This is the second of two articles focusing on sales training for new advisors. In the first, advisors discussed why sales training is vitally important. This story details ways in which advisors train new employees and independent contractors.
It’s one thing to understand how important it is for new advisors to receive professional training – and most in the industry believe it is crucial – but it’s another thing entirely to execute programs that educate newbies on how to become consummate sales professionals.
Understanding the ‘Whys’
Many veteran advisors begin the educational process by explaining why each element of training is important. “We believe that it is key for newer advisors to understand the ‘why’ in how we quote, book and communicate with clients,” said VIP Vacations President Jennifer Doncsecz. “We want to instill that our mission /vision of truly helping and assisting clients always comes first, and although product knowledge is needed, customer service and care is the foundation of why we exist.”
Systems and Processes
VIP Vacations focuses on the systems its uses, its process and its destinations and resorts – in that order. “We then have our new advisors take several online courses and have them start by focusing on one specific product/destination or resort brand,” Doncsecz said. “We want our advisors to feel confident before having them quote/work with clients.”
After advisors are feeling secure in their level of knowledge, “we have them take other online courses (perhaps sticking to a certain destination but taking courses for different resorts in that destination) and then more senior advisors utilize the newer advisor to assist in the quoting process before the new advisor works directly with clients,” Doncsecz.
“This ‘shadow’ process enables the senior advisor to provide suggestions, tips and advice to the newer advisor, so mistakes are not made.”
CRM Training
At Acendas Travel, the first step in the training process is educating advisers on the company’s ClientBase CRM, said JoAnne Weeks, the agency’s vacation division director.
“From there we go over our lead process, our invoicing process and address sales 101. Sales 101 includes qualifying questions, building report, listening, presenting our fees, follow-up and finally asking for the order,” Weeks said. “This 101 training also includes how not to sell from your own pocketbook.”
Consortia Training
Another important component of training at Acendas Travel focuses on its consortium, Signature Travel Network. “We are a huge supporter of Signature Travel Network and our preferred vendors,” Weeks said. “They must complete the Signature Expert program and are also enrolled in their Embark program for new advisors.
“They are also enrolled in many of our preferred vendors travel advisor education forums as well as one on one training with several of our vendor reps.”
At The Travel Junkie, sales training also begins with familiarizing new advisors with the agency’s products and services,” said its owner, Becca Dill.
Understanding the Customer
“Our sales training starts with getting to know our products and services. Then we dive into understanding the customer by asking lots of questions during the travel consultation,” she said. “This helps us find the perfect trip for them and make sure we add the right details.
“We also talk a lot about how to communicate well and listen closely, and we go over how to confidently ask for the sale. Plus, we cover how to follow up with clients without coming off as pushy.”
All things considered, advisors should be aware that there are legal implications to sales training, noted Thomas Carpenter, co-owner of Huckleberry Travel, who is also an attorney. “As a booking agent for the suppliers you sell, you have a legal obligation to cruise lines, tour operators, hotels and resorts and other suppliers not to misrepresent their products,” he said.
Fiduciary Obligations
“Doing the supplier’s training program before you sell a trip doesn't only help you be better at closing the sale – it also helps ensure that you’re acting consistent with your fiduciary obligations as a booking agent,” Carpenter added. “At the same time, other sales training that’s not specific to a supplier helps ensure that you’re adhering to best practices when you transact business with your clients.
“Selling travel is an occupation that’s full of risk – staying up to speed on the latest developments in the industry by keeping up on training means that the next time the industry gets thrown a curveball – a pandemic, a change to the way credit card companies resolve chargebacks, an industry-wide meltdown caused by a giant software glitch -- the advisor who’s been well-trained on best practices will be better able to meet those challenges.”
Mentoring Programs
Huckleberry Travel also has its sub-agent advisors take part in the mentoring program offered by its host agency. “That way, we’re not ‘training’ our independent contractors in a way that would make them appear to be employees, but we know that they’re getting a solid foundation on how to book travel as a professional, but also how to run a small business – marketing legal compliance, etc.,” Carpenter said.
“Even though our sub-agents are selling under our brand, they’re selling to their own clients, primarily, so they are, as independent contractors, essentially running their own business.”
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