Customer Focused Selling Flashcards
Acknowledge
Listening technique used to show customers that you value what they are saying.
Benefits
The positive results provided by travel products, as perceived by the customer.
Clarify
Listening technique used to get more information about your customers’ needs.
Close the Sale
Successfully lead a customer to a buying decision.
Closed Questions
Questions that invite precise, brief answers, usually in the form of “Yes” or “No,” such as “Have you been to this destination before?”
Confirm
Listening technique used to check your understanding of the customer’s needs.
Cross-Selling
Offering extra products and services that go beyond a core product, such as a rental car with an air ticket.
Customer-Focused Selling
The sales approach in which salespeople act as consultants whose knowledge, skill, and motivation will lead buyers to purchase decisions that best suit their needs.
Features
The inherent characteristics of a travel product.
Jargon
Specialized terminology used by people who share a similar profession, such as travel.
Lead
The initial point of contact that directs you to new prospects.
Open Questions
Questions that encourage people to talk, such as “What did you have in mind?” or “How have you enjoyed traveling in the past?”
Preferred Suppliers
Travel providers that have negotiated extra commission rates with your agency based on attainment of sales objectives.
Probing
Asking questions to delve deeper for more information.
Prospecting
The process of finding new customers or identifying prospective purchasers.
Qualifying
The process of asking thoughtful questions and listening for key responses to determine the customer’s travel needs.
Sales Cycle
A series of inter-related steps that describes the sales process.
Situational Selling
The sales technique that requires skilled sales professionals to adapt the steps of the sales cycle appropriately to both satisfy the customer’s needs and keep the process moving toward a buying decision.
Trial Closing
The technique of asking questions like “How does that sound?” or “Will that work for you?” throughout the sales process in an attempt to gain your customers’ agreement and moving them closer to the close of the sale.
Upselling
Upgrading or converting the client to a more expensive or inclusive version of a product or service, for example, an outside rather than an inside cruise stateroom.
Value
The relationship between price paid and performance received or benefits perceived.
Value-added
Additional services or products that support or enhance the travel experience to make it more convenient for the customer.
Sales Cycle: Identifying Customers
The first step in the sales cycle, identifying customers, involves two separate activities: finding new customers and assessing the buying characteristics of the new customers.
Prospecting Techniques
- Review existing customer database
- Ask for referrals
- Contact local groups with specific travel needs
- Call your defectors
- Use advertising
Is your prospect close to making a purchasing decision?
Ask:
- Who exactly would be traveling?
- What type of travel do they have in mind?
- Where and when are they thinking of going?
- Why are they planning this trip?
How to build trust
- Sincerely greet the customer
- Be enthusiastic and interested
- Use your customers’ names
- Listen
Obstacle:
Your customer lacks interest in what you’re saying, or cannot see how the solution you’ve recommended matches his or her need.
Indifference
You should take a few steps back and ask more questions to reconfirm your understanding of the customer’s situation and the needs he or she wants addressed.
Obstacle:
The customer disapproves of some proposed element or misunderstands something you have or haven’t discussed
Dissatisfaction
First, you’ll need to check whether the dissatisfaction is a result of a misunderstanding of the information you’ve tried to communicate or if there is a real concern about some included or excluded element of the product. If the customer simply has misunderstood something, you should take the responsibility for the communication error, then re-explain the item in question. If the client has a genuine concern about some aspect of the product, respect his or her feelings. Consider modifying your solution, if appropriate.
Obstacle:
The customer expresses doubt about some aspect of a product, or about something you’ve said.
Skepticism
To deal with a skeptical client, you should make a proof statement by referring to information that proves the aspect in question. Proof sources can include brochures, photographs, contracts, magazine articles, reviews, referrals, testimonials, or other third party references. For example, if your customer questions the all-inclusive concept at a Sandals resort you’ve recommended, you could respond by saying, “I understand why you think there might be hidden charges. Let me show you on their website exactly what that fee includes.”
Obstacle:
Often, customers will tell you they need some time to think about their decision, or that they must check with someone before a decision is made, or they might admit that they want to wait until closer to departure in case the price drops.
Delayed Decision
Your response to this concern will vary depending on the situation. However, it often is effective to remind the customer of the cost of not implementing your solution quickly (i.e., losing the seats or rooms you’re holding for them). Avoid high-pressure tactics; often a gentle reminder that availability is limited is enough to spur action. You also can overcome this obstacle by asking in advance if the customer is ready to make a purchase decision or by offering to protect the price if your agency’s policy so allows.
Obstacle:
Customers may object to your recommendation because they feel the cost is too high, or because they believe a competitive source offers a better price.
Price
You sometimes can avoid this obstacle entirely by including budgetary requirements in your qualifying process. When you determine the customer’s price range in advance, you can select and recommend products within that range. However, if the issue of price arises and you must address it, remember that customers usually are more interested in value (the benefits received in relation to the cost) than in price. Show how the product you’ve recommended is better or provides greater benefits than the alternatives, and offer additional or value-added services to support or enhance the product or make it more convenient for the customer. If price is still an issue, re-check the client’s requirements and see what sacrifices can be made to allow for price adjustments.
Gesture: Touching a brochure
Buying signal
Gesture: Nodding
Buying signal
Gesture: Taking out a card or check
Buying signal
Gesture: Noting a web address
Buying signal
Gesture: Refusing to touch a brochure
Non-buying Signal
Gesture: Refusing to look at a website
Non-buying Signal
Gesture: Flipping through a brochure idly
Non-buying Signal
Gesture: Reading a brochure very closely
Non-buying Signal
Expression: Smiling
Buying signal
Expression: Frowning
Non-buying Signal
Body Position: Leaning in/Relaxed arms and open hands
Buying signal
Body Position: Leaning back and relaxing
Buying signal
Body Position: Leaning back/Arms crossed
Non-buying Signal
Body Position: Fidgeting
Non-buying Signal
Statements: That sounds good to me
Buying signal
Statements: How much luggage can we bring?
Buying signal
Statements: Can we book shore excursions too?
Buying signal
Statements: This is too expensive
Non-buying Signal
Statements: I have to think about it
Non-buying Signal
What’s the closing type:
Would you like to book this now?
Direct Closing
What’s the closing type:
Would you prefer and oceanview or a balcony?
Choice Closing
What’s the closing type:
What credit card would you like to use today?
Assumptive Closing
What’s the closing type:
Can I make the reservation now before this offer expires?
Urgency Closing
