This article originally appeared in the November issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
In basketball, a “full-court press” is a strategy used to apply maximum pressure on the opposing team, usually in the final minutes of a close game. It is designed to keep your opponents from scoring by extending the duration that you “press” upon the other team.
Travel sales has its own moments when a full-court press can make a difference. One is Wave Season — or what used to be Wave Week, then Wave Month, and now is an entire season of peak selling. The year’s first quarter is prime time, though momentum often starts earlier and lingers later. This is when you should use every available resource to reach clients.
As in basketball, pressing full-out all the time can be exhausting and therefore isn’t sustainable over the long term. Advisors need proper preparation and strategy to avoid burnout. Spend a few months planning your goals and systems so you’re ready to respond with intensity when the sales wave hits.
The second scenario is the normal sales cycle for each lead. Knowledge, expertise and professionalism are important, but follow-up often seals the deal. Since sales today rarely happen in a retail setting, multiple calls, emails or texts are usually needed just to keep a conversation going, let alone land a sale.
Scott Koepf, chief strategy officer, Cruise Planners (Photo Credit: Scott Koepf)
And don’t forget: Time is not on your side.
A recent study found that if you don’t respond within three days of an inquiry, your chance of closing drops by 90%. That’s why a full-court press is essential in the first 72 hours. Have a follow-up plan ready, with scheduled outreach that builds in urgency and shows your responsiveness.
Yes, it requires more effort and may feel uncomfortable. It’s easier to call once and wait, but statistics favor persistence. Be proactive, reach out across multiple channels and don’t fear being a nuisance — clients today expect fast, attentive service. Even if you’re ghosted, you’ll know you “earned your no.” And every “no” brings you closer to the next “yes.”
By planning ahead and utilizing a full-court press, you maximize your sales opportunities and keep your competition from scoring the win.
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