The document discusses strategies for selling travel with passion and commitment. It emphasizes the importance of:
- Working hard through prospecting, maintaining product knowledge, and putting in consistent effort on a daily basis.
- Traveling extensively to gain first-hand experience with destinations in order to better sell them to clients.
- Investing in ongoing education through industry courses, travel, and studying sales techniques to improve closing abilities.
- Using all available marketing channels, including social media, to promote your agency and reach more potential clients.
- Approaching sales with persistence and treating it like the serious, lucrative business that it is in order to achieve high earnings goals.
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Selling Travel February 2013
1. THE E-MAGAZINE THAT FOCUSES ON THE REALITY OF SELLING TRAVEL
Are you putting
your heart and
soul into
generating new
business?
2. TABLE OF CONTENTS – ST FEBRUARY 2013
2 Editorial
3 Selling With ALL Your Heart
8 Travel Like You Mean It – Steve Gillick
9 Selling The Love
12 Selling Your First Love
13 I Love Prospecting
15 Presentation Skills
17 Asking For The Sale
19 Closing The Sale
21 Follow Up
22 Are You An Agency Owner / Manager?
23 Selling Into The Future
27 CTAs Calls To Action FREE EBOOK
28 NEW Tools
29 273 Marketing Ideas – eBook and Soft Cover
30 Connect and Contact Information
Want to write for Selling Travel? Share your successes with your fellow travel
agents and submit an article based on an idea that has made you money. Spell out the idea
and the steps you followed. Submit to me here: steve@sellingtravel.net
Page 1
3. EDITORIAL – FEBRUARY 2013
Are you really selling with all your heart?
With the changes in how we sell travel there seems to be an awful lot of causal selling versus the good
old super sales, GO! GO! GO! well dressed travel agent knocking on the doors and talking to as many
people as possible, knowing that the ratio of “meeting‐to‐booking” is quite slim. I’ve love to know your
daily ration of marketing emails, phone calls and meet and greets.
Often when I deliver a workshop to a live audience I like to get a ANNOUNCING
sense of their dedication and understanding of selling travel A New Sister Magazine
before I get stuck into my presentation. One of the questions I
ask is “How much do you want to make this year?” and to my
surprise more than most offer up as measly “Oh, err, twenty‐
thousand would work for me?” Of course in my mind I’m
screaming “NEXT!” and sometimes I’ll let it out in such a way
that sounds like, “If you aren’t wanting to generate $100,000
then you might be in the wrong workshop!” Few if any in the
audience make for the door.
The thing is, if you are not willing to put your heart and soul into
selling travel you will miss the entire reason for being in the
trade – unless that is you are just ‘here’ for the perks – which
have declined over the years unless you are actually selling.
In this issue of Selling Travel you’ll find more than a few tips and
tools on how to ramp up your efforts and GO FOR IT! No more
casual selling, unless you are into the world cruise niche and
after booking number three and having generated $75,000 in You can find it HERE.
commissions… well that’s a hard year (!) – and you deserve to
chill out for a month. Whether or not you work for a large agency chain or you are an independent
working from home – your role, being in the most glorious careers of all careers, is to sell your heart out.
Selling with all your heart also means you plan to be the BEST at what you do and that translates across
all things sales. From your speech, to your dress‐code, to your knowledge of the world, to your closing
ability. Put your heart into your trade and customers will put money into your jeans.
Here’s to a very successful February.
All the BEST!
Steve Crowhurst, CTC, CTM
Publisher and New Business Generator
Selling Travel is owned and published by Steve Crowhurst, SMP Training Co. All Rights Reserved. Protected by International Copyright Law. Selling Travel can be shared, forwarded, cut
and pasted but not sold, resold or in anyway monetized. Using any images or content from Selling Travel must be sourced as follows: “Copyright SMP Training Co. www.smptraining.com”
SMP Training Co. 568 Country Club Drive, Qualicum Beach, BC, Canada V9K 1G1 Note: Steve Crowhurst is not responsible for outcomes based on how you interpret or use the ideas in
Selling Travel or on the Selling Travel Website. Page 2
5. What’s the key to success? Anyone know? Yes, you got it in
one, two and three and all the way to double digits. Hard work. Prospecting.
Working smart. Hard work. Product knowledge. Working smart. Hard work.
Sounding repetitive isn’t it. That’s the secret – you have to keep at it, put your
heart and soul into what you do and just like selling any other product – you
have to know it inside out, back to front and from pole to pole in our case.
Aged 14, already on the road, hitch-hiking the UK and pulling
daft faces for the camera… outdoor adventure travel was in
my blood from the start as was my desire to go global.
During those early teenage days I was ‘on the road’ most weekends and studying the world,
writing to tourism offices for maps, books and anything else they could send, and they did. I
started to plan my around the world journey in my teens and plotted on maps that took me
from London, UK to Europe, across the USSR to a ship out of Vladivostok to a port in Japan and
that was my main destination at the time. All that changed when I found a way to see the world
and get paid for it. I joined the Merchant Navy out of the UK. To be successful selling travel you
must, as Steve Gillick writes in this issue of ST, travel like you mean it.
Once you have built a solid foundation then also the matter of investing in yourself so
you can sell like you mean it, too. Today that your name and agency get to the front
that means being proficient in all things of the line, turn up in the first ten results of
marketing and that includes social media. a Google search, claim a top spot in the
There is no escape from anything related to local newspaper and even be asked to
the Internet and although most travel “appear” on local radio and TV channels.
agents know this, still more than a few Investing in yourself also means giving up
seem to discount the value of it. There is time to study, to learn and to be best.
Page 4
6. I read recently that one of the top questions to the common destinations from your
now being asked of new candidates during current location, you study them, you add a
the hiring process is this question about niche if that’s possible and then you sell
investing in yourself. Literally the question them like there’s no tomorrow.
questions… how much have you spent on
your own post graduation / post university Selling with all your heart also means you
education? What courses have you taken study the art of selling. Not everyone is an
and why? easy close or a customer who is kind
enough to say “Book it” without a struggle.
