header banner
Default

Why and How to Conduct Consultative Selling for Travel Advisors? Ie


Table of Contents

    Presented by Windstar

    by Denise Caiazzo / 
    Couple being consulted by a travel advisor

    Photo: Shutterstock.com

    Consultative selling is the operational base from which more and more travel advisors are engaging with their clients. But some are still using the traditional order-taking approach to generating travel sales – and they are leaving money on the table. With consultative selling, a travel professional is viewed as a trusted advisor (more akin to a lawyer, financial advisor, or other high-level consultant) – and this model results in greater revenue and profitability.

    The practice of consultative selling supersedes merely selling products. Travelers today can research products and pricing online, on their own. What they need is the savvy advice of a travel expert. With the consultative approach, the advisor invests time upfront (as with an annuity). It is all about listening, asking the right questions, and slowing down enough to learn what the client wants in their travels, so the advisor can make the perfect recommendations that are best suited for them.

    With just a few questions, an advisor can jumpstart the client talking, and ferret out the details of their needs and wants. But they must be the right questions. The order-taking method asks: Where do you want to go? When do you want to go? How many people are going? What kind of cabin do you want (if it happens to be a cruise vacation)? But with the consultative strategy, the questions reach deeper into the motivations behind their desire to travel.

    Example #1 of consultative selling
    If a client says they just want to relax on their vacation, ask what that looks like to them. Do they want to relax at a spa, in a suite or on the deck of a cruise ship, at the beach, in a lounge or library? The idea of relaxation may differ widely from one person to another. And what if a couple is traveling together, and while her dream of rest and rejuvenation leads her to a spa, his takes him to a sports bar at the beach?

    The travel advisor’s job is to find out what the client most wants, so they can fulfill the one thing that will make their trip truly memorable. From a wide and deep base of knowledge as a travel expert, advisors can then make the recommendation that will thoroughly satisfy their clients – and keep the agency’s pipeline full with repeat and referral business.

    Example #2 of consultative selling
    Further explaining the difference between the consultative selling and order-taking approaches, Suzy Schreiner, owner/travel specialist, Azure Blue Vacations, LLC, affiliated with Travel Planners International, offers: “I like to think of what I do as a professional travel advisor as similar to the difference between ordering wine at a diner versus working with a sommelier at a fine dining restaurant. You can look at a list of wine selections and choose what you think you like (and often, you may be driven by price), but may not truly enjoy your choice. Or you can have someone who understands the wines and cares about your preferences, to help you select something that will be a perfect fit for you; that you will enjoy and remember. To consult is to ask questions, take time to understand, and have the knowledge and expertise to make well-suited recommendations.” 

    She goes on to give this practical case of consultative selling in action: “A good example that happens often is when a client asks me to plan a trip to Hawaii. Instead of going, ‘Great!’ and sending my favorite recommendations, I will ask, ‘Why do you want to go to Hawaii?’ The key is not to assume anything, but to be a good listener. They may wish to see an active volcano (in which case, we should be looking at Hawaii Island), or enjoy a quiet beach (Lanai or perhaps Kapalua), or maybe they want to see surfing (Oahu North Shore), or get out and do some great hiking (Kauai is a great recommendation!). When we ask questions, we are listening for the keys that will unlock a well-planned and memorable vacation for our clients.”  

    Example #3 of consultative selling
    For Patty King, ECC, elite cruise counselor, The Cruise & Travel Planner, a Nexion Travel Group Affiliate, “Consultative selling is more personal and allows me the chance to get to know my clients. I learn what they like ... what they don't like ... what's important to them on a vacation. Order-taking is less personal and cold.

    “My business is now completely built on past guests and referrals. Most of the referrals contact me with an idea of the trip they think they want. Once I begin asking questions, I can find the best trip. Just this past year, I had new clients who had not gotten to take their previously scheduled honeymoon cruise (before I knew them) due to COVID-19. They were originally booked to go to Alaska on a medium-sized premium line and were thinking they would book the same cruise. However, after getting to know what they wanted out of this trip, I knew that they were better suited for a small ship experience. They still talk about the trip and how it was exactly what they needed.”  

    Everyone benefits
    “Consultative selling has allowed me to earn the trust of my clients,” explains King. “They know that I am only going to suggest trips for them that will fit their wants, needs, and budgets. Many of them want to know what trips I am taking so they can come along! Clients are now like family. They know I am not going to steer them astray.”

    As for Schreiner, “Building loyalty and respect is key to longevity in our business. Clients benefit by not wasting their hard-earned time and money on a trip that is just average (again, think wine). I benefit from the enjoyment of working with my clients, year in and year out, and I am building a successful career at the same time.”

    A few more tips
    Consultative selling also opens up new markets for advisors. Listening more intently to clients can lead to booking off-season travel (such as winter travel in the Mediterranean), and opportunities for groups, or solo travel.

