This winter, Key Notes On Travel has partnered with Jodi Fogel, a senior master trainer at Sales Gravy to present a three-part webinar series titled Sales EQ: The Emotional Experience Matters.
In session two, she discussed how human influence frameworks help predict buyer behaviour. According to Fogel, there are eight different types of buyer behaviours that advisors should acquaint themselves with.
Non-complementary behaviour refers to responding in a way that doesn’t come naturally to you. Find a way to disrupt your client’s expectations and show him or her an alternative viewpoint. This doesn’t mean getting argumentative, but perhaps shedding light on a destination in a unique way.
Need For Significance
According to Fogel, making another person feel important is one of the best gifts you can give them. “We have a need to be loved and to feel important,” she said. “The way that you leverage that with your clients is to ask questions that open them up and allow them to tell their story.”
The need for significance is universal. Get to know your clients and they’ll connect with you on a deeper level.
“The investment effect says, ‘The more time that I invest in something, the higher the probability that I will see it to completion,’” said Fogel.
This is best explained with a metaphor known as “the IKEA effect.” According to research, people who take the time to assemble IKEA furniture will keep the item longer than those who have furniture delivered to them because they’re more satisfied with the work they’ve put into it.
“When you ask [your client] for the next step, when they give you time, when they engage with you, when they take action, that triggers the investment effect,” Fogel said.
Commitment and Consistency
The investment effect leads directly to commitment and consistency because your client has put the time in. When you ask a client to match your effort, they’re more likely to commit to you and the travel plans you have for them.
Fogel described cognitive dissonance as a feeling of inner turmoil, guilt and a sense of broken obligation. If you’ve ever broken a promise, you probably understand this feeling quite well.
When it comes to sales, cognitive dissonance is often triggered when we start talking about the price point. To avoid this, Fogel suggested it’s better to ask your clients about their values and what’s important to them.
“What cognitive dissonance is, is that feeling of conflict inside of us that happens when we try to hold two opposing values,” Fogel said. "Focus on the values rather than the cost."
Similarity bias is all about relating to your client in a particular way which puts you on common ground with them. Fogel related the concept to her recent travels in China where she spotted a man wearing a shirt emblazoned with the word "Oregon."
“I saw a sweatshirt that said, ‘Oregon,’ and he spoke English, and I immediately connected with that person,” Fogel explained. “I wanted to give him a big hug just to have another American [around].”
That similarity bias is a human need. How do you trigger that with your clients? You ask questions and learn about them, pick up on their vernacular tendencies, relate to the part of the country that they're from, and again, allow them to tell their story.
Scarcity effect is quite simply wanting what we can’t have.
“You do that with your clients when you say, ‘Let me ask you some questions to learn what's important to you. I may not be the right advisor for you, but my job is to learn about you and if I'm not the right person, I'll connect you with who is,'" Fogel said.
This makes your position as advisor more favourable in the eyes of your client: you’re looking out for them and they know it.
“When you do that, you trigger the scarcity effect and you pull another person to you.”
Have you ever received a gift from someone and then immediately felt horrible because you hadn’t reciprocated? That’s obligation bias and it applies to sales, too.
When you put in the work, meet with someone new and ask them questions about what’s important to them, they feel an obligation to commit to the next step. Fast and easy travel is common these days, so when you’re willing to put in the work to send your client off on the best trip ever, they become emotionally connected to that idea.
Understanding these predictable buyer behaviours will let you anticipate when you can secure a sale.
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