What would be your answer to these You’ll need to study the 7 Steps in Selling
questions? Have you paid to take online and apply them to selling travel. The main
training, purchased business books, topics are discussed in this issue of ST.
invested in a FAM… how much have you
spent to learn more about selling travel? You’ll come to know that to be best at
selling travel and to generate the income
The next level of investment is time. How you need and want, you should be
much time have you committed this year to prospecting and talking to people each day
travel? Now this is business travel – every day – or at least committed to X
travelling to destinations to check them out number of emails a day. Nothing has
from a business point of view, so that when changed when it comes to sales. It’s a
you return to your agency you have first numbers game. The more people you meet,
hand information to help you sell that the more you will close and the more
destination and the supplier/s who carry referrals you will receive. No matter how
that destination in their product line up. many social networks or mobile gadgets are
invented – this step in the sales process will
Many of your competitors are armchair never leave the scene. Okay, so it will
travel agents. Never leave the agency. Some morph into Skyping a contact from
travel chains restrict their staff from wherever you are to wherever they are
travelling and that’s a competitive boon to using a smart phone. Nothing wrong with
those that are independent. that… as long as you do make the call.
The only way to sell travel from the heart is Right. Job done. Selling with all your heart
to travel the globe. Of course it makes means putting in a 100% best effort. As I
sense to hit those areas that your like to inform new people to the industry –
consumers visit the most. Heading off to this isn’t a game, it’s big business. Travel
either Pole doesn’t make any sense in the products sold equal the price of a house.
picture I’m painting. Less than none would
be asking about a trip there in any given The travel industry is a multi trillion dollar
quarter – unless that area of the world IS industry. It’s huge and it employs half the
your niche market, then you would attract world in some way. So don’t dabble. Get in
those ice bound adventurers. Best you stick there and sell with ALL your heart.
Good intentions are no substitute for action;
failure usually follows the path of least persistence!
Page 5
7. Travel By Example
Guest Article by Steve Gillick, CTM steve@talkingtravel.ca
Most of us are familiar with the commandment to “do as I say, not as I
do”, that is oftentimes the refuge for people in authority (parents,
government leaders, bosses etc) who engage in questionable behaviour
or practices, while at the same time demanding a different standard
from their peers and underlings. And there is also the personal
application to this ‘rule’, best illustrated in the classic scenario where the
travel agency manager sees an agent come to work with a dour, sour,
glum‐faced expression. The agent maintains this ‘stay‐away‐from‐me’
look on his face throughout the morning. Finally the manager
approaches the agent, asking if anything is terribly wrong. The agent
says, “No”. The manager asks ‘why then are you so unhappy today”. The agent says “I am
happy”, to which the manager retorts, “so why don’t you tell that to you face....we have
clients to serve”.
Ok ok so it’s a bit snippy of the manager to your clients, and thereby ‘travel, by
say this but the point is that in a customer example”.
service environment you need to “smile,
like you mean it” and when the opportunity And pray, how do you do this? Well first
presents itself in a travel counselling off, as a travel ‘professional’, you need to
scenario, you need to “travel, like you embrace the ‘professionalism’ of the very
mean it”. You have to wear it on your act of travel. This takes in an understanding
sleeve and showcase it as part of your fibre. of why people travel, what each travel
demographic may be seeking, the
Travel is a very personal pursuit, with every nichefication of travel (personal travel
participant getting out of it what they put preferences that define niche markets), and
in, and every participant travelling for their the challenge of “if I were travelling to X
own particular reasons. It could be destination, what could I possibly want to
discovery or escape or relaxation. It could do and see and feel in order to help
be the chance to step into your travel alter‐ interpret this destination to my clients”.
ego/persona where you don’t have to worry Once you compile your ‘to do’ list, you need
about being judged by your circle of friends to experience the destination beyond your
and acquaintances, or the restraints and own personal needs and wants. It’s the old
constraints of your normal work‐life adage about stepping into someone else’s
routine. shoes in order to better understand what
they’re going through.
That being said, for most people there is a
separation between travel for business and But does this mean that your own
travel for pleasure. But when your career is motivation for travel doesn’t count? Of
in travel, and you live and breathe travel course not! And the reason is that because
every moment of every day, the onus is on you are the consummate travel
you to “Be the personification of travel” to professional, your personal travel
experiences add to the expertise you bring
Page 6
8. to the whole equation. Your own needs are with the locals or have free time for
the ingredients of your travel resumé, your reflection or exploration simply doesn`t
travel personality and the positive spin you exist. On the other hand, when they are on
are able to put into the art of travel a personal vacation, it is just that—a private
counselling. non‐agency‐related escape.
It has long been recognized that selling But effort and determination go a long way,
travel is, in effect, selling yourself to the especially when it is done in the service of
client, and your travels are a crucial your career and ultimately your ability to
component of your credentials. maintain or enhance your lifestyle. Find
time. I like to cite the example of when I
Travelling like you mean it entails dotting was on a Fam trip to India. When we
the ‘i’s and crossing the ‘t’s in terms of reached Jaipur in Rajasthan, we headed
imprinting the destination in your mind so straight to a hotel for a lunch that was
you can, in turn, mind map that destination scheduled to last nearly 2 hours ‘so that the
to your clients. agents can refresh and relax after the long
drive’. My thoughts were that realistically it
What hotels would your clients want would take me 15‐25 minutes to ‘relax’ and
you to use? eat—but the very thought of being in
What’s down the street to the left Rajasthan for the first time—and India for
and to the right of the hotel front the first time ‐‐was too overwhelming and I
door? needed to get out and explore. Which is
Are hotels the only accommodation what I did for over one hour. I walked
option? around the neighbourhood of the hotel,
What is it like to take the local bus chatted with several merchants, had some
or the subway or the train? good laughs in sharing experiences, took a
What about the taste of local lot of photos, and then met up with the
specialty dishes or drinks? group. A few weeks after our return to
What about the approachability of Canada, I posted my photos online. When
local vendors, or locals in general? it came to those from Rajasthan, the typical
Can you get by easily without comment was that I must have mixed up
speaking the local language/dialect? my photos—because no one had seen the
Will your clients feel at ease to smiling vendors, grumpy camels,
wander at will throughout the dilapidated but picturesque stores, and
destination? Can they go for an fresh, brightly coloured fruit being sold at
evening stroll? the monochromatic, dusty street stalls. I
And more non‐judgementally replied by reminding
them that while they were stretching out
These are some of the crucial intangibles their lunch/leisure time , I was out and
that may make or break a travel experience. about, learning and experiencing as much
If you can`t encapsulate the ambiance of as I could.
