Without a doubt, the fourth quarter is a critical period for any billboard sales rep. As the year draws to a close, there’s often a final push to meet or exceed annual targets. It’s also a time when many businesses finalize their advertising budgets for the upcoming year, making it a prime opportunity to secure deals. Here’s how to ensure a strong finish to your year with an outstanding fourth quarter.
- Review and Reassess Your Goals
(Before) the start the fourth quarter, review your year-to-date performance against your goals. Identify any gaps between where you are and where you need to be. This is the time to reassess and, if necessary, recalibrate your strategy to ensure you hit your targets. Set specific, achievable goals for the quarter, whether it’s closing a certain number of deals, generating a particular amount of revenue, or securing long-term contracts for 2025.
- Focus on High-Impact Opportunities
With limited time left in the year, prioritize your efforts on high-impact opportunities. Identify prospects who are close to making a decision or who have shown strong interest in your offerings. Concentrate on deals that have the highest potential to close quickly or generate significant revenue. Additionally, look for existing clients who may have unused budget or are planning their marketing efforts for the new year; these clients are often more likely to commit to additional campaigns.
- Leverage Holiday and Year-End Promotions
The fourth quarter encompasses several major holidays and the year-end, making it a prime time for businesses to increase their advertising spend. Tailor your sales pitch to highlight how billboard advertising can capitalize on the holiday season’s heightened consumer activity. Consider offering limited-time promotions or discounts for clients who commit to campaigns before the end of the year. These incentives can help you close deals faster and boost your sales numbers.
- Strengthen Client Relationships
As the year ends, it’s crucial to strengthen your relationships with existing clients. Schedule meetings or calls to review the performance of their current billboard campaigns and discuss opportunities for 2025. Offer ideas (customers love ideas) into how they can improve their results or suggest new billboard locations that might be more effective. Building these relationships not only increases the likelihood of securing renewals but also opens the door for upselling or cross-selling additional services.
- Plan for the New Year
The fourth quarter isn’t just about closing deals for 2024; it’s also about setting the stage for success in 2025. Work with your clients to plan their advertising strategies for the upcoming year. Many businesses finalize their budgets during this time, so positioning yourself as a trusted advisor who can help them maximize their advertising ROI will pay dividends. Secure long-term contracts or bookings for prime billboard locations that clients will need in the upcoming year.
- Stay Organized and Manage Your Time Effectively
The fourth quarter can be hectic, with deadlines approaching and the pressure to meet year-end goals. Stay organized by using your CRM to track your leads, deals, and client interactions. Prioritize your daily tasks to focus on activities that will move the needle the most. Effective time management is crucial to balancing the demands of closing out the year strong while preparing for the next.
- Keep the Momentum Going
Finally, maintain your energy and momentum throughout the quarter. The final stretch of the year can be exhausting, but staying motivated and positive will help you push through and achieve your goals. Celebrate small wins along the way to keep your morale high, and remind yourself of the bigger picture—finishing strong will set you up for an even more successful year ahead.
Conclusion
The fourth quarter is a make-or-break time for billboard sales reps. Hitting year end 2024 goals could mean bonuses! Or high marks on year-end reviews. By reassessing your goals, focusing on high-impact opportunities, leveraging holiday promotions, strengthening client relationships, planning for the new year, staying organized, and maintaining momentum, you can ensure a successful end to your year. A strong fourth quarter not only helps you achieve your current goals but also sets the foundation for 2025 success. Finish 2024 with a bang and set yourself up for a prosperous 2025!!
Charlie Callari, is a senior sales leader in the OOH industry and over 25 years selling, building and leading high performing sales teams, surpassing objectives, and winning. He is always looking to network within the industry. He can be reached at 423-618-8635 or ccbillboardking@gmail.com.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
Excellent article.