The end of the year is typically a slow time for business. Prospects are distracted, decision-makers are checked out, and new deals are unlikely to close. Instead of pushing too hard, leverage scarcity, strategic downtime, and exclusivity in business to position yourself for a strong start in January.
Want to refine your sales and marketing strategy for the new year? Schedule a Discovery Call to build a plan for success.
Why Scarcity Marketing and Exclusivity Works
People are naturally drawn to what feels exclusive. When you present yourself as in demand rather than overly available, you create urgency and credibility. Instead of forcing conversations when prospects are mentally out for the holidays, set expectations for limited availability in the new year.
How to Use Scarcity Marketing and Exclusivity in Business
- Let prospects know you are booking into January because demand is high.
- Frame your time as valuable and selective, not desperate or always available.
- Show that you prioritize strategy, planning, and balance, reinforcing your professionalism.
Acting like you’re always available—even during the holidays— sends the wrong message. The best clients want to work with professionals who are in demand and in control of their time.
Creating a New Year Sales Strategy
Instead of chasing deals in December, focus on creating momentum for January.
1. Create a Sense of FOMO
People want what feels exclusive. Instead of pushing for meetings during the holiday season, let prospects know you have limited openings for January.
Try saying:
“I am fully booked for the rest of the year, but I am opening up a few strategy sessions in early January. Let me know if you want to secure a spot before they fill up.”
This signals that you are in demand, not desperate for business.
2. Take Strategic Downtime
Smart professionals use December to reflect, plan, and recharge. Instead of cramming in last-minute sales calls, focus on:
- Reviewing what worked this year and identifying areas for improvement.
- Developing a New Year sales strategy that focuses on clear goals.
- Taking time off to reset and return stronger in January.
Let prospects know that you are using this time to plan ahead. This reinforces your expertise and long-term thinking.
3. Set Boundaries and Avoid Desperation
No serious professional should be taking sales calls on Christmas Eve. When you overextend yourself, you reduce your perceived value. Instead, set clear boundaries:
- Let clients know you are wrapping up for the year and will be available in January.
- Avoid checking emails or responding to requests outside of business hours.
- Show confidence in your availability instead of scrambling for last-minute deals.
Scarcity makes your time feel more valuable. People want to work with professionals who respect their own time and business.
Read more: How to Use High-Intent Lead Forms to Generate Better Leads
People Want to Work With Professionals
The best clients want to work with experts who are in demand. When you show that you value your time and plan ahead, clients see you as someone worth working with. Scarcity builds demand, and exclusivity attracts the right people.
Instead of pushing hard in December, set yourself up for a stronger start in January by being intentional about your availability and business positioning for success. The best opportunities will come to those who act like professionals, not those who scramble for last-minute deals.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
Notion (Productivity)
