Our selling-orientated criteria
10% Engage the customer by making an excellent first
impression – be interested, excited and enthusiastic.
20%
Profile the customer, getting to know their needs in full,
their likes, dislikes and prior travels. Use consultative
sales techniques, not transactional questions only, and
provide advice about the destination.
10% Hook the customer, preventing their further shopping
around, by sounding like an expert.
10% Match the enquiry to the quote, providing two or three
options, ideally within the same day of enquiry.
20% Sell the holiday ideas and bring them to life. Don’t just
attach a quote.
5% Close the sale when you spot buying signals.
15% Convert the sale by creating a sense of urgency and
asking for the booking.
10% Persist if customers provide a reason why they can’t
book – attempt to overcome objections.
100% TOTAL
Agents are scored up to the maximum of the weighted percentages above.
Get sales fit.
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WINNER
Travel Counsellors
On Travel Counsellors’
website, clients can look
for a consultant best
suited to their needs, view
consultants’ profiles, where
they have travelled and their
service offering. I chose an
agent in the Port Elizabeth
area whose profile said she
was “an avid skier, golfer
and cruise enthusiast.”
Yvonne Roy did not let me
down. “I love doing those,”
she said. “I can tell you
everything you need to know.
I think it’s the best holiday
you can ever have. I can
give you all the help you
need as I have done it many
times.” What an impactful
opening statement! She
then slipped in questions
between dispensing travel
advice and enthusiasm.
When I gave her our dates,
she said picking the right
resort and country was
important to ensure we got
some snow as it was early
in the season. She said we
wouldn’t need two nights in
Dubai as we could do all the
shopping we needed in two
days. Yvonne said her family
had done the same skiing
trip, returning via Dubai,
and had loved it. Taking
the late flight out of Dubai
also kept costs down. She
asked for a couple of days to
investigate and quote. After
three days I followed up as
I had heard nothing. Yvonne
said she was awaiting
feedback from the most
important ski tour operator
and that I would receive
quotes at the weekend. By
the Monday I received an
email that painted pictures
with words and compared
ski destinations and resorts
together with prices. We
decided to change our
destination to Austria
and awaited the re-quote.
Again her sales technique
was excellent, with lots
of recommendations and
expertise. Next day I advised
Yvonne that unfortunately
circumstances had arisen
that would prevent us from
booking until July, whereupon
she advised me not to
hesitate to contact her in the
future. A great final touch
would have been for her
to confirm which package
we were happy with and
to confirm that she would
contact us in July.
Suure Maritime Travel
Charlo
Checking out the website,
I was sure this consultant
would not disappoint. Sure
Maritime promised “Through
our long association and
membership with Sure Travel
we are able to leverage the
most attractive holiday deals
to just about any destination
in the world. We specialise in
beach, ski, cruise, honeymoon,
as well as group tours”. The
consultant’s greeting was
confident and professional.
The sales process was mainly
transactional but she did ask
if we would like suggestions
about where we would like
to stay. I gave her our basic
requirements, adding that we
wanted to include Dubai on
the return and ski in France.
The call was very quick and
she told me I would receive
some quotes inside 24
hours. The consultant kept
me notified on a daily basis
while awaiting quotes, then
after a few days she emailed
asking whether we had skied
before. She advised me of
last year’s costs, pointing
out that my budget probably
wouldn’t stretch to France and
that it may not be the best
destination due to low snowfall
in December. She followed up
the same day with a ski quote.
Although she misunderstood
my requirements, the Andorra
ski package she suggested
was valiantly sold in the
email. She really brought
the holiday to life and turned
features into benefits and
wholeheartedly recommended
her selection. Unfortunately,
she made no mention of
Dubai. When I advised her
that I was shopping around,
she said: “No problem. If
you decide to book with us,
please contact me.” She
didn’t seem to understand
why I was shopping around,
isolate my hesitation, query
whether I was happy with her
recommendations or give me a
reason to book with her.
Pro-net Travel
Newton Park
Pro-Net’s website hooked me
with: “You speak with your
consultant who understands
you and your specific travel
needs, not only now, but
for every trip in future.” I,
therefore, expected really
good personal service
and the initial greeting
was extremely friendly and
upbeat. The consultant asked
what I wanted to do, when
and where I wanted to fly
from. The discussion was
transactional and quite quick,
ending with a promise that
the agent would contact the
operators and send some
quotes the next day. An email
arrived confirming my request
and next day I received a
flight quote in the body of
another email captured
from a GDS, along with an
attached quote from a tour
operator. In yet another email
the agent attached visa forms
for both Dubai and France.
