How to make sales at the end of the year

Why People are 10X more likely to buy at the end of the year

Chanelle Segerius-Bruce 

It may seem counterintuitive to launch your new business or program at the end of the year. You may feel apprehensive, thinking no one’s going to have money. That’s not true. There are studies that prove that people are 10 times more likely to be receptive to buying at the end of the year.

This is the time of year people are going to be planning for the following year and seeking help

At the end of the year, people start to think about how the past year went:

  • what worked, 
  • what didn’t work
  • why that didn’t work
  • their goals for the next year
  • what they want to create
  • how they can better themselves?
  • how they can improve their businesses
  • how they can improve their skills
  • how they can start a new business

Then they are going to be seeking out help to achieve these goals.  So if you are teaching something, or you’re selling products this is a good time to solve your ideal clients’ problems and help them change their lives.

One of my clients is a photographer, last year she launched two photography workshops at the end of the year. Then she launched and sold out another workshop in a new location.

Who wouldn’t want some extra cash at the end of the year going into January?!

The end of the year is not the time to put the handbrake on your business and completely shut down on all sales.

In South Africa,  the culture here is that everything shuts down. From the 15th of December, you can forget it. One of our friends has bought a house here in J Bay. They spoke to a furniture company to buy some things to put the finishing touches on their house. They were told “Nope, sorry we can’t help you now, we are finishing off the orders. If you want to order any new furniture, it’s going to have to be next year.” And that happened only in November!

It’s amazing to think that people wouldn’t bring in some extra income before Christmas. Think of what you could be doing that cash in your hands over the festive season and into the new year.

business coach advice for female entrepreneurs

It’s easier to sell at the end of the year

At Summertime in the Northern Hemisphere, (around August), business is notoriously slow. People are generally away on holiday.  they’re winding down and they’re a little fatigued. I don’t know what it is exactly, but at that time of year, people are not primed to buy.

The amount of work you need to do to sell at the end of the year is much less than if you were selling in the summer months. I’ve seen this with my private coaching clients. Some of them were trying to launch their in-person workshops in the UK, around that time.  It’s much harder, You can feel the customers’ interest, but it takes a lot more work to close sales.

At the end of the year, they are in the buying mood! Black Friday and Cyber Monday already had customers scouring the web for specials. Christmas is coming up, they are shopping for gifts,  going out more and are in a festive mood. In general, people are more primed for buying at the end of the year. Studies show that people are 10 times more likely to buy at the end of the year.

When I launched my social media company, I did it in December. I sent out 20 emails to people that I knew in the UK wedding industry. By January I had signed up five retainer clients for done for you services.

No negative beliefs even crossed my mind.

Paula Janse Van Rensburg - Build your Brand Online Member
Paula Janse van Rensburg, one of my current Build your Brand Online Group programme members pre-sold some spots on her online program before she even created it!

It’s a great time to set the tone & plan your sales for the next year

This is not the time to put on the brakes, and sit back and relax.  Don’t get into the mindset that in November, business is slowing down.  Don’t only start to think about your sales when you open your business in the next year!

You might think you can’t launch your new business or programme because no one will ever buy! But that’s not true.

Rather start to think of the end of the year as a good time to plan your sales for next year and plant those seeds now.  Then you can start reaping the rewards in the new year. 

It’s a time to take massive action: 

  • nail down your marketing strategies
  • get visible
  • email people about your offers
  • put your offers out on social media
  • tell people about what you are offering

Ria Mishaal one of my group coaching program members' results
Ria Mishaal one of my Build your Brand Online Alumni has her work cut out for her for next year, and has no worries for when she is back to work after maternity leave!

It’s a time to plan your entire year 

I did a live facebook training on how to plan out your entire year. This training is gold. It’s based on some of  Brendan Buchard’s teachings. I show you how to map out your whole year based on what you want in your life first. If you want to go on holiday, for example, you add that in there first. Then I show you how to map out your goals for the whole year, including when you’re going to launch.  And then to break it up into three months and then one month and then week by week. So that you have a specific actionable plan to follow to achieve what you want.

making sales at the end of the year in business

Other coaches are killing it in sales at the end of the year

Some people can end up feeling tired at the end of the year and feel like giving up. Don’t get swept up in that. That could be a mindset issue.  Instead, hang out with people who are high energy right now because this is such an exciting time.

The coaches and mentors I spend time with, are absolutely killing it in sales of their programs right now! 

You’re the average of the five people you spend the most time with.

Jim Rohn

In fact, it’s exciting to wake up to some Stripe payment notifications on my phone – at the end of the year! And to see that people are buying my programs.

How to make sales at the end of the year

This is a good time of year to launch or to start thinking about marketing your workshops or your programs.

If you aren’t sure what you’d like to offer yet or how to launch, come hang out with me 😉 and join Build Your Brand Online, my group program. I will help you figure out what your signature offer can be, how to market it and a whole lot more.

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Business Coach Launching online courses and programs

Chanelle Segerius-Bruce

Chanelle is a business coach/consultant and personal branding specialist with over 20 years of experience. She's been featured in Forbes, Thrive Global, Stylist Magazine and COACH Magazine. She runs a global training business and works with women helping them launch, grow and scale their online businesses and create a freedom-based life through entrepreneurship.