Creating a relationship Asking questions and hearing the answers Presenting ideas and information

Transcription

1 Outline Chapter 10: Making a Sale The Sales Relationship The sellers of travel The buyers of travel The contract between buyers and sellers Learning to Communicate Creating a relationship Asking questions and hearing the answers Presenting ideas and information Steps in Selling Steps 1-3: Acquiring information Step 4: Matching a product to the client Step 5: Presenting recommendations Selling up and cross-selling Step 6: Dealing with objections Step 7: Closing the sale Step 8: Ensuring customer satisfaction Serving the Customer Following through and following up Dealing with changes Handling complaints Asking Questions and Hearing the Answers Close-ended questions Invite precise answers like "Yes" or "No" or simple facts. Open -ended questions Invite answers that include whatever facts, opinions, or feelings the clients think are relevant. When are you going? Where, exactly, are you going? Why are you going? (If the client is not sure where) Feedback questions Confirm details that have emerged in the conversation Qualifying Questions

2 Who is going? How long are you staying? What kind or class of service do you require? (A hint at the question of budget) Creating a Relationship Begin and end each conversation with a smile. Use the customer's name frequently Do not waste time. Use a moderate tone of voice. Be positive and empathetic. inspire trust by being Prepared. Seven Customer Service Sins Apathy Brush-off Coldness Condescension Robot Attitude Rulebook Responses Runaround Handling Complaints Be courteous. Listen carefully to the client's full explanation. Take notes. Empathize with the client's disappointment. Restate the complaint to show understanding. Explain what action can be taken. Never admit responsibility without first discussing with the agency manager. Follow through on the promised action. Inform the client of the resolution of the problem. Chapter 10: Making a Sale Text Book: Review Questions 1. What can you do to develop rapport with a client? Greet customers with a smile when they enter the office; look at your office and workplace from the customer's viewpoint; evaluate your own appearance. 2. What are the advantages gained by asking the five qualifying questions? You can determine how ready and able clients are to buy, what they are interested in, who might be the best counselor in the office to help them, and how long their booking might take. 3. What would you do if you were not sure what to recommend to a client? If you do not know what options are possible, ask for help from another counselor, especially if the client is leaving soon. Otherwise, if you have the client's confidence, take the time to research the options and

3 plan to meet again or to otherwise contact the client with the recommendations. If you are not sure among two or three recommendations, give the client the options and gauge his or her reaction. 4. How could you find out how much clients want to spend on a trip? Ask them what kinds of accommodations they usually occupy. Listen carefully as they describe their past travels. Emphasize the value of your recommendations until your client resists because of price. If you have no good clues and need to make choices, ask them if they have a total budget in mind. 5. What types of objections do clients make, and how should a travel counselor treat them? Answers will vary. Sometimes objections arise from the client's ignorance, prejudice, or misunderstanding of a counselor's recommendation. In these cases, you need to try again to explain the recommendation. At other times, objections arise because of real 6. At which steps in the sales process could you use to enhance your chances of success? First, be certain that your client checks on a regular basis and prefers this method of communication when appropriate. may be the best way to impart information or ask questions in order to avoid playing phone tag or when you want the client to think about a response. You may wish to use it when you know your client is busy, when you are working late, or when it is inconvenient to phone for some other reason. Remember, however, that for most clients, face-to-face contact and phone calls are still necessary for the give-and-take required in many complex travel sales and are the only effective way to close a sale. Worksheet 10.1 Key Terms Comments in parentheses are supplementary information. Words in italic are defined elsewhere in Key Terms. 1. Body language. Nonverbal communication signals such as facial expressions, posture, and gestures. 2. Close-ended question. A question inviting precise answers or simple facts. 3. Cross-selling. Selling products or services beyond those originally requested by a client. 4. Feedback question. A question confirming details that have emerged in the conversation. (Rephrasing ideas to ensure that the client's needs and desires are clearly communicated and understood). 5. Open-ended question. A question that invites answers that include whatever facts, opinions, or feelings the respondent thinks are relevant. 6. Outside sales agent. A person who brings in new customers, beyond the travel agency's existing clientele. This person may be an employee or an independent contractor. 7. Selling up. Upgrading a client to a more expensive or inclusive version of a product or service. Worksheet 10.2 The Sales Steps The order of the statements is as follows: 1. Did you have any specific place in mind for this winter's trip? 2. Ahh, a beautiful spot for scuba-diving; I snorkeled there once myself.

