Achieving An Agreement Op 08


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Achieving An Agreement Op 08

  1. 1. The Sales Cycle: Achieving an Agreement Selling Hillary Jenkins, Otago Polytechnic 2008
  2. 2. The Sales Cycle <ul><li>You are nearing the completion of the sales cycle - remember those steps: </li></ul><ul><ul><li>Welcome </li></ul></ul><ul><ul><li>Needs </li></ul></ul><ul><ul><li>Solution </li></ul></ul><ul><ul><li>Concerns </li></ul></ul><ul><ul><li>Enhancement </li></ul></ul><ul><ul><li>Agreement </li></ul></ul><ul><ul><li>Follow up </li></ul></ul>
  3. 3. <ul><li>Most tourism clients are motivated buyers </li></ul><ul><ul><li>However there are some customers who: </li></ul></ul><ul><ul><ul><li>Can’t make a decision </li></ul></ul></ul><ul><ul><ul><li>Resist buying quality </li></ul></ul></ul><ul><ul><ul><li>Telephone shop for the best deal </li></ul></ul></ul><ul><ul><li>So knowing how to help clients towards agreeing what is best for them can certainly help. </li></ul></ul>
  4. 4. Encountering the Stall <ul><li>This occurs when a customer, despite all that you do, seemingly does not wish to purchase straight away </li></ul><ul><ul><li>“ I want to think it over” </li></ul></ul><ul><ul><li>“ I’m only browsing” </li></ul></ul><ul><ul><li>“ I need to talk to…” </li></ul></ul><ul><ul><li>“ That’s more than I was thinking of spending” </li></ul></ul>
  5. 5. <ul><li>A stall doesn’t mean that you have no chance of closing the sale. </li></ul><ul><li>You just need to balance the scale…how? </li></ul>Balancing the Scale
  6. 6. Balancing the Stall <ul><li>Think of a stall as one side of a scale </li></ul><ul><li>Counter the scale by recapping on the benefits of the product and the sale….then apply the closing techniques </li></ul><ul><li>If this fails encourage the client to come back when the stall ends </li></ul><ul><li>If they don’t - follow it up </li></ul>
  7. 7. Agreement Signals <ul><li>How can you sense when someone is ready to buy? </li></ul><ul><ul><li>Positive signals – the customer… </li></ul></ul><ul><ul><ul><li>Appears to relax his body or voice </li></ul></ul></ul><ul><ul><ul><li>Nods, at what you are saying </li></ul></ul></ul><ul><ul><ul><li>Rubs her hands together </li></ul></ul></ul><ul><ul><ul><li>Strokes his chin </li></ul></ul></ul><ul><ul><ul><li>Moves something situated between the two of you </li></ul></ul></ul><ul><ul><ul><li>Talks faster </li></ul></ul></ul><ul><ul><ul><li>Asks about price, booking, details payment etc </li></ul></ul></ul><ul><ul><ul><li>Consults a calendar or organiser </li></ul></ul></ul><ul><ul><ul><li>Leans forward </li></ul></ul></ul><ul><ul><ul><li>Agrees with you </li></ul></ul></ul>
  8. 8. <ul><li>Negative signals – the customer… </li></ul><ul><ul><li>Crosses his arms or closes his body posture </li></ul></ul><ul><ul><li>Seems restless </li></ul></ul><ul><ul><li>Touches this that have nothing to do with the transaction </li></ul></ul><ul><ul><li>Becomes too quiet (especially on the phone) </li></ul></ul><ul><ul><li>Leans back or slouches </li></ul></ul><ul><ul><li>Reduces eye contact </li></ul></ul><ul><ul><li>Seems impatient </li></ul></ul>
  9. 9. Checking your progress <ul><li>You could also be gauging how your client feels all through the sales process </li></ul><ul><ul><li>“ How does that sound to you?” </li></ul></ul><ul><ul><li>“ Does that fit your plans?” </li></ul></ul><ul><ul><li>“ What do you think of this idea?” </li></ul></ul><ul><ul><li>“ How close is that to what you were thinking?” </li></ul></ul><ul><ul><li>“ What do you like most about this option?” </li></ul></ul><ul><ul><li>“ Does this sound good to you?” </li></ul></ul>
