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2020 Sales Calendar

Important Dates For your 2020 Sales Calendar

Planning is an essential trait to possess for any successful salesperson or business. Being aware of important dates in the calendar, such as periods where there are evident changes in sales trends, is vital to finding success. When working in sales, specific months and seasons can hold greater weight for achieving success, whether you’re looking to boost your team recruitment, host an event, meet new prospects or start a fresh training plan.

From the best time for sales recruitment to introducing new products and services, use our annual sales calendar to effectively plan key sales tasks for your team this year.

 January and February

In the world of B2B sales, January is something of a return to form. Many of your prospects will have been off work for the festive period, which is why data shows conversions dip considerably in December. January marks a bounce back from this drop, with conversion rates between now and the end of Q1 likely to be at their highest. As people get back to their desks and ready to hit the ground running, you need to be ready to do the same. Prepare those leads to be nurtured, practice your sales pitch and get emails drafted and ready to send in what is one of the biggest months of the year for sales.

For businesses, research suggests January and February are also often the months that see lower morale and productivity levels among employees. A good way to combat this is through offering sales training to your team. It shows they are valued and can teach them new skills in preparation for the year ahead, as well as giving them the motivation to start the year in the right frame of mind.


March and April

The end of March marks the end of the fiscal year. This is when many businesses will review their previous year’s performance and outline their business plans for the next 12 months. This is true not only for clients, but also for sales teams. With the new fiscal year starting, it’s a great time to try to get an early slice of that 2020/21 budget, but it’s also an important time for strategy. If you’re coming off the back of a strong year, chances are you’re going to see your sales targets increase for the 12 months ahead. Use this time to get a head start on hitting those new goals by doing the groundwork with new prospects. Data shows it can take an average of 18 calls to connect with a buyer, so it’s important to start early.

This period also comes just ahead of the peak time for applications and openings for many graduate jobs, which become a priority between May and July. This is the period when many students have completed their studies and are thinking about their next steps. Beat the competition and stand out by starting your graduate recruitment earlier.

March also marks one of the first opportunities of the year to get some face-to-face time with B2B prospects. If you’re looking to make a splash in the world of FinTech, for example, the Northern Tech Awards on March 26th is the ideal place to connect with the right people at the right time.


May and June

The warmer weather starting to creep in means it’s the right time to start stepping up your sales activity. June marks the halfway point of the year, so you’re likely to start thinking of what’s still to come in 2020. Remember, many sales leads will take three to six months to convert, so now is as good a time as any to start making those phone calls to close big deals for this year.

May and June is also when a new pool of talent emerges from university, so as a business, you need to make sure you have a presence at graduate careers fairs nationwide, seeking out the best talent to bring into your company.


July and August

Traditionally, the summer months have been a quieter period of the year for those in sales. Budgets have normally been assigned by now and sales recruitment will mostly be complete, while the number of customers on holiday will be higher. However, that doesn’t mean it’s time to lower your expectations. For those selling in the fast-paced tech world, July is ripe for getting out and meeting engaged prospects. Events like London FinTech week, spanning the 3rd – 8th July present the perfect opportunity to speak directly to your audience, make new contacts and get your products front of mind with key decision makers.

Due to being a historically quieter season, this is also a popular time for sales firms to assess and improve their online performance. This can involve reviewing your websites and social media channels, checking and fixing any errors.


September and October

Applications for graduate schemes normally begin early in the academic year, in anticipation of start dates the following summer. If you want to expand your sales team, this can be the ideal time to start advertising for any schemes you will be running. The same is true for any internships or apprenticeships.

If you’re seeking out new contacts, September also gives you another opportunity to meet prospects in the world of tech. The Women in Tech Festival on September 15th is the best place to get face-to-face time with some potentially valuable new customers from across the world of technology, showing them what your products and services have to offer their business.


November and December

December might be one of the quieter periods for B2B sales teams, but that doesn’t mean it’s time to wind down towards the end of the year. November presents you with two of the biggest sales opportunities of the year after all – Black Friday (November 27th) and Cyber Monday (November 30th).

The key to finding success through such a busy period is preparation. For example, if you’re sending out marketing emails – the most popular sales tool at this time of year – you need to nail your planning, including:


  • Getting the right words in your email title (opportunity, demo, connect)
  • Timing your emails right (5 to 6am is a surprisingly great time for sales emails)
  • Getting the format right (video content performs higher than copy, for example)


Get your planning spot on and the end of November could prove to be a lucrative period for your sales team. November and December are also a good time for sales teams to start thinking about next year. Reviewing budgets, sales recruitment plans, future opportunities for growth and emerging trends and technology changing the industry are all good places to start.


Plan your year, from effective times for sales recruitment strategies to hosting events and organising training programs at the optimum times with expertise and insight from Pareto Law. With over two decades of sales experience, we know what makes for a successful year in the industry.


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