The final quarter of the year is a make-or-break time for sales teams. While December is often dismissed as a quiet month, top-performing teams like Attain’s see it as an opportunity to double down on client relationships, deliver value and set the stage for success in the coming year.
According to Attain’s Director of Sales Marka Hinkamp, a strong Q4 strategy starts with understanding that clients are under immense pressure.
“The year-end is a busy time for everyone,” Hinkamp said. “Our clients are juggling multiple priorities — closing out the year, planning for the next and managing personal responsibilities.”
We talked to Hinkamp to learn more about how her team navigates this hectic season. The conversation proved that, as the clock ticks down on Q4, the right approach ensures December isn’t a dead month for sales — it’s a prime time for connection, collaboration and success.
Attain’s real-time measurement and optimization solutions enable marketers to gain new customers, retain existing customers and increase customer lifetime value.
How does your company support and motivate employees to maintain high performance throughout the year?
At our company, we recognize that motivation goes beyond just hitting revenue targets. While commissions and financial incentives certainly play a role, it’s crucial to create a broader support system that nurtures a culture of collaboration, personal growth and recognition. This approach helps maintain high performance year-round, even during traditionally slow months.
As sellers, we are naturally driven by revenue, but we also understand the importance of fostering a team-oriented environment. We motivate our team through Sales Performance Incentive Fund programs and other team-building activities that encourage collaboration and camaraderie. These kinds of activities help ensure that our team feels appreciated and connected, especially during slower periods when individual sales targets may be harder to hit.
Every individual on the team is different, and it’s important to motivate them on a personal level. We believe in getting to know our team and understanding what truly drives them beyond just financial rewards. I’m a big advocate of using personality tools like the Myers-Briggs Type Indicator and the 5 Love Languages to learn what motivates each individual contributor. These insights help me tailor my approach to support. Some team members may respond better to recognition and praise, while others may be driven by autonomy or opportunities to grow in leadership. By understanding these differences, we can provide the right kind of motivation for each person.
“By understanding these differences, we can provide the right kind of motivation for each person.”
Another powerful motivator is giving team members the opportunity to own something meaningful within the company. This could mean becoming a subject matter expert in a specific area, leading a strategic project or sharing insights and best practices with others in the organization. When employees feel they have ownership over initiatives that directly impact the business, it creates a sense of purpose and investment beyond just their day-to-day responsibilities. It also reinforces that they’re part of something larger, contributing to the success of the organization in a meaningful way.
The Attain Sales Team’s 3 Pillars for Navigating December
1. Meet Clients Where They Are
Whether it’s attending events like CIMA or She Runs It, or meeting for coffee in a client’s neighborhood, accessibility is critical. But physical presence isn’t enough — being personally present matters, too.
“Make it a point to listen more actively, and understand that our clients are dealing with a lot,” Hinkamp explained. “We come to conversations prepared with relevant insights — whether it’s market trends, performance data or strategic recommendations tailored to their business needs.”
2. Provide Excellent Customer Service
Proactive support is the backbone of Attain’s Q4 success. The team closely monitors client performance and offers actionable insights to optimize end-of-year campaigns and inform next-year planning.
“Customer service is always a top priority, but it’s especially critical during the end of year push. We reinforce the partnerships we’ve built by acting as long-term advisors, not just vendors,” Hinkamp said. “Providing strategic recommendations during this critical time demonstrates our value and helps our clients achieve their goals.”
3. Celebrate and Give Thanks
For Hinkamp’s team, the end of the year is as much about gratitude as it is about results. Thoughtful gestures like handwritten notes, small gifts or simply an email “thank you” help strengthen relationships and leave a lasting positive impression.
“It’s a special time to express gratitude for our clients’ business and partnership, so we ensure that they know we appreciate them,” she explained. “These gestures, no matter how small, go a long way in strengthening relationships and leaving a lasting positive impression.”
What sort of celebrations does your team have for salespeople who hit their quotas?
Our team celebrates salespeople who hit their quotas in several meaningful ways. First, we make sure to recognize their hard work during team meetings and leadership calls, where their achievements are highlighted in front of the whole team. This public acknowledgment reinforces their success and motivates others.
We also host celebration lunches and happy hours as a way to come together and enjoy the success in a more relaxed setting. It’s a great way to show appreciation and foster team camaraderie.
Additionally, during our company summits, we present physical awards to top performers, providing a tangible reminder of their accomplishments. These celebrations not only reward individual achievements but also help maintain a culture of recognition and collaboration within the team.
