How to plan and prepare for Selling Season
Plan effectively for Selling Season to maximize growth and improve payroll solution visibility.
Context
Selling Season, from September through January, is a critical window for companies offering payroll solutions. It aligns with year-end wrap-up and new-year planning, making it a prime opportunity to demonstrate the value of your product. This guide explains why this period matters and how to plan effectively to drive growth.
Why Selling Season matters
Year-end payroll needs
Companies are focused on closing out their financial year accurately. This includes:
- Updating employee information
- Ensuring compliance
- Processing year-end reports
Showcasing how your payroll product simplifies these tasks can help convert leads looking for a more dependable solution.
New budget cycles
Many companies evaluate and reset budgets in January. Position your payroll product as an essential component of their new fiscal strategy.
Tax preparation
With tax season on the horizon, companies are prioritizing streamlined and compliant payroll operations. Highlighting tax-ready features gives you a competitive edge.
Planning for Selling Season
In-app prompts audit
Conduct an audit of payroll product prompts in your platform. Focus on:
- Enhancing user experience
- Balancing visibility without becoming intrusive
- Supporting GTM strategy with timely, contextual nudges
Preselling January features
Use upcoming payroll features (scheduled for January) in your Q4 sales conversations. Focus on:
- Coordinated messaging across teams
- Cross-functional collaboration
- Pre-launch excitement to drive urgency and deal closure
Selling Season segmentation
Revisit and refine your segmentation strategy:
- Identify and prioritize high-potential company profiles
- Customize outreach to maximize conversion
- Optimize resource allocation across marketing and sales
Preparing for Selling Season
Email campaigns
Plan marketing and sales emails with clear monthly themes. Tactics include:
- Segmenting leads by funnel stage
- Tailoring content to address specific company needs
- Highlighting relevant features timed to seasonal milestones
Sales scripts
Equip your team with monthly-themed call scripts to improve:
- Call-to-demo ratios
- Message consistency across touchpoints
In-app prompts
Complement outreach with in-app engagement:
- Monthly themed prompts aligned with campaign focus
- Strategic prompts for long-term nurture and upsell opportunities
Next Steps
Take a few minutes to get oriented with the tools that will set you up for success this Selling Season:
- How to project plan Selling Season activities – It outlines the timeline, campaigns, and key milestones to help you stay on track.
- How to prepare sales and marketing content for Selling Season – This includes sales messaging, enablement materials, and campaign assets you’ll need to run a strong motion.
Last updated on June 30, 2024