Christ\u00admas comes soo\u00adner than you think.<\/strong><\/p>\nIt was just sum\u00admer \u2013 and sud\u00adden\u00adly the year-end spurt is begin\u00adning in com\u00adpa\u00adnies. Bud\u00adgets are to be used, sales tar\u00adgets achie\u00adved, open offers con\u00adcluded and at the same time the cour\u00adse for the new year is alre\u00ada\u00addy being set.<\/p>\n
But if you don\u2019t think about what you want to achie\u00adve befo\u00adre Christ\u00admas or how sales can get star\u00adted in Janu\u00adary, you\u2019\u00adre often too late.<\/p>\n
The start\u00ading posi\u00adti\u00adon varies great\u00adly depen\u00adding on the com\u00adpa\u00adny. For some, the last weeks of the year are par\u00adti\u00adcu\u00adlar\u00adly pro\u00adfi\u00adta\u00adble \u2013 every open sales oppor\u00adtu\u00adni\u00adty counts here. For others, it gets quie\u00adter at the end of the year \u2013 and it is pre\u00adcis\u00ade\u00adly the\u00adse weeks that deter\u00admi\u00adne how quick\u00adly sales and mar\u00adke\u00adting are able to work in Janu\u00adary. In both cases, the pre\u00adre\u00adqui\u00adsi\u00adtes are crea\u00adted now.<\/p>\n
1. Christmas doesn\u2019t come as a surprise \u2013 but preparation is often lacking<\/h2>\n
The date has been fixed for years. Nevert\u00adhel\u00adess, many com\u00adpa\u00adnies repea\u00adted\u00adly expe\u00adri\u00adence the end of the year as a bot\u00adt\u00adlen\u00adeck. The reason is rare\u00adly a lack of know\u00adledge, but rather day-to-day busi\u00adness, which lea\u00adves litt\u00adle room for pre\u00adpa\u00adra\u00adti\u00adon. Many com\u00adpa\u00adnies are fami\u00adli\u00adar with the situation:<\/p>\n
\n- Day-to-day busi\u00adness ties up all available capacities.<\/li>\n
- Decis\u00adi\u00adons about cam\u00adpaigns are post\u00adpo\u00adned again and again.<\/li>\n
- Open leads, offers and exis\u00adting cus\u00adto\u00admer poten\u00adti\u00adal remain unused.<\/li>\n
- Pre\u00adpa\u00adra\u00adti\u00adons for the new year do not begin until short\u00adly befo\u00adre Christmas.<\/li>\n
- In Janu\u00adary, the first thing to do is to crea\u00adte lists, defi\u00adne tar\u00adget groups and coor\u00addi\u00adna\u00adte processes.<\/li>\n<\/ul>\n
The result: valuable weeks are lost and exis\u00adting sales poten\u00adti\u00adal is not used. In Decem\u00adber, many decis\u00adi\u00adon-makers are only available to a limi\u00adt\u00aded ext\u00adent, bud\u00adgets are often alre\u00ada\u00addy plan\u00adned. And in Janu\u00adary, the first weeks pass with pre\u00adpa\u00adra\u00adto\u00adry work that could have been done long ago.<\/p>\n
This delay can be avo\u00adided \u2013 with a clear decis\u00adi\u00adon about what role the end of the year plays for your business.<\/p>\n
Two starting points, two strategies<\/h3>\n<\/div><\/div><\/div><\/div><\/div>![](\"https:\/\/comcare360.de\/wp-content\/uploads\/2026\/09\/Blogbeitrag-Bild_kickstart-2027.png\" "\\"Two")
<\/span>Two paths, one decision: final spurt in 2026 or kick-start in 2027 \u2013 both must be prepared now.<\/h2><\/div><\/div><\/div>\n
\n
\ud83c\udfc1 Final spurt 2026<\/div>\n
Initi\u00adal situation<\/div>
