The Art of Selling
by Mike Daly -- President, CSI Creative Solutions

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Like any skill or talent, creating that connection with a customer comes more easily to some than others. Really successful sales people will say "When I'm engaged with the customer, I enjoy it, and I don't feel like I'm selling." Well, they are. However, what they do better, and why they succeed, is that they figure out the customer and what will create the connection, naturally.

Recently, I was on a panel at the Home Based Agent Show. An agent stood up and expressed to the panel his frustration with the Internet and companies like Expedia and Travelocity taking away his business. He said that he did all the legwork, and then the customer just went and booked online, going around him. He was not happy. I had heard his story many times, and before I offered any thoughts or steps, I asked the rest of the audience how many agreed with that agent and felt the same anger and frustration? Hands shot up. About 80 percent of the audience, in fact. This is a perfect example of people working hard, but not selling successfully.

I asked him to look at this issue with a different perspective and analyze why he felt he was losing the sale. He clearly provided a lot of service and education to the client. But did he truly understand the client's buying behavior? Did he create the connection? Was he in a transactional mode from the start?

If he had simply acknowledged the reality of the Internet, he could have opened the door to both an understanding and a connection. He would have moved into a consultative position, gained the customer's perspective, and leveraged the Internet objection to his advantage.

My comment to him was that unfortunately he didn't begin the right dialogue with the client, nor had he set the stage for a close. I asked him if he thought the situation might have gone differently if he'd started with the following questions: "Can you share with me where you have looked so far for information? What travel sites have you enjoyed using?" By asking this, the agent can capture the client's frame of reference, and identify potential competitors for this sale. More importantly, he could have tapped into the client's emotions, positively or negatively, about the online search experience. Understanding that emotion would have allowed him to choose the path that would allow the close to happen. For example, if the customer enjoys doing online research, encourage them to continue -- but offer to evaluate whatever deals they find, because there are always risks, and with sincerity you are there to guide and help them avoid pitfalls and financial loss. Suggest that, before they consider making a booking, they allow you to evaluate and provide them the help and trust they are seeking. You are now truly in the consultative position, and the sale will unfold naturally and is close easily.

By acknowledging the customer's perception, he could have better defined and showcased his experience and his value to the client -- thereby building his credibility and trust with the customer.

This kind of fluidity and flexibility is the art of selling. A connection with the customer transcends a transaction. Always think ahead -- balancing, reacting, enquiring, advising and determining. That is the art. Providing your knowledge, talent, and enthusiasm to a customer (and asking the right questions at the start) is the skill. Together, they allow you to make the choices, set the strategy, and create success.

This is an incredible time to be selling travel. Simply maintain the right perspective, hone your selling skills, and (most of all) enjoy the art of selling.

Please feel free to write and provide your stories and solutions for success, or any questions, situations, or challenges you've had, that you'd like to see addressed here. Contact me at info@csicreativesolutions.com or visit www.csicreativesolutions.com and click "contact us."

Mike Daly is president of CSI Creative Solutions. A former executive with Collette Vacations, he's worked with many renowned organizations such as the AARP, Smithsonian Journeys, A&E Television Networks, and PBS to build winning game plans to create new business.