slide 1 d2.tcs.cl5.21. subject elements this unit comprises five elements: develop tourism produce...

PROMOTE TOURISM PRODUCTS AND SERVICES

Slide 1

D2.TCS.CL5.21

Subject elements

This unit comprises five Elements:

Develop tourism produce and services knowledge

Develop tourism market knowledge

Identify individual customer needs

Promote tourism products and services

Apply selling skills

Slide 2

Assessment

Assessment for this unit may include:

Oral questions

Written questions

Work projects

Workplace observation of practical skills

Practical exercises

Formal report from supervisor

Slide 3

Element 1:

Develop tourism product and services knowledge

Slide 4


Performance Criteria for this Element are:

Identify opportunities to develop tourism product and service knowledge

Describe the benefits of staff having high levels of product and service knowledge

Apply formal and informal research techniques to gain product and service knowledge

Seek customer feedback to supplement product and service knowledge

Slide 5



Share product and service knowledge with other relevant internal personnel

Contribute to changes to tourism products, services and service standards to meet identified customer need

Slide 6

Role of product information

The tourism industry is one of the largest industries in the world and for many countries is its major economy and employer.

Industry knowledge is a vital pre-requisite for effective performance within the industry.

Slide 7

Methods to obtain tourism product informationInternet and computer resources

Relevant websites providing comprehensive customer and professional reviews of different tourism destinations, supplies, products and services include, but certainly not limited to:

www.tripadvisor.com

www.oyster.com

www.virtualtourist.com

www.fodors.com

www.raveable.com

COMPLETE ACTIVITY 1 Slide 8

http://www.tripadvisor.com/

http://www.oyster.com/

http://www.virtualtourist.com/

http://www.fodors.com/

http://www.raveable.com/

Methods to obtain tourism product informationComputerised information systems

The major GDS systems include:

Travelport (Galileo, & Apollo)

Travelport (Worldspan)

Amadeus

Sabre

COMPLETE ACTIVITY 2

Slide 9

Methods to obtain tourism product informationHard copy publications

Local and city newspapers

Reading journals, publications and magazines

Reading books on the industry sector

Reading brochures

COMPLETE ACTIVITY 3

Slide 10

Methods to obtain tourism product informationCustomers, colleagues, supervisors and managers

Meetings with staff

Training and information sessions

Briefing notes

Direct questions from potential customers

Questions from potential customers

Points raised by tourism staff requiring clarification

Additional information regarding a location which is not detailed in individual company's materials

Slide 11

Methods to obtain tourism product informationSources of additional product information

Representatives

Developing your own industry network

Networking with industry colleagues

Conferences and seminars

Accommodation guides

TV programs

Slide 12

Methods to obtain tourism product informationSources of additional product information

Personal observations

Educationals / familiarisations

Product launches

Trade shows

Local community information

COMPLETE ACTIVITIES 4 & 5

Slide 13

Benefits of having product knowledge

Importance of having product knowledge

Developing and maintaining product knowledge is a very important element of providing excellent levels of customer service in the tourism industry.

How can you maintain product knowledge?

How do you know what information to collect?

Slide 14


The idea of obtaining product knowledge is so that you can use it for:

Your benefit

The benefit of the venue

The ultimate benefit of the customers

Slide 15


Importance of having tourism product knowledge

To demonstrate the professionalism

To answer routine questions

Provide destination information and advice

Provide specific product advice

To provide additional information

To advise customers of up-coming events

To make recommendations and suggestions

Slide 16



Selling tourism products

Quote specific individual tourism product prices

Booking and coordinating services

Receiving and processing reservations

Processing financial transactions

Issuing customer travel documentation

Slide 17



Issuing itineraries

Explain the features of the products

To generate repeat business from customers

To generate referral business

To comply with general operational requirements

Slide 18

Identify product knowledge information

Identify product knowledge information to gather

It is important to identify the types of information that you require from each to help you advise your clients in their future travel needs.

What types of product information do you want to gather?