Strong year-end busi\u00adness, high wil\u00adling\u00adness to buy until Christmas<\/div><\/div>\n
Objec\u00adti\u00adve<\/div>
Rea\u00adli\u00adze addi\u00adtio\u00adnal sales befo\u00adre the end of 2026<\/div><\/div>\n
Focus<\/div>
Acti\u00adva\u00adte exis\u00adting opportunities<\/div><\/div>\n
Typi\u00adcal contacts<\/div>
Open offers, exis\u00adting cus\u00adto\u00admers, inac\u00adti\u00adve customers<\/div><\/div>\n
Mea\u00adsura\u00adble result<\/div>
Deals, addi\u00adtio\u00adnal orders, reac\u00adti\u00adva\u00adted customers<\/div><\/div>\n <\/div>\n
\n
\ud83d\ude80 Kick-start 2027<\/div>\n
Initi\u00adal situation<\/div>
Quie\u00adter end of the year, purcha\u00adsing decis\u00adi\u00adons are more likely to be made in the new year<\/div><\/div>\n
Objec\u00adti\u00adve<\/div>
Make sales and mar\u00adke\u00adting workab\u00adle from the first day of work in 2027<\/div><\/div>\n
Focus<\/div>
Prepa\u00adre audi\u00aden\u00adces, data, and campaigns<\/div><\/div>\n
Typi\u00adcal contacts<\/div>
Pre\u00advious leads, new tar\u00adget com\u00adpa\u00adnies, decision-makers<\/div><\/div>\n
Mea\u00adsura\u00adble result<\/div>
Qua\u00adli\u00adfied cont\u00adacts and agreed appoint\u00adments for January<\/div><\/div>\n <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>
2. Strategy 1: Use the final spurt in 2026 in a targeted manner<\/h2>\n
For com\u00adpa\u00adnies with strong year-end busi\u00adness, the coming weeks will not be about ope\u00adning up new mar\u00adkets, but about sys\u00adte\u00adma\u00adti\u00adcal\u00adly acti\u00advat\u00ading exis\u00adting oppor\u00adtu\u00adni\u00adties. The poten\u00adti\u00adal usual\u00adly alre\u00ada\u00addy lies in their own CRM: in open offers, in cus\u00adto\u00admers who have not orde\u00adred for a long time, and in exis\u00adting cus\u00adto\u00admers who are not yet fami\u00adli\u00adar with other services.<\/p>\n
Possible measures at a glance<\/h3>\n<\/div>\n
Fol\u00adlow up on open leads and offers<\/div>
Struc\u00adtu\u00adred and accor\u00adding to prio\u00adri\u00adty ins\u00adtead of chance.<\/div><\/div>\n
Reac\u00adti\u00adva\u00adte inac\u00adti\u00adve customers<\/div>
Address cus\u00adto\u00admers who haven\u2019t orde\u00adred in months.<\/div><\/div>\n
Tar\u00adget exis\u00adting customers<\/div>
Place sui\u00adta\u00adble addi\u00adtio\u00adnal offers at the right time.<\/div><\/div>\n
Use up- and cross-selling<\/div>
Offer exten\u00adsi\u00adons, upgrades and sup\u00adple\u00admen\u00adta\u00adry services.<\/div><\/div>\n
Cont\u00adact pre\u00advious prospects<\/div>
The \u201cnot yet\u201d can beco\u00adme a \u201cnow\u201d today.<\/div><\/div>\n
Qua\u00adli\u00adfy and arran\u00adge appointments<\/div>
The com\u00adpany\u2019s own sales depart\u00adment only talks to real inte\u00adres\u00adted parties.<\/div><\/div>\n
Accom\u00adpa\u00adny action cam\u00adpaigns by phone<\/div>
Per\u00adso\u00adnal\u00adly track pro\u00adduct and year-end promotions.<\/div><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>
<\/span>Two paths, one decision: final spurt in 2026 or kick-start in 2027 \u2013 both must be prepared now.<\/h2><\/div><\/div><\/div>\n
