More regional flight options with Princess Cruises

More regional flight options with Princess Cruises

Friday, 28 October 2016 08:00

Travel age...

SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agen…

Thursday, 27 October 2016 11:00

Agents booking a SuperBreak Christmas or New Year package between October 31 and November 30 can take advantage of a host of treats on offer for both themselves and customers,...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

By Peter Marsh

Every enquiry is important  but they all fall into one of two types, be they walk-ins, telephone callers or e-mailers:- 
Lookers; possible customers, shopping around maybe but also they could be wasting your time.
Bookers; who definitely want something – you just have to find out what. 
Each are potentially valuable, but what are the extra ideas that could convince them to book with you?. 


These clients really do present some problems:

•    Window shopping – they are checking out all options, probably you won’t get the booking straight off.

•    Especially when you can't immediately offer a discount or incentives to make the deal un-missable.

•    You are not switched on that maybe this one is going nowhere and the other person who has just walked out of the door/hung up was the real thing. Shorten these conversations that are going nowhere by “qualifying” the client .

•    Email enquiries (be aware that they are probably not just sent to you but also a number of other agencies/operators!) that are very general, not specific or have myriad departure dates/destinations. Reply by stating that you have got a great deal for them and please could they phone/call in. Do not produce detailed quotations until you are sure they are serious. 


Easier to deal with, even so don’t let them slip through your fingers

•    Emphasise that we know that their holiday is the highlight of the year. Show empathy. Get on their side, see things from their point of view.  Develop their trust in you.

•    Where the original holiday is not available and the alternative costs more - break down the increased price over the duration. Only an extra £10 per day.  Break prices and costs down to most simplistic terms.

•    Stay positive. Tell them what we can do not what we can not.  No sea view but we can offer a room with a fantastic country/garden/mountain view.

•    Sometimes we are not flexible enough, never assume that we know what they want.  Especially when you are offering them an alternative to either a holiday they have chosen or their holiday expectations.

•    Not identifying what is important to clients - OAPs on two centre holidays - baggage carrying may be a concern.

•    Lack of information on our part which leads to a lack of confidence – and it shows!.

With either type of client the acid test is to try to obtain a level of commitment .

You can qualify the client: “if I can get the right holiday for you is it something you want to book today”. “Are you thinking of booking today?”.  If the answer is yes then go for a booking.  If it is no then keep an eye on the clock and the queue.

You can also test close the client by asking questions.  “how does that holiday sound?”  Is this the type of resort you are looking for?”   “Does that accommodation fit the bill?”.  If the answer is positive or yes then go for a close.

Of all parts of the sales process "closing the sale" is perhaps the most talked about.  It is often said that it is the most important part of the sale, but in reality if you can demonstrate that you understand the customers need then you can be a poor closer but still obtain business.

The converse, however, does not necessarily apply. When you try to close the sale - obtain agreement - on undefined and unidentified needs then you will often hit a barrage of objections - or get the token yes.

During the booking conversation try to obtain agreement to each item discussed. (Lots of little closes are better than one big one). “ So it is important to have a sea view?”  You only want to fly from Gatwick is that right?”

When you have done a good job of understanding the customers needs, and the customer recognises those needs, then you have a right to propose commitment to the next stage. The customer will be expecting you to.

It is your responsibility to move the sales process further forward. Successful steps are:

1    Giving attention to investigating needs
        -main effort goes into building the need during this stage
        -listen and double-check

2    Checking that key requirements are covered
        -varying needs give rise to many concerns for the client
        - ask questions about requirements

3    Summarising key points (especially customer benefits)
        -pulling threads together by summarising positive points

4    Proposing a commitment
-suggest the next step, such as checking availability, holding an option, asking for the booking

Being sensitive to your client rather than treating then all the same will ensure that you will turn more lookers into bookers.

For more information about this, or any other aspect of training, contact Peter Marsh telephone 01304 368996 or email

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