A number of emails can be
confusing for the customer
and while I appreciated the
consultant sending visa forms
and advice, unfortunately
there was no understanding
of my needs and no selling.
Sales tip
Deliver the brand promikse you promote
Imagine that there is a new
chocolate on the market and
you are a chocaholic. You
have seen the bar advertised
on TV, in the newspapers and
in your favourite magazine.
It promises to melt in your
mouth and taste like heaven.
You rush out to the shops to
buy it and eagerly rip off the
wrapping and bite, closing
your eyes in anticipation.
Unfortunately it tastes awful.
Business owners spend
significant amounts of money
advertising their brand. In
many cases, this is what
initially hooks the prospect
into making enquiries. Yet how
often do business owners
sales manage their front line,
customer-facing, servicedelivering,
money-making
sales people, ensuring that
service meets or exceeds the
expectations and advertised
brand promise?
Sell the fun
IN A snap survey on selling
ski holidays to South
Africans conducted among
retail travel agents and
wholesale tour operators,
respondents revealed
the pivotal role played by
affordability and value-formoney
in choice of resort,
as well as the fact that ski
holiday repeat business is
not guaranteed.
The survey, posted on
eTNW last month, aimed to
identify patterns that underlie
the process of booking
a ski vacation as well as
opportunities to upsell or
‘sell-more’ ski packages to
South African holidaymakers.
Spilt Opinions
Agents and tour operators
were divided in their opinions
on whether the volume of
South African ski holiday
clients had increased or
decreased over the last ski
season. A slight majority of
respondents (54%) believed
the volume had decreased,
while 46% believed it had
increased. Because the
difference was relatively
minimal, we can conclude
there is still a great deal of
appeal to ski holidays and
that, despite the current
economic climate, they remain
a popular choice for the
adventurous and experiencedriven
holidaymaker.
Popular resorts
Interestingly, when asked
to name the three most
popular resorts and their
countries, respondents
listed a wide variety, ranging
from locations in Italy,
France, Austria, Switzerland
and Germany, to the US and
even Lesotho. Four resorts
were mentioned more
often than others. Livigno
in Italy was mentioned
in 18% of responses.
Three Austrian resorts
came next: Kitzbühel and
Saalbach each received
8% of mentions, followed
by St Johann with 7%. An
opportunity to ‘sell-more’
ski resorts may lie in the
marketing of lesser-known
resorts.
Factory influencecing resort choice
Unsurprisingly, price
emerged as the biggest
influencing factor in
clients’ choice of a
ski resort, with 75% of
respondents believing price
was one of the largest
influencers. An all-inclusive
offering was given as the
second most influential
factor (49% of responses).
Budget-friendly, all-inclusive
packages meant that
South Africans were
better able to plan for
expenditure and curb
unnecessary expenses.
Snow conditions followed
close behind at 43%.
Recommendations from
others were not a large
contributing factor to
resort choice, nor did the
country of the resort play
a vital role in determining
choice.
A once-in-a- tifetime trip
The survey results showed
that there was not much
opportunity for agencies
to capitalise on repeat ski
holiday business. The graph
below revealed that only 8%
of respondents experienced
repeat business in excess of
75%. This may be due to price
levels. Upselling, however,
could perhaps be based on
the fact that a ski holiday is
viewed as a ‘once-in-a-lifetime’
trip and holidaymakers can be
encouraged to make the most
of their time there with extra
services, such as excursions
and entertainment.
Advice to offer repeat skiers
Most repeat skiers knew
where they wanted to go and
didn’t require advice. The best
advice to offer an undecided
repeater, however, would be to
try a different country. Many of
the agents and tour operators
suggest going the Club Med
all-inclusive route for a return
booking. Here are more tips
from respondents:
Travel in low season, as it is
much cheaper.
Caroline Dabengwa –
Travel Airscape, Johannesburg.
Look at resorts with more
advanced ski slopes.
Try and upgrade the chosen
resort or choose resorts that
are close to other excursion
areas.
Irene Ferreira –
SA Reynolds Travel Centre,
Springs.
Since SA passport holders
have one Schengen visa for
many EU countries, let them
use connecting flights for
stopovers. This way, they can
see a bit of that country, which
may encourage them to go
back for longer next time.
I would then advise about
ski options available for the
next trip.
Charmaine Lombard –
XL Travel Today, Nelspruit.
I encourage them to stay for
longer than a seven-night
package so that they can
explore the surrounding
resorts and slopes as well.
Monique Manly –
Harvey World Travel,
Port Elizabeth.
Travel insurance is an opportunity
There is huge opportunity for agents to
earn commission on travel insurance
as an addition to a ski package, and
a large amount of respondents do so.