Slide 19


Destination information

General destination information

Statistical information

Currency

Maps

Travel guides

Events

Slide 20



Languages

Safety

Government information

Time zones

Communications

Slide 21


Local community information

Local attractions

Shopping and retail areas

Events and festivals

Eateries

Supermarkets

Local transport

Activities

Places of worship

Slide 22


International destination information

When providing information on international destinations to your customers, you will need to advise them of the government regulations that apply when people wish to leave the country.

What information do you need to gather and explain to clients wishing to travel overseas?

Slide 23



Attractions

Activities

History

Geographical features

Local customs and culture

Climate

Amenities and services

Slide 24


Product and services information

Tours

Accommodation

Airlines

Car hire

Cruises

Car Hire

Transfers

COMPLETE ACTIVITY 6

Slide 25

Research product knowledge informationImportance of researching tourism information

Now that you have identified different types of tourism products and service information that may suit the needs of clients, it is now time to start the research process

The aim of the research process is to collect accurate and relevant tourism products and service information to meet the needs of the client and any requests they have made

Slide 26

Research product knowledge informationSteps in researching tourism information

Identify the research points

Collect primary and secondary data

Identify types of formal and informal research techniques

Recollection of personal observations

Accessing internal information

Accessing external sources of information

Visits sources of information

Establishing industry networks

Slide 27

Research product knowledge informationDefining the research topic

The first step is to try to identify exactly where the focus of research and information collection should be concentrated on

Slide 28

Research product knowledge informationCollect primary and secondary data

Data is a piece of information that can be collected and interpreted by an organisation for their use.

The two most common sources of data are:

Primary data – collected for a specific purpose

Secondary data – generic information

Slide 29

Primary data

Qualitative or quantitative research

Primary data is considered to be either:

Qualitative research

Quantitative research

Slide 30

Primary data

Qualitative research

Qualitative research does not look at numbers but tries to find out the reasoning behind certain actions, procedures, activities or ways of thought

Quantitative research

Quantitative research is market research, based on structured, closed-ended questionnaires, which aims to gather responses that can be summarised in numbers

Slide 31

Research product knowledge information

Identify types of formal and informal research

techniques

What are different types that can be used?

Refer to TM page 33

Slide 32

Research product knowledge informationRecollection of personal observations and experiences

Previous bookings

Discussions had with previous clients

Familiarisation tours previously conducted

Personal notes

Report and findings

Log books

Records of interviews

Notes of first-hand meetings

Slide 33

Research product knowledge informationArrange to receive internal information

Who can you receive information from?

What types of information can you receive?

How can you receive the information?

Slide 34

Research product knowledge informationTypes of internal information sources

Destination information previously collected

Customer feedback information

Automated information systems

Computerised reservation systems

Destinations and services inventories

Slide 35

Research product knowledge informationArrange to receive external information

Telephoning targeted organisations

Making face-to-face requests of staff that visit their office

Making e-mail requests

Registering to receive information, newsletters and updates

Paying to receive material

Asking organisations to forward information


Research product knowledge informationVisit sources of information

At times you may be required to visit identified sources.

This opportunity to gather a first-hand understanding of the source, including key personnel who will be instrumental in sharing information is very beneficial.

What are the benefits of visiting identified sources?

COMPLETE ACTIVITY 8

Slide 37

Seek customer feedback

Importance of gathering customer feedback

In any travel and tourism business it is vital to seek feedback from customers to confirm that the sources of information are reliable, the actual destination information from each of these sources are accurate and up to date and to gather any comments that may help future clients

Slide 38


Importance of evaluating sources of information

Promote legitimate destinations, suppliers, products and services

Ensure the information provided is a true reflection of what is being promoted

Ensure customers don’t receive materials no longer available

Materials show current prices

Help you refer only to current information

Demonstrates professionalism and attention to detail

Slide 39


Gathering information from customers

Feedback from other clients who have experienced a specific tourism product or service firsthand can be invaluable in recommending and finding out accurate information.

How can you gather:

Formal feedback

Informal feedback

Slide 40


Designing client feedback tools

What is the purpose of these tools?