\n | Cri\u00adter\u00adion<\/th> | Final spurt 2026<\/th> | Kick-start 2027<\/th><\/tr>\n |
|---|
| Initi\u00adal situation<\/td> | Strong year-end busi\u00adness, high wil\u00adling\u00adness to buy until Christmas<\/td> | Quie\u00adter end of the year, purcha\u00adsing decis\u00adi\u00adons are more likely to be made in the new year<\/td><\/tr>\n |
| Goal<\/td>: | Rea\u00adli\u00adze addi\u00adtio\u00adnal sales befo\u00adre the end of 2026<\/td> | Make sales and mar\u00adke\u00adting ope\u00adra\u00adtio\u00adnal from the first day of work in 2027<\/td><\/tr>\n |
| Focus<\/td> | Acti\u00adva\u00adte exis\u00adting opportunities<\/td> | Prepa\u00adre audi\u00aden\u00adces, data, and campaigns<\/td><\/tr>\n |
| Typi\u00adcal contacts<\/td> | Open offers, exis\u00adting cus\u00adto\u00admers, inac\u00adti\u00adve customers<\/td> | Pre\u00advious leads, new tar\u00adget com\u00adpa\u00adnies, decision-makers<\/td><\/tr>\n |
| Mea\u00adsura\u00adble result<\/td> | Deals, addi\u00adtio\u00adnal orders, reac\u00adti\u00adva\u00adted customers<\/td> | Qua\u00adli\u00adfied cont\u00adacts and agreed appoint\u00adments for January<\/td><\/tr>\n <\/table>\n<\/div>\n<\/div><\/div><\/div><\/div>2. Strategy 1: Use the final spurt in 2026 in a targeted manner<\/h2>\nFor com\u00adpa\u00adnies with strong year-end busi\u00adness, the coming weeks will not be about ope\u00adning up new mar\u00adkets, but about sys\u00adte\u00adma\u00adti\u00adcal\u00adly acti\u00advat\u00ading exis\u00adting oppor\u00adtu\u00adni\u00adties. The poten\u00adti\u00adal usual\u00adly alre\u00ada\u00addy lies in their own CRM: in open offers, in cus\u00adto\u00admers who have not orde\u00adred for a long time, and in exis\u00adting cus\u00adto\u00admers who are not yet fami\u00adli\u00adar with other services.<\/p>\n Possible measures at a glance<\/h3>\n<\/div>\n Fol\u00adlow up on open leads and offers<\/div> Struc\u00adtu\u00adred and accor\u00adding to prio\u00adri\u00adty ins\u00adtead of chance.<\/div><\/div>\n Reac\u00adti\u00adva\u00adte inac\u00adti\u00adve customers<\/div> Address cus\u00adto\u00admers who haven\u2019t orde\u00adred in months.<\/div><\/div>\n Tar\u00adget exis\u00adting customers<\/div> Place sui\u00adta\u00adble addi\u00adtio\u00adnal offers at the right time.<\/div><\/div>\n Use up- and cross-selling<\/div> Offer exten\u00adsi\u00adons, upgrades and sup\u00adple\u00admen\u00adta\u00adry services.<\/div><\/div>\n Cont\u00adact pre\u00advious prospects<\/div> The \u201cnot yet\u201d can beco\u00adme a \u201cnow\u201d today.<\/div><\/div>\n Qua\u00adli\u00adfy and arran\u00adge appointments<\/div> The com\u00adpany\u2019s own sales depart\u00adment only talks to real inte\u00adres\u00adted parties.<\/div><\/div>\n Accom\u00adpa\u00adny action cam\u00adpaigns by phone<\/div> Per\u00adso\u00adnal\u00adly track pro\u00adduct and year-end promotions.