Last updateWed, 01 Jul 2020 1pm

Making the most of holiday sales opportunities

HuiskenHere we are at the end of October again. It feels like we were just enjoying spring, and then summer came and went. As every salesperson knows, the holiday shopping season is well underway for some, but for most it really picks up as we approach Halloween. With that in mind, it’s a good time to review some of things that will make your selling season a successful one.

Let’s start with this: the customer base that you are likely to see is much different than the one you are likely to see the other 10 or 11 months of the year. During the holidays, people that never shop are shopping and they can require a different approach.

Generally speaking, these particular customers fall into two categories. The first is the one whose goal is to get in and out as quickly as possible. They usually have a pretty good idea of what they want before they come into the see you, and what they want from you is fairly obvious.

They want you to listen to what they want, help them get finished as quickly as possible and have the answers to any questions that they may have. They are probably not too interested in small talk or non-business conversations, you really have to listen to capture some kind of personal information in order to develop some kind of relationship.

Your goal here is simple: listen, get them what they want, and send them on their way. That sounds harsh, but for people who do not like to shop, that’s what they want and you are providing a customer service.

The second type of customer a salesperson may see at this time of year is someone who also never shops, but has no idea what they want, or even where to begin. They are going to require a salesperson who is patient, willing to ask a lot of questions and walk them through the process.

These customers will often give you broad details of the type of gifts they are looking for, but it’s up to you to ask the right questions about the person they are shopping for. Through the questions and conversations, the two of you work together to find the right gift for whoever they are shopping for.

In short, a salesperson is going to encounter different types of customers over the next couple of months and those who can adjust the best to those different needs will be the ones enjoying the New Year the very most.

Author, trainer, consultant, and speaker Brad Huisken is President of IAS Training. Huisken has authored several books and training manuals on sales and produces a Weekly Sales Training Meeting video series along with Aptitude Tests and Proficiency Exams for new hires, current sales staff and sales managers. In addition, he publishes a free weekly newsletter called “Sales Insight” For a free subscription or more information contact IAS Training at 800-248-7703 or This email address is being protected from spambots. You need JavaScript enabled to view it. Visit his website at www.iastraining.com.