This week’s post is from The Travel Institute’s online Group Travel course. One of the most useful skills in selling in the group space is controlling the personal interaction with the existing client or prospect. The sales process generally means that managing the interaction does not include a non-stop monologue on the seller’s part. It’s necessary to be a good listener as well.
Here are five strategies that successful travel advisors have found useful in selling to clients:
1. Do Your Homework. Know the product you are offering and know it well. Understand the terms and conditions of the different suppliers you recommend to your clients. It is important to know group amenities, payment dates, cancellation clauses, and other details a client might ask you during the sales process.
2. Practice Interaction. There are two sides to every interaction. If you are new to group travel, you might consider role-playing activities with other industry colleagues who have group experience. They can help answer questions for you and make you more comfortable with the group sales process.
3. Stress Value. Everyone’s definition of value is different. Don’t sell from your own pocketbook.
4. Be a good listener. Many clients simply want to be heard, which, again, is why listening skills are important in keeping your clients engaged in the sales and decision-making process.
5. Be interested to be interesting. You will become a lot more interesting (and have a greater chance to secure customers) if you show great interest in their trip. Ask a lot of questions; let them do most of the talking. Don’t start out by going through all your qualifications as a travel advisor and why they should book with you, instead ask them all about their trip and then weave why you are qualified to be their advisor during the conversation (where appropriate).
