The Sales Cycle:

Achieving an Agreement

Selling

Hillary Jenkins, Otago Polytechnic 2008

The Sales Cycle

• 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• Telephone shop for the best deal

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

Encountering the Stall

• 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?

Balancing the Scale

http://flickr.com/photos/jono2k5/2366525484/

Balancing the Stall

• 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

Agreement Signals

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

Checking your progress

• 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?”

Closing Techniques

• 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”

Closing techniques

• 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.

Better closing techniques

• 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.

Better closing techniques

• 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

Activity One

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

Better closing techniques

• 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”

Better closing techniques

• 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

Better closing techniques

• 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?”

Virtual Closing

• 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

Defining the sale

• 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

The Sales Cycle

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

1. Welcome2. Needs3. Solutions4. Concerns5. Enhancing6. Agreement

References

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