WITH the travel
industry becoming
increasingly
advanced in the way it
markets and sells products,
experts say travel agents
should also be looking at
fresh alternatives, such
as harnessing the power
of body language to close
deals.
Expedia Media Solutions
recently launched a
customised solution
for the Hawaii Tourism
Authority featuring facial recognition
technology that measures viewers’
reactions as they engage with video
content showcasing the destination.
As the video plays, the bespoke
facial recognition software identifies
the footage that evokes the most
positive reaction from the viewer.
The facial recognition algorithm
identifies the personal preferences
of each viewer and produces a
customised travel recommendation.
“Inter-personal communications
are broken down into three
components: body
language, 55%; voice
tone, 38%; and the actual
words, which account for
just 7%,” says John Ridler,
pr and media manager for
Thompsons Travel.
“Watching and observing
the client and, of course,
listening and paying
attention to the key words
they give you, are essential
in closing a sale,” says
Alexis Bekker, head
of sales and marketing
– South Africa and Africa, LUX*
Resorts and Hotels.
John gives an example of a
typical transaction where a client
might express a desire to visit
Mauritius. “The agent’s response,
with a genuine smile, could be that
Mauritius is an excellent choice for
a relaxing holiday – even though
they might eventually off-sell the
client to another destination.
The agent has affirmed that the
client has good taste in holiday
destinations.”
Tips to close the sale
1. Agents should always smile while
talking to clients, face them
directly and maintain eye contact
at all times, says John. “Do not
be distracted by your computer or
phone screen.”
2.Consultants should keep their
hands on the desk, he adds,
never crossing their arms,
fidgeting with pens, or touching
their face or hair.
3. Alexis says during the
conversation, it is important
to mention enticing key words
and phrases on the product
you’re selling. The client’s facial
expressions in reaction to these
are indicators of their interest in
the product – a smile, eyebrow
lift and sounds are a good
indication to sell. However, a
frown, folding of the arms and
looks of confusion indicate
things are headed in the wrong
direction.
4.If the client’s eyes start to
wander while the agent is talking
and begin searching the brochure
rack for other interesting options,
it is almost certain that the
product the agent is offering is
not hitting the mark, says Alexis.
5. Folded arms are also a giveaway
of disinterest, comments Alexis,
and expressive arm movements
and an excited gesture with the
hands are good signs the client
is getting excited about what the
agent is selling.
6.John also advises agents to
speak in a confident tone, even
if they have not travelled to the
destination.
7.Cellphones are also a good
indicator of what the client is
taking in, Alexis points out. “If
a client begins fiddling with
a phone or paging through
Facebook, you are most definitely
not hitting the mark."
