A Friend in Need is a Sales Pro, Indeed
Courtesy of Norwegian Cruise Line
by NCL

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"They've got it all wrong," says Cory Andrichuk, national manager of channel business development for Norwegian Cruise Line. He says that the best sales approach isn't a sales approach at all. "Customers don't want to be 'sold' -- they want to do business with people they like," he says. "Friendship equals sales."

Cory says that the key to being a top cruise specialist is to be human. "Reach out to your prospects and your clients and show them you're interested, compassionate and empathetic to their situations and their needs,” he recommends. “Get in step with them and work at becoming a trusted friend. Though it may not result in sales right away, a strong relationship can reap big rewards for you in the future."

Sounds simple, but how do you make it happen?

Think of yourself as a customer service professional, not a sales person. Remember mom's advice: Treat your clients the way you'd like to be treated yourself - after all, you're a customer, too.

According to Cory, relationship selling can be distilled into just a few basic steps: asking questions, listening, understanding and recommending the best course of action.

Step one: Asking questions. Before you get started, ask questions - good ones - to pinpoint your clients' needs and start building their trust. "Asking better questions results in better, high-quality answers that can lead to you coming up with the answer to their vacation needs," he says. "Better questions have outcomes in mind. So ask your clients to describe what they need, the outcome they're hoping for, and most important, what you'd have to do to get their business today - and then listen to what they tell you.”

Also, when you're with existing clients, ask them directly why they like you and like working with you. Afterwards, you can use the information as a sales tool. For example, if Mr. Jones tells you he liked the great price you gave him on his NCL America Hawaii cruise, make sure to ask him if he'd be interested if you offered him a great price on a cruise to Alaska (and if that works for him, make it happen).

Step two: Listening and Understanding. That's pretty basic, but many cruise specialists don't. Instead of really hearing what their clients want, they're only thinking of what they're trying to sell. But if you don't listen, how else will you know how to make your clients happy?

It's important to make sure you really get the messages your clients are giving you - and let them know it. When they're talking, always be an active listener - listen with your eyes and use body language to let them know that you hear them, you care and you're here to help. Take notes while they're speaking, and show them you're all on the same page by repeating and recapping their words and confirming what they've just told you - whether you're discussing a potential sale or listening to a complaint.

And since so much business is done over the phone, it's important to paint visual pictures for your clients so they know you're listening, even when they can't see you.

Always keep in mind that most people like to think that they're interesting and important, so you'll build their trust -- and eventually, their business - if you show them you think they are, too.

Step three: Recommending. The third step is recommending the products and services you feel will best meet their needs, based on all the information they've just told you. (If you've asked the right questions, you'll have the info you need to recommend NCL ships and itineraries they'll find hard to resist).

Did the Bennetts tell you they love to hit the tees? They won't have to miss a day, thanks to NCL America's Golf Hawai`ism or Golf Bermuda program. Did Mrs. Rodriguez mention her adorable kids? Tell her all about Norwegian Pearl's family friendly amenities, like its bowling alley and climbing wall. (And use Xpress Marketing to create a customizable email for her - and all your clients with families - announcing the December launch of our newest Jewel-class ship, Norwegian Gem).

According to Cory, all of these steps are the way to go in nearly all situations - whether you're building a new relationship with a prospect or strengthening a bond with an existing client. But don't forget to tailor your style to fit to each individual - since people are as unique as their fingerprints, a one-size-fits-all strategy just won't cut it.

"Each person brings different needs and personality traits to the table, so it's important to be flexible and ready to adapt," he says. "Some clients want to talk about their families, some want keep it strictly business and some just want to talk price." Here's where your people smarts come in - determine which approach will work best with them and follow their lead.

"Unlike employees of big box travel agencies, home based agents are in a great position to really get to know each client and build a strong relationship," says Cory. "Other agents may offer them a lower price, but as their friend, you'll have their trust, their sale and ultimately, all of their business."

(For even more home based marketing ideas, email Cory at candrichuk@ncl.com.)