Ten relationship-driven principles that shift sales from transactions to trusted travel advisory
Contributed By: Scott Koepf, Chief Strategy Officer (CSO)– Cruise Planners
Ari Galper, the author of Unlock the Sales Game, provides 10 excellent suggestions on how to increase your sales. I have listed them below and added some specific thoughts related to selling travel.
1. Shift your mindset away from ‘making the sale’ towards whether the fit exists or not.
Look for what the other person is thinking and whether there is actually a real possibility of a fit. Aim to connect, not force or persuade. Change your mindset from making sales to gaining lifetime clients who will not even consider taking a vacation without your guidance.
2. Be a helper, not a “pitcher”.
Help your prospect solve their problem, instead of referring to your features and benefits – center the conversation on the other person. When you are not focused on the next transaction, it forces you to be focused on the only thing that really matters – your potential client.
3. Focus on the beginning – not the end.
Be sensitive to the early interaction with your prospect – keep your mindset in the present moment and avoid pushing forward. Or to say it another way, there are steps in the sales process, and you need to not be in a hurry to get to the next step. Take your time through each step and gain trust as you go.
4. Don’t force prospects – behave with dignity.
Create a pressure-free atmosphere – set a tone of equality and mutual respect – strive to be regarded as helpful, not pushy. If you push to get to the credit card, you may make the sale, but you likely lost the client. Establish a relationship and expect it will take time.
5. Connect with your prospects.
Focus on how to make a true connection with each prospect – this naturally helps build trust – think about and discuss their issues, not yours. Even if you have years of experience and are a wealth of knowledge, it is not about you. Get to know the client on a personal level, which will lead to a better relationship.
6. Creating trust with your prospect is your primary goal – not making the sale.
Creating genuine trust is the essence of building real relationships — real relationships turn into more sales. Just keep in mind that each step in the sales cycle is important and takes time. If you run to the close you will not walk into another sale.
7. Diffuse any pressure that you sense in the sales process.
By diffusing the tension and pressure in the sales process between you and your prospects, you bring both of you closer to an honest and truthful conversation. While you want them to know your time is valuable, and you can share that making a booking is the desired end result, work on a relaxed and unhurried approach that will put the client at ease.
8. Change your language away from ‘sales speak’ to natural language that connects with people.
By using phrases like ‘would you be open to’ instead of ‘would you be interested in’, you immediately set yourself apart as someone who is patient, open-minded and willing to listen. Using travel terms or showing impatience at simple questions will derail a potential strong client relationship.
9. Understand your prospect’s problems deeply so that they feel ‘understood’ by you.
By having a deep understanding of the problems that your prospects experience every day, the easier it will be for you to really feel that you know and care about their situation. Vacations are usually an attempt to achieve a certain result. It could be relaxation, knowledge, love, or fun. By knowing what they want and need, you can fulfill your role as an advisor much more proficiently.
10. Use the ‘Unlock the Game’ Mindset –
By also applying these principles with people, you’ll begin to see a deeper trust being built that can strengthen your relationships for the long term. The greatest success and, dare I say, sales come from loyal customers who come back consistently and tell everyone about you. The bottom line is that this is not a transaction business; it is a people business. Get to know them, help them build trust in you, and you will unlock sales to your hearts (and pocketbooks) content!