Date post: | 06-May-2015 |
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The Sales Cycle
Hillary Jenkins, Otago Polytechnic
The Sales Cycle
Welcoming
• Greeting
– Opening or starting the sale
– Approaching the customer
– Building/ establishing rapport
Welcome
1. Make quick, friendly eye contact
2. Stand up (if sitting)
3. Shake hands
4. Use a natural greeting phrase
5. Smile
6. Think of the buyer as a friend
7. If necessary tell them you will be right with them
Welcome
8. Invite them to sit down
9. Use the client’s name
10. Use the most powerful word
11. Echo their words, mirror their mood
12. Professional Appearance and Environment
Determining Needs
Questioning
– Probing
– Assessing the situation
– Gathering information
– Obtaining information
– Uncovering needs
Determining Needs
You meet someone from out of town and they ask
“Where should I have dinner?”
What would you recommend?
Determining Needs
• Did you provide a recommendation?
• If you did how did you know what this person would like?
• What questions should you have asked?
Determining Needs
• There are four distinct types of buyers
– Each possesses a different depth of knowledge
Buyers
• Don’t take it for granted that a client with a good or deep knowledge knows everything
• Take this test and see how much you know
Assumptions a well-informed client might have
Answer the following questions:
1. A direct flight and a non-stop flight are the same thing – True or
False
2. Adjoining rooms in a hotel have a door between them – True or
False
3. If you’re on a “hosted tour”, a tour manager will take care of your
needs – True or False
4. An intermediate care is usually the same as a mid-size car – True or
False
Assumptions
5. Hawaii is rainiest in summer – True or False
6. A cruise ship’s inside staterooms don’t have windows – True or False
7. Airplanes take people faster from city to city than trains do – True or False
8. Car rentals always cost more if you pick up in one city and drop off in another – True or False
Determining Needs
• Regardless of how good their knowledge is
• You should spend a little time exploring what and where the
client’s knowledge has come from eg. friends, internet,
personal experience
• In tourism you should try to apply a consultative technique of
selling (needs and desires)
• As probing questions – form a relationship
Determining Needs
Now you have ascertained their knowledge
base – just what kind of clients are they:
– A shopper
– A browser
– Or a buyer
Determining Needs
• Shopper
– Usually know what they want and are looking for a good deal
• Strategies for dealing with them
– Fear based closing tactic – “these reservations may not last”
– Muddy the waters – offer alternatives the client may not have
considered
– Match the best price they have received
– Ask qualifying questions – shows you care makes you stand
out from the other salespeople
– Offer to make a reservation without immediate financial
commitment
Determining Needs
• Browser
– Don’t really know what they want
– Require a lot of personal attention
– Divulge lots of personal information to you
– May not be too serious about their trip or tour – now or ever
– Use careful but limited questioning to see if they can become a buyer
Determining Needs
Buyer
They definitely want to make a booking
– May have once been browsers or shoppers but now
want to close the deal with you
– You must have impressed that client with your skills
and careful question enough to make them come
back to you
Recommending Solutions
• Presenting recommendations
– Delivering your ideas
– Linking solutions to needs
– Sharing knowledge
– Making a sales presentation
– Matching needs with products
Addressing Concerns
• Countering Objections
– Overcoming obstacles
– Handling objections
– Reducing resistance
– Providing reassurance
– Responding to concerns
Enhancing the Sale
• Upselling
• Cross selling
• Adding Value
– Making additional recommendations
Achieving an Agreement
• Closing
– Getting the business
– Earning a commitment
– Making the sale
Follow up
Ensuring satisfaction
Obtaining feedback
Creating loyalty
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