Are you trying to boost your travel agency’s dynamic packaging sales?
It’s down to you as a manager to highlight the benefits to the consultants, so here are 10 ways to get your team on side.
1. It’s a mindset. Explain to the team that it isn’t an either/or situation, but an integral part of the product mix. Superbreak sales director Ian Mounser said: “See it as an opportunity, not a threat. It’s a way to get to know the needs of the customer better and then sell them more, not less.”
2. Putting together the elements of a package can be a more involving experience for both the customer and the agent. It makes the customer feel more part of the process and gives the agent the chance to show off their knowledge of suppliers and product and add value.
Mounser said: “Combining components can be more exciting for both agent and customer. It should encourage more dialogue between the two parties by talking about the holiday in more detail, understanding the reasons they are going there and their likes and dislikes.”
3. There are lots of benefits of putting together a dynamic package. The customer may get a better price and increased flexibility while the agent can offer a personal service and in many cases increase their margin.
Hotels4u.com sales director John Harding said: “Agents should always offer to tailor-make a package. They can give the customer flexibility and highlight a variety of departure airports and lengths of stay.”
4. Explain to the team the wide range of elements that can be included in a dynamic package. It’s not just about flights and accommodation – there’s airport parking and lounges, foreign currency, transfers, excursions, transfers for the excursions, car hire, insurance, room upgrades, theatre and attraction tickets. The team could also offer gifts on arrival such as flowers or champagne to make the trip really special.
Holiday Taxis sales and marketing director Russell Parr said: “Think beyond the flight and hotel. Where else can you add value? Offer them choice on how they get to and from places and see if you can sell them an excursion.”
5. Consider involving the team in picking suppliers. They might already have a good relationship with someone. It’s not just about the technology they provide or whether they have principal status. It’s also important to ensure they offer content that matches the agency’s customer base such as departures from the local airport and the right accommodation category.
6. Make sure the team is working within the law. Many agents are afraid of dynamic packaging because of the insurance and liability issues. Ensure travellers are covered by insurance. The industry is awaiting the latest guidance on the definition of a package as well as the introduction and implications of the £1 levy on ATOL-protected sales. However, it is a good opportunity to highlight to customers the benefits of bonding and booking through you.
Parr said: “Consumers book a flight online without a thought to cover and that is a point the travel agent is not pushing enough. I call it the ‘FUD’ factor – fear, uncertainty and doubt. With a bonded agent you know the insurance is there.”
7. Consider making one or two people dynamic packaging specialists. They can get to know the product really well, and, if others prefer selling packages your dynamic packaging specialists can call customers back and offer them ancillary services.
Youtravel.com sales and marketing director Paul Riches said: “There is access to a lot of ancillary items. It’s a question of maximising revenue-earning potential. The agencies that do well are those that have a dedicated team of experts in ancillaries.”
8. The more dynamic packages your team does, the better they will get at it. Their product knowledge will increase, they will build relationships with suppliers and get to know the best ones for price and the best ones for exclusive content. They will also become experienced at searching the web for things such as weather and currency information or the best tours.
9. Consider some in-house training and give agents a checklist of things to offer. You could make it fun by doing some role playing with different scenarios and see how much each individual member of the team can sell by remembering all the elements that are available to them.
10. Tell staff to follow up with the customer. If they’ve taken the time and trouble to get to know them and what they want, it’s worth a quick call or e-mail to see how it all went.