55% of survey respondents said more
than 75% of their clients purchased
travel insurance. A much smaller 20%
reported that only 25% or less of their
clients bought travel insurance from
them.
Sales tip
Travel agent and tour operator
respondents also offered these tips
on selling ski holidays to South
Africans:
If they have seen everything, make it
exciting. Mention value-added benefits,
and if they have children, make sure
they bring them along when they see
you. A child’s reaction to your ‘talk’ can
make a huge difference.
Heide de Goede – Club Travel
Clients must get reasonably fit before
going. Make sure they have the correct
clothing as it’s very expensive to buy or
hire at the resort.
Dianne Austin – Anchor Travel,
Amanzimtoti
I like to sell resorts that have a lot
more activities than just skiing.
This is especially so for first-time
skiers who might have someone in
their party who doesn’t enjoy skiing and
would prefer to shop or go on other
excursions.
Wendy Schulze – Thompsons Travel,
Johannesburg
I suggest that they stay in chalets and
do a half-board arrangement including
wine and beer with evening meals.
I encourage couples to stay in mixed
chalets and meet new people.
Brenda Bishop – African Fusion Travel,
Zambia and Cape Town
The best way to sell a ski holiday is to
really explain what happens. Explain
the fun from a first-hand experience.
That is what grabs South Africans –
first-hand recommendations.
Natasha Coetzer – Pentravel,
Cape Town
Go to as many presentations on ski
resorts as you can find – they are
always fun and educational.
Estelle Nysschen –
Bon View Travel Services, Allens Nek
Combine the seven-day ski holiday with
visiting a European city like Munich or,
if flying with Emirates or Etihad, include
a few days in Dubai or Abu Dhabi on
their return.
Yvonne Roy – Travel Counsellors,
Knysna
Quick Reference Guide:
Airlines
Ski equipment is a standard
checked baggage item and is
included at no extra charge in
passengers’ permitted baggage
allowance. One pair of skis, poles
and boots, or a snowboard and
boots are allowed.
Air France operates daily
night flights on board the
environmentally friendly A380
between Johannesburg and Paris.
It has seating capacity for 538
passengers and improved comfort.
It also operates seasonal thriceweekly
direct flights from Cape
Town to Paris.
AF operates 1 500 daily flights in
France, Europe and worldwide.
Swiss international Aikr Line:
From its hub in Zurich and
regional airports of Basel and
Geneva, SWISS flies to 84
destinations in 40 countries – 60
in Europe and 24 worldwide.
Offers free transportation for one
set of ski equipment in addition
to checked luggage allowance.
While en-route to a ski
destination, SWISS offers
on-board entertainment on
demand.
Resorts
Pure Skiing:
Livigno
A high-altitude Italian resort that
features a duty-free area, Livigno
has been voted one of the best
value-for-money resorts in Europe.
Offers 24-hour service from a
Pure Skiing host. All the hassles
are taken care of, leaving clients
time to enjoy the atmosphere.
Zell am See
Located in Austria, Zell am See
offers travellers a 100% snow
guarantee with glacier skiing.
A scenically beautiful town,
situated on a lake with a medieval
centre.
A great all-round resort with fun
nightlife.
St Johann in Tirol
A small, family-oriented Austrian
ski resort.
A good option for people learning
to ski.
Offers exceptional value for money
for the more budget-conscious
traveller.
Club Med:
Valmorel
Located in France,
Valmorel is a family
resort catering for
children from four
months to 17 years.
Good for beginners as it
offers 150km of slopes
including 22 green, 38
blue, 17 red and eight
black.
Relaxation facilities on
site include a heated
indoor swimming pool,
hot tub and Turkish
bath.
Val d’Isère
Situated in France, Val
d’Isère is suited to
couples and groups of
friends. It does not have
a kids’ club.
Ideal for intermediate
skiers; 300km of slopes
include 22 green, 64
blue, 35 red and 16
black runs.
Conveniently located
close to a village
with great shopping
opportunities available.
Val Thorens
A French ski resort suited
to couples or groups of
friends. No kids’ clubs.
The highest ski resort in
Europe, reaching
2 300m in altitude, and
the largest ski area in
the world.
New après ski facilities
include self-service
takeaways.
Thompsons Travel:
Cortina
Cortina, in Italy, is
known for its relaxed
atmosphere.
Features excellent ski
slopes and a good snow
record due to the high
altitude.
Good food, great
entertainment and
fashionable shops are on
offer.
Kitzbühel and Saalbach
Two of the most popular
resorts in Austria, offering
excellent ski conditions.
Both have charming oldvillage
settings with lively
après ski activities.
There are good ski
schools for beginners and
children at both resorts.
