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Learn how to sell or fail
Elite conference report from Jerez: Travel agents are in a sales industry and if they do not learn how to sell, they will be left behind, delegates were told.
In an entertaining presentation, Beachcomber Tours UK sales manager Sarah Archer used videos to portray how life had changed for agents and warned they needed to move with the times.
“Direct sell tour operators are a big threat to traditional travel agents and tour operators because they are offering the same product for a lower price, so how do you beat them?,” she asked.
“You face up to the challenge. You must sell and get sales training for your staff. Use your experience and high level of customer service. Learn how to judge your clients’ body language and what to say to make a sale.
“You cannot sit back and rely on customer loyalty because people want the best price and will think nothing of taking advantage of your knowledge and going elsewhere to get the holiday cheaper.”
Archer said Marks and Spencer was a prime example of a company that sold at a higher price than its competitors.
“Their food is at least 25 per cent more expensive than most other supermarkets, but their total food sales and profits are up.
“Everyone passes themselves off as experts on line but agents must show they are the real experts.
“To survive in the future you will need service, knowledge, experience and sales skills.”
Report by Jeremy Skidmore (http://www.jeremyskidmore.com/)
Jeremy Skidmore
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