actionable strategies to help you transform stalled leads into success stories. These tips will help you unlock hidden revenue before the year ends.
The Psychology of December: Why Your Leads Are Ready Now
The holiday season isn’t just about festive distractions—it’s a time ripe with opportunity to re-engage your leads. Far from being too busy for sales, many decision-makers are in the perfect mindset to reflect, plan, and take action. Here’s why December is your chance to shine:
- Reflection and Planning
As the year closes, many decision-makers are reflecting on what worked and what didn’t. They’re also planning their strategy for the new year, which often involves finding solutions to persistent challenges. If you offer a service that can help them start strong in January, your messaging will resonate even stronger! - Budgeting Pressure
For many businesses, December is crunch time for budget decisions. Some are looking to use up remaining funds before year-end, while others are planning for the next fiscal cycle. A well-timed offer can make your solution an easy, no-brainer decision during this period of heightened financial awareness. - Urgency for Closure
The end of the year brings a strong desire to wrap things up. Projects that have been lingering in the “someday” pile are suddenly in focus. Leads may be more motivated than ever to tie up loose ends and check things off their to-do list before the calendar flips. If you position your service as the key to closing those loops, you’re giving them a reason to act now. - Momentum for a Fresh Start
The anticipation of a new year brings a renewed sense of energy and optimism. Decision-makers want to enter January with clarity, focus, and the right tools or partnerships to hit the ground running. December is your chance to show how you can be part of their fresh start.
Understanding these psychological triggers allows you to tailor your approach. Make your messaging timely, relevant, and focused on how you can help them achieve their goals as the year ends. With this in mind, December can be one of the most productive months for re-engaging your dormant leads.
Strategies to Identify and Prioritize Dormant Leads
Re-engaging leads in December isn’t about reaching out to everyone in your pipeline—it’s about focusing on the leads most likely to convert. Not all leads are equal, and identifying the right ones can save you time and energy while increasing your success rate. Here’s how to prioritize effectively:
- Leads Close to Conversion
Start with leads that were near the finish line but stalled for one reason or another. These might be prospects who received proposals, had in-depth conversations, or expressed a strong interest in the past. Their previous engagement shows they’re already aware of your value, making them prime candidates for re-engagement. - Recently Engaged Leads
Focus on leads who interacted with your brand within the past six months but haven’t moved forward. This could include downloading resources, attending webinars, or opening your emails. Their recent interest means they’re more likely to respond to a tailored outreach. - Leads That Align With Year-End Needs
Look for leads whose businesses naturally align with year-end motivations. For example:- Companies needing to use up remaining budgets.
- Organizations with time-sensitive goals, like preparing for Q1 initiatives.
- Industries with predictable end-of-year surges in decision-making, such as professional services or SaaS.
A CRM isn’t just a tool—it’s an excellent tool to help you prioritize which leads to re-engage. It helps to focus on the leads that matter most:
- Engagement History: Identify leads who have interacted with your emails, website, or sales team. Their activity indicates ongoing interest, making them more likely to respond.
- Deal Size: Prioritize opportunities with higher revenue potential to maximize your return on effort.
- Recency of Activity: Leads who engaged more recently are often more receptive to personalized outreach.
This targeted approach helps you work smarter, not harder, during a busy season. And if you’re not sure where to start, don’t have a CRM or want some guidance, I’m here to help.
Craft the Perfect Re-Engagement Message
Your messaging is the bridge that reconnects dormant leads to your value. In December, it’s all about aligning your outreach with the unique mindset of the season—timely, relevant, and warm. Here’s how to do it:
1. Start With Personalization
A personalized message shows you value the lead and their goals. Reference their past interactions with you, such as:
- A challenge or opportunity they mentioned.
- A specific service they inquired about.
- A previous conversation or meeting.
For example:
“Hi [Name], I was thinking about our discussion earlier this year about [specific challenge]. With the year winding down, I wanted to share an idea that could help you start strong in January.”
2. Highlight the End-of-Year Opportunity
December has built-in urgency. Tap into it by framing your solution as timely and relevant, whether it’s about using remaining budgets, preparing for Q1, or closing out lingering projects.
For example:
“As we approach year-end, I wanted to see if you’re still interested in [specific solution]. Many of our clients are using this time to [specific benefit], and I’d love to help you achieve the same.”
3. Provide Clear Value
Give your leads a compelling reason to act now. Offer something that solves their immediate needs or positions them for success in the new year. Ideas include:
- A complimentary consultation or audit.
- Exclusive year-end discounts or bonuses.
- Relevant insights, templates, or guides.
For example:
“To make this simple, I’d like to offer [specific resource/service]. This will give you clarity on how we can help you achieve [specific outcome].”
4. Keep It Actionable and Timely
Leads are busy, so make your outreach concise with a clear call to action. Offer a straightforward next step, like scheduling a brief call or responding to the email.
For example:
“Would you have 15 minutes next week to explore this? Let me know what works for your schedule, and I’ll accommodate.”
5. Infuse Gratitude and Warmth
The holidays are a time for connection, not just business. Reflect the season’s goodwill in your tone. Be authentic and warm—avoid overly formal language.
For example:
“I hope you’ve had a wonderful year and are gearing up for the holidays! Let me know how I can support you in making 2024 your best year yet.”
By blending personalization, urgency, and warmth, you create messages that resonate with the December mindset. Your goal is to show them you’re not just another vendor—you’re a partner ready to help them succeed.
Example Email Template
Here’s a sample email you can use or adapt for your re-engagement efforts:
Subject: Let’s Revisit Your [Project/Goal]—Time to Close Out 2023 Strong!
Hi [Name],I wanted to reach out as we wrap up the year. I’ve been thinking about our last conversation regarding [insert project/goal], and I believe there’s still an opportunity to get things moving before the year ends.
With the end of the year coming up, now is the perfect time to [mention the specific benefit of acting before year-end, such as using up budget or meeting a deadline].
To make it easy, I’d like to offer [value proposition, e.g., a free consultation or exclusive year-end incentive]. Let’s schedule a 15-minute chat—would [specific date and time] work for you? <even better if you provide a calendar scheduling link to reduce back & forth/friction>
Best,
[Your Name]
December is a unique opportunity to revive stalled leads and close out the year with a bang. By understanding the psychology behind why decision-makers are more receptive, and by using the right tools and strategies, you can re-engage leads who might have slipped through the cracks earlier in the year & set them up for success, too.
December isn’t a month to slow down—it’s a unique opportunity to reignite conversations and connect. By aligning your outreach with the warmth of the season, you position your business as a valuable partner at a time when decision-makers are reflecting, planning, and eager to take action.
Whether it’s through personalized messages, timely offers, or value-packed consultations, the strategies we’ve outlined can help you focus on the leads most likely to convert. Remember, the goal isn’t just to close deals—it’s to build trust, provide solutions, and set the stage for lasting success in the year ahead.
The time to act is now! Take advantage of the year-end momentum, reconnect with dormant leads, and set yourself up for a successful year-end.
