In the travel industry, emotions play a significant role throughout the sales process, and understanding that will make closing your next sale so much easier! Now, that’s not to say that you should take advantage of your clients; however, you should be aware that when clients think about their next vacation, they’re often driven by a desire for adventure, relaxation, or an escape from their daily routines. They may be overworked, inspired by beautiful destinations, or even feeling a bit envious of the travel photos their friends are posting online!
As travel advisors, it’s important to remember this emotional aspect of the process and act quickly – after all, as Zig Ziglar said, “People buy on emotion and justify on logic.”
Emotion-Driven Sales: Seize the Moment
As mentioned above, travel sales are typically emotion-based, meaning clients are more likely to make decisions based on how they feel in the moment. When a client expresses interest in a destination or travel experience, it’s essential to engage them immediately. Highlight the aspects that resonate with their emotions, whether it’s the serenity of a tropical beach, the thrill of a mountain adventure, or the cultural richness of a historic city. Capture their enthusiasm and showcase the perfect itinerary or vacation experience while their excitement is at its peak.
It is also important to know who you are working with and where you are in the sales process.
Who You Are Working With
- Lead: A contact to market travel services to.
- Prospect: An unqualified contact who has needs or is shopping for specific products or services.
- Customer: A qualified contact working with an advisor to plan a vacation.
- Client: A contact who has purchased goods or services from an advisor.
The Sales Cycle
While you can customize a sales cycle that best fits your travel business, this is one that we’ve tailored using the profiles listed above that can be easily replicated in your day-to-day business.
- Cultivate: Build and nurture relationships with potential leads through various marketing strategies.
- Contact: Reach out to prospects to introduce your services and gauge their interest.
- Qualify: Determine if the prospect has the needs and budget that match your services.
- Research: Gather information to provide tailored travel options and experiences.
- Quote: Present a detailed quote based on your research and customer’s needs.
- Overcome: Address any objections or concerns the customer might have.
- Close: Finalize the sale by confirming the client’s travel plans and details.
- Follow-Up: Maintain contact after the sale and when they return home to ensure satisfaction and foster long-term relationships.
Consultative Sales vs. Transactional Sales
Consultative Selling:
Consultative selling is a needs-based approach that focuses on building long-term relationships. This method involves understanding your clients’ needs, challenges, and desires through open-ended questions and active listening. By doing so, you can develop personalized solutions that address their unique requirements. This approach not only builds trust but also fosters loyalty, as clients feel understood and valued.
Transactional Selling:
On the other hand, transactional selling is more straightforward and short-term. In this approach, clients typically know what they want and are focused on price or ease of acquisition. The goal is to facilitate a quick and efficient sale without the need for extensive consultation. This method works well for clients who have specific travel plans in mind and are looking for a simple booking process.
The Versatility of Travel Advisors
As a travel advisor, you can adopt either consultative or transactional selling approaches, or both, depending on your business model and client preferences. For instance, if you specialize in bespoke travel experiences or luxury vacations, a consultative approach may be more effective. Conversely, if you focus on last-minute deals or budget-friendly options, a transactional approach might be more suitable.
Understanding the sales cycle and the emotional drivers behind travel decisions can help you tailor your approach to better meet your clients’ needs. Whether you choose to build long-term relationships through consultative selling or opt for the efficiency of transactional selling, the key is to stay adaptable and responsive to your clients’ emotions and preferences. By doing so, you’ll not only increase your sales but also build a loyal client base that trusts and values your expertise
