巡航Line Sales Executives Talk Business Building, New-to-Cruise, & Myth Busting
by多里·萨尔茨曼(Dori Saltzman)/
来自皇家加勒比海,名人巡游和挪威巡航系列的销售主管谈到了旅行顾问如何建立业务,吸引新的到期客户,并在纽约旅行与冒险秀的一个小组中解决巡航误解。
高管们由CLIA行业和贸易关系副总裁查尔斯·西尔维亚(Charles Sylvia)主持,提供了广泛的实践建议,这些建议范围从分层他们的沟通和营销计划到在其当地社区和个人网络中找到亲和力小组的最佳方式,以解决交易的最佳方法有定价障碍。
建立您的业务
Being consistent with communications, layering your marketing, and piggy-backing off of the cruise lines’ national marketing are the best ways for cruise-selling travel advisors to penetrate their local markets and grow their businesses, panelists said.
皇家加勒比国际皇家国际销售总监丽莎·法兰戈(Lisa Falango)表示:“没有魔法方程式。”“这一切都与一致性和沟通有关……那些取得了巨大成功的帐户就是那些在整个大流行中与现有客户接触的帐户。”
名人巡游国家帐户经理科里·华莱士(Corey Wallace)表示同意。“有一个古老的说法,‘人们不在乎你知道多少,直到他们知道你在乎。’
Make sure you’re following up with people after they cruise to ask them how their trip was. Call to wish them a happy birthday or happy anniversary.
“那时他们意识到,他们不仅是客户。他们感到更加联系和更加照顾,这有助于将这种关系提升到一个新的水平。”他补充说。
Both Falango and Wallace talked about the need for multiple forms of communication, what Wallace referred to as “layered marketing.”
“Make sure that you’re sharing your stories on social media, have ads in the local newspaper, be a member of the local Chamber of Commerce and be visible in the community because the more people see you, the more you’re out there, the more your name resonates with them. They may not book with your today, but you’re planting the seeds for tomorrow,” Wallace said.
法兰戈同意社交媒体尤其重要。她说:“在社交媒体上可见可能是任何人都可以用来取名并建立业务的最关键因素之一。”“大多数人喜欢看您的故事,喜欢知道您去过哪里,您一直在做什么,并看到您喜欢在不同的地方和不同的巡游中旅行。”
挪威邮轮公司的贸易销售副总裁德里克·劳埃德(Derek Lloyd)补充说,旅行顾问还应该寻找方法回到“数百万和数百万”的广告收入,这些广告收入来放大这些品牌信息并与品牌相关联。
“无论标语是什么,您都应该在营销中使用相同的标语,因为您可以放大该消息。您可以将自己与该品牌联系起来,这就是您自己为自己开展业务的方式。”他说。
Not sure what the local ad campaigns are for your market? Talk to your sales manager at the different cruise lines and find out how they’re advertising in each market and what you need to do to hop on the message, he added.
接近新的邮轮市场
A lucrative market for the cruise lines, and for travel advisors are people who have never cruised before. But how do you find them, CLIA’s Sylvia asked the panel.
NCL的Lloyd建议挖掘您当前的客户数据库。“您在那里有谁尚未做过,问他们为什么。您有想一起旅行的家庭吗?墨西哥度假胜地是谁?谁去加勒比海?谁在欧洲进行公共汽车之旅。”
法兰戈回应了劳埃德。“通过没有巡航的人来处理数据库。谁是您的一些乐趣和阳光度假?也许您的一些迪士尼客户已经长大了,正在寻找不同的东西。”
Families, in particular, is a good source, Lloyd said. Find grandparents who want to travel with their entire family. “All of a sudden you’ve got a group of 10 or 12 staterooms of which half have never been on a cruise before… and we know once we get them, they will come back.”
该小组说,亲和力团体是新的到期客户的另一个重要来源。有了葡萄酒爱好者,教堂团体,编织者,高尔夫球手和其他人等亲和力团体,您可以将人们与该团体相连,而巡航则是次要的。
法兰戈说:“人们将与志趣相投的人一起旅行。”“如果您以共同的兴趣组合某种团体或旅行,您将以这种方式吸引新的巡游。”
华莱士补充说:“这样做的优点在于它可以帮助您发展业务渠道。”“因为现在他们已经通过小组负责人与您合作,他们对您感到满意,并看到了您的能力。现在,也许他们想进行家庭聚会巡游。”
神话破坏
小组成员还花了一些时间来破坏他们的品牌的一些神话,如果他们听到潜在客户的任何反对意见,顾问会说话要点。
For Royal Caribbean, Falango said, it’s the belief by some that their ships are too large and too over-scheduled.
她说:“我们的船只的设计是,使船上有一个私密的区域,无论是在一周或那天都想做的事情。”
She recommended advisors show concerned clients the layout of the ship and point out all the different spaces. “Once you see the layout of the ship, you lose that feeling that it’s overwhelming and too big,” she added. “Yes, we have the biggest ships, but we also have a lot to offer in an intimate environment.”
就被过度安排而言,法兰戈说:“您可以完全自定义自己想要的巡游体验。您不必在6或7点钟吃饭。也许有一个晚上,您想在5:30吃饭,下一步您不想在8岁时进食。
名人的华莱士说,他最听到的反对意见是名人太贵了。他说:“我们比当代品牌更昂贵,我们对此并不道歉。”“但是设施,例如技巧,饮料包,wi-fi,这些都是他们一直与我们一起获得的东西,而这些东西是内置的。”
He said that when you add the prices of these amenities to the fares charged by other cruise lines, “you’ll find that our pricing is not significantly higher than the others.”
Wallace also emphasized that the onboard experiences that Celebrity invests in – the experiences people are paying the higher are for – are “the things people are going to take advantage of every day, like the food and the service.” As opposed to things like zip lines and roller coasters, cruisers might use only once per cruise, or not at all.
劳埃德说,NCL与同样的误解作斗争,并补充说,顾问将苹果与苹果进行比较。
“当您的客户站在您面前时,不要仅仅说'这是499美元的巡游,这是一辆$ 1,299的巡游',而没有任何参考框架。您必须说“这是499美元,这是您要为船上支付的费用'或“这是1,299美元,包括所有这些东西。”
巡航Categories Are Out-Dated
One misconception both Wallace and Lloyd urged the audience of travel advisors to let go of is the concept of cruise categories like contemporary, premium, and luxury.
华莱士说:“关于名人的最大神话是我们是一个高级品牌。”“我们是新的奢侈品。那就是我们。基本上,这是您通过豪华邮轮公司找到的所有好处,例如优质的服务,出色的烹饪体验和对细节的关注……但是,在我们比这些家伙拥有优势的地方,这是一艘大船。”这意味着百老汇风格的表演,广阔的赌场,多个游泳池和精品店。
劳埃德说:“您需要停止将邮轮线放入这些分类的水桶中。”“您不能说大洋洲的内部比挪威人的避风港套房更豪华产品。完全不是这样。每条邮轮公司都有不同的客户……找到适合他们的产品,但不是基于您的先入为主的想法,这是一个高级品牌,这是当代品牌,这是一个奢侈品牌。”