Understanding the buying cycle stages – and how to nudge your prospect through them without being too pushy or scripted – is a powerful asset in hospitality and event sales. And there’s a very good reason why…
We’ve all had those frustrating leads. You know the ones. They gush “yes, this looks ideal”, then disappear and ghost you!
Well, this article’s for you if you’re ever stuck trying to move a dream prospect from curious to committed.
What’s more, knowing how work the buying cycle stages is the difference between a dusty pipeline and a calendar jam-packed with site visits.
Initial Buying Cycle Stages – Trigger Point and Recognition of Needs
The first stages of the buying life cycle are emotional. Perhaps their boss has just asked them to find something fresh and exciting for their next event. Or their usual venue doesn’t have availability on a non-negotiable date. Or their booked venue has let them down.
Your masterstroke is this. Simply be present and ready for when they realise they need you.
Recommended nudges:
- Helpful content on LinkedIn. Invitations to showcase events. Compelling blog post content on your e-newsletter.
- A simple question: “What’s prompted your search today?”
Research and Evaluation of Options
Your prospect’s shopping around, comparing menus, vibes, and value. You’re in the mix. So, don’t disappear at these vital buying cycle stages. Otherwise, you’re toast if you’re silent at the time they specifically need a blend of facts and feeling.
Recommended nudges:
- Short, visual proposal tailored to their brief
- Social proof – case studies, testimonials, real event pics
- A quick call to walk them through your proposal (with the added bonus of building rapport while clearing up any doubts)
Purchase Decision
This is one of the most make-or-break buying cycle stages. They’re almost there. But a sluggish response to an unusual request only your manager can sign off (and they’re away for a fortnight in the Maldives) can kill the momentum.
You’ve got to make it easy to say yes!
Recommended nudges:
- A next steps email with timelines and what to expect
- Answering unasked questions (think setup times, tech specs, parking info)
- A bit of personality, because people book people, not PDFs
Product or Service Experience
This stage in the buying life cycle is owned by Operations. But sales professionals know the experience is where they build their next sale. This is why it pays to stay visible and invested during delivery time.
Recommended nudges:
- A pre-event call to say “We’ve got you”
- Swinging by the event day if you can
- Feeding back any compliments or complaints to your Ops team (building trust internally in the process)
Post-Purchase Product or Service Evaluation
Follow-up is both polite and profitable. So, don’t ghost them, making it obvious you’ve since moved on to the next one. This is where loyalty lives.
For all these reasons, a warm debrief paves the way to repeat business and glowing referrals.
Recommended nudges:
- A personalised thank you message (video wins if you feel confident in front of the camera)
- A short feedback survey
- A cheeky teaser about what’s coming up. For example, “Wait till you see what we’ve got for Christmas parties…”
Turn “Thinking About it” into “Where do I Sign?”
Ultimately, the buying cycle stages are a brilliant reminder of what you’re selling. And this doesn’t just mean an event space, party package, or service. Moreover, you’re selling:
- Support
- Certainty
- A smooth experience for a client who really doesn’t need any extra stress due to a venue or event supplier going rogue!
At the end of the day, you’re well-equipped to show up and stand out with exactly what’s needed, when it’s needed, once you understand where your client is in the buying cycle stages.
Get in touch with us, at Selling Savvy to explore hospitality sales training tailored to your team. It’s time to ensure your sales processes align with the buying life cycle of your clients as well as your venue does.
