A lot of B2B sales teams quietly stop calling in December. The thinking is simple: everyone's busy, budgets are spent, people are on holiday, so why bother?
Some of that is true. But it also means fewer sales calls are landing on decision makers' desks, and the people still at work often have more time to talk than they did in October. December won't be your best month for closing deals. It can be a very good month for starting them.
What changes in December
- Budgets: many companies are planning next year's spending. A conversation now can put you in that plan.
- Gatekeepers: office teams are thinner, so decision makers sometimes answer their own phones.
- Mood: people are more relaxed in the first two weeks of the month, and more willing to chat.
- Holidays: the last week or so of the month is usually a write-off in the US, UK and Canada.
Change the goal of the call
Don't push for a signed deal before Christmas. Ask for a short meeting in the first two weeks of January instead. It's an easy yes: there's no pressure now, and you're helping them start the new year with a plan.
Something like: "I know December is busy, so I'm not trying to sell you anything today. I'd like to book fifteen minutes in early January to show you how we've helped similar companies with X. Would the week of the 11th work?"
Who to call
Focus on businesses whose busy season isn't December. A retailer or logistics company is drowning right now. An accounting firm, a software company or a manufacturer planning next year may be much more open. Sort your list by industry before you start. Our guide on building a cold calling list helps here.
Time your calls
The first two weeks of December are the useful ones. After that, many people take time off and the replies thin out. Mid-morning and early afternoon in the prospect's time zone tend to work well, but test your own numbers rather than following a rule.
Keep it light
A little warmth goes a long way this time of year. Acknowledge that it's a busy season, keep the call short, and don't push if someone says now isn't a good time. Ask when would be better and note it down. People remember the caller who was considerate in December. Our cold calling script templates are easy to adapt.
Use the quiet days
When the phones go quiet in the last week, clean up your CRM, update your call list, and write your January follow-up emails. Teams that come back on January 4 with a list ready and meetings booked get a real head start.
Frequently asked questions
Is it worth cold calling in December?
Yes, especially in the first two weeks. Fewer competitors are calling, decision makers are often easier to reach, and many companies are planning next year's budgets.
What should a December cold call aim for?
Aim to book a short meeting in early January rather than closing a deal before the holidays. It's an easier yes for the prospect.
When should I stop calling before Christmas?
Most teams find replies drop sharply in the last week or so of December. Use that time to prepare lists and follow-ups for January.
Want a full January pipeline?
Our callers book qualified meetings for B2B companies in the US, UK and Canada, with scripts and lists tailored to your offer. See our cold calling service.
Need help with Cold Calling?
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