在将豪华游轮销售到新的到期前景时,要避免犯下的前5个错误
When the CDC recently lifted the COVID travel warning for cruises, it gave the green light to travelers that it really is safe now to go on a cruise journey. Travel advisors are already seeing an uptick in bookings, so this is a good time to brush up on your essential skills. When selling to a particular market segment - namely, luxury ocean experiences to new-to-cruise prospects - here are five mistakes to avoid making.
1. Selling out of your own pocket.
请注意,根据第一印象将客户自动放入某些市场细分市场。您可能会错过一些大型机遇。
“永远不要从自己的口袋里卖出。我有客户看起来没有两美分可以一起摩擦,他们购买了船上最大的套房。仅仅因为您不认为奢侈品类别的人并不意味着他们并不认为自己是您的奢侈品客户。
2.假设您知道客户想要哪种类型的住宿。
您可能会认为您知道特定客户想要的旅行风格和住宿水平,但是随着您对他们的旅行欲望,您可能会感到非常惊讶。
“The first thing I train advisors to do is question the client’s preferred accommodations,” explained Annette Nero Stellhorn, VTA, CTIE, ACC, president and founder, Accent on Travel. “If a client has loved staying at the Hampton Inn, then a luxury cruise experience may feel unnecessary to them. But if their favorite accommodation memory was at a Peninsula Hotel or a Taj property, then discussing the variety of luxury cruise experience options is fitting.”
3.没有花时间充分描述什么使豪华海旅程与高级巡游区别。
总是传达luxur的关键差异y ocean experience with the brand you are recommending versus sailing on a premium brand, such as space, choice, design, service, immersion, and destinations - all leading up to an incredible value for their vacation investment.
“Selling the ship's style of exploring the destination before discussing the pricing is a very successful way to introduce new-to-cruising clients to a luxury cruise,” said Stellhorn. “It’s really a consultation. Explain the difference between a luxury experience at destination and on the ship versus that of a premium product. You need to know the brands, explain the products, andthen谈论价格。”
And remember to focus on the value proposition. Denise L. Wiggins, global executive advisor/CEO of Denise Wiggins Travel & Health Services, noted one of the biggest mistakes that travel advisors make is “the failure to differentiate not only the level of cruising style, but the value proposition. A luxury cruise offers an experience and level of personal service unlike other cruise categories. Be it size of ship, number of guests, luxury cabins, dining, personal excursions, butler service, yacht-style, etc.”
威金斯进一步迈出了一步:“我邀请客户进行视觉巡游之旅,并要求他们想象各种会在他们的船上体验,从踏入他们的机舱到他们的小屋,再到感知景点,声音,气味和整体感觉当我分享如此美丽的巡游的所有欢乐时,这克服了它们,欢迎他们加入。老实说,这是一个不错的五分钟或更长时间的经验。我喜欢客户的反应,因为他们听到我的声音中的兴奋,激情和精力,因为我让他们“走动”了他们从未有过的经历,但现在渴望。”
当Adair传达她的策略时,我们在传达价值主张的时候是三分三分之二:“当我向初次客户出售奢侈品时,他们通常是我以前在高级小屋中放置的客户。将它们向上移动只是一个“推动”。但if他们是豪华或巡游的初次巡洋舰,然后我出售巡航的全部范围。”阿黛尔说。“拥有'一家并完成'的能力,全部为前期付款而没有'镍和昏迷',可以在船上完成。我还告诉我的初次客户有关船上的差异,从较小的奢侈品线,食品的质量,优越的服务以及生产线提供的整体便利设施。我告诉他们,与巨型船只不同,没有人在等着下车和船上。”
4.出售您没有个人经历的东西。
这确实说明了这一点,尽管这很明显,但并非所有旅行顾问都花时间去做。
“Sail on the product and experience it for yourself,” said Adair. “You sell what you know with more knowledge and enthusiasm if you can speak from experience. If you do the luxury lines’ online classes and cultivate a relationship with your local BDM, they will work with you as well to get you on a ship to experience their line. They know you will sell it if you experience it. Creating a relationship with your BDM is imperative, as they will be the ones to help you if you run into a snag.”
5. Trying to sell all the cruise brands.
Two of the travel advisors we spoke to had similar advice for travel advisors who are just starting out selling luxury cruises.
威金斯说:“从所有豪华邮轮品牌的高级概述开始,以熟悉自己,然后根据客户和兴趣来确定前三名,以进一步探索。请求与他们的BDM聚会,并记住,请记住,没有两个品牌是相似的。他们都有区别,使他们与众不同。”
Stellhorn建议:“研究并致力于您的三个顶级品牌进行豪华巡游。获得认证并与销售团队建立关系并开始营销。”
我们希望我们为您提供一些食物,以增加本赛季的豪华海洋体验预订。我们祝您好运,因为正如Adair所说:“逗号的委员会很棒!”
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