Kitzbühel and Saalbach’s
town centres and ski
lifts are within walking
distance.
Travel Insurance
Bidvest Travel Insurance:
Automatically includes
Winter Sport Cover with
all outbound products, up
to the value of R5 million.
Winter sport activities
include outdoor ice
skating, snowboarding,
skiing, tobogganing and
skidoo as part of an
organised excursion.
The Winter Sport cover
reimburses travellers who
suffer a financial loss
due to deposits that can’t
be recovered, payments
made for unused ski
passes or ski school
fees.
Clients who are
prevented from skiing
at a pre-booked resort
for more than 24
consecutive hours
because of insufficient
snow and total closure of
the lift system, receive a
daily reimbursement up
to the limit of liability.
Clients are covered
against damaged, stolen,
destroyed or lost skis
and ski equipment.
A ski pass lost, stolen,
damaged or destroyed
during the trip will be
replaced.
A traveller certified by
a medical practitioner
at a ski resort as being
unable to ski due to
injury or sudden and
unforeseen illness
occurring during the
trip, will be refunded
accordingly.
TIC:
While hazardous
pursuits are a general
exclusion on most
insurance policies, TIC
travel insurance policies
automatically include
cover for losses related
to leisure skiing injuries
or loss of ski equipment
under luggage.
Includes cover for
accidental death or
permanent disability due
to skiing accidents.
Cover is extended to
alpine, green, blue, red,
black slopes, cross
country and guided
off-piste skiing.
If a traveller is
participating in a
competition or skiing in a
professional capacity, the
cover is excluded unless
a sports extension has
been added to the policy,
at extra cost.
Atout France:
France has numerous ski
resorts in the northern
and southern Alps, the
Massif Central and Jura
regions, the Pyrenees
and the Vosges.
The country is home
to three of the largest
ski areas in the world,
each encompassing
multiple interconnected
lifts, resorts and villages
and hundreds of miles
of trails. These are
Paradiski, Les Trois
Vallées and Les Portes
du Soleil.
Activities in French
resorts include
alpine and Nordic
skiing, snowboarding,
snowshoeing, sled dogs,
ice diving, night skiing
and night life.
Resorts open for skiing
between October and
December and the
season runs until April/
May.
France Montagnes is an
association that brings
together the major
players in the country’s
mountain tourism
sector and promotes all
facilities.
Did you know?
Atout France will be hosting a Ski in France workshop that will
be attended by representatives from Val d'Isère, Val Thorens and
Courchevel ski resorts. The workshop takes place from June 9-13.
To register, email info.a@atout-france.fr
New resort for Pure Skiing
WITH Austria as its home base
in Europe, Pure Skiing has
added a new resort it believes
has everything people have
come to love about Austrian
ski resorts.
Located just an hour from
Innsbruck, Sölden is a snowsure,
high-altitude resort that
offers year-round skiing and
boarding on the Tiefenbach
glacier.
The resort boasts an
enjoyable après-ski scene.
Pure Skiing describes it as an
all-round gem of a resort that
mainly targets intermediate to
advanced skiers.
SWISS minimises allergens
SWISS is set to become
world’s first certified ‘allergyminded’
airline.
The airline earned the
quality seal of approval
from the European Centre
for Allergy Research
Foundation by considering
the needs of allergic
passengers.
The airline is committed
to minimising the presence
of allergens within its cabin
and lounge environment,
particularly in upholstery
materials, air-conditioning
or certain food items.
Its high-efficiency airconditioning
system, for
example, filters out pollens
from outdoors and animal
hair from pets on board.
It also makes sure no airfreshening
substances
with the potential to irritate
the respiratory tract are
released on board, and the
lavatories are equipped
with hypoallergenic soap for
sensitive skin.
Most common ski insurance claims
TIC has already received claims
for the following injuries from
those who travelled on a ski
holiday this year:
Dislocated shoulders
Broken wrists
Sprained ankles
Torn ligaments
Broken legs
According to the insurer, the
most common ski accident
claims are knee-related injuries.
The most expensive claim this
year, amounting to R372 000,
was for a broken leg in Austria.
Simmy Micheli, manager sales
and marketing, says an unusual
claim was made when a client
was talking to her instructor
during a lesson and another skier
came out of nowhere and skied
into her. “[The skier] knocked
her down and the result was a
broken pelvis!”
Did you know?
Current Pure Skiing specials to Saalbach include a White Christmas special running from December
20-27 from R19 300 per adult sharing, and a January Steal from January 3-10 from R17 465. A Beat
the Crowd special at Zell Am See from December 13-20 is priced at R13 007. See TI for information.