<\/div><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div> Prioritize instead of making random calls<\/h3>\nImportant: Don\u2019t call as many cont\u00adacts as pos\u00adsi\u00adble indis\u00adcri\u00admi\u00adna\u00adte\u00adly, but prio\u00adri\u00adti\u00adze tar\u00adget groups and crea\u00adte con\u00adcre\u00adte con\u00adver\u00adsa\u00adti\u00adon oppor\u00adtu\u00adni\u00adties. A call with the sen\u00adtence \u201cWe wan\u00adted to ask again\u201d rare\u00adly brings results. A call with a spe\u00adci\u00adfic reason, on the other hand, does \u2013 such as an offer that is valid until the end of the year at the cur\u00adrent con\u00addi\u00adti\u00adons, a remai\u00adning bud\u00adget with the cus\u00adto\u00admer that must be used befo\u00adre the end of this fis\u00adcal year, or a pri\u00adce adjus\u00adt\u00adment as of Janu\u00adary 1.<\/p>\n<\/div><\/div><\/div><\/div><\/div> \n \ud83d\udd0e A typi\u00adcal scenario<\/div>\n A B2B retail\u00ader has 60 offers from the second half of the year in its CRM that were neither accept\u00aded nor rejec\u00adted. Ins\u00adtead of trea\u00adting all of them equal\u00adly, they are sor\u00adted accor\u00adding to volu\u00adme and topi\u00adcal\u00adi\u00adty. The 15 most important ones are fol\u00adlo\u00adwed up per\u00adso\u00adnal\u00adly by the sales force. The rest are taken over by an exter\u00adnal team: They cla\u00adri\u00adfy the sta\u00adtus, take up objec\u00adtions and, if inte\u00adres\u00adted, make an appoint\u00adment with the respon\u00adsi\u00adble sales repre\u00adsen\u00adta\u00adti\u00adve. In this way, the sales force stays with the deals \u2013 and no offer remains unanswered. <\/p>\n<\/div>\n<\/div><\/div><\/div><\/div> The timing is cru\u00adcial for this path. In many com\u00adpa\u00adnies, remai\u00adning bud\u00adgets are plan\u00adned in Octo\u00adber and Novem\u00adber. If you don\u2019t call until mid-Decem\u00adber, you will find full calen\u00addars, vaca\u00adti\u00adon repla\u00adce\u00adments and com\u00adple\u00adted bud\u00adget rounds.<\/p>\n 3. Strategy 2: Prepare for the kick-start in 2027<\/h2>\nNot every com\u00adpa\u00adny achie\u00adves its hig\u00adhest sales during the Christ\u00admas busi\u00adness. In many indus\u00adtries \u2013 such as capi\u00adtal goods, ser\u00advices with lon\u00adger decis\u00adi\u00adon-making pro\u00adces\u00adses or pro\u00adject busi\u00adness \u2013 things get quie\u00adter at the end of the year. Howe\u00adver, this time should not sim\u00adply pass. It can be used to prepa\u00adre sales for the begin\u00adning of the year.<\/p>\n Six steps to ready for January<\/h3>\n<\/div>\n \n 1<\/div>\n Defi\u00adne tar\u00adget groups<\/div> Sel\u00adect cont\u00adact lists and qua\u00adli\u00adfy by indus\u00adtry, size, and potential.<\/div><\/div>\n <\/div>\n \n 2<\/div>\n Clean CRM data<\/div> Check, struc\u00adtu\u00adre and com\u00adple\u00adte data records, remo\u00adve duplicates.<\/div><\/div>\n <\/div>\n \n 3<\/div>\n Re-eva\u00adlua\u00adte pre\u00advious leads<\/div> Check cont\u00adacts from past cam\u00adpaigns for cur\u00adrent needs.<\/div><\/div>\n <\/div>\n \n 4<\/div>\n Iden\u00adti\u00adfy decision-makers<\/div> Rese\u00adarch respon\u00adsi\u00adble cont\u00adact per\u00adsons and update positions.<\/div><\/div>\n <\/div>\n \n 5<\/div>\n Prepa\u00adre campaigns<\/div> Coor\u00addi\u00adna\u00adte con\u00adver\u00adsa\u00adti\u00adon gui\u00adde\u00adlines, objec\u00adtion hand\u00adling and cam\u00adpaign procedures.