What is the best way to create the dream itinerary for your client? The first rule of thumb is to really get to know them. Engage with them and ask them open-ended questions. Being an order-taker, with pen and pad in hand, could be off putting to some; instead, it's important that the luxury travel advisor really takes the time to let the customer open up about what they'd really like to do on their next vacation—and the one after that and the one after that. Working this way with clients will create a life-long relationship where the travel advisor adds tremendous value to what could have been a most ordinary journey.
In advance of our recent Pivoting Back to Travel virtual event, titled "Navigating Luxury Travel and the Art of the Upsell," Ruthanne Terrero, VP/Editorial Director of Luxury Travel Advisor, spoke with Jack Ezon, Founder & Managing Partner, Embark Beyond, and Anne Scully, Partner of Agent Development, Embark, to get their expert view on "Selling the Dream."
"A lot of what I learn is when I have client in front of me," Scully tells us. She adds that it's not always about asking directly, where the client wants to go; rather it's about having a conversation, learning more about them and using your expertise to shepherd them in the right direction.
Ezon concurred. "Don't ask about deliverables, ask for the ingredients. Sell by aspiration and not destination," he said. "If somebody says they want to go to Paris; why? Once you learn that 'why?' and you understand that, you can sell them 10 other places that deliver on that 'why.'" Ezon continues: "To upsell is to really specialize in that client and know the world—because once you know what's meaningful to that person, and understand what drives that person, you can equate value to anything that's in line with that person's priority, and that will unlock unlimited spending potential."
As for new clients? Scully says, "If any advisor wants a tip on working with a new client, start with the dream. You're upselling instantly. And the reality is, clients realize that travel is a lifestyle. They fall in love with it."
For the full conversation, check out the video above.
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