WHAT could be more infuriating for a tour operator than to launch a training programme at a cost of tens of thousands of pounds only to see rivals use it to increase their own sales.
Neilson Ski knows just how that feels.
Several years back the operator produced a training pack which agents used not only to sell Neilson but a host of major competitors. The pack was ditched.
But alarm bells rang at Neilson when research concluded that more than 50% of ski sales are now captured by direct operators while agents’ knowledge of the ski product was limited.
Neilson specialist product director Terry Williamson said:”It got to a point where some customers knew more about skiing than agents.”
To drive ski enthusiasts back to the high street and to attract new customers to the sport, the operator has invested £30,000 on a new programme which ranges from a teach-yourself pack to full-day seminars.
The risk that agents may use it as a general selling tool rather than to gain specific knowledge of Neilson’s product is still a concern but the operator will not distribute the pack indiscriminately. Agents must request it, after which Neilson will make follow-up contact.
Marketing manager Adrian Howell said: “We spoke to a few retailers and realised there was still massive demand for the training pack.
“Of course there is a danger that agents will use it to sell other operators and it will happen on occasions. But if no-one did any training we would all sit around going nowhere. The basic concept is to get more retailers selling ski in order to increase the size of the market.”
Howell said the re-introduction of the training pack also followed conversations with Thomas Cook retailers at the company’s in-house conference in South Africa. They too had little knowledge of the ski product.
“I spoke to many Thomas Cook retailers who said they didn’t really sell much ski. That’s when it was brought home to me,” said Howell.
“A large proportion of agents simply did not understand the concept of ski.”
The pack contains a written training guide and videos and is targeted not just at those with limited knowledge but at the more experienced ski agents.
The first video is a montage of skiing lasting 5-10mins. It’s an introduction to the sport showing images of skiing, snowboarding and apres ski, set against a sound track.
Another video depicts an agent in a resort providing information such as the type of clothing a skier needs to buy or rent.
Neilson’s main video is seen in conjunction with a power point presentation and goes into significantly more detail.
In a further move, Neilson is selling an introductory video – which is promoted in its brochures – direct to the customer, the cost of which will be refunded if they make a booking.
“We have different types of training and can send a different version of video and CD-ROM for self-teaching,” said Howell.
“It is aimed at those who don’t know the ski product and is ideal for those who can’t spend time out of the agency. They can take it home or shop managers can do their own in-house training. We can tailor-make it to suit the agent.
“We recently did a training session with 40 agents from STA Travel at Tamworth Snow Dome. There was a morning presentation which we tailor-made and for those who had never skied before we gave them a one hour lesson.”
The training for experienced ski retailers is more product orientated. It is these agents which Neilson, and others operators, must rely on to keep skiers booking through the trade.
“The problem we have is that half the ski market books direct,” said Howell.
“One of the reasons is that better skiers know which resorts they want to go. They may book their first skiing holiday with an agent but after five or six years they find they can’t get the service and information they need from the high street.
“We’ve got to take this on board, attract new skiers and ensure agents keep them.”