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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.
Turn Holiday Push-Offs into Q4 Wins
Objection Tactics That Work
Every December, a predictable wave hits the sales world: prospects suddenly “get busy,” calendars magically evaporate, and deals that felt rock-solid drift quietly into Q1.
But here’s the part most reps forget your buyers aren’t avoiding you. They’re avoiding decisions. The holidays give them a socially acceptable escape hatch, and unless you know how to keep the conversation anchored, your pipeline turns into a parking lot.
Elite sellers don’t fight holiday push-offs. They reframe them. They turn “not now” into “actually, this makes even more sense to do before year-end.” And they do it without pressure, gimmicks, or desperation. They do it with systems: predictable, simple frameworks that guide the prospect from hesitation to action.
The trick is recognizing what the prospect is really saying:
“I’m overwhelmed.”
“I don’t want to commit.”
“I don’t see the immediate value.”
Your job? Make the decision smaller, clearer, safer, and more aligned with the momentum of the new year.
This is where Q4 deals are won not with clever lines, but with structured objection handling that turns emotional stalls into logical progress.
Here’s the exact system to convert holiday push-offs into clean, confident closes.
ACTION STEPS: Objection Tactics That Work
Normalize Their Instinct
“Totally fair everyone gets stretched thin right now.” This lowers their guard and keeps the conversation open.Anchor a Q1 Benefit in Present Time
Position your solution as the thing that prepares them for January, not something that competes with December.Shrink the Decision
Offer a low-lift next step: a planning session, a quick diagnostic, a soft agreement. Reduce commitment friction.Clarify the Cost of Delaying
Walk them through what waiting actually means lost time, slower momentum, delayed outcomes.Secure a Concrete Hold
Before the call ends, lock in a date, deliverable, or kickoff milestone. No “let’s touch base later.” Real next steps only.
Q4 isn’t slowing down it’s opening up. Use these tactics and you’ll turn every holiday push-off into a year-end win.
