BASIC SELLING SKILLS & CUSTOMER SERVICES

BASIC SELLING SKILLS & CUSTOMER SERVICES

The role of a travel consultant is to provide satisfactory excellent services to customers and sell the travel products to them in the most effective manner. We must always bear in our minds that customers are: 

Ø  The most important persons in any organization

Ø  Not dependent on us; we are dependent on them

Ø  Life blood of every organization

Ø  The source of our income; without them our business cannot continue

Therefore, they deserve our sincere, polite, courteous and attentive treatment. On the other hand, the customers have expectations from us to get the best services. Travel consultants require learning many skills and their application in order to provide the best customer care. To begin with your career as a TRAVEL CONSULTANT, you must remember and exercise the 4Ps during any interaction with your customer to possibly meet his expectations.

REMEMBER THE 4 Ps

Presentable: Be well groomed and appropriately dressed

Pleasant: Begin with eye contact and smile and behave very politely

Positive: Be positive in your attitude, sincere and helpful

Professional: Know your job well and communicate effectively

Sales and customer services go hand in hand. As you know sales is the whole purpose of any business. All the products, right from a needle to a big fleet of wide bodied aircraft are introduced to the market for selling to people (customers) for their beneficial use. There is a huge cyclic process of selling and buying all around to continue the economic survival and well being of an individual to the world at large. Almost every professional person is involved in selling directly or indirectly. Thus Selling has become such an important profession. Travel consultants basic job is to sell the travel services which require more professionalism. Therefore, SELLING travel services should be learnt as an art and a science. Imperatively, as a prerequisite, a travel consultant must be able to communicate thoroughly well with the customer.

The travel consultant needs to train his mind about adjusting his bbehavior with the customer's, rather very pleasantly and positively. The other thing is to learn the "YOU" principle. It is human nature to think about his own (ME) interests rather than the other person's (YOU). This principle is about training our minds to think in terms of the interests of the other person that is YOU, the customer, rather than ME, the travel consultant himself. >>>>>> I care about your benefits, advantage and well-being.

The Sales formula, AIDDA

The interaction between a customer and the salesperson during a sales process leads to different stages in the minds of the customer. Extensive research of the customer behavior has lead to derive the sales formula AIDDA. The acronym, AIDDA stands for: give ATTENTION > create INTEREST > develop DESIRE > reach DECISION > request ACTION:

Let us try to understand each of the stages of this sales formula.

ATTENTION When customers approach you, they expect friendly attention and assistance from you. Hence, you must prepare yourself to receive them accordingly. It starts with non verbal communication. First of all your office should be in a clean accessible market location, with carefully designed, very tidy exterior and interior appearance, furniture and fixtures etc. all ready to offer silent attention to the customer, also to draw his attention to your business environment. Then as he contacts you, the travel consultant, you must give him full undivided and uninterrupted attention during the entire sales process. > Make sure to be very neat and clean, well groomed and immaculately dressed; keep a smart posture. > Begin with your eye contact with the customer and a pleasant smile on your face. > Exchange pleasant greetings, e.g. saying "Good morning, Sir. How may I help you? > Introduce yourself, giving your name to him and try to get and note his name and contact. Try to address him by his name appropriately during your conversation. > Always be very polite, courteous, cordial and helpful. Starting your interface with the customer this way will create the first good impression about you and your agency in his mind. He will start feeling comfortable and may tell you what he needs. From here the process will enter to the next stage.

INTEREST The next stage of mind is to determine his needs by asking the relevant questions to get some information from him like; the names of passengers, contact, the destinations, the date and timing of travel, the purpose of travel, class of travel, passport and visa possessions, may be the personal budget, preferences of the carrier, any special requirements etc.. Most of the questions start with Who, What, Where, When, Why and How. You need to learn how to make a question starting with them. Generally there are two types of questions which may be asked according to the situations; open ended and closed ended. Closed-ended questions are used to get some specific facts or information with short answers? For instance, "What is your name?" Or, "Which country do you prefer to visit?" Open-ended questions, on the other hand are used to know about customer's feelings, wishes or interests in order to widen the discussion which may have longer answers with some details. For example, "What would you like to see in Istanbul?" Then listen effectively without any interruptions to his response. Note down the salient points carefully on a paper pad as we tend to forget quickly. Listening is considered as the most important communication skill. A travel consultant must learn listening techniques to become a good listener. While answering your questions he will realize your professionalism and be interested to expect the desired information from you. Think quickly, refer to your sources of information and data like GDS and suggest the most suitable and convenient product information (travel plan) to him.

DESIRE It is human nature to appeal to his benefits and advantages in everything he seeks. Just plain information about a product does not make much effect unless you talk in terms of its features and benefits. Therefore, importantly, you must always offer the solutions/product highlighting its features and benefits and that will develop a desire in his mind to buy. For example observe the following statement of a travel consultant offering a solution, saying,

"Emirates Airlines flight number 064 departs Dubai at 0450hours and arrives London, Heathrow at 0710hours."

Then he adds more information telling about its features and benefits, like: early enough">>>>(feature) "for carrying out any business there during the whole  day." >>>>(benefit).

"This flight is operated with the latest aircraft Airbus A380 with wider seats and  advanced entertainment facilities">>>>(feature) "which will make your travel more comfortable and enjoyable">>>>(benefit)

"It is a non stop service">>>>(feature) "which saves your time.">>>>(benefit)

Travel consultant may, sometimes encounter objection from the customers about the solutions offered. Such objections are termed as sales resistance. Sales resistance can also be considered a buying signal from the customer as any objection to the feature of a product reflects his hidden interest in it. May be, he needs to be more clear about it. It should be handled rather, positively. Try to find out the reason of the objection and clarify any doubts in his mind. In case the objection or sales resistance persists, display an understanding with him and suggest an alternate solution. However, always remember the following rules in customer handling.

