This is the third 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.”
DISCOVERY
It can be a nightmare when, no matter what you suggest to a prospective client, nothing seems to tick all their boxes.
Most sales consultants just want to do a good job for their clients and will come up with option after option in the hope that they find the one that will clinch the sale and gain them a happy client.
This can be a very time-consuming, and frustrating, strategy.
To be at this point suggests that not enough questions were asked at the outset but it is not too late, start eliciting feedback by asking questions and use your skills as an ‘active listener’.
For starters find out whether you are talking to someone in transactional or relational mode. You could ask for example whether they have had many quotations and where they have tried before coming to you.
It is not always easy to tell but if your gut is saying ‘transactional’ personally I would wish them luck with their search, thank them for the opportunity, apologise that you could not help on this occasion and wish them a happy holiday. And if you can leave them with a relevant tip (perhaps gained from an online course at TravelUni) even better. If they were planning a trip to Bangkok for example you could suggest one of the ‘must-see’ sights: and even better, of course, if you can recommend something from personal experience. Naturally, never be rude, always leave the door open for future business and you never know they might even decide to take up one of your offers.
In the meantime you can continue to focus on attracting relational prospects.
To open up your prospects, you might ask them about their last successful holiday. What was good about it? What specifically did they enjoy? Are they looking for something similar? Will they be travelling with the same person (or people)? Who else needs to be consulted before a purchase decision is made? What do they specifically want from the holiday?
If you have not done so already you will develop your own favourite questions but whenever you have a holiday rejected make sure you understand why: ask for feedback.
I know it can feel as though you are being irritating by asking so many questions but providing you are asking with a ‘curious mindset’ and you are talking to a ‘relational’ prospect, they will be impressed that you are so interested in their holiday and this will build trust. Remember: “Relational shoppers are looking principally for an expert they can trust.”
Image:
https://www.123rf.com/profile_stanciuc’>stanciuc / 123RF Stock Photo