  10. 10. Closing Techniques <ul><li>The bear trap </li></ul><ul><ul><li>The scarcity close – “There are only a few staterooms left” </li></ul></ul><ul><ul><li>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) </li></ul></ul><ul><ul><li>The urgency close – “This airfare may go up this weekend” </li></ul></ul><ul><ul><li>The deposit close – “Just give me your credit card number and I’ll hold the reservation for 24hrs. You’re under no obligation” </li></ul></ul>
  11. 11. Closing techniques <ul><li>These techniques are often recognized as eroding whatever goodwill you have built up through the sales cycle </li></ul><ul><li>Remember you want these customers to keep coming back to you. Its important you create a win-win situation. </li></ul>
  12. 12. Better closing techniques <ul><li>The “You deserve it” close </li></ul><ul><ul><li>Remind your clients its alright to reward themselves or their family, they’ve earned it. </li></ul></ul><ul><li>The “Smiling” close </li></ul><ul><ul><li>The goal – to get the client to smile just before asking for the business. Good moods usually bring good results. </li></ul></ul>
  13. 13. Better closing techniques <ul><li>The “left to right brain” close </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>The “I’ll throw it in” close </li></ul><ul><ul><li>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 </li></ul></ul>
  14. 14. Activity One <ul><li>For each scenario come up with a sentence that would appeal to the client’s right brain </li></ul><ul><ul><ul><li>You believe a trip to Hawaii would be perfect for them </li></ul></ul></ul><ul><ul><ul><li>You’re sure an escorted tour would be the right choice </li></ul></ul></ul><ul><ul><ul><li>You think the client should fly business class not economy </li></ul></ul></ul>
  15. 15. Better closing techniques <ul><li>The Testimonial close </li></ul><ul><ul><li>Mentioning the good experiences your other clients have experienced with this product </li></ul></ul><ul><li>The “I’m on your side” close </li></ul><ul><ul><li>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” </li></ul></ul>
  16. 16. Better closing techniques <ul><li>The “Smart shopper” close </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>The “Sensory” close </li></ul><ul><ul><li>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 </li></ul></ul>
  17. 17. Better closing techniques <ul><li>The “Mirror” close </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>The “Agreement” close </li></ul><ul><ul><li>Sometimes simple is best </li></ul></ul><ul><ul><ul><li>“ May I book this for you?” </li></ul></ul></ul><ul><ul><ul><li>“ All right shall we do it?” </li></ul></ul></ul>
  18. 18. Virtual Closing <ul><li>Is closing relevant to on-line sales? </li></ul><ul><ul><li>Yes </li></ul></ul><ul><ul><ul><li>But its not as dramatic because the client is really closing their own sale </li></ul></ul></ul><ul><ul><li>Remember though it was all the marketing that went into convincing the purchaser to buy (including the web site) which represent the closing tactics </li></ul></ul>
  19. 19. Defining the sale <ul><li>Don’t oversell </li></ul><ul><ul><li>When you sense a customer is ready, ask for the business, don’t continue to try and push all those extra benefits </li></ul></ul><ul><li>Believe in what you sell </li></ul><ul><ul><li>Selling without conviction is counterproductive and demoralizing for you </li></ul></ul><ul><ul><li>Be confident </li></ul></ul><ul><li>No closing technique is perfect </li></ul><ul><ul><li>People are different, moods change and some just can’t make a decision </li></ul></ul>
  20. 20. The Sales Cycle <ul><li>Now lets see if you can remember the steps that constitute the Sales Cycle? </li></ul><ul><ul><li>Welcome </li></ul></ul><ul><ul><li>Needs </li></ul></ul><ul><ul><li>Solutions </li></ul></ul><ul><ul><li>Concerns </li></ul></ul><ul><ul><li>Enhancing </li></ul></ul><ul><ul><li>Agreement </li></ul></ul>
  21. 21. References <ul><li>Mancini, Marc (2003) Connecting with Customers – How to Sell, Service, and Market the Travel Product, Prentice Hill, New Jersey </li></ul>