Selling in a Recession
by Ken Hall

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What should you do? Three rules will help you succeed in trying situations.

Rule # 1: Agree and offer assistance.

Don’t argue with them; don’t tell them they’re wrong. If you do, you will lose credibility in their eyes. Arguing will seldom change a person’s mind. (Have you watched any of the political debates on TV? Did they change any minds or did they just solidify feelings?)

Instead, agree with them. Tell them they are absolutely right – the dollar has tanked against most currencies, the recession is causing people to worry, companies may be making layoffs. And, then, add that you have a number of clients who feel the same way, and for them you have searched out excellent travel bargains, provided some ideas they hadn’t considered, and helped them plan vacations they found exciting.

I can’t stress enough that you should not disagree with your clients’ original statements in any way. Instead of saying, “Yes but,” you’ll say, “Yes and” – the latter is more positive and will change more attitudes.

Rule # 2: Support their beliefs, offer alternatives, and build agreements.

Since you are agreeing with your clients, they will be more receptive to what you have to say, so suggest possibilities intermixed with reasons for still planning a vacation this year:

• “You’re right - the strong Euro has made France too expensive this year, so think about taking a cruise to the Caribbean. The prices are in U.S. dollars, so there are no worries about the exchange rate. And, vacations make you more productive because they give you time to rest and mentally recharge. You’ll return to work and be of even more value at work, don’t you agree?”
  
  
• “Yes, job situations can change quickly, so let’s work on a vacation that can be easily modified at the last minute. How about an RV vacation seeing Yellowstone, Mount Rushmore, and the Little Bighorn Battlefield? The kids will have a great time, and last-minute changes can be easily accommodated. I know you’re concerned about letting a year go by without a vacation, because that time with the kids can never be recaptured. Doesn’t that sound great?”
  
  
• “In these unsettled economic times, you’re probably more comfortable going someplace where you can easily stay in contact with the office – and I know just the place! A trip to Seattle covers all your concerns. You’re in easy touch with the office, there is great dining in their restaurants, the kids will love going to the Museum of Flight, and there are some great short trips available, like going to Butchart Gardens in Victoria, B.C. It’s easy and sounds wonderful, doesn’t it?”

Rule # 3: Don’t wait – take the initiative.

Waiting for clients to contact you with their concerns can be self-defeating. After all, if they are undecided about a vacation this year, they may not contact you at all, and you won’t get a chance. Take the initiative and send your clients an email (or emails), saying you know there are concerns about the economy, the sliding dollar, etc., and you have some great ideas that can address their concerns and still give them great vacations this year.

"When was the last time you saw the sun rise over the Grand Canyon," you can ask them, “with the colors turning from drab grays to soft purples to startling pinks, tans and greens? Or sat quietly and enjoyed watching a lone hawk carve circles in the brilliant blue sky above Mount Rushmore?

"We often get so intrigued by the different cultures, sights, and sounds of international travel that we forget America is more than just one of the most desirable vacation destinations on earth. It is hundreds, even thousands of different experiences, different sights and cultures, different dreams waiting to be discovered. Isn’t this the year for you to see more of it?

"At Ken’s Travel, we have some great ideas for vacations you and your family will enjoy. They can be short, long; close, far; incredibly luxurious and expensive or surprisingly comfortable and economical; depending on your tastes and desires."

Recessions are nothing to be afraid of. They are more a state of mind than a factual state of most families’ household finances. The challenge is to keep your clients convinced that vacations in today’s high-stress world are as necessary as a good health plan, and like a good health plan, vacations can be adapted to their current needs.

Follow the three rules above, and you will find your business will not only survive - it will prosper.

Ken Hall is president of HomeBasedPros.com. He studies the best practices of home-based agents as well as the latest reports on consumer behavior, and provides marketing and sales ideas for the home-based travel agent, condensed into weekly e-letters for his subscribers. For more information and to sign up, go to www.HomeBasedPros.com.

(Credits: Ken Hall; stock photos)