the destination, then you will only be able
to offer an incomplete mind‐photo to your And on that note...one of the pointers I give
clients of what it is like to stay there. to students in travel programs who may not
have had a lot of actual destination
And to this, the common retort of the travel experience at his stage in their lives, is that
agent is that when they are on an Agent every single destination; every city or town
Fam, the opportunity to mix and mingle they visit in another country or for that
matter, in their own province or state, is a
Page 7
9. travel investment for the future. It is the vacations so that the information flows
training ground for future exploration if you back and forth, all in the service of your
take the attitude that sometime, a client clients’ satisfaction and ultimately in their
may ask you about this place and the return business and referrals.
challenge is whether you paid enough
attention to describe it and in effect ‘sell’ it Every travel experience you undertake is an
to the client. And therefore you need to investment in your career and you need to
train yourself to pay attention to the main go for the highest dividends each time you
street, the houses, the Bed & Breakfasts, invest. Otherwise it becomes a wasted
where the theatres are located, what’s the opportunity, a future regret and one of
best coffee shop, how far is the central park those ‘I should’ve’ statements.
or the shopping area etc.
Travel like you mean it. It’s an attitude of
Embracing a career in travel means that you career pro‐activity. It’s the embodiment of
create a permeable barrier between your satisfaction gone wild. It’s a lifestyle. And
own business travel trips and your personal from now on....it’s gotta be YOU!
"While the Fam group lounged at the resort in Bentota Beach, Sri Lanka, enjoying drinks and
shopping for souvenirs in the hotel stores, four of us commandeered two tuk-tuks and headed off
to the fishing port where we encountered beautiful beaches, fishing boats, and friendly fishermen
mending their nets. It was a memorable few hours before we rejoined the others and then departed
for the airport and our flight home. It was a classic example of "Travel Like You Mean it"!
Steve Gillick’s first article appeared in the Dunera Ship Newsletter in 1967. Since then he has written extensively
about travel. He authored the Scam Watch column in Canadian Traveller Magazine for many years, wrote and
edited CITC’s industry and consumer newsletters from 1995 to 2012, and currently authors the "Travel Coach”
column in www.TravelIndustryToday.com. In addition he contributes articles to www.travelmarketreport.com and
www.sellingtravel.net, and blogs at www.talkingtravelblog.ca Many of Steve's blog articles have been posted to
www.broowaha.com where over 10,000 consumers have enjoyed his thoughts on destinations and travel trends.
Steve’s Destination Mastery program is the perfect complement to the need to ‘Travel Like you Mean It”
Page 8
10. SELLING
THE LOVE
St. Valentine’s Day, as you will read on the next page is the second most
celebrated day around the world, with New Year’s Day taking top spot. That
spells opportunity. By the time you read this magazine, you might still have time
to generate a few sales if you act quickly. If you miss the date, then you have all
year to plan for 2014.
Are you selling the love? The romance? The joy of travel and the joy of travelling with a loved
one. St. Valentine’s day can be a fantastic date in your marketing plan. With all the social media
marketing tools we have today you can even ask your clients to spread the love for you.
Let’s focus on the day itself for the moment. February 14th. Again, it’s a repetitive event so you
cannot, should not actually miss it. It’s on your calendar each and every year and as you hunt
for that special card and box of chocolates for the love in your life, give some thought as to how
you could market Tours of Love. Now keep your mind on the straight and narrow here, don’t
get side tracked. Mind you, you could actually create a Love Hotel Tour of Japan for those who
are passionate about each other AND Japan.
A Love Tour could take you to Paris (of course) and also Milan… to Istanbul, to several other
cities, and locations around the world. You can appeal to your clients ‘love’ of travel and their
specific niche type of trip. Perhaps they love to hike, drink wine, read books… whatever it is that
they love, combine it with their passion for their mate in life.
Page 9
11. To do this means you use the word ‘love’ in Saint Valentine's Day, commonly known as
your marketing. This can get tedious, but Valentine's Day, or the Feast of Saint
it’s there to be used and chances are your Valentine, is observed on February 14 each
competition are eating chocolates and not year. It is celebrated in many countries
planning their love tours with all their heart around the world, although it remains a
and soul invested. working day in most of them. It is the second
most celebrated holiday around the world
Here’s some tour slogan ideas that you can second to New Year's Day.
sell on and before St. Valentine’s Day – all
you want here is a loving couple to book on St. Valentine's Day began as a liturgical
this tour. When it actually departs doesn’t celebration of one or more early Christian
matter. saints named Valentinus. The most popular
martyrology associated with Saint Valentine
Sun, Sand, Sea and Love was that he was imprisoned for performing
Caribbean weddings for soldiers who were forbidden to
marry and for ministering to Christians, who
To Russia with Love were persecuted under the Roman Empire;
Moscow during his imprisonment, he is said to have
healed the daughter of his jailer Asterius.
Love to Dance in Rio Legend states that before his execution he
Carnival wrote "from your Valentine" as a farewell to
her. Today, Saint Valentine's Day is an official
For the Love of Wine feast day in the Anglican Communion, as well
Italy as in the Lutheran Church. The Eastern
Orthodox Church also celebrates Saint
Love, Love Me Do… Valentine's Day, albeit on July 6th and July
UK, Beatles 30th, the former date in honor of the Roman
presbyter Saint Valentine, and the latter date
Then, on the other hand you can offer tours in honor of Hieromartyr Valentine, the Bishop
of love that your clients will book and of Interamna (modern Terni).
depart on, or before February 14th. Given
that that date will most likely be a wintery The day was first associated with romantic
day in certain areas of the world, this tour love in the circle of Geoffrey Chaucer in the
may well be heading to the sun. High Middle Ages, when the tradition of
courtly love flourished. By the 15th century, it
You can check with your preferred suppliers had evolved into an occasion in which lovers
as to what’s on offer for St. Valentine’s Day expressed their love for each other by
and also check with your preferred hotel presenting flowers, offering confectionery,
and resort suppliers, too. A “Do You Love and sending greeting cards (known as
To Golf?” combo of golf and ??? might also "valentines"). Valentine's Day symbols that
work well. are used today include the heart‐shaped
outline, doves, and the figure of the winged
Hand it back to you. Think heart, love, use Cupid. Since the 19th century, handwritten
those words in your marketing. Tap your valentines have given way to mass‐produced
clients interests and build on them, and greeting cards.
don’t forget: every client receives a St.
