Everybody wants to feel as if they are getting a good deal on their vacation investment. Thanks to the ease of Internet shopping, customers can research the destination in detail, and compare prices to try to get the best bargain. However, in some cases all of this research can lead to what is termed an “analysis of paralysis”, in which the customer is spending so much time trying to make a decision that they fail to take action.
Your job as an effective travel professional is to help them overcome their procrastination and encourage them to feel that doing business with you is a “no-brainer.” You can create an impression of high value and low risk easily once you know how. You can also tap into both their logic and their emotions.
Emotion and Logic
Studies have shown that despite all of the research they are doing, consumers are actually still driven to buy due to their emotions. Then they try to justify the purchase.
There are innate needs and desires they need to fulfill, but not all of them are logical. For example, if they are interested in taking a cruise, they can book an inside cabin on Carnival, or one of the owner’s suites on Regent. There may be a perception that the superior brand offers more quality, but this often is more marketing-than fact-based.
The high-end brand also can make them feel better about themselves. They might feel that if they can afford it, they deserve it. And just think how envious everyone will be when they see them. As a small-business travel entrepreneur make your value proposition clear – that is, why your services and involvement are worth the money. It is also smart to paint a vivid picture of how “smooth” their life will be once having decided to work with you. Videos, reviews and testimonials can all help support your positioning claim.
Make Working With You a Joy
Another way to get customers who are reluctant to make a decision to take action is to make it as risk free as possible. One of the easiest ways to do this is to offer a free trial. I’m not suggesting that you eliminate your fee, but in some instances, you might want to prove your value as long as the commission will help pay your expenses. You could also meet them half-way by cutting your fee in half in order to prove your value.
One Stop Shopping
Another very popular option is the completely done-for-you product. This is for people who would like to, for example, plan their own vacation, but don’t want to put in all the time and effort required to insure its success. They might have doubts about whether or not they would be able to accomplish everything they need to set out to do. They also don’t want to make any mistakes.
If you want to move your customers from analysis of paralysis to making a purchase, consider the above suggestions and see what a difference they can make to your profits.
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