Travel Sales Cruise Industry PromotionTools
Description: Travel Sales Cruise Industry PromotionTools Consistent, clear, and compelling company and brand images Advertising Personal selling Public relations Sales promotion Direct marketing Unique Characteristics of Personal Selling Most effective
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slide1. Travel Sales Cruise Industry<br>
slide2. PromotionTools Consistent, clear, and compelling company and brand images Advertising Personal selling Public relations Sales promotion Direct marketing<br>
slide3. Unique Characteristics of Personal Selling Most effective in building buyer preference, conviction, and purchase
Gives voice and face to an otherwise impersonal company
Personal and adaptable interaction with consumers
Buyer is the most involved in listening and participating compared to other mediums<br>
slide4. Characteristics of Personal Selling Requires a long-term commitment by company
Can´t just turn it on or off like media ads
Most expensive
Not a Short term strategy to sell sell sell
Long-term market orientation, customer-focus
Balancing volume with quality service<br>
slide5. Nature of Hospitality Sales Prospecting: finding new customers Targeting: decide who to give their time to Communication: give information about product / service Selling: make consumer want it, purchase it Servicing: do more than just take money Information gathering: market research and intelligence Allocating: which customers get product in times of scarcity Maintaining Strategic Relationships: provide planning assistance to clients<br>
slide6. Sales Force Objectives<br>
slide7. Cabins, pax…
All mean the same thing: bring in as many customers as possible
By Segment
By Price / Margin Mix
Individual level: Carnival - number of rooms sold Sales Goal: Volume<br>
slide8. Sales Goal: Upselling To higher price point category: room to suite
Additional amenities: airport pickup service, beverage package, insurance
Second-chance selling
Contacting guests who are already booked<br>
slide9. Sales Goal: Market Share or Market Penetration Most important to airlines, cruise lines, rental car companies, major fast-food chains
Not so important for most restaurants and hotel companies
At the corporate level, the big players are concerned, but at business unit level or functional level, occupancy, average room rate, yield are more important<br>
slide10. Sales Goal: Product-Specific Objectives Asked to bolster specific product lines
Need to sell more…
Suites
Honeymoon packages
Alcohol packages
Holiday dates
Specific sailing dates / ships
TA
Specific brands, insurance, tours, airport transfers<br>
slide11. Sales force structure and size<br>
slide12. Combination-Structured Sales Force Organized by product, market segment, market channel, and customer
Carnival sales departments
FIT - Group
Domestic - international
Inbound - Outbound
Casino
TA
Key accounts<br>
slide13. Travel Agencies Traditional TAs
Similar to direct company
Sales team salaried and some commission
Host Agencies
Host provides websites, back-end accounting services, preferred supplier relationships, marketing
Agents act as Independent Contractors utilizing their own book of business
Part time or full time or even have their own small agency
Negotiable commission structure<br>
slide14. Host Agencies<br>
slide15. Determining Sales Force Size 1. Group customers into size classes according to annual sales volume
2. determine call frequency needed per class
3. multiply number of accounts by frequency to get total workload
4. determine average number of calls sales rep can make in one year
5. divide total annual calls by average calls made by rep<br>
slide16. Sales force size Company estimates national market consists of 1000 A accounts and 2000 B accounts. A accounts require 9 calls per year, and B accounts need 6 calls per year. The average salesperson can make 1000 calls in one year. How many sales reps do you need?
Workload
((1000 x 9) + (2000 x 6))
= 21,000 calls per year
Number of reps needed
Workload / yearly call total of 1 rep
21,000 / 1,000
21 reps needed<br>
slide17. Hiring Trends Previously, only older, experienced travelers decided to become TAs, almost as a retirement hobby
Now, the bigger agencies and the cruiselines themselves recruit at Universities looking for fresh, energetic young people
Don’t say “Salesperson” anymore
Counselor, planner, advisor, expert…<br>
slide18. Sales force training<br>
slide19. Required Training 1. Product/Service Training
Must be an expert on the product
Always changing with new technology in hospitality
2. Policies, Procedures, and Planning Training
Attention to detail
Avoid mistakes
3. Sales techniques<br>
slide20. Two Most Important Qualities of a Salesperson Ego, drive / motivation Empathy<br>
slide21. Pre-Sale: Prospecting Finding customers
Usually done by the company
Website registration
Inbound calls looking for information
Kiosks
Trade associations
Travel shows
Past guests
3rd party marketers
Inbound vs Outbound<br>
slide22. Proven Sales Process Introduction Qualifying Presentation Closing Handling objections<br>
slide23. Sales Process: PreApproach Get as much info as possible about guests beforehand
Demographics: Age and gender
Purchase history: new or repeat
Frequency and seasonality
Travel with<br>
slide24. Positive, welcoming, friendly
Include your name and company
Pose a question: how can I help you today / how can I help you plan a vacation today
Feel you smiling Sales Process: Introduction<br>
slide25. Best contact information
If unwilling to give it, probably a waste of time
Phone: In case we get disconnected, what is the best number to reach you at?
