Welcome back to the Globus Tour Expert Program. We hope module 3 showed you groups can be easy with the Globus family! You re almost done! Now moving on to our goal for this final module, to be able to answer this question: how do I effectively sell Globus and cosmos? 1
Let s get selling time to start earning money! We will focus on the consultative selling process ensure you are asking the right questions for the right answers. And don t worry you will leave will all the skills you need to effectively sell Globus and cosmos! 2
As usual, quick summary of our last module groups and specialty travel! As you learned, there ARE MANY options when working with the Globus family of brands to book your group travel. At the end of the day, we want you making more money! And isn't groups a great way to do just that! From custom to pre set, Globus and cosmos offer wonderful group solutions combined with online group management, its so easy! Add in faith travel and custom itineraries and we can make anything work! 3
Alright. Let s get started. You are smart agents you understand the basic selling process. But what I want to do with this module is to ensure you are practicing a consultative process with your clients because at the end of the day you want that repeat customer. As mentioned, we will be discussing the art of consultative selling. You will hear it again and again throughout my presentation but this is by far my biggest tip on how to grow future sales and create lifetime clients not the one and done. Our time together is about ensuring you ask the right questions to put your client on the right product. Not only will it ensure a proper vacation for the traveler, but it will remind them of why they came to an expert in the first place. And will keep them coming back. 4
ALRTIGHT lets jump into this. it is time to start selling and to start putting some commas on those commission checks. Now we are going to cover a few different tactics today, but as with anything, you need to start by asking yourself the first who you are trying to target is it a wide range of clients where you are looking to host a rounded business with various types of travel? Or do you want to start a bit more concentrated? Personally, I always start small. And with you just starting out, it is certainly best to excel in one area, and broaden from there! so, for the sake of todays conversation that is what we are going to do. so,. Who are you trying to target? You already know the answer to this as we covered in it module 1. but hey, why not a quick recap? 5
We did this in our very first module but as a refresher, lets run through it again! These boomers have a general age range of 53-71 and remember, we want to focus on who will be entering this market in the next 5 years as well! 6
After you have identified your target market, the next step is to identify their needs on a personal level and translate that to their travel needs. Again, this step is already done! We covered this in earlier modules, so you should be ahead of the game! So what next? This isn't just a summary module of earlier info right? You got it. now we are going to actually start that selling process. 7
Ok SO WE NARROWED IT DOWN BASED ON THE DESERBANLE CHARACTERISTICS OF OUR CLIENTS. BUT NOW THEY ARE IN FRONT OF YOU. CRUNCH TIME Want to quickly gauge if you ve got an Avalon client in the making on the phone? Here s four great psychographic profile questions that could help you quickly identify an Avalon cruiser. What hotel brands do you frequent? TRANSITION If they answer Westin, W Hotels, Kimpton, Hilton, Intercontinental, JW Marriott your tracking to an Avalon client Are you still working? TRANSITION This will help you determine age range without asking their age and you can couch it so that you know how flexible they will be in length of travel if they are still working or only partially retired, they are more of a fit for Avalon When you re not cruising, do you consider yourself more of an independent traveler? TRANSITION Answering yes to this question also leads you to believe they are a fit for Avalon, they will appreciate our Choice program and might also be a great target to add on a Monograms trip to the end of their river cruise. 8
What is one of your favorite stores to shop at? If they answer Nordstrom, Crate & Barrel, Pottery Barn, Restoration Hardware or stores of a similar vein, especially the brands from the previous slide. Again, great Avalon target 8
And that is by ensuring that you are marketing effectively. Knowing your target and their needs is the first step of this and we just covered that and have covered it before. So what s next? 9
As I mentioned, we can check off the who. We IDed the boomers and we have identified their needs so let s move on and answer WHAT do we need to be marketing and offering? 10