4 3. I see; so tickets to the Vienna Boys' Choir, the Spanish Riding School, and the Salzburg festival are absolutely essential for your trip to Austria this summer. 4. The Sensation offers both of the sports that you enjoy, and it visits the ports that you are most interested in. 5. I've found two tours of Eastern Europe that would best match the general list of places you want to visit. Let me point out the highlights of each of them on this large map of the area. 6. Yes, it does tend to rain a lot, but that's what makes Ireland so lush and green all year. *7. Ahh, an excellent choice of hotel! Will that be check or credit card? *7. So, should we book the Club Med or the Sandals resort for you? 8. Your documents should be in any day, and I will call you and deliver them as soon as they arrive. *These two statements represent the same sales step; they should be circled or otherwise highlighted. You do not have to name the eight steps, but you might want to review them: 1. Identifying and qualifying clients 2. Developing rapport 3. Identifying wants and needs 4. Matching product to client 5. Presenting recommendations 6. Dealing with objections 7. Closing the sale 8. Ensuring client satisfaction Remember that experts describe the sales process in many ways. Some include the greeting as the first step; some divide the last step into keeping in touch with the client, checking documents, and follow-up calls after the trip. Worksheet 10.3 Features and Benefits Answers will vary but may include the following: 1. It is unnecessary to call several airlines or navigate numerous Web sites hoping to find the best fare. One call to us will do it all, saving time for you. 2. We have firsthand knowledge to help you choose the destination to best suit your travel needs. 3. This will save you time and the inconvenience of having to come into our office. 4. You can better calculate your vacation costs; you won't have to bring as much money with you or worry that costs will escalate out of control. You can just relax. 5. You'll learn all the inside details about the place from a local.

5 6. You will be taken from the airport to your hotel and back again-no need to spend time looking for local transportation, figuring out the currency, or bartering with cab drivers. 7. Hear the waves at night, and just roll out of bed onto the beach in the morning. 8. It's the perfect get away from it all location. 9. You won't have to leave the property, get transportation, search for restaurants, and make more decisions. You can just relax. 10. This will give you an opportunity to sample all the fine restaurants in the area. Worksheet 10.4 Gathering Information, Making Recommendations, and Closing Answers will vary 5. Answers will vary but should include at least one open-ended, close-ended, and feedback question. 6. Inappropriate. Rewording will vary. 7. Appropriate. 8. Inappropriate. Rewording will vary. 9. Appropriate. 10. Inappropriate. Rewording will vary. 11. This gives the client too much time to book elsewhere. The counselor might say, "Let's reserve space today so you won't be disappointed," or "Which of the two hotels would you like to book?" 12. This, in effect, asks the client to do the counselor's job and will only confuse the client. Instead, give just two brochure choices and explain them. 13. This does the opposite of "putting a clock on the client." Inexperienced travelers may wait until the last minute or be booked by another seller. Experienced travelers (the best clients) want to be closed when they are ready and will go elsewhere. Instead, the counselor might say, "Let's reserve today and be the first in line to request the room with the best view." 14. It sounds as if the client is ready to buy, but the seller is raising objections. The counselor should close on Tahiti unless it is inappropriate for this client. Worksheet 10.5 Chapter Review 1. False. It is intangible. The ticket and the voucher are only symbols, not products. The vacation and the experience, contentment, enjoyment, or memories of the vacation remain intangibles. 2. True. (However, if you answer false and explain that people feel that leisure travel is becoming necessary-a need rather than a want-their answers also could be considered correct.)

6 3. True. 4. False. These are generally indications of rejection. 5. True. 6. a. Qualifying; c. Close-ended 7. d. Closing; c. Close-ended 8. b. Open-ended; a. Qualifying 9. e. Feedback; a. Qualifying 10. b. Open-ended; a. Qualifying 11. The order of answers may vary. a. When are you going? b. Where, exactly are you going? c. Who is going? d. How long are you staying? e. What class of service do you require? 12. The order of answers may vary. a. Maps b. Brochures Other answers, such as videos, are possible. 13. Answers will vary. Some sample answers: a. Do you need a hotel room when you arrive at your destination? b. How are you getting there? Can we book your air tickets? 14. Answers might include processing and monitoring the sale precisely; keeping in contact with the client until documents are delivered; keeping accurate records; dealing with changes; checking with the client after the trip. Other answers are possible. Worksheet 10.6 Technology Technique 1-13 See pages of Travel Career Development for the destinations already listed. Answers will vary. 14. Answers will vary. Worksheet 10.7 Benefits of customer-focused sales will vary, but may include the following. For the seller: Customer-based sales build a client base of repeat customers; satisfied customers will tell others, helping the professional grow his or her following; the seller will experience job satisfaction that comes from fulfilling needs.

7 For the customer: The customer receives the professional service that helps them get the maximum enjoyment and value from their trips; they enjoy the peace of mind that comes from knowing that the details are taken care of. For the Business: The business enjoys the reputation of professional integrity and profits financially as the client base grows.