Selling The Sales Cycle Achieving an Agreement

You are nearing the completion of the sales cycle - remember those steps: Welcome Needs Solution Concerns Enhancement Agreement Follow up

You are nearing the completion of the sales cycle - remember those steps:

Welcome

Needs

Solution

Concerns

Enhancement

Agreement

Follow up

Most tourism clients are motivated buyers However there are some customers who: Can’t make a decision Resist buying quality Who telephone shop for the best deal So knowing how to help clients towards agreeing what is best for them can certainly help

Most tourism clients are motivated buyers

However there are some customers who:

Can’t make a decision

Resist buying quality

Who telephone shop for the best deal

So knowing how to help clients towards agreeing what is best for them can certainly help

This occurs when a customer, despite all that you do, seemingly does not wish to purchase straight away “ I want to think it over” “ I’m only browsing” “ I need to talk to…” “ That’s more than I was thinking of spending”

This occurs when a customer, despite all that you do, seemingly does not wish to purchase straight away

“ I want to think it over”

“ I’m only browsing”

“ I need to talk to…”

“ That’s more than I was thinking of spending”

A stall doesn’t mean that you have no chance of closing the sale. You just need to balance the scale…how? http://flickr.com/photos/jono2k5/2366525484/

A stall doesn’t mean that you have no chance of closing the sale. You just need to balance the scale…how?

Think of a stall as one side of a scale Counter the scale by recapping on the benefits of the product and the sale….then apply the closing techniques If this fails encourage the client to come back when the stall ends If they don’t - follow it up

Think of a stall as one side of a scale

Counter the scale by recapping on the benefits of the product and the sale….then apply the closing techniques

If this fails encourage the client to come back when the stall ends

If they don’t - follow it up

How can you sense when someone is ready to buy? Positive signals – the customer… Appears to relax his body or voice Nods, at what you are saying Rubs her hands together Strokes his chin Moves something situated between the two of you Talks faster Asks about price, booking, details payment etc Consults a calendar or organiser Leans forward Agrees with you

How can you sense when someone is ready to buy?

Positive signals – the customer…

Appears to relax his body or voice

Nods, at what you are saying

Rubs her hands together

Strokes his chin

Moves something situated between the two of you

Talks faster

Asks about price, booking, details payment etc

Consults a calendar or organiser

Leans forward

Agrees with you

Negative signals – the customer… Crosses his arms or closes his body posture Seems restless Touches this that have nothing to do with the transaction Becomes too quiet (especially on the phone) Leans back or slouches Reduces eye contact Seems impatient

Negative signals – the customer…

Crosses his arms or closes his body posture

Seems restless

Touches this that have nothing to do with the transaction

Becomes too quiet (especially on the phone)

Leans back or slouches

Reduces eye contact

Seems impatient

You could also be gauging how your client feels all through the sales process “ How does that sound to you?” “ Does that fit your plans?” “ What do you think of this idea?” “ How close is that to what you were thinking?” “ What do you like most about this option?” “ Does this sound good to you?”

You could also be gauging how your client feels all through the sales process

“ How does that sound to you?”

“ Does that fit your plans?”

“ What do you think of this idea?”

“ How close is that to what you were thinking?”

“ What do you like most about this option?”

“ Does this sound good to you?”

The bear trap The scarcity close – “There are only a few staterooms left” The choice close – “ Would you prefer a regular room or a concierge level room?” (This, before the customer has even decided to stay at the hotel) The urgency close – “This airfare may go up this weekend” The deposit close – “Just give me your credit card number and I’ll hold the reservation for 24hrs. You’re under no obligation”

The bear trap

The scarcity close – “There are only a few staterooms left”

The choice close – “ Would you prefer a regular room or a concierge level room?” (This, before the customer has even decided to stay at the hotel)

The urgency close – “This airfare may go up this weekend”

The deposit close – “Just give me your credit card number and I’ll hold the reservation for 24hrs. You’re under no obligation”

These techniques are often recognized as eroding whatever goodwill you have built up through the sales cycle Remember you want these customers to keep coming back to you. Its important you create a win-win situation.

These techniques are often recognized as eroding whatever goodwill you have built up through the sales cycle

Remember you want these customers to keep coming back to you. Its important you create a win-win situation.