What formats can be used?

What information should be included in these tools?

What are considerations when designing tools?

COMPLETE ACTIVITY 9

Slide 41

Share tourism product information

Sharing tourism product and services information

It is essential that any information that you have collected, is shared with the people who may require that information.

How can you share information with colleagues?

Slide 42


Sharing tourism product and services information

Tourism information can be provided to colleagues in one of the following ways:

Provide verbal explanation

Provide hard copy materials

Provide electronic materials

Slide 43


Verbal explanation

This involves verbally tell your colleagues about what you have learned:

On a one to one basis

At staff briefings

At staff meetings

Slide 44


Types of hard copy materials

Reports

Brochures

Quotations

Invitations

Travel itineraries

Fact sheets

Texts

Slide 45


Types of hard copy materials

Media articles

Photographs

Posters

Flyers

Marketing materials

Slide 46


Providing electronic materials

Communicating electronically is the most common way of sending information to staff.

This may involve:

E-mailing co-workers with the information you have discovered attaching relevant information as applicable

Updating the internal systems such as CRS

COMPLETE ACTIVITY 10

Slide 47


Training sales staff in relation to tourism products and services

What is the purpose of training?

What types of training would you use to staff?

What information would you share?


Slide 48

Changes to tourism products and servicesContribute to changes to tourism products and services

Like in any business, tourism products and services provided and promoted to clients will change to meet the needs of clients.

What influences changes?

How can you identify changes?

What questions do you want answered?


Slide 49

Changes to tourism products and servicesUnderstand product lifecycles

Market introduction

Market growth

Market maturity

Sales decline


Slide 50

Changes to tourism products and servicesIdentifying demand for individual products and services

Observation

Conduct a trial run

Place an advertisement

Sales records

Suppliers

Industry associations

Journals and articles

Other outlets in the organisation

Competitors

Feasibility study Slide 51

Changes to tourism products and servicesNew product and service development

Idea generation

Screening

Idea evaluation

Development - technical and commercial

Commercialisation

Slide 52

Changes to tourism products and servicesExamples of changes to products, services and standards

What are examples of changes that can taken place?

Provide examples of past changes in your country

Slide 53

Changes to tourism products and servicesSteps associated with initiating changes to products and services

Suggesting evidence-based reasons for change

Preparing presentations to support personal recommendations for change

Ensuring all suggestions for change are supported by a formal rationale and are fully costed

Developing an action plan for implementing recommended changes

Participating in group activities designed to identify and develop relevant changes


Slide 54

Element 2:


Slide 55



Explain the concept of target markets

Define the concept of niche markets

Describe how promotions and offers may vary to suit differing target markets

Identify sources of information about enterprise-specific target markets

Slide 56



Describe the demographic characteristics of enterprise target markets

Initiate action to identify changes in customer preferences, needs, wants and expectations

Explain the benefits of using target markets within an organisation

Slide 57

Target markets

Importance of identifying target markets

What is a market?

What is market segmentation?

Why do organisations identify target markets?

Slide 58

Target markets

Target markets

All organisations break down the entire possible market into 'groups of desirable prospective clients' or target markets.

How can you undertake this process?

What are ways to segment the marketplace?

Slide 59

Target markets

Benefits of identifying target markets

Being better able to meet identified need

Increased, faster and more profitable sales

More satisfied customers

Ability to become established as a specialist organisation

Enhanced levels of repeat and referral business

Being able to get to know target market better

Reducing the likelihood of competitors

Slide 60

Target markets

Collecting information about target markets

Internal historic records such as bookings and sales records, customer purchase histories and customer databases

Customer market research

Information from support businesses such as suppliers, providers, carriers, agents, associates, head office and industry peak bodies

Customer feedback

Slide 61

Target markets

Possible segmenting dimensions

Psychographic dimensions

Behavioural dimensions

Geographic dimensions

Demographic dimensions

Slide 62

Target markets

Target market definition

Our target market definition covers four questions.

What product or service type?

To meet what customer need?

