By: Susana Pereyra
The holidays don’t have to mean hitting pause on business development. With calendars lighter and inboxes quieter, this is a good moment to reset without overcomplicating it.
Check your growth plan and cut the noise.
Open your plan and ask one direct question: What actually turned into work this year? It could be repeat clients, one specific market, or a partner. Highlight it. Then shift your focus to what didn’t convert, events that went nowhere, outreach that felt forced, and services you don’t want to keep selling. Next, develop two or three priorities that you can actually explain in one sentence, to work towards in the new year.
Get your CRM in order.
This maintenance is easy to push off during the year, so if you fell behind, consider this your reset. Update titles and companies that changed midyear, especially for contacts who’ve moved around. It will make tracking relationships and references much easier down the line. Close out leads you know won’t move forward, and add quick context like “met at conference,” “strong follow-up call,” or “revisit in Q1.” Finally, flag five to ten warm contacts you want to reach out to in January, so you’re not staring at a blank screen when the year begins.
Lean into relationship-first outreach.
The holidays make this easy. With your CRM cleaned up, send a card that simply says, “Really enjoyed working together this year.” At Public Works, we always have fun designing ours and look forward to this tradition every year. Email a former client just to wish them well, or thank a partner for a specific moment or collaboration you appreciated. No pitch. No agenda. These touches feel natural this time of year, and people remember them long after the holidays pass.
Prep January so you don’t start cold.
Before you log off, draft two or three simple messages you can reuse in the new year: “Happy New Year, I would love to reconnect,” or “Curious what’s on your radar for the year ahead.” Keep a short list of who you want to reach out to, so when January starts, you’re already moving.
Business development doesn’t have to feel transactional or rushed. A little intention now goes a long way later. If you’re thinking about how to approach growth, partnerships, or outreach in the year ahead, we’d love to connect and compare notes to equip you with tools to execute your strategy.
