Bill Farquharson’s Print Sales Tip for the week of December 14, 2015

Starbucks has red cups. We have the, “Call me after the holidays” objection. What do they have in common? Both come out once a year.

In the coming days, and assuming that you are still prospecting and haven’t made the deadly assumption that no one wants to hear from you (blah, blah, blah), you are likely going to hear this seasonal attempt to put you off. I want to help by giving you a way to handle it:

  1. First, make at least one attempt to beat this objection. You will likely fail but I just hate to give up without a fight;
  2. Next, say something like this, “Okay,The first business day of 2016 is Monday, January 4. Let’s you and I take that day to get our feet under us. How about if I call you the morning of the fifth and will set up a time to talk?” The customer, seeing his or her chance to escape, accepts and you both hang up;
  3. Now, stick a note in the mail (or an email) that reads, “I look forward to speaking with you on Tuesday, January 5.”
  4. Finally, send another note or email at the end of December that says, “Per our conversation, I will call you on Tuesday, January 5 at 9:30 AM to find a time to meet. Happy New Year.”

What you have done by following this process is you’ve made an appointment to make an appointment. You have set up a firm time and have put an air of commitment into the mix. The other option is that you agree to call the customer up but without a specific date in mind and if you’ve been selling for any time at all, you know that that is the recipe for shouting into a black hole.

This is the last full selling week of 2015. This sales tip applies only for the next eight or nine days. Then, you will need to pack it up along with the garland and red ribbon and mistletoe, stick it in a box and store it away for another year.


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About the Author:

Bill Farquharson
As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically “old school” advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. “Bill Farquharson will drive your sales momentum.”


  1. Joe Kern
    Joe Kern December 14, 2015 at 9:01 pm - Reply

    Great suggestion Bill! I love that not only do we set the date to call, but we remind them of the commitment for the call. It sets up expectations with the prospect and it gives use the chance to meet the expectations and start building the relationship and trust. I am going to give it a try this week.

    If anyone else wants to commit to this as well, please comment. Then, let us know how it went in January. Oh, specifically, January the 5th.

  2. Adam December 15, 2015 at 12:00 am - Reply

    This is a great way to combat such a common objection this time of year!

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