<\/div><\/div>\n <\/div>\n \n 6<\/div>\n Make your first appointments<\/div> Make cont\u00adacts and sche\u00addu\u00adle appoint\u00adments for January.<\/div><\/div>\n <\/div>\n<\/div>\n The data\u00adba\u00adse in par\u00adti\u00adcu\u00adlar is often unde\u00adre\u00adsti\u00adma\u00adted. Dupli\u00adca\u00adte data records, out\u00adda\u00adted cont\u00adact per\u00adsons or miss\u00ading life\u00adcy\u00adcle pha\u00adses in Hub\u00adS\u00adpot or ano\u00adther CRM slow down any cam\u00adpaign. If you clean up dupli\u00adca\u00adtes, update posi\u00adti\u00adons and neat\u00adly seg\u00adment cont\u00adacts in Decem\u00adber, you will save yours\u00adelf exact\u00adly the weeks in Janu\u00adary when other pro\u00advi\u00adders are alre\u00ada\u00addy tal\u00adking to your poten\u00adti\u00adal customers.<\/p>\n Addi\u00adtio\u00adnal infor\u00adma\u00adti\u00adon is pro\u00advi\u00added by cus\u00adto\u00admer sur\u00adveys and qua\u00adli\u00adty calls: What pro\u00adjects is the cus\u00adto\u00admer plan\u00adning for 2027? Whe\u00adre is the\u00adre dis\u00adsa\u00adtis\u00adfac\u00adtion? What ser\u00advices do they not yet know? This infor\u00adma\u00adti\u00adon flows direct\u00adly into cam\u00adpaign plan\u00adning and shows whe\u00adre needs ari\u00adse in the new year.<\/p>\n<\/div><\/div><\/div><\/div><\/div> \n \ud83d\udd0e A typi\u00adcal scenario<\/div>\n A soft\u00adware ven\u00addor knows that the\u00adre are hard\u00adly any purcha\u00adsing decis\u00adi\u00adons in Decem\u00adber. He uses Novem\u00adber and Decem\u00adber to rese\u00adarch 800 tar\u00adget com\u00adpa\u00adnies, iden\u00adti\u00adfy decis\u00adi\u00adon-makers, and main\u00adtain the data in Hub\u00adS\u00adpot. In the weeks lea\u00adding up to Christ\u00admas, initi\u00adal con\u00adver\u00adsa\u00adti\u00adons are held \u2013 not with the goal of clo\u00adsing, but to make appoint\u00adments for the second week of Janu\u00adary. Sales starts with a full calen\u00addar ins\u00adtead of an emp\u00adty list. <\/p>\n<\/div>\n<\/div><\/div><\/div><\/div> The goal: not to start pre\u00adpa\u00adring on the first working day of the new year, but to start with con\u00adcre\u00adte cont\u00adacts, dis\u00adcus\u00adsions and appointments.<\/p>\n The timetable for both paths<\/h3>\n<\/div>\n \n \ud83d\udcc5 Now until mid-October<\/div>\n <\/span>Final spurt:<\/strong> Prio\u00adri\u00adti\u00adse tar\u00adget groups, defi\u00adne reasons for conversation<\/div>\n <\/span>Kick-start:<\/strong> Set tar\u00adgets for 2027, check the database<\/div>\n <\/div>\n \n \ud83d\udcc5 Mid-Octo\u00adber to November<\/div>\n <\/span>Final spurt:<\/strong> Fol\u00adlow up on offers, reac\u00adti\u00adva\u00adte cus\u00adto\u00admers, set deadlines<\/div>\n <\/span>Kick-start:<\/strong> Clean up CRM, deve\u00adlop gui\u00adde\u00adlines, qua\u00adli\u00adty calls<\/div>\n <\/div>\n \n \ud83d\udcc5 Decem\u00adber<\/div>\n <\/span>Final spurt:<\/strong> Secu\u00adre shots, track actions<\/div>\n <\/span>Kick-start:<\/strong> Make first cont\u00adacts, arran\u00adge Janu\u00adary appointments<\/div>\n <\/div>\n |