Introduction to Travel and Tourism Making Connections: How to Market, Sell to, and Serve the Traveling Public Chapter 10

Definitions Marketing is the process of transferring a product or service from its producer to the consumer. Selling is the process of helping someone to buy something.

Five Kinds of Marketing Mass marketing Niche marketing Brand-based marketing Relationship marketing Database marketing

The Major Steps of Marketing Research Development Costing Promotion Distribution Follow-up

Types of Selling Transactional selling Consultative selling Closed-ended questions Open-ended questions Prospecting (and telemarketing) First sub-bullet: change “closed” to “close”

6 Steps of Transactional Selling Greet the customer. Take the order. Try to upsell the customer. Process the transaction. Try to cross-sell the customer. Thank the buyer.

Steps to a Consultative Sale Greet the client. Qualify the client. Research the client’s needs. Make recommendations. Overcome objections. Upsell and cross-sell. Close the sale. Follow up.

The 3 Most Common Closing Techniques in Travel Sales The urgency close The reservation close The scarcity close

Delivering Great Service Acknowledge and greet the customer. Use positive language. Look and act professional. Pay attention. Do what you’re supposed to do—and more. Recover from mistakes. Express gratitude.

Recovering From Mistakes Fix the customer’s emotions first. Find out the details. Agree on a solution. Follow through.