8 Ways to Turn Prospects Into Clients
by Maria LenhartBusiness consultant Cory Andrichuk has a real-life story about how a travel agent wearing a watch with a Holland America Line logo led to booking that netted $10,000 in revenue. The travel agent was his mother.
“She was in a restaurant when someone, after noticing her watch, said they had always wanted to go to Alaska,” Andrichuk told agents during a session at Ensemble Travel Group’s annual conference in Las Vegas last week.
 |
“My mother whisked out her business card. Next thing you know, she’s planning a trip for 25 people celebrating a golden wedding anniversary.”
Advice on seizing – and creating – opportunities to turn prospects into customers was among the topics Andrichuk, president of brandU Coaching Inc., addressed during his workshop “Selling Skills for Frontline Agents.” Here are a few tips from his session.
#1. Wear what you do
Wearing jewelry such as a cruise ship brooch or anchor-shaped earrings that relates to your work as a travel agent can instigate a conversation with a prospective customer, Andrichuk noted.
“Women clearly have the advantage here, but men could wear a polo shirt with a logo,” he said. “The point is to wear something that says, ‘This is what I do.’ It’s a conversation starter.”
#2. Look to your tribe
Prospective customers come from all over the place, starting with your own “circle of influence.” This can include church, a hobby group, volunteer work, any organizations you belong to.
Whether you’re in the Kiwanis Club or an avid kayaker, you’re “part of a tribe” that can provide leads for your agency, according to Andrichuk.
#3. Uplift your voice
The way you greet potential clients – on the phone, in person and even on your voicemail message – makes all the difference. “Smile when you say hello – even if they can’t see you,” said Andrichuk. “Uplift your voice with enthusiasm and let them know you are thankful for their call.”
While it may seem inconsequential, starting a conversation with a comment on the weather or just asking how their day is going is also important. “For establishing trust, small talk counts,” Andrichuk said. “You want to become a trusted advisor.”
When someone walks into the agency, don’t just sit there. “Always get up. Make eye contact, A firm handshake will put the client at ease.”
#4. Don’t write off ‘tire kickers’
Even if it’s obvious that people visiting or calling your agency are just shopping around for price information, don’t write them off. “Tire kickers can turn into customers,” Andrichuk said.
“According to Royal Caribbean, consumers will call four to five travel agents before they book,” said Andrichuk. “Don’t be mad. We all shop around.”
Before giving tire kickers any information, do ask them for information on who they are and what they are looking for.
“Tell them that we need to know who you are because that’s the way we do business. Sure, some people will walk away, but they wouldn’t have done business with you anyway.”
#5. Listen first, talk second
When engaging in a conversation, be careful to not “talk yourself out of a sale,” Andrichuk advised. “You can lose a sale if you talk too much about yourself.
“Listen with the intent of understanding what they want. Take notes as they talk. Listen, so you can offer an intelligent response. Listen to what your customers are saying or not saying.”
Listening, along with asking the right questions, beats a high-pressured approach. And you don’t have to have a Type-A personality to succeed at sales, he said.
“Don’t be anxious. Not everyone gets the sale in the same way.”
#6. Turn objections into an advantage
Inevitably, you will encounter potential clients who are reluctant to do business. “Don’t be angry – expect that you will encounter objections and prepare in advance for them,” Andrichuk said.
“Turn an objection into an advantage by regarding it as more customer information about their thought process.”
Make sure to acknowledge the client’s concerns – and offer solutions, he advised.
At the same time, know when you are facing a lost cause. “Always be willing to walk away. Don’t sell yourself short and don’t apologize.”
#7. Develop online relationships
Cultivating an online relationship with even your most trusted clients is critical for staying competitive, Andrichuk advised.
“Don’t be so naïve as to think that your clients aren’t researching online,” he said. “They are getting promotions from all over the place. Don’t expect them to stay loyal. We are all bombarded with 2,000 messages a day.
“The cruise lines are all over mobile texting. This will explode during the next year. I recently saw a statistic that said that more people in the world have smartphones than toothbrushes”
When it comes to using social media, be selective in your strategy. Don’t try to use all the channels. “Pick one social media strategy and master it – don’t try to be everywhere,” he said.
#8. Keep it personal
Because everyone is bombarded with information, it’s crucial to keep your communications personal.
“With e-marketing, you must follow up with a phone call, even if they haven’t opened the email. Email should be personally directed to the client – if it’s bulk, it’s a turn-off.”
Posting a videotape of yourself on your website introducing you and your business is a good way to bring a personal touch to an online channel, he added. Other videos can include 30-second testimonials from customers on why they like doing business with you.
