Selling

The Sales CycleAchieving an Agreement

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

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/

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

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?”

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.

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

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 “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?”

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

Now lets see if you can remember the steps that constitute the Sales Cycle?1. Welcome2. Needs3. Solutions4. Concerns5. Enhancing6. Agreement

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