Valentine’s Day card in the mail. Keep it Extract from Wikipedia. Click here for more:
real. No e‐Cards here. Peace and Love. http://en.wikipedia.org/wiki/Valentine's_Day
Page 10
13. SELLING YOUR FIRST
Have you walked with the penguins? Danced the dance? Leapt off of tall
buildings? Kayaked with whales? What is it that you love to do, love to sell, love
to participate in when you travel? Discover this about yourself and you will be
tapping into a niche market that only you can sell.
My own particular first love was a country The image of me in the kayak conjures up
and that country was Japan. My next love niche markets of being outdoors, studying
was and still is adventure travel. I cannot wild life, eco tours, heading north to south
boast of being on an expedition but I have and this type of imagery is something you
knocked up a few miles hiking, climbing, must look for to support and promote your
kayaking, canoeing, caving and ridge soon to be first love.
walking. Tame stuff to many, but to me – a
glorious way to spend a week or two or When you start to plan what will become
even a day. When I can fit it in, I still get your first love, think about what you are
outside with my camera to trek the beaches fluent at and by that I mean language,
and forests. knowledge of a country, a place, your in‐
depth understanding of a specific culture or
Back to you. What is your first love and are religion, a way of life, a sport and so on.
you selling it? Are you totally invested in What is it that you know about from very
doing what you love to sell and selling what well to absolutely everything. Could you
you love to do? If so then you should be on answer 99% of the questions someone
the road to riches – if not already, pretty might ask about your chosen niche / first
soon. love?
I know some agents are still searching for When you do sell your first love of travel,
their first love and not sure what they have your clients will sense your level of interest
to offer as a niche they can promote and and be swayed by it and this encourages
sell. trust and bookings.
Page 12
14.
I PROSPECTING
Can you say that without cringing? I LOVE PROSPECTING is not your average
travel agent’s battle cry these days. More so it is, I LOVE REFERRALS or I LOVE
WAITING FOR THE CLIENT TO CONTACT ME… not so much the door knocking of
old. Mind you, ‘door knocking’ is now an action performed by email and social
media as much as it is by actual door‐to‐door business building.
The art of prospecting is rarely taught in were prospecting and you know what,
travel schools or by host agencies or even at people actually stopped to talk to us. How
head offices of large agency chains. Not about that? It may sound crazy with all our
sure why we tend to shy away from this current ‘don’t‐go‐face‐to‐face’ technology
major business building activity, but there it but you know, prospecting works. Going
is. Notice that your very successful travel street level works. Handing out flyers still
agents are usually excellent at looking for works and of course, sitting at your desk
new business and that of course is one of sending out emails works. How and where
my specialities – NBG: New Business you prospect depends on your skills and
Generation. I remember a time when I wore abilities and desire to put your neck on the
the blue jacket of Uniglobe as the Director line.
of Training & Development and then the VP
of Western Canada showing a new Where you prospect is as important as how.
franchisee how to stand downtown, on a For instance I’ll use my love of adventure. If
busy corner and using that blue jacket as a you shared this same interest I would send
point of difference to attract passersby. We you off to your local adventure clothing
Page 13
15. centre to set up a booth and work within traveller and the die hard traveller too.
the store. That’s pretty easy to do. All you Many times the armchair traveller can be
need do is to speak to the store manager, your best salesperson or ambassador,
sell them on the idea and then tell them telling their friends about the event they
what’s in it for them and get busy. So what attended, who they met and all about your
is in it for them? Well to start with, anyone presentation. They themselves may never
that buys an adventure trip from you will no book with you, but their friends might.
doubt buy their clothing from this store,
plus all the other gadgets they’ll need. Ask your manager or your host agency for
the checklist on how to set up such an
If books and libraries and museums where event. Ask your preferred suppliers to
your first love, your niche and you wanted attend but make sure you hog the stage.
to prospect for this business then I would This event is all about YOU and your niche
send you to your local book store to follow and it is you that you want to sell to the
the same concept as the adventure clothing audience. Also make sure anyone who
store. You attract and sell your Book Tour represents a supplier is an excellent
to old and ancient cities and the book store presenter. Make sure you check them out
sells their travel books and travel journals first by completing a pre‐show run through.
to your new found and soon to be clients. If they have a terrible voice and stage
presence then work with someone else. You
There was a time prior to the privacy act should also have someone monitor you as
when the store owner would share their you deliver a pre‐show presentation. Make
customer list with you, and between the the adjustments to your script, how you
two of you, you would send out a direct speak and how you will use the stage. Be
mail and invite customers to attend an in‐ 100% professional otherwise you will lose
store event. Now of course that doesn’t the audience.
happen in that same way – however, the
store owner can send an email featuring Whilst the baby boomer still lives, you can
your in‐store event and send it to all their use direct mail and send one or two
customers in a heartbeat. Or, post it on the glorious brochures to their home. Yes,
store’s Facebook page for the same result. thumbing through those fabulous dream
catalogues is still done and this method of
If you intend to be successful in selling prospecting still pays off.
travel then you must study the art of
prospecting in the present day using all the Email prospecting should lead the recipient
tools, apps and various networks that will of your email to your website or to an
connect you to that pool of potential clients online brochure or a video where they can
that share your niche and first love. read or watch. This interaction is necessary
to capture their interest.
Rather than going door‐to‐door these days
(you never know who has a gun or a very With any and all prospecting you must have
large and angry dog behind that front door) a follow up plan. That means everyone you
perhaps it’s best to create a local event at reach out to, should receive a phone call or
the local library, or local hotel where you an additional email to ask the question: Are
can speak to 50 to 200 people at the same you travelling this year? Where to? When?
time. How many going? When can we meet? Put
your heart into your prospecting and it will
This is the ideal form of prospecting and pay off.
puts you in front of both the armchair
Page 14
16.