    “Do not wait for your clients to come to you with their ideas, go to them with new ideas!” advises Schreiner. “Utilize your consultative expertise to reach out to them and let them know that you found a wonderful next adventure for them. If you have built trust, through your expertise, they will listen and have the opportunity to enjoy a new experience that they may not have thought of on their own.  

    “I would also say NOT to rely on social media to ‘sell’ new destinations or resorts but rather connect with your clients directly. To give them personalized service is to contact them and say, ‘I thought of you when I was in XYZ and this is why I think you would love this for your next vacation.’ I do use social media when I travel and to share what is new, but not with the intent to sell, but rather to give ideas. The 'sale' will happen when my client feels like it is the right fit for them to enjoy a special experience.” 

    To sum up, King says, “Consultative selling is what makes great travel advisors stand out from others by engaging with clients on a more personal level.” As 2023 comes to an end, this is a good time for travel advisors to reflect on and plan their selling strategies for the new year.

    FROM THE SPONSOR:
    Where would your clients like to travel? And most importantly, how?

    Windstar’s degrees of difference take your clients behind the curtain of the world’s most fascinating destinations. Every detail, big and small, is crafted to show them more of the places they’re dreaming of visiting, with spontaneity and insight only a small ship voyage can deliver. Windstar delivers with curated excursions to indulge in local life, thoughtful details onboard and a friendly, welcoming crew. They will sail with no more than 342 guests in private-yacht style, with spacious staterooms and suites; fresh, locally inspired cuisine; and our distinctive style of global exploration. Each of our small ships serves only 148–342 guests, so there is no need for your discerning clients to jostle with crowds or follow a restrictive schedule. We anchor at less-traveled harbors and historic cities so they can step directly into local culture and stay overnight to experience the nightlife. Your clients are free to explore on their own, join locally led small-group excursions, then return to an elegant yacht to enjoy the hospitality and thoughtful service our crew members are renowned for. Whether they choose suites or sails, their voyage is sure to be an experience that is 180 degrees from ordinary. 

    like

    29

    dislike

    0

    MOST VIEWED

    1. Brazil Launches Electronic Visa Platform for U.S. and Canadian Travelers
    2. Norwegian Cruise Line to Sunset Program that Pays Commission on NCFs
    3. The Ten 'Most Christmassy' Towns in the U.S.
    4. Venice Gondola Capsizes After Tourists Ignore Driver Instructions
    5. 15 Exciting New Hotels Opening in 2024
    6. The Best Black Friday and Cyber Monday Travel Deals for 2023
    1. Here Are the New Cruise Ships Debuting in 2024
    2. The TSA Will Begin Testing a Self-Service Screening Option Next Month
    3. Royal Caribbean Reveals Hefty Price for Crown's Edge Thrill Attraction
    4. Royal Caribbean Monitoring Haiti Violence
    5. 10 Things Travel Advisors Need to Do to Wrap Up This Year & Prepare for the Next (Part 2)
    6. Canada Updates Ireland Travel Advisory After Dublin Riots

    TMR Subscription

    Subscribe today to receive daily in-depth coverage, analysis of industry news, trends and issues that affect how you do business. Subscribe now for free.

    Subscribe to TMR

    Top Stories

    Op-Ed: Wrapping up 2023: Inspired to Keep Inspiring

    Often inspired by our industry’s resilience, this year I am especially so.

    h_bar

    Governmental Rules and More Rules: What's an Advisor to Do? Part 5

    In this continuation of the series on government rules that travel advisors must follow, Paul Ruden turns to the FTC. 

    h_bar

    Get Primed for Peak with ALG Vacations®

    You know how it goes. Just as the hectic pace of the holidays simmers down at home, your job as a travel advisor heats up.

    h_bar

    Why Travel Advisors Shouldn't Let Clients DIY In-Destination Tours & Activities

    Some advisors leave out an important piece of the travel puzzle. It's an oversight that hurts them and their clients.

    h_bar

    Headquarter Happenings: InteleTravel Reports Strong Growth, Intros New Executive Team Member

    "Of all our ITQs, this one has had the most new announcements..."

    h_bar

    Travel Edge Names President

    The Navigatr-owned agency will be led by Andrew Pilkington. 

    h_bar

    OUTLOOKS & WHITE PAPERS

    Advertiser's Voice

    tmrtv.jpg

    Amplify Your Agency

    Discover Europe with ALG Vacations® Expanded Travelogues!

    Sources


    Article information

    Author: Rita Fry

    Last Updated: 1703358122

    Views: 962

    Rating: 3.5 / 5 (100 voted)

    Reviews: 95% of readers found this page helpful

    Author information

    Name: Rita Fry

    Birthday: 1995-06-15

    Address: 71204 Carpenter Tunnel, Wigginston, KS 61734

    Phone: +4009420753855099

    Job: Dental Hygienist

    Hobby: Animation, Basketball, Reading, Skydiving, Amateur Radio, Beer Brewing, Chess

    Introduction: My name is Rita Fry, I am a rich, clever, vibrant, brilliant, priceless, unwavering, unguarded person who loves writing and wants to share my knowledge and understanding with you.