What can you offer them?? Again, you should be well versed in the Globus value and how to position what makes the product so special! Simply put, a tour is a perfectly planned vacation package. There s nothing easy about planning a vacation the research, planning, reservations, & logistics. Add in currency conversions and language barriers and your clients have one major project on their hands and as their agent your hands too! A tour handles all the hassles, while they have all the fun. Hotels, transportation, VIP Access and Happy Lines, freedom to explore, expert tour directors, Local Favorites free Wi-Fi its all included with Globus. SO think of these cool icons whenever you need to remember that core Globus message. Next thing in effective marketing is identifying when YOU GET THE MESSAGE ACROSS and make a suggestion on WHERE TO GO? 11
SO YOU GOT THE MESSAGE YOU WANT TO SHARE AND WHO TO SHARE IT WITH. NOW WHEN DO YOU ACTION YOUR MESSAGE? WELL, IT CAN VARY. LETS START WITH REUTNRING CURSTOMERS: Your best opportunity is going to be in the afterglow of their return from their current cruise. Unofficial studies say that your chances of success for your next booking are at their peak within 10 days of a return home after that, it s back to reality and the memory fades, then the credit card statement comes. And you ll need to work harder to remind them. So hit them with a welcome home letter or email within 10 days of their return from an ocean cruise. Begin the conversation about river cruising and perhaps even survey them on what river they might like to cruise. Then, within a week after that, do a follow up personal call. And finally, if you haven t sold them at this point, get them into a steady stream of river cruise communications. Keep reaching out until you get them sold at least 1 x per month. 12
MAYBE ITYS A PAST CLIENT WHO HASN T TRAVELED IN SOME TIME? For your list of past clients, the contact follows the same cadence the difference is that you choose a campaign date to initiate the first letter or email rather than one-off as they return home. Think of this as your mass marketing to your entire pool of prospects. Just a note about the call very few agents are doing this. If you have a relationship with them, and you do, this is not a cold call. It s professional following up to see how you can serve your customer. Think of yourself as the stock broker of vacations, and you have a hot tip you want to share. Another hook here is to use what you know about your past clients. If you know there s a big event anniversary, birthday, kids leaving the nest, etc., use that to recommend Avalon as the perfect way to celebrate. Offer up your promotion as an anniversary gift. No one is really doing this well, and this could be huge for you. Reinforces the relationship while creating extra revenue. But know, that travel is selling earlier and faster than ever before. You MUST reach out within the current year to get them booked for the next year. Do not wait until Q1 on the desired year of travel or there may not be enough good availability for you to grab. 12
And where to go. WE ALRADY TALKED WHERE TO GO FOR SOME REPEAT TRAVELERS, GROUPS AS WELL BUT WHAT ABOUT THAT FIRST TIMER LOOKING FOR ADVICE? WELL, HERE IS WHAT WE SEE AS TOP SELLING TOURS FOR GLOBUS AND COSMOS FIRST TIMERS: The Best of Italy Essential Europe Introduction to Ireland Costa Rica Explorer & Peru Splendors Cosmos: Six Countries, Venice & Paris The Splendors of Italy Irish Explorer Costa Rica Escape & Mysteries of the Inca Empire 13
AND TO OUR LAST AND POSSIBLY MOST IMPORTANT QUESTION HOW? YOU VE ASNWERD ALL THE QUESTIONS YOU NEED NOW ITS TIME TO GET THE MESSAGE OUT! You ve done the hard work in identifying who to talk to and what to talk about. Now, how do you convey that message? 14
We have a tremendous amount of sales and marketing resources to help you in this sales process., destination guides and videos all available for you to use in your marketing efforts and they are customizable with your agency information! So it looks like you have your own marketing agency! All of our videos can be downloaded and used on your YouTube, Facebook page and websites as you see fit. I highly encourage you to contact your dedicated sales team each one of you has a Business Development Manager and Inside Sales Consultant who can assist you. And all of this can be found on The Source our one stop shop for all marketing materials. Accessible via the travel agent portal, if you haven't used The Source yet, I highly encourage you get in there today! OF COURSE, YOU CAN FIND THIS AS WELL AS OTHER GREAT GFOB NEWS IN OUR WEEKLY #52 EMAIL. Not sure what that is? Well, its our weekly agent email communication highlight all you need to know about the Globus family that week! ASK YOUR INSIDE SALES REP ABOUT IT TODAY! 15
