Look, let’s be real. We can’t all be rich travellers who get to visit every single destination on the planet.
So as agents, what are you supposed to do when you’re faced with selling a place you’ve never been?
According to a Travel Market Report report by CTM’s Steve Gillick, there’s 11 hot secrets to making the sale and not winding up with egg on your face when you photoshop yourself into pictures in Antarctica.
Check ‘em out here.
1. Understand it
According to Gillick, you should start by working out why the client wants to go there – so ask them!
Ask “why” so you can understand just what it is about that specific destination they’re so invested in. Then use this knowledge to start your journey.
Word to the wise, however, is to make sure when you kick off your research mission, you’re spelling the place right.
Gillick promises you do not want to research Oakland if your client is thinking about Auckland, or send them to Colombo when they were asking about Colombia. Yikes!
2. Make sure it’s the right fit
Even when a client requests a specific destination, you should still make sure it’s the right fit for the client – think injured folk and very active destinations, or baby boomers on a Contiki tour.
3. Google it
Thank god for Google, right?! Where would we be without it? So once you’ve narrowed down the destination, it’s time to get down to business.
Gillick recommends searching by looking for the top 10 reasons people travel there, top 10 attractions, etc.
Read Wikipedia articles to grasp what the country is all about, plus check with your GDS as well as tourist board websites for the ‘must-see’ adventures.
4. Get out the world map
Learn where the destination is located, including surrounding countries, bodies of water, etc. According to Gillick, doing this map groundwork will also give you an idea of the climate as well as possible entry points for the destination.
5. Check it
Don’t make the mistake of thinking the country will be easy to access, because murphy’s law it won’t be.
Gillick advises agents to look up travel advisories to learn the status of the country, passport and visa requirements, any medical concerns or safety issues, areas of the country that are not appropriate for tourists, the currency situation, etc.
6. Watch it
Use all the tools at your disposal to get as close to the destination as you can. That means get on YouTube, watch TV programs and food programs, read guidebooks and magazines, and read online destination reviews.
7. Niche it
According to Gillick, agents should find out if their client has special interests that line up with what is available at the destination – and for existing clients, this info should be in your files ready to go so you can make the experience special and carefully curated.
8. Network it
With so many agents in the industry, you’re bound to know one that’s been to your client’s desired destination.
You could contact the tourist board or check in with your LinkedIn contacts or other social networks. Remember to rely on trusted sources and have healthy scepticism toward anonymous sources.
9. Present it
Gillick suggests that once you’ve done all your homework, you pop it together in a cute little PowerPoint or something similar, to present to the client.
Include cultural aspects (music, dance, art), as well as attractions, hotel and restaurant choices suited to your client. You can even brand it with your agency logo. This not only will impress your client, but will assure them of the lengths you’re willing to go to help them plan their travels.
10. Sense it
For a major client or a group booking, you should aim to go the extra mile, says Gillick, and one way to do this is by providing a sensory experience.
Perhaps you could host an info session at your office while playing music local to the destination, or share some local food with them to enhance their experience.
Gillick used the example of putting on a Morocco evening, handing out small vials containing sand from the Sahara; for Argentina, serve Malbec wine, and for Peru hand out Coca candies.
11. Sell it
Finally – you can close the deal! Use your selling skills just as you would for any sale, and even if the client is already convinced they want this destination, you need to match features and benefits and respond to questions and objections.
Based on your client’s needs, you can discuss the variations that separate one hotel or resort from the next, dining experiences, activities, etc.
