The sales process is dynamic, fluid, and subject to unforeseen challenges at any point. While your techniques for dealing with these challenges may vary, the process for leading a customer to a buying decision remains essentially the same. By breaking the sales process into a series of interrelated steps—the sales cycle—we are better able to study the crucial skill of selling.
Today’s Hot Tip was inspired by the Customer-Focused Selling module in The Travel Institute’s Certified Travel Associate (CTA) program—a treasure trove of insights for mastering every stage of the sales cycle.
And, if your goal is to turn more inquiries into booked clients, mark your calendar for September 4 at 1:00 pm (ET) for our powerhouse PEP Talk: Creating Proposals That Close, led by Jennifer Jacob, Co-founder, Tique, HQ.
There are eight important steps that compose the sales cycle, and our focus today is on mastering the art of the close. The secret ingredient? Timing and strategy. Pinpointing the exact moment to close isn’t an exact science, but keen observation is important. Keep your eyes and ears open for a client’s buying signals—the verbal and nonverbal cues that scream, “I’m ready!” Miss these—or oversell—and you risk losing the sale you’ve spent so much energy promoting.
Closing a sale can feel as daunting as knowing when to initiate it. But here’s comforting news: it might not be as hard as you think, especially if you’ve been expertly guiding your customer throughout the entire sales process. Every time you’ve paused to ask, “How does that sound?” or “Will that work for you?” and secured a nod of agreement, you’ve inched closer to the ultimate commitment. This is the magic of a trial closing—a useful and effective way to test the waters and gauge your customer’s readiness along the way.
If you’ve consistently gained agreement and noticed those strong buying signals, it’s time to seal the deal. While there’s no universal best closing strategy—after all, your personal selling style and unique situations demand unique approaches—here are some tried-and-true techniques embraced by successful travel consultants and designed to spark your own winning strategies:
- The Direct Close: The most straightforward approach. “Would you like me to move ahead and make these reservations for you?”
- The Choice Close: Empower your customer by offering options. “Would you prefer an oceanfront or an ocean-view room?”
- The Assumptive Close: When buying signals are undeniable, assume the decision is made. “Which credit card would you like to use?”
- The Urgency Close: Create a sense of immediate opportunity. “This cruise is selling fast. Can I make your reservation now, so we don’t lose the space?”
Mastering the sales cycle, especially the art of closing, is a crucial skill for any travel professional. For a comprehensive exploration of these techniques and more, check out the CTA program and transform your selling approach today!
