Salespeople often fall into a rhythm of easing off as the year-end approaches, especially in Japan, where the fiscal year ends in March. This period, leading up to the holiday break, can see a decline in productivity that equates to 8% of the year. To maximize sales, it’s essential to maintain focus and activity through December.

One effective strategy is to reach out to existing customers. Even if they are currently utilizing some of our solutions, there are often additional products or services they may not yet have considered. To identify these opportunities, create an Opportunity Matrix, listing available solutions at the top and clients on the side. Use check marks to denote what clients are currently purchasing and mark potential sales chances as A, B, or C for follow-up discussions.

December is also an ideal time for prospecting, particularly by reconnecting with “orphans”—clients with whom you previously had a relationship but have since lost contact. Various factors, such as changes in personnel or economic conditions, may have caused these clients to drift away. Use this time to reach out, even if meetings may not occur until January.

Another crucial action is to identify look-alike targets—companies in the same industry as current clients that would likely have similar needs. Instead of random calls, conduct targeted outreach to these potential clients, leveraging existing industry knowledge to craft compelling opening conversations.

Finding the right decision-makers can be challenging, particularly in Japan, where information is not always readily available. Annual reports can provide insights into key personnel, while social media platforms like LinkedIn might also help, though penetration in Japan is relatively low. Utilize your network for referrals, and if necessary, refine your credibility statement to get past gatekeepers and reach decision-makers directly.

When communicating with potential clients, emphasize your experience with their competitors to strengthen your credibility. Present a general statement about your services, back it up with evidence of successful collaborations with similar companies, and assert your authority to command a direct connection to the decision-maker.

Ultimately, the goal is to expand the sales pipeline and maintain momentum through December, setting up meetings for the new year. In Japan, December, known as "shiwasu," signifies a busy time when teachers are on the move. Similarly, salespeople should stay active and focused as the year closes, ensuring a strong finish and a robust start to the new year.