PRESENTATION SKILLS
When you love what you do, it shows. When you love travel it will be noticed as
soon as you take to the stage and start talking about it to your audience. All of
which is fine. Sounds good, but it must sound even better to your audience. This
means you must practice for many hours and over time you will create that
stage persona that you desire. Generally as many keynote speakers know,
there are three well known types of presentations, the one you gave, the one
you wanted to give and the one you gave on the way home in your car. Being
able to speak and present in public is a wonderful skill every travel agent,
manager and senior manager should not take lightly. Fame and fortune and
careers are built on this talent.
Once you have spent your days prospecting You can set the mood of your presentation
you will need to show your newly attracted by the location you use. An austere room
prospects what you were attracting them with no personality is not going to help you
to. Your next step in the sales process then at all. A fabulously accented room in a
is to present your offer, your tour, your luxury hotel will not support your eco‐tour
information and then move to closing the where tour participants leave opulence
sale. First you must grab their attention, behind. It’s important to match your
keep them glued to their seat or stuck to location to the type of tour or product you
your website home page and be drooling to are going to present. That hotel room
know when and where they can book on would support a luxury cruise or safari. A
this fantastic tour you have arranged. So, library, a place of knowledge, is always
wherever your presentation takes place the good, a book store also good, an adventure
onus is on you to deliver an experience. store works too, and of course a church.
Page 15
17. The church location would support tours
of religious sites and the adventure store
location would support your eco tour
presentation.
The next thing to ponder is your delivery
and how you plan on engaging your
audience. We all have a personality –
some quiet and some outgoing and some
over the top.
If you tend to be quiet and humble – you
can bet your boots that come time to
speak, and once you get going, you will
be speaking from the heart and that’s all
you need. Your audience will pick up on
your sincerity and listen.
If you are too outgoing the audience will
get fed up with you talking about you and
hit the trail. There is a fine line and as
stated you will need to practice that
delivery and timing.
Senior management cannot afford to
deliver the wrong message, appear slow
and lumbering through the speech,
staring at it on the podium and not
making eye contact with the audience.
Male or female… how you walk the walk and
CEO’s and their executive team MUST at talk the talk is important. That and the attire
all costs be well practiced and take you wear on stage is also important, as what
remedial training each year if they are to you wear could kill your presentation,
stay on the cutting edge of public especially if everyone’s eyes are focused on
speaking and to retain credibility your body instead of their ears focused on your
amongst their staff and suppliers. words.
Everyone remembers the speaker who
messed it up. Not the best way to be
remembered.
Page 16
18. ASKING FOR
THE SALE
ERR, BY THE LOOK ON THAT FACE, THAT
WOULD BE A NO! YOU’LL HAVE TO DO
BETTER THAN THAT IF YOU WISH TO STAY
SELLING TRAVEL! NO MORE SOUR FACED
SMILEY FACES. THE ONLY WAY TO PUT A
SMILE ON YOUR FACE, YOUR MANAGER’S
FACE, YOUR CLIENT’S FACE IS TO ASK FOR
THE SALE AND THEN CLOSE IT. LET’S
PONDER THE ASKING THEN MOVE TO THE
CLOSING.
Asking for the sale is not closing. It’s asking.
How you ask depends on where you are
asking the question. Are you in your office,
in a coffee shop, or at a consumer still have to check however, just in case
presentation? Where are you when you there is someone who should not hear
pop the question? It’s very important to what’s being said. You might be talking
understand the etiquette of asking and to about their anniversary gift.
make sure you do not cause your client to
lose face. Seated comfortably then, fresh coffee
steaming in front of you and your client,
Location is important and any sales person and now in your own head you complete a
worth their salt would have also completed checklist of all things mentioned, stated,
a quick check of who is sitting close by and covered and discussed. Have you covered
be concerned that your conversation is not every detail? Have you answered your
overheard – especially the part where dates clients questions also known as objections?
and duration are mentioned. That’s Is there anyone else who needs to be
excellent news for the resident burglar to consulted about this trip? Have you listened
hear. well and made the correct choice for your
client? Did you present all the facts, stats,
We’ll assume you are seated comfortably, prices and did you cover off the need for
in a nice location, could be a hotel lobby for insurance? You did? Excellent. Okay… only
the home‐based agent, the agency at this point can you ask for the sale.
boardroom or at your desk for the B&M
agent, and / or in the client’s home where
there shouldn’t be anyone listening in. You “Let each day be your masterpiece.”
Page 17
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YOURSELF A
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YEAR! REVOLUTION
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Page 18
20. Does that shaky headline remind you of the moment you are just about to ask for the
business, close the sale? I know for some readers it does indeed. Well fear no more. All you
need is a selection of closes that you can access and use when the situation calls for them.
I can remember one or two moments in my sales career that pop into my head every so often
as reminders. Mind you I had a sales mentor. Ed Newman (now deceased) would take me for
lunch along with his major clients and he’d introduce me as his travel agent and then set about
selling and closing his client. My role in all of this, thanks to Ed, was to listen and learn, and that
I did very well. His favourite close was what he called ‘The Take Away Close” and this meant he
would remove himself from the picture by saying, “Chances are I’m not the guy for you…” but
by then he had sold his expertise – each time, every time, his client would lean forward and say
to ED, “Oh no, I want you to do this…” (take care of their insurance needs) and Ed’s pen was
right there, being handed across the table. Very smooth.
There was another time when I had to sell cars for a few months and there I witnessed the ‘egg
stained tie close” and the “water on the forehead” close. Very creative both of them. I’ll tell you
about them when you attend one of my sales training sessions. For now, here’s a list of closes
I’ve found – you have the name of the close and a brief explanation.
Although many of the titles and explanations sound and seem to be a bit tacky (and they are)
they are from the old school and different industries. Today we have the plain old simple close
which goes like this: “So Mrs. Gottago… I believe we’ve covered everything (pause) how would
you like to pay the deposit… on your Visa?” You’ll need to read between the lines here & there.