Ø  Do not force your ideas on the customer.

Ø  Do not argue with the customer win the argument; lose the sale.

Ø  Do not make assumptions.

Ø  Do not lose your patience.

Show empathy to his expectation. Empathy means sensing the feelings of the other person if you were in his situation.

After receiving the solution/travel plan in the most professional manner from you the customer may feel satisfied and confident to develop a desire in his mind to buy which may be reflected through his behavior. This is called the buying signal. This is the most critical stage of the sales process and must be identified in order to close the sale. Many sales are lost if a travel consultant fails to recognize the buying. signal. At this stage you should help customer to reach a decision to buy.

DECISION Once you note the buying signal you should close the sale. Closing the sale means to have the customer decide to buy, to obtain a commitment or the purchase order from the customer. Buying signal may be identified with certain behavior of the customer like his positive body language and his asking further question about the product to reconfirm the information. For example, "Would you please, tell me about Emirates flights and pricing once again?" Or, "Is it the last price?" Or, "When last can I pay for it?" After answering such questions, you should try to close the sale by asking a question like, "Should I go ahead to make your reservation on Emirates flight right now? Some customer may start thinking and reviewing the information provided, possibly to make decision from choices of solutions. This may also be a buying signal and you should help him reach a decision by asking a leading or presumptive close question? For example, "Which flight should I book for you, Emirates or British Airways?" Finally, the customer may reach a decision and places his order to book a flight. Then, you should immediately close the sale by taking all the necessary action. Explain the details and confirm understanding with him. Most of the travel services are sold or reserved with a payment deadline or a ticketing time limit which must be advised to the customer and you must follow it up for the final action that is accomplishment of the payments and issuance of tickets or any other traffic documents.

ACTION The sales process will not be completed until the payments are settled and the product is delivered. Therefore, you must contact the customer before the ticketing time limit expires, requesting him for the final action which is to accomplish payments and deliver the ticket. Ticket is the document which details all the features of his travel and also honoured by the airline concerned to allow him the specific journey. This should be a win/win situation for you as well as the customer. Both should feel satisfied. Summarise the itinerary and salient features of the trip pleasantly. For example, saying, "Here is your ticket, Sir 17 Finally, a warm send off, saying, "Thank you so much for using our services. I hive a very pleasant travel, Mr. Yousufzai." Though the sales process is completed at this stage but the need of contact with the customer does not finish. He will start experiencing his travel and judge the quality of it. He may require your assistance at any time before he finally completes his travel. So be ready for such a demand from him. Rather, you should offer this service yourself while delivering the ticket. You may say, "Please do not hesitate to contact us for any help any time." This is called After Sales Service. 

CUSTOMER SERVICE

Customer service is defined as the service provided to customer before, during and after the sales. The development of business of any organization needs growth in its number of customers.. Although, it should make efforts to create new customers but the important matter is to retain the existing ones. According to research findings, it costs about five times as much to attract new customers as it costs to keep an old one. The over all impression of you and your company upon the customer should be excellent in order to establish a durable relationship with him so that he may buy again and again from you. Therefore, it is essential to keep in contact with your customers even after the sales. Maintain the record of all the potential customers and try to establish contact with them. Imagine about, how a customer may feel receiving your good wishes on his birthday or another one receiving an attractive travel package brochure. Naturally, they will feel that you care for them. Also you may contact your customer after he returns from his trip asking, how he feels about the way you planned his travel. He may express his full satisfaction with it and thank you for your interest. Very likely, they all will remain loyal to your company. Not only that but they will recommend your name to many other people in their social circles to do business with you. This is the way your company will be advertised without any cost and your reputation will build and so will be the number of customers and of course, the profitability.

TELESALES TIPS

Telephone service is extensively used, commercially, world-wide for transacting sales. Travel consultants are also employed to work in the telesales or call centres of airlines and big travel corporations where they do not encounter customers face to face but just contact verbally. Though same sales principles apply to it but it requires a travel consultant to create all the good impressions through his voice. Following are some Telesales tips.

Ø  Answer the calls promptly. Never say, "Hello"

Ø  Greet the caller pleasantly e.g. "Good Morning"

Ø  Identify yourself e.g. "Global Travel, Zara speaking. How may I help you?"

Ø  Speak clearly and naturally. Be very polite and courteous.

Ø  Use correct grammar.

Ø  Keep paper pad and pen ready to take notes.

Ø  Display same professionalism as you would do in face to face contact.

Ø  Put warmth in your voice and give full sincere attention.

Ø  Refer the caller by his name as soon as it is established.

Ø  Give correct information clearly and confirm understanding.

Ø  Do not let the caller hold the line for long time. In case if it needs so, try to get his phone number to call him back in a specified time. Do call back in time.

Ø  Terminate the call nicely. Like; "Thank you for calling Global Travel, Mr. Bari."

INTERNATIONAL PHONETIC ALPHABETS

Many sounds of the words are not clearly heard when listening on phones because of some sonic disturbance or people from different lingual or cultural origins have natural resistance in pronouncing some particular sounds. To clarify a word, sometimes we have to spell it out for accuracy of information during a transaction, using following International Phonetic Alphabets.

A Alpha, B Bravo, C Charlie, D Delta, E Echo, F Foxtrot, G Golf, H Hotel, I India, J Juliet, K Kilo, L Lima, M Mike, N November, 0 Oscar, P Papa, Q Quebec, R Romeo, S Sierra, T Tango, U Uniform, V Victor, W Whiskey, X X-ray, Y Yankee, Z  Zulu.