为什么假设会破坏您的底线以及如何更改它们
经过多里·萨尔茨曼(Dori Saltzman)/
人们每天都根据假设做出决定。这是人类和旅行顾问的一部分。无论是决定不向客户收取计划费用还是选择向客户建议最低的度假选择,假设是许多业务选择的核心。
在真空中,假设还不错。只有当他们产生负面影响(例如减少您的业务的底线)时,他们才会变得不好。
“挑战您的假设,改变您的世界”的作者安迪·科恩(Andy Cohen)告诉《旅行市场报告》。beplay客服“在采取行动之前,一个假设是无害的。”
The problem is that many travel advisors make assumptions that reduce the amount of income they can make. Like assuming they’ll lose clients if they decide to charge a fee. Or assuming that if they start out offering the highest cabin category on a cruise ship, they’ll chase a potential client away.
“许多自我的专业人士都不舒服要求收费。这不舒服,因为他们觉得自己将被判断。或者他们不值得。或消费者不会重视它。他们将所有这些假设带到了桌子上。”科恩解释说。
但是,假设可能是正确的。
Challenging Your Assumptions
为了使旅行顾问利用假设来利益,他们首先必须改变决策方法。
“If assumptions are part of every decision-making process, to say ‘I shouldn’t assume’ is counterproductive,” said Cohen. “What I should be saying is, ‘Hmm, I’m making an assumption right now, perhaps I should explore further. Rather than believe this as it is, maybe I should test the waters a little.’”
科恩说,这可能意味着向一些客户收取费用。而且,如果您要问的第一个人会拒绝您,请不要以为下一个人也会。
不确定您是否做出假设?科恩(Cohen)建议您列出您可以做的事情来发展业务。然后查看它们,看看您对它们的反应是否基于假设。
例如,如果您的列表包括出售更多的高端河流巡游,但是您的直接反应是“我不能”,那么您很可能会假设。
科恩说:“‘我做不到的是一个假设正在发挥作用的提示。”
But he added that travel advisors don’t need to go all in 110% on rejecting assumptions. Test them. See if they hold up.
“One of the most dangerous assumptions that people make is the world thinks just like me. That’s something we constantly have to challenge,” Cohen said. “If you really think about it, if they thought like them, they’d all be travel advisors. I’m coming to you because I don’t think like you.”
Here are some of the most common assumptions travel advisors make and why those assumptions are most likely false.
Assumption: People Don’t Want to Pay a Travel Advisor a Fee
Truth: Clients That Understand Your Value Are More Than Happy to Pay a Fee
Dondra Ritzenthaler告诉Travel Market报告,名人Cruises销售,贸易支持和服务高级副总裁的假设,即旅行顾问如果尝试收取计划费是她遇到的最常见的客户,他们将失去客户。beplay客服
她说:“作为名人品牌的领导者,我参加了所有主要会议,有些人如何收取费用和其他人不收取费用,这是非常有趣的。”
Ritzenthaler attributes this assumption to a lack of confidence in their own value. “Travel advisors are a great value proposition for consumers. They know the ships. They know the hotels. They know what airlines are reliable. They know because they’ve been doing this for a long time.”
Cohen agreed. “The reality is that the customer can always go direct. They come to you for a specific reason. And it’s probably service. It’s probably attention. It’s probably a comfort level. It’s probably security. And people, not everybody, but people are willing to pay for that.”
“因您的业务模型而选择不这样做。没关系,” Ritzenthaler说。“但是不要假设自己不能,也不要假设您将不会成功。”
Assumption: People Spend Money the Way I Spend Money
真相:每个人的“钱包”都是不同的
Ritzenthaler calls it “selling from your own wallet.” Just because you may not be the type of person who doesn’t want to splurge on a suite, doesn’t mean your clients don’t want to.
她说:“我们要小心,不要从我们自己的钱包里出售。”“我们必须从消费者的钱包中出售……让我们假设客户有财富,不要回避要求他们先预订撤退。”
Ask questions if you’re unsure of their budget. If you don’t want to ask for a dollar figure, ask what their favorite hotel experience was or where they normally like to dine out. Ask if they like to splurge on a vacation. These answers will help you determine the size of their wallet, rather than selling from yours.
假设:价格是克服的障碍
真相:客户在定义它时关心价值
Similar to the above, many travel advisors assume that pricing is a barrier for clients. As a result, they start low and try to upsell. And while price can be a determining factor, most people are looking to get the most value for their money.
“The predisposition that price is an issue may sell that experience short,” Steve Born, chief marketing officer for the Globus family of brands told TMR. “Value, ease and the experiences for the price is what’s most important. No one ever regrets investing in that perfect vacation.”
Ritzenthaler表示,如果您需要的话,从高端开始并出售更容易。
“假设您想给他们最低的价格,因为您认为您有更好的机会结束了这笔销售。But in reality, you’re better off starting out with The Retreat and selling the benefits… and then, if the consumer says ‘I’m not sure I want to spend that much money,’ what you’ve actually done is showed the value of your knowledge.”
他们仍然会和您一起预订,尽管价格对他们来说最舒适。但是,从高端开始,您就不会削减机会进行更大的销售。
假设:人们只想访问一次
Truth: Everywhere, Even Bucket List Destinations, Can Be Visited Repeatedly
Many advisors assume if their client has been to Alaska before, they shouldn’t suggest another Alaska cruise. Same with a safari or the Galapagos or Asia.
但是请任何旅行顾问,他们可能认识一个不止一次去过这些地方的人。
Ritzenthaler建议:“相反,提出探测问题。”“你去过阿拉斯加吗?您的经历是什么?你会考虑再次去那里吗?”
If a client loved a particular destination, suggest a different style of travel or a different destination within the larger area.
Assumption: River Cruising Is Slow & Passive
真相:河流巡游足以说明所有口味
尽管它作为度假旅行的一种主要形式建立,但他说,河流巡航的假设很慢,并且仅适用于许多旅行顾问中的老年人。
他说:“在欧洲港口周围有一个红色标志,用一杯霞多丽凝视着栏杆,指着城堡,然后在晚餐后躺在床上。”
但是今天的河流之旅体验可以是动态的, engaged and active. “A daily stop in a quaint port offers an invitation for adventure. Steps away, the town comes to life with incredible excursions ranging from classic sightseeing to hand’s-on cultural immersion, and active options like hiking, kayaking and biking to experience destinations in totally new ways.”