Travel is not a product someone will fight over – not like battling with a salesperson at a car
dealership, or a product that always brings a war to the closing room. We sell a product that is
dreamy, everybody wants it, places to go, people to see, bucket lists and all that. Generally
then, a simple review of what was discussed, a commitment that you have offered the
customer the best deal and then you ask (how will you be paying?) for the business.
On some occasions however you will, if you want to keep the business and I don’t mean a $200
booking… I mean a decent $3,000 booking or higher – sometimes you have to dance the dance
and that’s when you need these slick tricks up your sleeve. Be assured, you must practice them
otherwise they will come across the desk or telephone as too slick. Your street cred’ gone!
I used the Get Coffee Close once, but it was used to get rid of an annoying husband who kept
butting into the conversation I was having with his wife about their trip. This was in Edmonton
and I was working for Thomas Cook, and this guy, a farmer was dressed (true story) in a Casey
Jones grey and white striped cap and overalls. At one point I stood up and gave him a couple of
dollars, said this will take some time, how about a coffee and sent him off to purchase three
coffees. By the time he returned, his wife and I had completed the booking to her satisfaction
and mine.
Page 19
21. TO VIEW THE LIST PLEASE USE THE + ICON
1. Adjournment Close give them time to think.
2. Affordable Close ensuring people can afford what you are selling.
3. Alternative Close offering a limited set of choices.
4. Artisan Close show the skill of the designer.
5. Ask The Manager Close use manager as authority.
6. Assumptive Close acting as if they are ready to decide.
7. Balance Sheet Close adding up the pros and the cons.
8. Best Time Close emphasize how now is the best time to buy.
9. Bonus Close offer delighter to clinch the deal.
10. Bracket Close make three offers with the target in the middle.
11. Calculator Close use a calculator to do discount.
12. Calendar Close put it in the diary.
13. Companion Close sell to the person with them.
14. Compliment Close flatter them into submission.
15. Concession Close give them a concession in exchange for the close.
16. Conditional Close link closure to resolving objections.
17. Cost Of Ownership Close compare cost over time with competitors.
18. Courtship Close woo them to the close.
19. Customer Service Close the CS Manager calls later and re opens the conversation.
20. Daily Cost Close reduce cost to daily amount.
21. Demonstration Close show them the goods.
22. Distraction Close catch them in a weak moment.
23. Doubt Close show you doubt the product and let them disagree.
24. Economic Close help them pay less for what they get.
25. Embarrassment Close make not buying embarrassing.
26. Emotion Close trigger identified emotions.
27. Empathy Close empathize with them, then sell to your new friend.
28. Empty Offer Close make them an empty offer that the sale fills.
29. Exclusivity Close not everyone can buy this.
30. Extra Information Close give them more info to tip them into closure.
31. Fire Sale Close soiled goods, going cheap.
32. Future Close close on a future date.
33. Give Take Close give something, then take it away.
34. Golden Bridge Close make the only option attractive.
35. Handover Close someone else does the final close.
36. Handshake Close offer handshake to trigger automatic reciprocation.
37. Humour Close relax them with humour.
38. Hurry Close go fast to stop them thinking too much.
39. IQ Close say how this is for intelligent people.
40. Minor Points Close close first on the small things.
41. Never The Best Time Close for customers who are delaying.
42. No Hassle Close make it as easy as possible.
43. Now Or Never Close to hurry things up.
44. Opportunity Cost Close show cost of not buying.
45. Ownership Close act as if they own what you are selling.
46. Price Promise Close promise to meet any other price.
47. Puppy Close acting cute to invoke sympathy and a nurturing response.
48. Quality Close sell on quality, not on price.
49. Rational Close use logic and reason.
50. Repetition Close repeat a closing action several times.
51. Retrial Close go back to square one.
52. Reversal Close act as if you do not want them to buy the product.
53. Save The World Close: buy now and help save the world.
54. Selective Deafness Close respond only to what you want to hear.
55. Shame Close make not buying shameful.
56. Shopping List Close tick off list of their needs.
57. Similarity Close bond them to a person in a story.
58. Standing Room Only Close show how others are queuing up to buy.
59. Summary Close tell them all the things they are going to receive.
60. Testimonial Close use a happy customer to convince the new customer.
61. The 1 2 3 Close close with the principle of three.
62. Thermometer Close they score out of ten, you close gap.
63. Think About It Close give them time to think about it.
64. Treat Close persuade them to 'give themselves a treat'.
65. Trial Close see if they are ready for a close.
66. Valuable Customer Close offer them a special 'valued customer' deal.
67. Ultimatum Close show negative consequences of not buying.
68. Yes Set Close get them saying 'yes' and they'll keep saying 'yes'.
Page 20
22.
Better known as FUP. The FUP activity is very important to your overall sales,
referrals and customer service outcomes. Without FUP you’re FLAT! Most travel
agents would consider FUP a post sale activity. Not so. FUP has many stages and
is considered high priority by top notch sales people. Call it staying in touch if
follow up gets your nerves on edge. Doesn’t matter what you call it, just do it.
Here’s when you can FUP:
Just before
After the initial departure… After client receives
customer contact travel documents
After the booking has After final payment
been made… has been made
2 weeks after the Various moments
booking made and prior to final payment
deposit paid
… after they arrive at their hotel and right after the client
returns home. Most TAs complete the welcome home FUP
but miss out on many of the other opportunities. This not
bothering the client, this is customer service.
Page 21
23. ARE YOU AN AGENCY
OWNER / MANAGER?
If you are then you’ll want to read the latest
e‐publication from SMP called TAM or Travel
Agency Manager which focuses purely on
management soft skills, tips, tools and
techniques.
The January / February 2013 issue is out now
and can be found here and the March / April
issue is on the deck and due out in March.
You are free to share TAM with your
management colleagues and use any of the
articles as discussion points during staff and
management meetings.
When you check out the current issue of TAM
you will also find the SMP Management
Training Catalogue.
Let me know what your training needs are.