For whom – which customer types?

For where – which geographic area?

Slide 63

Target markets

Examples of target market segments

Business

Leisure

Religious

Sporting

Outbound Tourists

Inbound Tourists

Domestic Tourists

International Tourists


Slide 64

Target markets

Activities associated with identifying target markets

Identifying target markets

Identifying points of differentiation

Describing why the established target markets were chosen

Explaining how the host enterprise tailors its tourism products or services

Identifying relevant tourism products or services

Analysing market research Slide 65

Niche marketing

Definition of niche marketing

Niche marketing is a targeted plan that focuses on one particular section of the market, or two or three specific target markets that has high potential to connect with a tourism destination, product or service which is the core of your business.

Why is niche marketing important?

What are examples of niche markets?


Slide 66

Promotions to suit target markets

Developing a promotional strategy

Now that you have identified a number of niche markets in which to focus your promotional activities towards, it is now time to develop a promotional strategy which will hope to meet the objectives of the organisation.

How can you develop a promotional strategy?

What steps are involved?

Slide 67


Promotional strategy steps

Review marketing objectives

Identify key performance indicators

Understand methods to reach intended audience

Identifying the marketing mix

Select promotional methods

Reviewing, analysing and monitoring promotional activities

Slide 68


Review marketing objectives

When developing promotional activities for niche markets, it is important that they are in-line with organisational objectives.

What are examples of:

Organisational objectives?

Marketing objectives?

Slide 69


Identify key performance indicators

Suitable KPI’s may be:

Total number of calls made

Total number of new customers

Number of leads

Increase in sales

New sales per niche market

Marketing expense per customer

Marketing expense and sales revenue per customer from a specific campaign

Slide 70


Understand methods to reach intended audience

One vital aspect of determining promotional campaigns to reach niche markets is to consider how you can reach them.

What are ways to understand their preferred promotional avenues?

Slide 71


Identifying the marketing mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.

Products

Price

Placement

Promotion

People

Processes

Physical evidence Slide 72


Select promotional methods

There are a number of promotional methods that may be used to reach, create awareness and desire from your niche market including:

Personal selling

Direct marketing

Sales promotions

Advertising

Publicity

Public relations

Sponsorship Slide 73


Reviewing, analysing and monitoring promotional activities

Promotional activities must evaluated after they have been conducted in order to see:

If they were successful

To identify what lessons can be learned for future use

How can you do this?

What information do you wish to collect?

What methods can you use?


Slide 74

Identify changes in customer needs

Identify changes in customer preferences, needs, wants and expectations

Why is this important?

What impacts on changes?

How can you identify the changes?

Slide 75

Identify changes in customer needs

Methods to identify changes in customer preferences, needs, wants and expectations

Undertaking market research activities

Engaging the services of an external market research company

Tracking trends and changes in internal sales patterns

Initiating customer focus groups or similar

Participating in industry-wide surveys

Obtaining, reading and understanding research on changes in customer preferences


Element 3:


Slide 77



Interpret statements made by customers

Ask questions to determine requirements

Consider the buying history of the customer

Establish buying parameters

Slide 78

Interpret customer statements

Methods to interpret statements

Listening to verbal descriptions, aspirations and requests

Paying attention to non-verbal cues that accompany verbal language

Reading material supplied by the customer

Reading ‘between the lines’

Applying reflective and active listening techniques

Slide 79


Listening

What is the purpose of listening?

What is the difference between listening and hearing?

What are common listening errors?

What is the difference between active and reflective listening?

Slide 80


Responding appropriately to customer responses

Responses to what the customer says when replying to the questions you ask must address the identified need, and may require you to:

Answer questions

Checking availability of products or services or other body

Placing orders

Making reservations

Referring guest to another source or business

Slide 81


Interpreting and clarifying nonverbal communication cues

Identify:

Negative non-verbal signals

Positive non-verbal signals

How can you ‘read’ customers?

