What is it about new year that makes us all intent on changing our ways? It is just another turn of the clock, another old month turning into a new one, yet people become obsessed in the early weeks of January to give things up and start new past times. Every office is slightly more awkward as the tension from cigarette quitters or chocolate avoiders begins to take it's toll. By February, the resolutions more often than not find themselves on the same heap as unwanted Christmas presents and leftover holiday food, well and truly binned and forgotten about.
This makes January a window of opportunity, a chance to make a difference to someone when they are looking for something to make a difference. And I think this applies to B2B markets as well. People come back to work in January with a stride in their step. They come back wanting to make this year a success and like many in their personal lives, are seeking positive change. This optimism of course settles down into the working year and order is restored but imagine the power of influencing someone on their change of course during the first month of 2011.
If ever there was a time to monitor your prospects behaviour online, now is the time to do so. Find out what the key decision makers want to change. Look into the mood of the business; what is it trying to change this year? If you can take advantage of that shift and offer real value to something they truly believe needs changed, then you could find yourself enjoying a growing relationship in 2011. If you're not tracking what's going on inside the business, chances are you might miss the window of opportunity. And by February, their aims to change might have been long since stifled. So make sure you hit the ground running and don't miss the January sales.
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