Page 22
24. SELLING INTO THE FUTURE
How much time are you spending on I’ll use the space travel analogy to explain
the ‘future’? I know that’s as wide as the need to look ahead before that future
arrives. You’ve heard of space travel, you’ve
it is universal but that’s where we’re
seen the low gravity flights and watched the
going and you’ll need to be ready for Virgin videos on YouTube. This mode of
it. Planning ahead is always good. As travel is here and the next generations of
that old saying goes: “It wasn’t space travel are on their way here.
raining when Moses built the ark.”
So let me take you back to 1989, the date
Planning ahead takes a certain ability and on the letter you can see on the next page.
talent to forecast events. When you do that Back then, what is that 24 years (!) I was
you must have solid data to support your promoting space travel. Can you believe it –
thoughts and ideas and revelations. 24 years ago? The thing is and was, I was all
Page 23
25. for it, but the general public weren’t. Key “On a bleak lunar plain, you say goodbye to
point, when planning ahead, you’d best be friends you won’t see in six and a half years.
within sight of everyone and not be too You and your fellow passengers board the
spaced out, so far ahead of the game that spacecraft and strap yourselves in. As a
you are lost to the universe going on buried cable creates waves of force seizing
around you. I’ve been taught that lesson the ship’s superconducting magnets the
more than once. bulky craft glides along railway tracks that
stretch to the horizon. It accelerates to
7,000 mph – awesome, but only a fraction
of the speed that would be needed to
escape Earth’s gravity – and lifts off toward
the outer planets. Your Jupiter‐Saturn
excursion began with a weekly shuttle to
the moon. Friends anxious to see you off
were delighted to accompany you to this
active industrial outpost.”
In 1985 an article was written under the
heading of Fanciful Flight with a sub
heading of: Commercial orbital trip is 1992
dream, suggesting that the cost would be
USD$50,000 and change. The company
pushing the boundaries here was Project
Space Voyage in concert with Society
Expeditions. I have a copy of their brochure.
Fast forward to 1996 when the Lockheed
Martin Corp won the competition to
produce a new generation of spaceship. The
craft was called VentureStar and said to be
able to fly with or without a crew, 40 – 50
times a year. The operational year was
Let’s return to 1989 again. I had made stated as 2006 or 2007. Yup! I must have
contact with a Japanese firm by the name missed it.
of Shimizu. They had their Space Project
underway. There were designs for space Come with me to Friday, July 5th 1991, the
hotels with some major brands buying time when Pan Am was sold. Forgotten and
space in space, ready to build. lost to the archives would be the then
famous Lunar List that Pan Am started to
Prior to 1989 there had been a tremendous compile in the mid‐1960s. At the time of
buzz about space tourism. In 1983, 1985 the Pan Am sale there were 93,000 names
and 1986 articles were appearing such as on that list all prospective buyers for the
one by astrophysicist William Kaufmann III, first tourism flight and flights to the moon.
who wrote, and this is good, that, “…we’ll
ski Mars and hike on Jupiter’s moons.” Yup, Would you believe me if I told you that in
okay then. 1985 I promoted space travel and actually
took a deposit of $250 on a trip to the
The article written in April 1983 now seems moon. I sold that trip to a couple who
way ahead of it’s time and slightly spaced bought it for their friend’s new born baby.
out as it leads in with this: The idea was that at some point in that
Page 24
26. child’s life, tours to the moon would be THE PLAYERS
available. A few months later, they returned
and asked for their money back. They had Virgin Galactic, is planning to begin
second thoughts about whether or not passenger service aboard the VSS
space travel would happen within the Enterprise, a Scaled Composites
child’s lifetime. I returned their deposit and SpaceShipTwo class spacecraft. The initial
had the distinct honour and knowledge of seat price is $200,000, with a required
at least being one of the first TAs to sell – down‐payment of $20,000. To date, over
well okay, taking a deposit for a trip to the 500 people have signed up. Headed by Sir
moon. Richard Branson's Virgin Group, Virgin
Galactic hopes to be the first private space
If you truly love the travel industry and have tourism company to regularly send civilians
that adventurous spirit that takes you into space. A citizen astronaut will only
beyond the tried and true sun, sand and sea require three days of training before
package then you should be contemplating spaceflight. SpaceShipTwo is a scaled up
what it is you will be selling in the future. version of SpaceShipOne, the spacecraft
which claimed the Ansari X Prize. Launches
The low to zero gravity flights are here now. will initially occur at the Mojave Spaceport
Space travel for the masses is not here yet, in California, and will then be moved to
but it will be here soon. I’ll let you fathom Spaceport America in Upham, New Mexico.
the length of soon. Tourists will also be flown from Spaceport
Sweden, in Kiruna.
I’ll prompt you to start your own LUNAR http://www.virgingalactic.com/
LIST and see what comes of it. You could
also practice your Ralph Kramden shout and XCOR Aerospace is developing a suborbital
deliver the “Ya wanna got to the moon vehicle called Lynx. The Lynx will take off
Alice?” call to action. from a runway under rocket power. Unlike
SpaceShipOne and SpaceShipTwo, Lynx will
A Japanese company sells weddings in not require a mothership. Lynx is designed
space and other firms offer zero gravity for rapid turnaround, which will enable it to
flights as corporate incentives. fly up to four times per day. Because of this
rapid flight rate, Lynx has fewer seats than
SpaceShipTwo, carrying only one pilot and
one spaceflight participant on each flight.
XCOR expects to roll out the first Lynx
prototype during the summer of 2012 and
begin flight tests by late 2012. If all goes
well, it is hoped that Lynx will carry paying
customers before the end of 2013.
http://pinktentacle.com/2008/06/space‐wedding/ http://www.xcor.com/
There’s a lot of action going on in the space Adventure Travel Company (ATC) ‐ which is
community and if you want to be owned by Merit Travel, is the sole agency in
considered a travel agent that is on the ball English Canada to offer space travel with
and looking to the future you might just SXC. Other SXC representatives around the
want to add your space tour programs world can be found here at this link ‐ just
above your world cruise itineraries and add scroll down the web page to view the list.
them to your agency’s dream trip list, too. http://www.spacexc.com/en/bookings/
Page 25
27. Merit’s ATC space program is set to launch Here is an infographic that lists the various
in February 2014, the program has already space travel options and prices known as
sold 205 tickets worldwide ‐ two tickets of September 2012.
were sold in Canada. http://www.canadianbusiness.com/technology‐
http://www.atcadventure.com/en/ news/infographic‐the‐shrinking‐cost‐of‐space‐
tourism/
It’s important you know your way around your solar system when you start
to even suggest an off‐planet tour. Take a look at the size of Earth compared
to other planets in our system. Planet envy supremo!