Slide 82

Ask questions

Ask questions to determine requirements

When seeking to identify individual customer requirements it is often necessary to ask questions

We need to find out what other people really want, and what they are feeling and thinking

Slide 83

Ask questions

Elements of questioning

The process of asking questions involves:

Applying open and closed questioning techniques

Refining options available through the use of questioning

Using reflective questioning techniques

Paraphrasing customer statements

Seeking additional information

Confirming previously received messages

Slide 84

Ask questions

Purpose of questioning

Why do we ask questions?

To find out information

To clarify information given to us

To gain greater understanding

To encourage discussion

To signal genuine interest

To encourage problem solving

Slide 85

Ask questions

Types of questions

Open questions

Clarifying questions

Leading questions

Closed questions

Slide 86

Ask questions

Anticipating routine questions

It is important to understand and prepare for routine questions customers ask.

What are the benefits of being able to respond to routine questions?

What are examples of routine questions asked by customers?


Slide 87

Identify buying history and parameters

Identifying customer needs

When identifying customer needs it is important to remember that you will vary your approach depending on whether the customer in question is a:

Regular / repeat customer

New customer

Slide 88


How to identify needs of regular and repeat customers

Through using your memory

By using the in-house database

Speaking to other staff who have dealt with them

Seeking information from the customer about their travel and tourism experiences

Reviewing client history files

Reviewing customer complaints and compliments

Reviewing records and databases

Slide 89


Review information about repeat customers

Name and contact details Types of products and services booked Preferred destinations Stated preferences Date of last purchase and type of purchase Previous purchases Time of year purchases were made Amount spent Payment method Advice from sales staff who have dealt with this customer Any deals or special arrangements that appealed

Slide 90


Identify new customer buying parameters

Timing

Budget

Individual needs, wants and preferences for suppliers, providers and carriers

Meeting disabled needs

Dietary requirements


Slide 91

Element 4:

Promote tourism products and services

Slide 92

Promote tourism products and servicesPerformance Criteria for this Element are:

Describe promotional initiatives that may be used to promote tourism products

Demonstrate how to develop and produce a static in-house promotion

Verbally promote tourism products and/or services to customers

Slide 93

Plan promotional initiatives

Marketing planning activities

Identify marketing objectives

Identify marketing and sales activities

Slide 94


Identify marketing objectives

Whilst each organisation will have their own objectives, in line with the overall business plan, examples of travel and tourism marketing objectives.

What are examples of marketing objectives a tourism organisation would have?

Slide 95


Promotional methods

Personal selling

Sales promotions

Advertising

Publicity

Sponsorship

Public relations

Slide 96


Promotional methods

Newsletters

Special Events

Community Relations

Media Releases

On-site tour

Social media activities


Slide 97

Develop static in-house promotions

Purpose of sales promotions

Generate increased traffic

Generate increased sales

Create or maintain top-of-mind awareness

Improve the organisation’s image

Attract new triers, including non-users, loyal users, brand switchers

Reward brand loyal consumers

Reduce the time between purchases

Turn light users into medium or heavy users

Generate community support Slide 98


Types of promotions

Samples

Contests and competitions

In store static displays

Trade shows/exhibitions

Point-of-purchase promotions

Banners and streamers

Slide 99


Types of promotions

Sponsored events

Discounts and offers

Videos

Celebrity appearances

Specials and packages

Redeemable coupons

Slide 100


Types of static in-house promotions

Window and counter displays including pricing tickets and itineraries

Use of point-of-sale material provided by suppliers, providers and carriers

Advertising material that promotes nominated tourism products or services

Slide 101


Types of static in-house promotions

Informational and other print-based materials including posters

Use of appropriate props to support, extend and highlight the tourism product and/or service being promoted

Integration with external media and other campaigns

Slide 102


Types of promotional materials

Product and service brochures

Destination guides

Promotional flyers and leaflets

Conference programs and registration/advertorial forms

Display material

Information kits

Product support materials

Advertising materials

Invitations

Merchandising goods Slide 103


Key considerations for in-house promotions

Types of products and services featured

Visual appeal

Visibility

Location

Sales promotions

Themes

Target audiences

Customer perceptions

Customer language preferences

Business image Slide 104


Developing 'copy' for the promotional message

It is essential that the actual message in which the promotional effort is based around is clear, appealing and compliant.

