Boost Your Closing Rate Using These 5 Simple Steps

Last week, I discussed the power of generating referrals (if you missed it, you can check it out here). But turning a referral into profit—or even earning a referral in the first place—hinges on one critical skill: closing the sale. 

Closing the sale is the culmination of all your expertise, rapport building, and problem solving—it’s where the magic happens. Yet, for many travel advisors, it’s also where deals slip away. Today, we’re diving into a systematic, psychology-based approach to closing sales that enhances the customer experience rather than detracting from it.  

The best part? These techniques not only increase conversion rates but also free up valuable time to focus on the right clients. 

The Psychology of Closing: Making the Decision Easy 

Research consistently shows that buyers hesitate to make decisions due to cognitive overload, fear of making the wrong choice, or a lack of urgency. A Harvard Business Review study found that customers who were guided through a structured decision-making process were 86% more likely to complete a purchase. 

A structured decision-making process is like shopping for a new skincare product. If you walk into a store and see hundreds of options with different ingredients, benefits, and price points, it can feel overwhelming. But if a knowledgeable salesperson asks about your skin type, concerns, and preferences, then narrows it down to two or three well-matched options, the decision becomes much easier.

In travel sales, the same principle applies—by guiding clients through clear, manageable steps, you help them feel confident and ready to make a choice. 

By reducing decision fatigue, reinforcing perceived value, and removing barriers to commitment, you can dramatically improve your close rate. Let’s break it down into a systematic approach that works. 

Step 1: Pre-Qualify and Personalize 

Before you ever try to close a sale, ensure that you’re talking to a well-qualified client. Utilize the Five Factors of a Qualified Client: 

• Pain – Do they have a strong reason for booking now (anniversary, milestone trip, limited availability)? 

• Budget – Can they afford the experience they desire? 

• Authority – Are they the decision-maker? 

• Timeline – Are they looking to book soon? 
• Fit – Does their request align with your expertise? 

By filtering for high-quality leads upfront, you avoid wasting time on those unlikely to book, freeing you to focus on clients who are ready. If a prospect’s booking timeline isn’t clear, but they are otherwise a good fit, put them into a nurture campaign (in other words, don’t feel compelled to create a proposal for someone that isn’t signaling they’re ready to book soon… unless you don’t have any other leads to work, then go ahead, it’ll be good practice).

Step 2: Guide the Decision, Don’t Overwhelm 

Choice overload leads to paralysis. 

Instead of bombarding clients with multiple options, follow the 2-Option Rule or 3-Option Rule, providing either two or three options: 

• Baseline Option – A solid choice within their budget that meets all needs. 

• Upgraded Experience – A higher-value option with premium perks. 

• Luxury “Best” Option – The top-tier experience for those willing to indulge. 

The 2-Option version blends the Upgraded Experience with the Luxury “Best” Option into a single choice.   

Psychologically, people gravitate toward the middle choice, so the 3-Option approach is an effective way to guide clients toward higher-value bookings without pressure. 

The art of mastering this step is to create enough budget spread between the options, but not too much. You want to ensure that each step up represents a meaningful difference in both your commission income and the client’s travel experience.  

But you can’t go overboard. A good rule of thumb is a 10-20% budget increase between steps. Never propose a Baseline Option that is exactly at your client’s stated budget. You want your Baseline Option to be just below their budget and the step-up to be just above.  

For an example $4,000 budget, you might propose a Baseline Option at $3,750, an Upgraded Experience at $4,500 and a Luxury “Best” Option at $5,200. This is a win-win approach. If they select the Baseline, you’ve delivered under their budget, way to go! If they are like many people and select Upgraded Experience, excellent, you just increased your commission by 20%. If they splurge and go for the Luxury, well, cha-ching! 

Step 3: Use the ‘Assumptive Close’ Strategy 

Instead of asking, "Would you like to book?" use assumptive language: 

• “Would you prefer to go ahead and make the full payment now or just put the deposit on a credit card?” 

• “I’ll go ahead and hold this rate for you now before availability changes.” 

• “Should I confirm this and send you the itinerary details today?” 

This strategy subtly nudges the client toward finalizing their decision without feeling pushed. 

Step 4: Address Concerns Before They Arise 

Clients often hesitate due to fear of missing out (FOMO) or financial concerns. Overcome objections proactively: 

• Scarcity & Urgency – “This exclusive rate is only available through Friday.” Note:, do not lie or exaggerate. 

• Risk Reversal – “The deposit is fully refundable until [date], so you can lock in the price now without risk.” Note:if you use this approach, seek to book their air accommodations (if applicable) after the deposit to help lock this sale in. People are much less likely to cancel once they have air booked. 

• Social Proof – “I recently booked this exact trip for another couple, and they had an amazing experience.” 

A Cornell University study found that scarcity messaging increases conversions by 226% when combined with urgency. For example: “Space is filling up fast, so we really do need to get secure your spot soon.” 

Step 5: The Follow-Up That Seals the Deal 

Most sales are lost not due to lack of interest, but lack of follow-up. An InsideSales study found that 48% of salespeople never follow up after the first contact, yet 80% of sales require 5 follow-ups. 

Use the 1-2-3-3 Rule for follow-ups: 

1. Day 1 (3 Hours After Proposal) – Quick email or text: “Let me know if any questions come up—I’m here to help!” 

• A great reason to include air in your proposals is that air pricing can change rapidly, so it can help create urgency. This also helps to ensure the client actually received the proposal. 

     2. Day 2 – Call or email: “Availability is changing; I want to make sure you 

         secure your preferred option.”  

• This is a great time to also include other social proof examples of past client testimonials or notes from recent trips that you’ve booked. 

    3. Day 3 – Call or email: “I wanted to follow up and see if you’ve had a chance 

        to review the options I sent over.” See a full email example at the end. 

    3. 3 Weeks Later – If still unbooked, add them to a targeted email campaign 

        with value-driven offers. 

The Numbers: How Closing Smarter Increases Profit 

Let’s look at the math of improving your close rate: 

Assume you currently close 30% of your inquiries. If you improve your closing rate by just 10% (to 40%), and you receive 10 inquiries per month:  

• Instead of 3 bookings, you now secure 4 bookings. 

• If your average commission per booking is $600, that’s an extra $7,200 per year with no additional leads. 

Now imagine you also increase your average booking value by 15-20% using the 3-Option Rule—your income grows even further! 

By making small adjustments to your approach, you can significantly increase your revenue while reducing the time spent chasing unqualified leads. 

Ready to Close More Sales? 

Closing doesn’t have to feel pushy—it should feel natural and helpful to the client. By following a structured approach and leveraging proven psychological principles, you enhance the customer experience while increasing your bookings and profits. 

Cheers to confident, effective closing! 

Example Message for the Third Outreach (Day 3): 

Subject: Quick Check-In: Locking in Your Perfect Trip 

Hi [Client’s Name], 

I wanted to follow up and see if you’ve had a chance to review the options I sent over. I know planning a trip is exciting, and I want to make sure you get the best experience at the best value. 

A few of the options we discussed are filling up quickly, and I’d hate for you to miss out on your preferred choice. If you have any questions or need help making a decision, I’m happy to walk through them with you. 

Let me know how you’re feeling about everything—I’m here to help when you’re ready! 

Thanks [Client’s Name], looking forward to planning something amazing for you. 

Best, 
[Your Name] 
[Your Contact Information] 
[Your Travel Agency Name]