With just six more weeks to go in the fourth quarter (and even less selling time because of upcoming holidays), it’s time to close out sales for the year and plan for the first quarter of 2022. It can be a challenge with a shortened sales cycle, but those who are laser-focused on hitting their goals throughout the quarter have an advantage. Competitors are either ahead of their objectives and now resting on their laurels, or so behind they’ve thrown up their hands. In fact, less than a quarter of sales reps exceed their quota in a given year, according to Sales Insights Lab.

This year, be part of that 24%. Follow these six tips to keep your foot on the gas, finish the year strong and position yourself well for the new year.

1. Keep your eye on the ball. The all-important fourth quarter is also a busy one: Holiday events and family plans – combined with a shortened sales cycle and demand for quicker answers to clients’ questions (plus this year, unprecedented supply chain disruption) – mean sales reps are certainly under pressure. But see it through. Stick to the timeline you created for the fourth quarter and remain focused until the end of the year. You’ll be closing sales while your competition is partying early.

2. Know what will close (and won’t) this year. Don’t get too stuck on a sale that most likely won’t close in Q4. At this point in the quarter, focus on those orders that are moving steadily toward the close, and keep the others in your back pocket; nurture them, but label them as Q1 opportunities instead. People don’t want to be pressured to buy when they’re not ready, particularly during the busy fourth quarter. Use your honed sales instincts to know where to spend your time.

3. Send small gifts to prospects and clients. It may be difficult at this stage of the game to get a major surf-and-turf food gift for promising contacts, but even a small chocolates box and card with your information is a great way to keep your name in front of them for upcoming opportunities. Even if they’re not ready to buy in Q4, keeping the door open to prospects now will create a healthy pipeline for you in January so you can hit the ground running instead of starting from zero during the busy trade show season.

4. Enter new connections into your CRM promptly. Holiday get-togethers, whether in-person or virtual, are fun and well-earned, but make sure to use your time wisely there, too. Keep track of business connections you make and enter them (along with relevant information to jog your memory later) into your CRM as soon as possible. Getting into the habit of logging them will help you note promising opportunities for Q1 so you have sales to pursue after the holidays.

“Keeping the door open to prospects now will create a healthy pipeline for you in January so you can hit the ground running instead of starting from zero.”

5. Review the year. Take advantage of some holiday downtime and look back over each quarter of the year. Which techniques worked and which didn’t? While closing sales should be your focus for the rest of the year, also note where to make changes to your sales practices to start the new year off strong. Create a game plan for Q1 based on your wins and challenges in 2021.

6. Plan out the first weeks of Q1. With the information in your CRM, make a plan so you know exactly who to reach out to at the start of Q1. The sales season begins quickly, so you’ll want to be ready to go on Jan. 3. Know exactly who’s ready for a follow-up call, and what opportunities prospects and clients have ready for you. Having a plan not only prepares you for a strong start to the year, but also mitigates the risk of wasting precious time while your competitors are moving sales through their pipelines in January.