What are other considerations when preparing the ‘copy’?

Slide 105


Visual considerations

Merchandise

Display area

Props and display tools

Signs

Lighting

Slide 106


Plan, prepare and monitor the production of promotional efforts

There are a number of very detailed steps associated with the preparation of promotional materials and displays

What are the steps?


Slide 107

Verbally promote tourism products

It is now time to verbally promote and explain desired tourism product and service information to them.

What needs to be considered when verbally promoting products and services?

Slide 108


Activities associated with verbally promoting tourism products and services

Honesty and accuracy in descriptions

Adherence to enterprise policies and procedures governing selling

Using appropriate questioning and listening techniques

Using descriptive phrases

Selling the benefits and not the features

Slide 109


Activities associated with verbally promoting tourism products and services

Comparison of various tourism products and services

Making suggestions and recommendations

Meeting identified customer need

Using brochures and marketing materials to supplement and illustrate the verbal explanation

Slide 110


Provide information on product features and benefits

In the selling process, you should always aim to:

‘Sell the benefits, not the features.’

‘Features are fantastic’ but ‘benefits are best’

Slide 111

Provide product information

Provide information on product features and benefits

Highlighting and explaining aspects of brochures

Providing promotional material, including brochures, third party materials, videos/digital video disc (DVDs)

Supplying verbal explanation

Using the organisation’s website in conjunction with the customer

Relaying anecdotes to the customer

Slide 112

Element 5:


Slide 113



Approach the customer in a sales environment

Gather information about customer needs, wants and preferences

Demonstrate selling skills

Overcome buying objections

Maximise sales opportunities within a buying situation

Close the sale

Slide 114

Approach the customer

Making a good first impression

Experts tell us that the first impression is formed within the initial 3 seconds of meeting a person.

The following 2 - 3 minutes are used to solidify this into a lasting impression.

How can you make a good first impression?

What influences the first impression?

Slide 115


Acknowledge the customer on arrival

Be genuine in the greeting or approach you make

Match the non-verbal signals with the words

Ensure the approach is timely

Smile

Be prepared to allow the customer to help themselves if this is what they indicate

Don’t hover

Slide 116



Reply to the customer’s response

Making eye contact with customers to acknowledge their presence

Provide a non-verbal signal that you are available whenever they need your help

Speaking to the customer

Making a verbal offer of assistance

Slide 117



Establish rapport

Use the customer’s name

Give the customer your undivided attention

Be enthusiastic

Be the customer’s solution

Go the extra distance

Slide 118

Gather customer information


Having made initial contact with the customer and made an offer of assistance and established some form of relationship with the customer, you have now set the stage to begin the actual sale process.

What activities need to take place?

Slide 119

Gather customer information


How can you:

Identify needs, wants and preferences?

Identify and record customer requirements?

What recording formats can be used?

Refer to Customer Information Recording Sheet on TM Pages 128-130


Use selling techniques

Sales knowledge, skills and attitudes

Extensive knowledge of the organisation’s products / services and the business environment it is operating in

Sales techniques such as customer service, up-selling or add-on selling

Effective communication skills

Proper attitude such as being positive and self-motivated

Slide 121


The ‘ABC’ approach to selling

A useful and effective approach to selling in some circumstances is the ABC idea:

‘A’ stands for Automatic

‘B’ stands for Bettered

‘C’ stands for Created

Slide 122


Effective communication styles

Use the customer’s name

Speak at a normal volume

Talk at a normal rate

Use proper language

Avoid using industry terms or establishment-specific terminology

Slide 123


Basic sales techniques

The best way to encourage customers to use and buy products and services is to promote them according to a few simple guidelines:

Don’t try encouraging customers to purchase something they don’t want

Encourage customer to purchase something they may want

Slide 124


Basic sales techniques

Identify reason for purchase

Working out who will make the actual and final purchase decision

Provide options and alternatives

Value identification

Advising of complementary products or services

Use selling methods

Slide 125


Types of selling methods

Suggestive selling

Up-selling

Cross-selling

Making add-on sales

Slide 126


Limits applying to maximising sales

Maximising sales is one thing but doing so at any costs is something else and must be avoided at all costs.

