Leading with Sales – Simply Sales with Scott

In retail travel, there is rarely commentary about leadership as the travel advisor model is made up of so many entrepreneurs who operate independently. However, I have come to the revelation that sales is just an extension of leadership. There are many definitions for what leadership is and the skills it requires, including what may be the most humorous credited to Willie Nelson who said, 

“Leadership is easy, just find a bunch of people going in the same direction and jump in front of them.”

Obviously, there is a bit more to leadership than that. Selling is just a form of leadership as the goal is the same – to build trust so that consumers will follow your advice. The following acronym for LEAD describes the similarity between leadership and selling:

Listen – A great leader and a great salesperson start by focusing on those they lead or want to lead. In the sales field this is called the qualifying step where you build a strong relationship with the potential client and determine their primary desires.

Explore – In sales and leadership, finding the problem is important so you can present the solution. Otherwise, you are a solution just looking for a problem. Exploring travel options and the true desire of the customer is the primary value you provide that direct teams, online agencies and AI powered interface cannot offer.

Analyze – In the selling environment we may call this research. From the destination to the specific type of travel to the accommodations to the activities and more, your professional analysis is imperative, as it will lead to the right outcome.

Do – Exceptional leadership will not only include the above but usually mean a hands-on approach of getting things done and setting the example of doing the work that is required. There is no difference in sales as you need to do the presentation of the best option, do the follow up, do the booking and do everything possible to wow your client.

1. Takers: Takers receive and never give. They are the people in life who have a me-first mentality. They try to extract as much as they can from the relationships in their lives, and they rarely, if ever, consider giving back. If your entire focus is on getting the credit card and moving on, then this describes you. This is a transaction approach which while still done in our industry is not the best way to increase your sales.

2. Traders: Traders receive and then give. Traders will only send you a Christmas card, if you’ve mailed one to them. They picture relationships as an equation in need of balance. If someone helps them, they feel a debt of gratitude. If they aid another person, they expect a favor in return. In sales there is always some give and take but it will never be an equal or consistent balance of what you give versus what you take.

3. Investors: Investors give and then receive. These are the people who give purely for the joy of giving. They add value to others, not as part of a cold calculation, but as a habit. Although doing so may not earn them an instant return, in the long run they reap the gratitude and goodwill of those they have helped. This is the ultimate goal but with a caveat. If you provide advice, research and information with no expectation of a booking being the conclusion, you may feel good about yourself but you will be flat broke! So qualifying the customer as to their intent to book with you is important and once you feel confident that they understand your value, then invest heavily!