SO WE HAVE IDENBTIFIED OUR MARKET AND WHAT THAT PROPOSED MARKET IS LOOKING FOR. We have marketed effectively. Now they are n your office or have given you call. now what? Well, now is where the selling begins to heat up! First, I want you to ask yourselves: How are you handling inquiries today? Chances are, rather tactically. Most agents are asking questions such as: Where do you want to go? What do you want to do? How much do you want to spend? How long do you want to stay? Fact is, they likely don t know, or at a minimum, they re not confident with what they know so far. What they re really asking for is a solution! 16
But what you need to be asking them is: HOW do you want to travel around Italy? Weed out other travel styles such as cruises and tours. Listen for key phrases they say, such as independence or package. Structured, but not too organized. They want to have freedom to choose and to do what they want when they want. And then ask Have you been before? - chances are if the answer is no, then they don t have strong preconceived notion of what they should do - they are looking to for guidance and expertise. And then What type of experience would you like to have? This lets them tell you if the trip has a mission, or if it s general sightseeing along with time to explore on their own. LEAD THEM INTO A SOLUTION. And finally, Is having everything buttoned-up & some on trip support important to you? Any form of yes on this question means they are looking for a package and some help if the answer is no, chances are they are truly a 100% independent traveler and probably just milking you for some ideas. 17
So when they say yes to the last question you can answer: I know of something that would be perfect for you removing the hassles and the guesswork! 17
Be sure to listen for key words as they respond you will be surprised how much they will tell you without even realizing it! 18
Step 5 of consultative selling? Lead them into a solution. Now is the time to let them know that you can create the perfect package for them that takes care of it all so they can relax and enjoy their destination. Everything you ve promised throughout the brand proposition At this point, you have truly defined what they are looking for. you have identified them as an audience.. You ve looked at the demographics and psychographics. You ve analyzed their travel needs based on those very characteristics. And you have asked all the right questions. And this wasn t for just fun this was to identify the solution you already knew you had in Globus and Cosmos you just need them to see it too! You know your arsenal of suppliers the hard part was TRULY getting to what they want in a vacation. You ve done the hard part now show them that everything they asked for is all taken care of in this packaged tour with Globus and Cosmos! 19
Even after the actual sale, one of the most important pieces to ensuring repeat business (the goal of consultative selling!) I know I know it seems so simple. But so many of your peers are not doing this especially if you are a churn and burn agent. Maybe you do lots of fun n sun short trips. Volume is an issue. it doesn t matter. Every single customer interaction is an opportunity to keep that customer for life. Sure, those 20 r olds my be fun n sun know, but they morph into their parents. With a generation that is only increasing their use of a travel agent, maintaining a relationship through the entire sales cycle is integral to ensuring future sales. 20
And yes the sale continues when they get back home. of all the things I have mentioned even identifying market this may be the most pivotal in ensuring repeat business. Whether you are fun and sun all day, or tried and true escorted touring, following up with your client upon their return is key. Don t let them feel forgotten. Ensure when they are booking their next vacation that you are top of mind for this reason, and many more! 21
If you leave with just one thing.. 22
Well, you ve made it! And now I hope you feel ready for your final exam. TRANSITION There are 50 questions and you ll need to pass with a 90% or better, which means you can t miss more than 5 questions. And why go on and take this final step. Let s do a little perk round-up! 23
Now training content that helps you sell more and product that delivers happy clients really are the ultimate perks. But we re not going to stop there. We ve also developed some tangible & profitable perks for you. Become a Certified Globus Tour Expert, and give us five bookings across the Globus or Cosmos brands, and you ll earn an air credit that you can use to help you experience our product firsthand. We call it our Book 5 & fly free perk. Plus you ll receive: An Exclusive Certified Globus Tour Expert logo and access to the travel agent locator feature, as well as connect with a specialist! And those are just some of the highlights. Refer to the Travel Agent portal for the full list of program perks. So, now that you know all that awaits you, let s get started with your education. 24
We thank you for embarking on the journey towards becoming an Globus Tour Expert. If you have any questions, please contact Inside Sales: 866.270.9850 or visit us at our Online Portal: GlobusFamilyPartner.com Good luck on the final! 25