The Six-Stage Sales Journey Every Travel Advisor Should Master — From Aspiration to Lifetime Client.
Written By: Scott Koepf, Chief Strategy Officer (CSO) – Cruise Planners
I have always been a fan of alliterations as a learning aid that is memorable. I even named my three daughters Cori, Charlene, and Cassandra — affectionately known as the three C’s. I came across this set of words that represents the ultimate journey your customers have with you in travel sales. I’ve added some elaboration to each.
A: Aspire
This is the first stage that any potential customer experiences. A simple desire to get away is enough, and then it can evolve to more specific destinations, styles, and types of travel. This is when consistency of marketing will pay off — there’s no way to know when aspiration will hit someone, so you want to make sure you are top of mind when it occurs.
This is why so many companies (your suppliers, for example) send three or more emails a day; they do not know which day and time the potential buyer will be in the right mindset. So, they risk losing a few who complain of too many emails because the payoff occurs when they are in the right place at the right time. Now I do not recommend three emails a day, but you can probably send many more than you do today.
A: Assess
As a travel advisor, this may be the most important part of the sales process. In sales we use the term qualifying, but it’s the process of assessing the customer and letting them assess you. If this step in the journey is not done at all — or not done well — then the other steps may simply not occur, or will not result in a strong relationship or a sale.
A: Architect
This is time put into the actual planning of the trip. It can be done in partnership with the customer rather than just by you, as it’s the fun part of building the trip. The goal here is not to provide choices — the customer already has a million options presented online with full details. Instead, you need to set out with the intent that you will craft the perfect itinerary, product, and experience that the customer wants. You can see how the previous stage, and the amount of information you glean from it, will lead to a significant increase in success in this stage.
A: Advise
Now is when you live up to your title of being an advisor. The way in which you present the conclusions you developed in the previous step may be the deciding factor for the customer to book with you. Try to never present a quote which focuses only on price. Put together a set of documents (printed if you can meet in person, which is highly preferred) and take your time walking through the itinerary, the reasons this trip is the best choice, and why you are the only way to book it.
Remember — you need to sell yourself first, as the products can be purchased elsewhere. So it is imperative that your advice includes why you are a better choice than direct, online, or another advisor — none of which will take care of them like you will.
A: Act
When you are successful at all three of the steps above, it means the customer moves from being a customer to being a client. You need to prove from the moment they hand you a credit card to after they return home that you were indeed the perfect choice for booking.
Make sure you have a consistent communication plan to stay in touch and provide interesting information and tips up to — and even during — their trip. This is called customer service, and it should not be a reactive exercise of only responding to questions or issues. It should build a strong relationship and show your client why you are different and an amazing value.
A: Advance
Making a sale is a good start — but that is all it should be. The ultimate goal is a lifetime client, and so you need a specific marketing plan for each client after they return from their trip. You want them to not only repeat over and over with you but to also tell everyone they know how amazing you are.
Why do you think our cruise line, tour operator, and resort partners start marketing aggressively to every past guest? Quite simply, they want them back as much as you do, and are not waiting for you to market to them. Don’t complain about the suppliers’ marketing — instead, embrace it and communicate regularly that you are ready and able to help them with any offers they receive.
We could use another A word here to note the desire to bring them back… Again and Again!
And One More Set of A’s — What Every Client Wants From You
In closing, I’ll share another alliteration that represents what all clients want and will expect from you:
- Acceptance — Be kind, courteous, friendly, and smile.
- Appreciation — Always let them know you are thankful for their business.
- Approval — Reiterate the wise choices they make for their travel and their advisor!
- Attention — Listen and give them the time they need.
Keep all of these A’s in mind, and you will find success will come as easy as… well… ABC.