卖给富裕的人并确定其价值在哪里
byKerry Tice/婴儿潮一代的观众是巨大的,千禧一代是一个巨大的新兴市场,人们的寿命比以往任何时候都更长。所有这些事实对旅行卖家来说是很好的兆头,特别是对于愿意学习如何出售给富裕的奢侈品旅行社。
Azamara Club Cruises和Travel Industr行业老将总裁Larry Pimentel说:“如果您开放的话,如果您听的话,您会发现奢侈品的机会世界正在受到人口统计支持的程度。”上周在佛罗里达州博卡拉顿的富裕旅行者收集研讨会上,他在主题演讲中与数百名旅行社讲话。
Pimentel advised agents that the luxury of a bygone era was formal and narrowly defined … but that is not so in today’s world.
他说:“当今有很多形式的奢侈品,”他指出,第一步是确定奢侈品对您的客户意味着什么。对于某些人来说,奢侈品很简单,就像能够在一个地方聚集所有家人度假,而对于其他人来说,这是关于巴特勒服务和主要的小屋。“解释价值是您的工作。您需要赢得他们的心,您需要定义他们的经历与购买的东西。”
数字讲述了这个故事
皇家加勒比游轮有限公司的母公司Azamara, recently commissioned a travel study conducted by Boston Consulting Group to help define the luxury traveler. Among the findings was that Baby Boomers have a lot of money to spend through 2049 and they love to travel. The study showed that luxury travelers surveyed (those making over $250,000 per year and with $1 million in liquidity) are not lured by price, but instead by experiences that enrich them.
Furthermore, while 10,000 people a day are soon expected to reach the retirement age of 65, in many cases these Baby Boomers are not retiring, but rather, they are regenerating their careers and opening new businesses. Why? Because they are doers who want to be able to afford to take the trips on their bucket lists and beyond.
How to approach luxury travelers
So how do you approach these clients? According to Pimentel’s research, there are 3 important components to keep in mind when selling to today’s luxury traveler:
Exclusivity—Luxury travelers do not want what everyone else has. They want something different, created just for them. “You need to give them what they can’t Google, like taking over an opera house in Italy,” said Pimentel. “They want to be educated and enriched.”
Authenticity—This comes from localization and human connections. Luxury travelers want to have shared experiences with the people of a destination and they want those experiences to be real, not staged.
Experiences- 即使这个细分市场正在衰老,他们也希望活跃而不是被动度假体验。他说:“如果他们喜欢烹饪,那么他们想去当地市场购买自己的午餐成分。”
Selling to the affluent is also about you as the seller. According to Pimentel, it comes down to psychology. “The affluent buyer wants to buy from someone who is confident about what they’re talking about. You have to articulate luxury to them and sell up. All they can say is 'no,' so start at the top.” Pimentel also reminded travel agents that what and how they sell will determine their worth to clients. “They are evaluating you by that experience. And that will be the deciding factor in whether they return to you.”
前五个技巧
Pimentel finished his session by sharing his top five tips for agents selling to the affluent:
1. Experience the world and the products you’re selling. Travel kills prejudice. There is never an end to education.
2.与全球豪华趋势和口味保持同步。
3.设定目标并有一个计划。如果您没有计划,则可能不会到达想要去的地方。
4. Listen more and talk less. Get to the value part of the conversation.
5.不要浪费时间,关闭销售。问他们:“那么,您想在六月预订吗?”或“您再次喜欢哪个小屋?”
“豪华旅行很大,成长又不断发展,”皮门特尔(Pimentel)说。“如果您想参加比赛,请说'我可以',如果您失败了,那又如何?起床,再试一次。力量在你里面。”