The “You deserve it” close Remind your clients its alright to reward themselves or their family. They’ve earned it The “Smiling” close The goal – to get the client to smile just before asking for the business. Good moods usually bring good results

The “You deserve it” close

Remind your clients its alright to reward themselves or their family. They’ve earned it

The “Smiling” close

The goal – to get the client to smile just before asking for the business. Good moods usually bring good results

The “left to right brain” close Remember to stress the emotional payoff (right brain) the trip will create. Not the extra cost, time off (logical left brain) etc that can be used to rationalise a stall The “I’ll throw it in” close A hotel sales representative says if a tour company agrees, then and there, to the rate, the hotel will provide free continental breakfast to the tour passengers

The “left to right brain” close

Remember to stress the emotional payoff (right brain) the trip will create. Not the extra cost, time off (logical left brain) etc that can be used to rationalise a stall

The “I’ll throw it in” close

A hotel sales representative says if a tour company agrees, then and there, to the rate, the hotel will provide free continental breakfast to the tour passengers

For each scenario come up with a sentence that would appeal to the client’s right brain You believe a trip to Hawaii would be perfect for them You’re sure an escorted tour would be the right choice You think the client should fly business class not economy

For each scenario come up with a sentence that would appeal to the client’s right brain

You believe a trip to Hawaii would be perfect for them

You’re sure an escorted tour would be the right choice

You think the client should fly business class not economy

The Testimonial close Mentioning the good experiences your other clients have experienced with this product The “I’m on your side” close When a travel agent, near the end of a transaction, is checking a room hotel room. “Oh this is so beautiful!... I’m going to get it for you”

The Testimonial close

Mentioning the good experiences your other clients have experienced with this product

The “I’m on your side” close

When a travel agent, near the end of a transaction, is checking a room hotel room. “Oh this is so beautiful!... I’m going to get it for you”

The “Smart shopper” close Compliment the client on being a smart shopper, for doing accurate research and asking the right questions. If they have done all this work they really do deserve your praise The “Sensory” close Can appealing to the senses work in travel? Try offering fine Swiss chocolates to those travelling to Europe, or candied tropical fruit slices for those contemplating a trip to the Pacific Island

The “Smart shopper” close

Compliment the client on being a smart shopper, for doing accurate research and asking the right questions. If they have done all this work they really do deserve your praise

The “Sensory” close

Can appealing to the senses work in travel? Try offering fine Swiss chocolates to those travelling to Europe, or candied tropical fruit slices for those contemplating a trip to the Pacific Island

The “Mirror” close Echoing the body language and phrases. “I want a spacious room so that the family doesn’t feel crowded.” Then just before asking for the business emphasise the all-suite hotel you are recommending is very spacious The “Agreement” close Sometimes simple is best “ May I book this for you?” “ All right shall we do it?”

The “Mirror” close

Echoing the body language and phrases. “I want a spacious room so that the family doesn’t feel crowded.” Then just before asking for the business emphasise the all-suite hotel you are recommending is very spacious

The “Agreement” close

Sometimes simple is best

“ May I book this for you?”

“ All right shall we do it?”

Is closing relevant to on-line sales? Yes But its not as dramatic because the client is really closing their own sale Remember though it was all the marketing that went into convincing the purchaser to buy (including the web site) which represent the closing tactics

Is closing relevant to on-line sales?

Yes

But its not as dramatic because the client is really closing their own sale

Remember though it was all the marketing that went into convincing the purchaser to buy (including the web site) which represent the closing tactics

Don’t oversell When you sense a customer is ready, ask for the business, don’t continue to try and push all those extra benefits Believe in what you sell Selling without conviction is counterproductive and demoralizing for you Be confident No closing technique is perfect People are different, moods change and some just can’t make a decision

Don’t oversell

When you sense a customer is ready, ask for the business, don’t continue to try and push all those extra benefits

Believe in what you sell

Selling without conviction is counterproductive and demoralizing for you

Be confident

No closing technique is perfect

People are different, moods change and some just can’t make a decision

Now lets see if you can remember the steps that constitute the Sales Cycle? Welcome Needs Solutions Concerns Enhancing Agreement

Now lets see if you can remember the steps that constitute the Sales Cycle?

Welcome

Needs

Solutions

Concerns

Enhancing

Agreement

Mancini, Marc (2003) Connecting with Customers – How to Sell, Service, and Market the Travel Product, Prentice Hill, New Jersey

Mancini, Marc (2003) Connecting with Customers – How to Sell, Service, and Market the Travel Product, Prentice Hill, New Jersey