Cold Calling Between Thanksgiving and Christmas is Not Just Effective, but Essential

There are several common myths flipped into facts — use these as your foundational arguments internally (to your team) and externally (to prospects) for why you should be active during the holiday window.

Myth vs. Fact

• Myth: “Business stops during the holidays.”
  Fact: Businesses don’t stop, their activities just change! While businesses buying cycles can be at a close, it doesn’t mean they aren’t beginning to plan for the following year. Use this time to start conversations!
• Myth: “No one will purchase now.”
  Fact: While any companies are closing their fiscal year, some are looking to spend leftover budget or make write-offs —Either catch decision-makers who want to use their money, or be first in line for next year!
• Myth: “Everyone is out of the office, not taking calls.”
  Fact: While some staff are off, many are still working; not to mention more relaxed, reachable, and open to conversation.
• Myth: “It’s the worst time to prospect.”
  Fact: Actually, the holiday cheer, relaxed environment, and less outbound noise (if your competitors stop) create an opportunity — Your competition might be checked out, so you can capitalize!

Strategic advantages of the holiday window

1. Reduced competition: If most sales teams go quiet during the holidays, your calls stand out.
2. Budget urgency: End-of-year budgets, legacy systems, upcoming fiscal year planning — you can surface needs that align with their timing.
3. Higher decision-maker availability: With support staff away or less reachable, you may get directly to high-impact roles.
4. Positive emotional context: The holiday season creates a warmer mindset; While may sound corny, bringing “holiday cheer” into your voice emotes the vibe for the season.
5. Momentum & pipeline maintenance: Stopping prospecting just because of “holiday disruption” is illogical; your pipeline momentum matters 

Other Holiday Pointers

• Yes, we’re not dumb. Avoid the days right around major holidays. At Superhuman Prospecting, we don’t call between 12/23 and 1/02. But that’s it.
  
• But on other days in that window (mid-November through early December, excluding the holiday days), keep the throttle up.
  
• Adapt your tone: warm, human-to-human, mention season lightly (without assuming particular holidays), show you’re mindful of their time.
  
• Adjust your messaging: highlight end-of-year urgency, budget utilization, planning for Q1, etc.
  
• Most will say “we’ll circle back in January”; you say “Let’s take advantage of this timeframe now so you’re ahead when January hits.”

The Data

During a study of calls made by Superhuman Prospecting client SDRs, October and December had slightly different metrics. As discussed, some stakeholder/DMs were out of office; however, the ones that were connected with converted into more sales appointments. 

This backs up the facts vs the myths. Yes, some are out of office; but the ones that are in? More open to talking and setting up appointments. Don’t stop calling, just adjust.

Practical Role-Play & Dialogue

Here are sample scripts your team can use — both Initial Cold Call and Follow-Up. Feel free to adapt to your product/service, vertical, buyer persona.

Objection Handling

Objection: “We’re not buying until January.”

Response: “January is a natural time. What we’ve found, though, is that companies who start thinking about things now often get a head-start: they get their project scoped, budgets aligned, and are ready to hit the ground running when Q1 starts. Would you be open to taking a look  so that when you’re ready, you’re not starting from zero?”

Objection: “We’re too busy because of the holidays.”

Response: “Makes perfect sense — everyone’s plate is full. The good news is this can be a really efficient call (15 minutes tops), and the reason I wanted to reach out now is because many decision-makers actually have slightly fewer meetings and more flexibility this time of year — so it’s easier to get meaningful time. How about we schedule a short slot and if something shifts, we can always reschedule?”

Objection: “We don’t have budget this year.”

Response: “That’s fair. Just curious: do you have any leftover budget you’re looking to utilize, or is the plan entirely for next year? The reason I ask is that some companies use just a small portion of leftover funds now for a pilot or planning phase — so next year they’ve got momentum. Would exploring that approach make sense?”

Playbook