You can promote your UNIVERSAL DREAM TOUR by hosting a group at the local
planetarium, or host star gazing events… even UFO sighting discussion groups.
http://www.co‐intelligence.org/newsletter/images/jupiter‐etc.jpg
You MUST watch this video. It supports the
image above and goes beyond… yes way
beyond.
Everything I’ve mentioned here has to do
with outbound tours. If you are interested
in INBOUND tours, well you’d better chat
with your planetary security council first.
Last point: Promoting space travel will put
http://www.youtube.com/watch?v=HEheh1BH34Q you front and center in the local market
place. Try it.
Page 26
28. Every travel agent knows you need a call to
action in whatever format or channel you are
using for advertising & promoting your offer or
service. The question is “Are you using them?”
Nothing has changed – a CTA is used off line and
it’s used online. No difference. The only thing that
you must be 100% sure of is where your CTA is
going to take your client to. Where will they end
up if they follow your CTA? Next question: what
do you want your clients to do when they follow
your CTA?
Do you want them to do something, anything?
Should they make a phone call or send an email?
Are they supposed to complete a form?
When they do what you ask of them, where will
all this action take place? It should be happening DOWNLOAD YOUR OWN COPY
http://www.hubspot.com/how-to-create-effective-calls-to-
on your website, the e‐HUB of your online and action/?source=hspd-sme-effective-call-to-action-ebook-
social media marketing activity. 20121129
I’m going to send you to a terrific website called HUBSPOT. Once you get there, you will be
able to subscribe and download their fantastic eBooks such as the one showing above and
the link where you can find it.
Here are six key points you’ll find repeated in this eBook: You can even
sport a CTA on
1. Make Sure Your CTA Is Clear, Concise and Specific
2. Create Urgency your t-shirt!
3. Place The CTA Can Be Read Without Scrolling What would yours
4. Make It Engaging And Action Oriented
5. Include A Relevant Image say or request?
6. Alight The CTA With It’s Landing Page
Do one thing for me (that’s a call to action) go and check you agency window. Is there a CTA
there? Any signage that at the very least says “Come in!” or, “Ask us about our All Inclusive
Vacations to Mexico before 12 noon today and…” – that’s a CTA with a best before urgency
attached to it. Where else can you use a CTA? Hold a sales meeting to discuss this very topic
and then get busy to cover your CTAs!
Page 27
29. Have you tried using FACEBOOK’s OFFER app
yet? This is an excellent tool to use when you
want to extend a discount or promote a
supplier’s promotion such as discounts on
certain cruises.
http://www.google.com/offers/customer/ho
w‐it‐works.html
ANIMOTO has upgraded it’s
video app and it allows for
more text and a host of other
tools, too. You can add video,
photos, text and then add a
music store with some beat
to it… very exciting.
www.animoto.com
If you like Animoto you could
give Wideo a try. It’s more
cartoonish however when
you check what others have
produced you’ll sense how
you might use Wideo to
create your own catchy
promo.
http://www.wideo.co/
Page 28
30. ASK ME ABOUT MY
SELLING TRAVEL MAGICAL MARKETING
EMPORIUM KEYNOTE & WORKSHOP
AND HOW IT WILL WORK FOR YOUR
FALL CONFERENCE
Page 29
31. Two formats available…
1. E‐book in downloadable PDF format and created in landscape orientation
so it will ‘play’ on your computer screen with little to no scrolling. All links
in the document will be “live” when on screen.
2. Will be published in hardcopy as a spiral bound manual, printed double‐
sided, portrait orientation with areas for making additional notes.
Page 30
32. 412 PAGES
273 IDEAS
100s of VARIATIONS
700 LINKS TO MORE RESOURCES
When you need a source of ideas to WHEN YOU BUY THIS BOOK YOU WILL
either implement as is, or to help jog RECEIVE 2 HOURS OF IDEA TIME WITH
your own creative juices, this is the book
THE AUTHOR AND 10% OFF YOUR FIRST
to buy.
STATIONERY ORDER WHEN PURCHASED
THROUGH BIG BARK GRAPHICS EASY TO
It took me over 25 years to get it ‘here’
USE E-STORE!
and that story is on page 5. It was some
journey. When I started writing it, the
IBM Selectric was the word processor of
choice! What a laugh.
Some suppliers have purchased a copy
for each of their Business Development
Managers, host agencies have made
bulk purchases for their members and
individual agents have written in to say
this book is their idea bible.
It also, as you can see,
comes in pill form, a
cure for the common
creative block! Okay,
just kidding, but it is
available in E‐BOOK
format if you prefer to
read it on screen!
For e‐Books: steve@sellingtravel.net
PURCHASE THE SOFT COVER FROM
NO OTHER BOOK
LIKE THIS ONE –
$44.95 + taxes and shipping
AND IT’S CURRENT!
Page 31
33. Here are the current outlets for SMP and SELLING TRAVEL’s publications and webinars.
Click on this link and you’ll be able to join the ST and SMP
JOIN ST MAILING LIST mailing list. You can unsubscribe at anytime. Emails are only
sent as and when there is something of interest to advise.
Many of you are fans of the ST Facebook page and quite often
this page receives more instant access, do it now ideas to help
you generate new commissions. If you are looking for that type
of information, click on the FB logo.
CITC sells eBooks and manuals published by SMP Training
Co., ‐ so be sure to check out the CITC Store – always new
items being added.
The Travel Institute carries SMP Training Co., eBooks,
manuals and also presents webinars produced by Selling
Travel. In addition they offer many more publications in
their online store.
The Travel Agent Revolution sells SMP publications and
hosts Selling Travel webinars.
The number one resource for destination
training, keynotes and ghost writing for travel
trade presenters.
Page 32