Direct / phone: sign up for our e-newsletter with special offers, prize giveaway…
Email? Post call survey First Contact Minimum Goal<br>
slide26. Sales Process: Qualifying Gather as much information as possible
Find the hot buttons
Food, adventure, comfort, kids enjoyment, new experiences, relaxing, romance
Ask the right questions
Listen: let them do most of the talking<br>
slide27. Qualifying a Cruise Have you travelled with us before?
Yes: Welcome back!
No: Well this may be your first time with us, but it won’t be your last
What was your last vacation like?
When are you looking to travel?
Celebrating any special occasion?
Who are you traveling with?
Which destination appeals to you?
What would you like to do on your vacation?
What did you not like about last vacation?
How many days/nights do you want to vacation for?<br>
slide28. Presentation<br>
slide29. Features and benefits
Tells story to the buyer based on their answers
Emotional appeals
Help paint the picture
Utilize creativity, imaginative words and description, create visuals in their mind
Emphasis product benefits, not features
How does that sound? Presentation<br>
slide30. Closing Assumptive Close
What credit card do you want to use?
Do you want to put down the deposit or the whole payment?
What email should I send the confirmation to?<br>
slide31. Closing Strategies Ownership Close
Use language that indicates the customer already owns the product
Your vacation, your room, your view,
Take Away close
We have something specific chosen for you, so you don’t lose it, shall I take it out of inventory for you?
Without deposit, you will lose this room<br>
slide32. Closing Strategies Rule of 2
Narrow everything down to a choice between one thing or another
Conditional Close
If I can do this for you, will you put the money down?
Minor points close
You wanted the room facing the sea? Close to the elevator? On the top floor? With a balcony? Queen bed? Shower?
Get used to saying YES
Testimonial close
I know many guests / my own friends or family / myself who loved this
Adds credibility
Trial close throughout
How does that sound?<br>
slide33. Handling Objections «I have to talk with my wife», or «I am not ready»
Create URGENCY
I don’t want you to lose the room, lose the price by waiting
«I have to check my kids´ school schedule» Price is too high
Start high, drop low
Seasickness
Minimum goal:
to set follow up appointment
If not now, when<br>
slide34. Post - Sale Objectives Referrals, traveling with anyone else
Servicing
Continuing relationship management
Welcome back
Call every few months or when there are special opportunities<br>
slide35. Evaluating Sales Force: Quotas and Compensation Carnival outbound sales
100 calls a day
3 hours talking
3 reservations
Fixed compensation
Variable: commission based on what
Number of reservations, dollar amount of reservations
Sliding or fixed scale<br>
slide2. PromotionTools Consistent, clear, and compelling company and brand images Advertising Personal selling Public relations Sales promotion Direct marketing<br>
slide3. Unique Characteristics of Personal Selling Most effective in building buyer preference, conviction, and purchase
Gives voice and face to an otherwise impersonal company
Personal and adaptable interaction with consumers
Buyer is the most involved in listening and participating compared to other mediums<br>
slide4. Characteristics of Personal Selling Requires a long-term commitment by company
Can´t just turn it on or off like media ads
Most expensive
Not a Short term strategy to sell sell sell
Long-term market orientation, customer-focus
Balancing volume with quality service<br>
slide5. Nature of Hospitality Sales Prospecting: finding new customers Targeting: decide who to give their time to Communication: give information about product / service Selling: make consumer want it, purchase it Servicing: do more than just take money Information gathering: market research and intelligence Allocating: which customers get product in times of scarcity Maintaining Strategic Relationships: provide planning assistance to clients<br>
slide6. Sales Force Objectives<br>
slide7. Cabins, pax…
All mean the same thing: bring in as many customers as possible
By Segment
By Price / Margin Mix
Individual level: Carnival - number of rooms sold Sales Goal: Volume<br>
slide8. Sales Goal: Upselling To higher price point category: room to suite
Additional amenities: airport pickup service, beverage package, insurance
Second-chance selling
Contacting guests who are already booked<br>
slide9. Sales Goal: Market Share or Market Penetration Most important to airlines, cruise lines, rental car companies, major fast-food chains
Not so important for most restaurants and hotel companies
At the corporate level, the big players are concerned, but at business unit level or functional level, occupancy, average room rate, yield are more important<br>
slide10. Sales Goal: Product-Specific Objectives Asked to bolster specific product lines
Need to sell more…
Suites
Honeymoon packages
Alcohol packages
Holiday dates
Specific sailing dates / ships
TA
Specific brands, insurance, tours, airport transfers<br>
slide11. Sales force structure and size<br>
slide12. Combination-Structured Sales Force Organized by product, market segment, market channel, and customer
Carnival sales departments
FIT - Group
Domestic - international
Inbound - Outbound
Casino
TA
Key accounts<br>
slide13. Travel Agencies Traditional TAs
Similar to direct company
Sales team salaried and some commission
Host Agencies
Host provides websites, back-end accounting services, preferred supplier relationships, marketing
Agents act as Independent Contractors utilizing their own book of business
Part time or full time or even have their own small agency
Negotiable commission structure<br>
slide14. Host Agencies<br>
slide15. Determining Sales Force Size 1. Group customers into size classes according to annual sales volume
2. determine call frequency needed per class
3. multiply number of accounts by frequency to get total workload
4. determine average number of calls sales rep can make in one year
5. divide total annual calls by average calls made by rep<br>
slide16. Sales force size Company estimates national market consists of 1000 A accounts and 2000 B accounts. A accounts require 9 calls per year, and B accounts need 6 calls per year. The average salesperson can make 1000 calls in one year. How many sales reps do you need?
