Price Shoppers Are Good Prospects!
by Ken Hall

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Second, recognize that price shopping is as much about ego as it is about money. Don’t you know people who are quick to comment on how much they saved by waiting until something was on sale to buy it? Or, do they tell you how they pointed out that something was scratched so they could get 15 percent off? They could just as easily have paid full price – but then there is no ego satisfaction in getting something by being a wise shopper.

Third – and this is critical – trust no one when they quote you a price on something they have bought or are about to buy! Studies I saw several years ago said most people will deduct another 5 to 12 percent when they talk about these prices. When they tell you they found the same program on the Internet for $175 less than what you are quoting, ask them to send you the quote in writing so you can make the comparison. Nine times out of 10, they will shut up or tell you they forgot to write it down.

The task then is to turn them from shoppers to buyers, and from buyers to long-term clients. Here are some guidelines. Cut them out and put them next to your phone or your computer screen where you can see them while you are working on price quotes for prospects.

1. Make your mantra “When shoppers clearly see the value, they will gladly pay the price.” By focusing on value, you lessen the impact of price.
2. When shoppers first call, thank them for calling you and giving you the opportunity to help them. Tell them you are very, very good at what you do and you know you can help them plan the right vacation at the right price.
3. Ask them to describe everything they want included in the price of their vacation. If they have already been shopping, ask them what they have been quoted (or at least an approximation of what they have been quoted) and ask if it includes all taxes, service fees, surcharges, and travel insurance. (Amazing how many shoppers don’t think of these things, although they can easily add 15 to 20 percent to the total price.)
4. When you have completed your research and have the price for them, tell them what the price includes before you tell them the dollar amount. (Once you mention the price, you might just as well be babbling into the wind. Make sure they understand all of the inclusions.)
5. Tell them this is a great price, and reiterate that it has everything they asked to have included all in one price.
6. Tell them the price is not confirmed until the reservations are made and paid for, so the best course of action is to confirm it and pay for it now.
7. Once they have made and paid for their reservations, thank them and tell them again they have made a great purchase. (They need to hear reinforcement that what they have done is good.)
8. When their documents come in and you are sending them to your clients, tell them again how smart they are to have found you and worked with you to buy a great vacation. (This is sometimes hard for people to do, but if you don’t blow your own horn, there will be no music.)

Price shoppers – no matter whether they are first-time travelers or executives in large firms – need constant reinforcement that the price they paid is a good one. As long as you can keep building their buying ego, you will keep them as clients. It isn’t hard, but it is time consuming. The reward at the end, though, is many referrals from them as they brag to others about what a great job you do for them.

Ken Hall is president of www.HomeBasedPros.com, a weekly e-letter with marketing and sales tips for the home-based travel agent. For more information and to sign up, go to www.HomeBasedPros.com.

(Credit: HomeBasedPros.com)