The most dangerous time of year is approaching for business owners and entrepreneurs. It’s a time I refer to as Holiday Hibernation. For many people, it consists of three or four weeks when we convince ourselves that because of the holidays, we are too busy to use what we’ve learned in the first three quarters of our year and apply them to the end of Q4. We convince ourselves that those we work with and prospective clients will be unavailable because of the holidays, putting our business on pause.

In reality, business still happens during this time, and Q4 can be the most prosperous time for those who choose to take advantage of it every single day. Plus, the hard work that you do during this final quarter of the year will fuel your funnel so that you start the new year STRONG! And while you might believe that prospective clients are busy with all things holidays, what they may be seeking is exactly what you are offering. So it is crucial, particularly during this time of year, to be clear in your messaging and make it easy for prospective clients to know you are just what they need during this time. You need to sell your prospective clients on why they need you because if you don’t, and you spend your holiday season hibernating, there will be competitors that will fulfill these needs before you even think to.

This is also the time of year to really get to know and understand your client. If you’ve been waffling between who your target market is, now is the time to hone in on who your business speaks to and target that audience while others are in hibernation. Get to know your prospective clients inside and out. Who are they? What do they like? How do they behave? What are their problems? Needs, wants, and desires? Now is the time to build a funnel to retain these people and have them realize how valuable an asset you could be to them. Let them decide on you while others are passively running their business to attend to holiday plans.

So this holiday season, keep your eye on the prize and let these final weeks of Q4 be your most lucrative yet. Gift yourself the success you deserve by being present and available to your current and prospective clients.

If you are ready to step out of hibernation this holiday season, put your name on my calendar, and let’s do it together!