Why December is a Hidden Cross-Sell Goldmine

The year’s almost over. For many agents, that means tying up loose ends and prepping for January. But the final weeks of the year aren’t just for paperwork; they’re a prime time to boost revenue and strengthen client relationships through targeted cross-selling.

Why?

• Clients are already in a “review and plan” mindset. 
• Many have unused benefits or end-of-year funds. 
• Year-end urgency can motivate decisions faster. 

A well-timed cross-sell in late November or December can turn a single-policy client into a multi-policy relationship; one that’s harder for competitors to break.

The best cross-sells feel like solutions, not pitches. Instead of asking, “Do you want to buy this?” ask, “Would this help you?”

Your goal isn’t just to sell another product; it’s to:

• Fill coverage gaps. 
• Protect more of the client’s needs. 
• Make them feel fully taken care of by one trusted advisor; you. 

Some products naturally complement each other:

Focus on what makes sense for the client’s situation; not what has the highest commission.

Pull a report from your CRM of:

• Clients with only one active policy. 
• Clients whose dependents aren’t covered. 
• Clients in high-risk age groups for certain products. 

Example:
If a 68-year-old client has a Medicare Supplement but no dental coverage, that’s an easy conversation:

“Many clients in your plan add dental and vision coverage for about $X per month. Would you like to review options?”

Urgency helps. Position your cross-sell as something they’ll benefit from immediately or that needs to be locked in before January 1.

Examples:

• “If we set this up now, you’ll be covered starting January 1.” 
• “Rates and benefits can change in the new year; this locks in your current rate.” 

“Your deductible resets soon; this is a good time to review your protection.”

Overwhelming clients with too many options kills momentum. Use the “One Conversation, One Product” rule.

Quick Cross-Sell Script:

“I noticed you don’t currently have [product]. Many clients in your situation choose it because [benefit]. Would you like me to send you a quick overview?”

Don’t rely on a single phone call or email. Combine touchpoints:

• Personalized emails with “Year-End Coverage Check” in the subject line. 
• Quick phone calls during slower afternoons. 

Social media posts with seasonal messaging (“3 Ways to Protect Your Family in 2026”).

Agent Tom Richards ran a “December Coverage Review” campaign to his entire client base. His steps:

• Sent a mass email offering free year-end coverage reviews. 
• Called top 50 clients with clear cross-sell suggestions based on their file. 
• Offered a holiday incentive: donate $10 to a local charity for each policy added. 

Result: 23 new policies in three weeks and over $15,000 in additional commission; plus stronger client loyalty going into the new year.

• Start with Clients You Know Well: Warmer relationships make for easier conversations. 
• Educate Before Selling: Share a short guide or video explaining the need. 
• Leverage the Holiday Spirit: Tie in community giving or client appreciation gifts. 

Track Everything: Record every cross-sell attempt in your CRM for future follow-ups.

Day 1–2: Pull client list and segment by opportunity.
Day 3–4: Draft email templates and call scripts.
Day 5–8: Reach out to top priority clients by phone first, then email.
Day 9: Post seasonal cross-sell content on social media.
Day 10: Send reminder email to those who haven’t responded.

• Year-end is a prime time for targeted, value-driven cross-sells. 
• Focus on natural product pairings and solving client needs. 
• Use urgency without being pushy. 
• Keep conversations simple and benefits-focused. 

Your Action Steps for This Week

1. Identify three cross-sell opportunities for your top 10 clients. 
2. Create a short benefits overview for each. 
3. Reach out with a personal call before sending details. 
4. Track results and follow up within one week. 

Download your free “Year-End Cross-Sell Blitz Kit”; includes product pairing charts, conversation starters, and email templates so you can launch your blitz this week.