This is the seventh in our series on Consultative Selling in the travel industry.
“Consultative Selling is personal selling in which you play the role of a consultant. You assist the buyer in identifying, or clarifying, their needs, and then suggest products that satisfy those needs.”
DO THEY QUALIFY?
You will recall that in consultative selling we make a distinction between customers making a transaction and clients creating a relationship. In a transaction it is better for both the buyer and the seller if the process is quick and easy. When building a relationship it is better to take your time.
When you follow the consultative selling process you are investing time and energy in developing a relationship with a prospective client (the lead). You need to be as certain as you can be that that person is potentially worth your investment.
There are 3 questions you need answered:
1. Do they WANT to buy?
2. Do they have a WAY to buy?
3. Do they have the WILL to buy?
THE 3 Ws: WANT, WAY, WILL
1. Do they WANT to buy?
I expect you have met those people who love talking about holidays but who do not actually intend booking one. During the Discovery stage you could ask whether they have a deadline for booking their holiday. This might give a clue as to their seriousness.
2. Do they have a WAY to buy?
Also at the Discovery stage you could ask their budget for the holiday. You have probably found that some people are reluctant to answer that question directly so you need to find your own subtle way of discovering it. For example, you might ask if they have recently booked a similar holiday and what the approximate cost of it was. Or you might ask what holidays they have considered so far and ask the price of those.
This question though is not just about money. Do they actually know what type of holiday they are looking for and how to find it? This is where you are helping the lead buy through the 3 keys of discover, listen and teach.
3. Do they have the WILL to buy?
They want a holiday and they have the budget but how likely are they to actually buy? There is a good chance that your lead cannot make the decision to buy without involving others. They might have to consult with their partner, other travelling companions, dog sitter, boss, and others: it will make your job easier if you know all of the factors early on in the process.
You could simply ask “Who else is involved in choosing the holiday?”. Your aim here is to find out the decision-makers. You do not want to spend hours talking to one person only to find out that they have to ask someone else.
Often the other decision makers will be travelling companions. You need to find out about their ideal holiday and what boxes they will need ticking.
THINKING FOR YOUR LEADS
In consultative selling your aim is to get to know your lead better than they know themselves. You need to be thinking for them and asking the questions that later on they will be asking themselves. For example during the rapport building stage your lead might mention a pet or that they are keen gardeners: you could ask them who is going to look after their pet or garden while they are away and whether they need to check their schedules.
QUALIFYING IS ONGOING
Qualifying a lead is not something that happens at a particular time.
It starts with your marketing message, which should clearly indicate what prospective clients can expect from you. And continues throughout the consultative process as you match what the client is telling you with what you believe you can deliver.
Remember the three Ws: want, way, will. Does the lead want to book a holiday; do they know the type of holiday they want and do they have the budget; and what other factors will affect their decision to book?
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