This means you must never:

Be dishonest

Make false assertions or claims

Misrepresent capacity, ability or function

Give false references

Indicate misleading warranties, guarantees or support services

Slide 127


Overcoming objections

What are reasons for objections?

How should you handle them?

Slide 128


Overcoming buying objections

Identifying and accepting customer objections

Categorising objections into price, time, product/service characteristics

Offering solutions according to enterprise policies

Applying problem solving to overcome customer objections

Using the ‘feel-felt-found’ approach

Slide 129


Standard responses to address buyer concerns

Responding to verbal and non-verbal cues

Pay attention to potential customers

Ask open-ended questions

Providing additional information about products and services

Suggesting alternatives

Slide 130


Things not to do when faced with a buying objection

Argue

Stop trying to sell

Get defensive

Display a noticeable change in demeanour

Make rash and dishonest promises just to make the sale

Respond with absurd suggestions

Imply the objections are trite or irrelevant

Slide 131


Categorising objections

Price

Time-related

Product and service characteristics

Slide 132


Offering solutions

Stay positive

See the objection as an opportunity and a challenge

Keep calm, keep focused and keep going

Re-double your efforts as opposed to reducing your efforts

Know when to be quiet

Listen to the responses to your solutions

Slide 133


Types of solutions

Emphasising the benefits and advantages

Demonstrating the value-for-money

Indicating the supporting, value-adding features

Highlighting the suitability of the product or service

Making favourable but truthful comparisons between your product/service and alternatives

Slide 134


Types of solutions

Involving your product specialist to further explain benefits and to demonstrate to the customer their objection is being taken seriously

Recapping features and benefits already mentioned

Indicating the current price is available only for X amount of time

Asking the customer what it would take to make the sale happen

Slide 135


Types of solutions

Engaging in a display, presentation or demonstration designed to remove the doubt, concern or objection

Using the feel-felt-found approach

Using comparisons

Remember it is the customer’s final choice

Slide 136

Close the sale

Importance of closing the sale

'Closing’ or ‘closing the sale’ is the process of asking the customer a question that solicits an answer giving you permission to complete the sale

How can you close the sale?

Slide 137

Implement actions to close sale

General closing rules

Expect to make the sale

Stay focussed

Accept it is the customer’s decision to buy

The sale must be mutually beneficial

No-one sells every time

Use verbal and non-verbal prompts

Ask for the sale

Slide 138


Identify buying signals

A buying signal is a signal to you from the prospect that the decision to buy has been made.

What are examples of buying signals?

What questions do customers ask to indicate a readiness to buy?

What actions do customers make that show a commitment?

What questions can you ask to confirm readiness to purchase?

Slide 139


Ways to encourage a purchase

Converting the features into benefits, as appropriate, and recapping them

Discussing price with a view to making a deal

Mentioning that there is limited availability in travel products and services

Advising any special bonuses that accompany the purchase specific travel products and services

Slide 140


Ways to encourage a purchase

Reinforcing any positive orientations that the customer has indicated with reference to the travel plans and quotation

Providing approved marketing materials and gifts to encourage a buying decision

Providing testimonials from satisfied clients

Supplying sample products and services, including the provision of complimentary trips to significant, large group and/or VIP clients

Slide 141


Select and apply appropriate method of closing sale

Direct – let the prospect decide

Active technique

‘If’ technique

Alternative technique

Difficulty technique

Assumptive technique

Slide 142


Sales activities

When the customer finally makes a buying decision, make sure you:

Congratulating the customer

Process payments

Thanking the customer

Encourage return business


Slide 143

slide 1 d2.tcs.cl5.21. subject elements this unit comprises five elements: develop tourism produce...

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