By Chris Hondl, Nexstar Network Sales Coach
There’s a moment every year—right around the time when last-minute gift guides are popping up all over your feed—when homeowners across America suddenly develop the same idea at the same time: “We’re just going to wait until after the holidays.”
Every year, right on cue. Cut to you and your technicians hearing the same objection three times a day.
Here’s the truth I teach every team I coach: The best day to do business is always TODAY. Always. January, June, December… it doesn’t matter. What does change throughout the year are the reasons that make TODAY the right day.
And that’s exactly why the holiday objection is not a cliff to fall off. It’s an opportunity to get proactive, get creative, and build value.
Now, I do understand. There are a number of reasons customers may want to wait on having work done. And each of these reasons requires a different solution. Think of it like a plumber’s truck: you don’t roll up to a job with one wrench and a good attitude. You roll up ready for whatever you might find. It’s the same with holiday objections—you need a fully stocked truck to be ready to tackle whatever objections are lobbed your way.
When a customer says they want to wait, they’re not usually saying “no.” They’re saying, “I’m overwhelmed.” Holidays do that to people. Schedules crunch. Money feels tight. Stress goes up. Relatives are coming in – people you love deeply, but also wouldn’t mind seeing a little less of.
So, your job is simple: Help your customers to see that waiting doesn’t remove stress; it usually adds to it.
Here are a few of the challenges and solutions that hit hardest this time of year:
• “I don’t want a payment right now.”
Offer financing with 30, 60, or even 90 days before the first payment hits.
• “We’re too busy before our holiday visitors arrive.”
Schedule the work after the holiday rush so they get peace of mind today.
• “We just want to wait and see.”
The system won’t wait until January to break because it respects the holidays.
• “It’s cheaper later.”
Prices go up. Promotions expire. Schedules tighten.
• “Let’s revisit after the holidays.”
Ask respectfully: “Absolutely. What’s your plan if it fails in the meantime?”
None of these points are pushy. They’re simply the truth framed clearly, and they’re designed to help the customer understand the real risk of waiting.
Ready to make your plan to handle holiday objections?
Great! Here’s a team exercise that transforms holiday objection season:
1. Create a list of all the reasons why it makes sense to buy TODAY.
2. Prioritize that list for tangible reasons.
3. Gameplan how to proactively weave these into your sales process.
When techs and advisors go in addressing concerns up front, objections stop being speed bumps and start being confirmations that you understand the customer’s world before they even say a word.
Remember: Clarity beats comfort.
Customers don’t wait until after the holidays because it’s better. They wait because it feels easier. Your job isn’t to pressure them; it’s to bring clarity. And clarity often reveals that “after the holidays” isn’t a plan at all… it’s just a stall.
Help your customers see the path. Stock your holiday objections truck and finish the year stronger than you started.
Chris Hondl has spent 15 years in training, coaching, and sales. He believes that “A good sales process is like a waterslide – from the customer’s perspective, it takes no effort to start, no effort to navigate the corners, and you end up at the exact same place every time.” His job as a sales coach is to help Nexstar Network members identify the steps in their processes where customers are exerting effort.
