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Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
The Q4 Objection Killer
Stop the “Call Me After the Holidays” Excuse
Every Q4, the same line starts showing up like clockwork:
“Great call… let’s reconnect after the holidays.”
It’s the decorated, polished, festive version of “I don’t want to decide right now.”
And most reps accept it.
Top performers don’t.
Elite sellers know that this objection has nothing to do with actual holidays. Your prospect isn’t spending the next six weeks roasting chestnuts and sipping cocoa in silence. They’re still in meetings. Still approving budgets. Still making decisions especially the smart ones that set them up for Q1 momentum.
The “after the holidays” objection is simply the safest way for a buyer to avoid committing without looking disengaged. It gives them cover. It gives you false hope. And it kills more pipelines than competition ever does.
Your job is to eliminate the emotional weight of the decision and replace it with a structured, logical path forward. Not pressure. Not discounting. Just clarity and next steps that make acting now feel easier than waiting.
Q4 isn’t the time to coast it’s the moment to systemize your objection handling so cleanly that stalled deals snap back into motion.
Here’s exactly how to kill the objection and keep your quarter intact.
ACTION STEPS: The “After the Holidays” Counter-System
Acknowledge, Don’t Argue
“Totally fair it’s a busy time for everyone.” This keeps the door open.Reframe the Timing
Position the decision as prep for January success, not a December burden.Make Progress Low-Friction
Offer a small, no-pressure step: a planning call, a kickoff outline, a diagnostic. Easy to say yes to now.Highlight the Silent Cost of Waiting
Show them how delaying means losing weeks of runway and momentum. Make the impact visible.Lock in a Concrete Next Step
Before you hang up, secure a date, deliverable, or pre-work item. No vague “circle backs.” Real commitments only.
Kill the objection. Keep the momentum.
Finish Q4 like the pro your quota expects you to be.
