Contrary to the perceptions of many professionals in the travel business, sales is not a dirty word. Many of us would rather refer to ourselves as a travel advisor, travel consultant, travel agency manager/owner, or account manager when, in fact, we are what we are: salespeople. After all, you likely would have no job at all if you weren’t adept at closing sales and earning commissions.
The first step to closing those sales is education. To help you, The Travel Institute once again is hosting its annual Promote Your Professionalism 50% scholarship campaign for our Certified Travel Associate (CTA®), Certified Travel Counselor (CTC®), and Certified Travel Industry Executive (CTIE®) through July. To apply, individuals must complete The Travel Institute’s scholarship form. Scholarship value is as high as $275.
You may not even realize that selling is a part of what you do every day. You are a people person, and that is why you’ve entered a service profession. Your focus—first and foremost—with each customer encounter is to find—and sell—the perfect product to your customer.
But to do that, you must earn your client’s trust.
Building Trust
Trust building begins when you first communicate with your customer. For this reason, it is imperative from the start that you practice interpersonal communication skills, which will create a perception of you as competent, confident, trustworthy, and credible. Interpersonal skills involve all the verbal and nonverbal behaviors that allow you to interact effectively with other people.
Here are a few communication skills you can use to help you build trust during your sales encounter.
- Be enthusiastic and interested. Successful salespeople know the best way to make a friend is to be a friend. Customers need to know that you care about your job and about servicing their needs. You can communicate this by using expressive gestures, well-paced speech, vocal variety in tone and volume, eye contact, and sincere facial expressions. Even when you are on the phone, be sure to smile. Your listener actually can hear it!
- Listen. As simple as it sounds, it is very easy to let this basic element of communication fade in the surrounding commotion. Often, we hear what is being said, but we don’t thoughtfully process its meaning or listen for hidden meanings. Just as you know when someone is not listening to you, your customer knows when you’re not listening (especially if you are repeatedly asking, “So, that was Florida, right?” “On the 28th, or was that the 27th?”).
- Appreciate feedback. Invite your customer to respond to your suggestions. Don’t fear negative comments. They provide the best opportunity to dig deeper and to find out how to satisfy your customers’ needs. And when you show a sincere desire to please, the customer will see you as genuine, interested, and trustworthy.
- Be responsive and approachable at all times. This means that you should provide as many ways as possible for customers to reach you and that you respond quickly when they do contact you. It also means that, if you say you will call them later with information, you keep that promise.
- Be accountable. If you make a mistake, own up to it and fix it promptly. Instead of losing the clients’ trust, this honesty will go a long way toward securing it in this transaction and in future ones.
As a travel professional, you have a responsibility to make these communication efforts on behalf of your customers, and, as a salesperson, you have a vested interest in making this effort. At the very least, show your customers you appreciate their desire to do business with you. Your acknowledgment of their importance, evidenced by the way you communicate with them, will go a long way toward building trust for a productive and trusting relationship with your customers.
This excerpt is taken from The Travel Institute’s Certified Travel Associate course. For the full list of communication skills and more practical tips, enroll in the CTA program. Apply for a 50% certification scholarship NOW.
Been Anywhere Interesting Lately?
Tell Us About It!
