p46-47 knowledge nov21 18/11/08 14:41 Page 47
ttglive.com
WTM seminar knowledge
Agents from The Co-operative Travel, Midlands Co-op and Midcounties Co-op enjoy a TTG training session at WTM
question is one that catches the attention of has a good pool, you could reply by asking: careful when you attempt this, but some-
your customer and hooks them in. “Would you like it to have an amazing pool?” times you can arouse a customer’s interest
“Anything that makes someone visualise When they say “Yes, I would”, you’ve got by suggesting a higher-price option might
something is a killer question,” said Bob. “It them talking positively about the resort and not be for them.
takes them out of themselves and it sets you you can use that momentum to close the sale. You’ll need to word it carefully, but by
apart from other sales people.” suggesting they don’t need something, you
The ultimate example of a killer question Naughty but nice may sow the seed which interests them.
outside travel would be “Will you marry Bob and Jeremy finished off the session with Jeremy’s example was: “You could have
me?”, they explained, but for an agent, some slightly cheeky sales tips. They could adjoining rooms so you can put the kids to
something as simple as “How would you work, but be careful how you use them! bed and get some peace and quiet, but really
describe the perfect romantic Caribbean Naughty tip 1: Price-conditioning. You can you’ll probably be just as well all in the one
holiday?” could get the ball rolling and create the impression that the customer is room.
engage the customer. getting a bargain by suggesting the holiday “There’s a chance that the customer will
you are recommending is likely to be a respond by saying ‘You know what, I think
Closing the sale higher price than it will be in reality – and we’ll take the two rooms’,” he added.
Once you’ve got them hooked, there are a then breaking the good news that you can Naughty tip 3: Act naive. By missing
variety of ways to close the sale, but one of give it to them for less. something off an initial list of benefits and
the most effective is a technique known “You could be looking at your system and then “discovering” it, you can make the
after its founder, Elmer Wheeler. saying ‘someone booked this last week, I customer feel they’re getting a great deal.
Wheeler said that if you can turn a think it was about £1,500’ and then say So by initially declining to tell them drinks
customer’s question round so they answer it ‘it looks like it’s now available for £1,200’. are included in a price, and then adding
themselves in a positive fashion, you’re well Immediately, the customer thinks they’re “Hang on, I’ve just noticed that your drinks
on the way to securing the booking. getting a great price,” said Bob. are included!”, you create the impression
So if a customer asks if a particular resort Naughty tip 2: The anti-sell. You need to be they’re getting more bang for their buck.
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