Are your personal sales figures down? Do you feel that you are going through a lean patch? No getting on the podium? Perhaps it is time to review some of the sales basics.

Benefits - the driving force behind every purchase 

People buy a product because it will do something for them or give them something. Take insurance for an example, clients are not interested in buying an insurance policy. They are buying convenience, security, protection for the family or whatever.

The client is interested in themselves and their needs - not you or the travel provider.

  •  Are you putting yourself in their shoes?hy are they buying?
  •  Why are they buying?hat’s important to them?
  •  What’s important to them?
  •  What don’t they want?

When the client will not decide - don't switch off
Hesitation or indecision can mean that:

·   Your client requires more information
·   You have not explored their needs fully
·   You have not emphasised benefits enough
·   The client needs reassurance before making the decision

You may find that the reason for hesitating is a real concern, or that it is an excuse, in which case further objections will crop up - as a means of stalling. 
Ask questions gently but don’t challenge the client. The tone of your voice is important.

Suggest to the client that if you can overcome the stated problem or issue you can go ahead with the booking. You are less likely to get client hesitation or indecision in the first place if you do your groundwork correctly by:

·   Asking questions/listening,
·   Finding out likes and dislikes,
·   Discovering previous holiday successes
·   Fully establishing the criteria for choice

Getting the decision

You must "ask for the business". It isn't being pushy - it's what you are there for! Try getting the decision as soon as you spot some buying signals or you feel that the client is warming to a holiday suggestion. You won't get the booking unless you ask for it!

Key questions for successful sales

Tick the ones that you could see yourself using and try them on a client! Feel free to mix and match words and add your own questions of course.

Looker or Booker
§   Are you in a position to book today?
§   Are you planning to book today?
§   If that is available are you thinking of booking today?
§   If we have space/availability on/at would you like me to book it for you?
§   If space is there would you like to go ahead and book it today?
§   Is this an enquiry or will you be booking today?
§   Would you be interested in booking today if we can find something suitable for you?
§   If I can find something to meet your budget would you like to go ahead today?

§   Why did you choose that particular holiday?
§   What was it that made you choose that particular hotel?
§   May I ask you why you decided on that particular hotel? (or date or .....)
§   What did you like about the hotel?
§   What was it about the hotel that appealed to you?
§   What other alternative might you be interested in?
§   What would you like me to avoid?

§   What in particular are you unsure about?
§   What, in particular are you concerned about?
§   Is there anything about the hotel that you are unsure about?
§   What else would you like to know about that particular hotel?
§   What other information can I give you to help you make your mind up?
§   What other information can I offer you to put your mind at ease?
§   Is there anything else that you are uncertain/unhappy about?
§   What other information do you think your partner/other members of the party might need?
§   How do you think your partner/other members of the party will feel about this holiday?


§   I can book it now for you if you wish?
§   We have only got the one room left would you like to book it today?
§   Can I confirm that for you?
§   Would you like me to go ahead and make the booking for you?
§   Would you like me to go ahead and finalise that for you?
§   Shall I go ahead and make the booking for you?
§   Shall we confirm that?

The difference between a good and a mediocre sales person is that the top sales people (plus athletes and sports men and women) take time out to reflect on their performance figures, review their techniques and, most importantly, change and try a different approach if necessary.

Doing the same old thing in the same old way will simply bring the same old results. Don’t get caught up in a sales rut!

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