Workload
((1000 x 9) + (2000 x 6))
= 21,000 calls per year
Number of reps needed
Workload / yearly call total of 1 rep
21,000 / 1,000
21 reps needed<br>
slide17. Hiring Trends Previously, only older, experienced travelers decided to become TAs, almost as a retirement hobby
Now, the bigger agencies and the cruiselines themselves recruit at Universities looking for fresh, energetic young people
Don’t say “Salesperson” anymore
Counselor, planner, advisor, expert…<br>
slide18. Sales force training<br>
slide19. Required Training 1. Product/Service Training
Must be an expert on the product
Always changing with new technology in hospitality
2. Policies, Procedures, and Planning Training
Attention to detail
Avoid mistakes
3. Sales techniques<br>
slide20. Two Most Important Qualities of a Salesperson Ego, drive / motivation Empathy<br>
slide21. Pre-Sale: Prospecting Finding customers
Usually done by the company
Website registration
Inbound calls looking for information
Kiosks
Trade associations
Travel shows
Past guests
3rd party marketers
Inbound vs Outbound<br>
slide22. Proven Sales Process Introduction Qualifying Presentation Closing Handling objections<br>
slide23. Sales Process: PreApproach Get as much info as possible about guests beforehand
Demographics: Age and gender
Purchase history: new or repeat
Frequency and seasonality
Travel with<br>
slide24. Positive, welcoming, friendly
Include your name and company
Pose a question: how can I help you today / how can I help you plan a vacation today
Feel you smiling Sales Process: Introduction<br>
slide25. Best contact information
If unwilling to give it, probably a waste of time
Phone: In case we get disconnected, what is the best number to reach you at?
Direct / phone: sign up for our e-newsletter with special offers, prize giveaway…
Email? Post call survey First Contact Minimum Goal<br>
slide26. Sales Process: Qualifying Gather as much information as possible
Find the hot buttons
Food, adventure, comfort, kids enjoyment, new experiences, relaxing, romance
Ask the right questions
Listen: let them do most of the talking<br>
slide27. Qualifying a Cruise Have you travelled with us before?
Yes: Welcome back!
No: Well this may be your first time with us, but it won’t be your last
What was your last vacation like?
When are you looking to travel?
Celebrating any special occasion?
Who are you traveling with?
Which destination appeals to you?
What would you like to do on your vacation?
What did you not like about last vacation?
How many days/nights do you want to vacation for?<br>
slide28. Presentation<br>
slide29. Features and benefits
Tells story to the buyer based on their answers
Emotional appeals
Help paint the picture
Utilize creativity, imaginative words and description, create visuals in their mind
Emphasis product benefits, not features
How does that sound? Presentation<br>
slide30. Closing Assumptive Close
What credit card do you want to use?
Do you want to put down the deposit or the whole payment?
What email should I send the confirmation to?<br>
slide31. Closing Strategies Ownership Close
Use language that indicates the customer already owns the product
Your vacation, your room, your view,
Take Away close
We have something specific chosen for you, so you don’t lose it, shall I take it out of inventory for you?
Without deposit, you will lose this room<br>
slide32. Closing Strategies Rule of 2
Narrow everything down to a choice between one thing or another
Conditional Close
If I can do this for you, will you put the money down?
Minor points close
You wanted the room facing the sea? Close to the elevator? On the top floor? With a balcony? Queen bed? Shower?
Get used to saying YES
Testimonial close
I know many guests / my own friends or family / myself who loved this
Adds credibility
Trial close throughout
How does that sound?<br>
slide33. Handling Objections «I have to talk with my wife», or «I am not ready»
Create URGENCY
I don’t want you to lose the room, lose the price by waiting
«I have to check my kids´ school schedule» Price is too high
Start high, drop low
Seasickness
Minimum goal:
to set follow up appointment
If not now, when<br>
slide34. Post - Sale Objectives Referrals, traveling with anyone else
Servicing
Continuing relationship management
Welcome back
Call every few months or when there are special opportunities<br>
slide35. Evaluating Sales Force: Quotas and Compensation Carnival outbound sales
100 calls a day
3 hours talking
3 reservations
Fixed compensation
Variable: commission based on what
Number of reservations, dollar amount of reservations
Sliding or fixed scale<br>