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Taking Your Clients from Quote to Close
Episode 2818th November 2021 • Travel Biz CEO • Kinship Travel Academy
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On this week's episode Krystal Eicher has a conversation with Dana Zificsak. They talk about the 3 steps it an agent needs to focus on to take their client from Quote to Close.

In her 8 years as a travel agent, Dana has booked thousands of vacations for clients and developed and delivered training programs for travel professionals. A teacher at heart, prior to joining the travel industry, she taught Spanish for 10 years. Just like how she used to break down the Spanish language for her students, she breaks down the language of sales and marketing so agents can close more bookings.  She teaches a step-by-step quoting and closing process to help you close more sales. 

Every Monday, she sends out 3 post ideas to get your social media content going for the week. Sign up here: https://bit.ly/3b83MCz 

To learn more about what Dana and Krystal have been collaborating on visit https://travelagentbusinessbundle.com

For show notes and transcripts visit https://blog.kinshiptravelacademy.com


Transcripts

Krystal Eicher:

Because it's not just enough to purvey pretty

Krystal Eicher:

pictures online. It's not just enough to show the product. We

Krystal Eicher:

have to sell the product and we have to sell more specifically

Krystal Eicher:

our brand, and our services in purveying the product.

Krystal Eicher:

Hey, travel advisors, you're listening to the Travel Biz CEO

Krystal Eicher:

podcast by Kinship Travel Academy. It's not enough to just

Krystal Eicher:

love travel. You need to have the appropriate business

Krystal Eicher:

systems, marketing strategies and mindset tuneups and coaching

Krystal Eicher:

to make it in this business and step into the role of CEO.

Krystal Eicher:

That's why we focus on all three. We are Wendy, Ashley and

Krystal Eicher:

Krystal, your host of Travel Biz CEO and the founders of Kinship

Krystal Eicher:

Travel Academy. We are three travel advisors that saw a

Krystal Eicher:

glaring need in the travel industry, the need to look at

Krystal Eicher:

the whole advisor. Through our own travel business journeys we

Krystal Eicher:

all join communities and signed up for courses and Masterminds

Krystal Eicher:

to help push us to the next level and all of them ended up

Krystal Eicher:

falling short of our expectations. That's why we

Krystal Eicher:

started Kinship Travel Academy, where we focus on the mind, body

Krystal Eicher:

and soul or the marketing, business operations and mindset

Krystal Eicher:

of the Travel Advisor. It's a program for modern travel

Krystal Eicher:

advisors created by modern travel advisors. Welcome to the

Krystal Eicher:

next chapter of the travel industry.

Krystal Eicher:

Hey everybody, Krystal here. I am joined by Dana, who has

Krystal Eicher:

become a very lovely friend and a travel industry colleague.

Krystal Eicher:

We're here today to talk about how to take your quotes from

Krystal Eicher:

just a quote to sales. How many of us have sent out quotes over

Krystal Eicher:

the years doing this? And what you hear back is what crickets

Krystal Eicher:

it's the worst? Like, what the heck, where did they go? They

Krystal Eicher:

just ghosted me and they wasted all my time and we get super

Krystal Eicher:

frustrated. So before we go any further, Dana, say hi, introduce

Krystal Eicher:

yourself.

Dana Zificsak:

Hi, my name is Dana Zificsak. I have been in

Dana Zificsak:

the travel industry for eight years. I've been an independent

Dana Zificsak:

contractor for multiple agency, a couple agencies. I've also

Dana Zificsak:

spent time training new agents. Now I have a business where I

Dana Zificsak:

actually teach agents how to learn the marketing and sales

Dana Zificsak:

language to convert their followers and their potential

Dana Zificsak:

clients into client. I was a Spanish teacher before I was a

Dana Zificsak:

travel agent. So it's a nice melding of the two professions,

Dana Zificsak:

I get to teach again and it's also breaking down language.

Dana Zificsak:

Which is what I spent 10 years of my life doing.

Krystal Eicher:

So I always heard, it was like if you have

Krystal Eicher:

the heart of a teacher, you have the patience and the ability to

Krystal Eicher:

break things down and explain things in such a way that other

Krystal Eicher:

people can understand. Because I think a lot of the industry

Krystal Eicher:

education out there and I'm using air quotes, she and I are

Krystal Eicher:

on zoom right now. So she can see if you can a lot of the

Krystal Eicher:

industry education out there tells you all the things you

Krystal Eicher:

should do. But the taking that extra step to break it down and

Krystal Eicher:

say what does that mean? And how do we get there. And this is the

Krystal Eicher:

way in which we need to use to make it happen is just a really

Krystal Eicher:

special thing.

Dana Zificsak:

I think a lot of our training is so supplier

Dana Zificsak:

centric.

Krystal Eicher:

Yeah.

Dana Zificsak:

When you sign on as an agent, it's like do the

Dana Zificsak:

supplier training, do the supplier training, you need to

Dana Zificsak:

get into the portal. Unless you have a business background or

Dana Zificsak:

unless you have a background in marketing everything else is

Dana Zificsak:

kind of just winging it. I was winging it for years and then I

Dana Zificsak:

started figuring out what I was doing right. And then that's how

Dana Zificsak:

I trained other people. Someone said to me, I guess it was a

Dana Zificsak:

while ago said, well, marketing is a language. It's like, yes,

Dana Zificsak:

it is. I realized, yes, there's a language to how we can market

Dana Zificsak:

and engage with people and not be that car salesman. Or to make

Dana Zificsak:

sure that we are communicating that booking with us is

Dana Zificsak:

different than booking with Orbitz or booking online.

Dana Zificsak:

There's a difference between what I know and what the

Dana Zificsak:

algorithm knows or what a computer knows,

Krystal Eicher:

Right, ecause you're not just a booking agent

Krystal Eicher:

that's doing a search to try and find the room you're advising on

Krystal Eicher:

the right fit. All the processes that go along with it. It's an

Krystal Eicher:

actual service. And I think people forget that, that you

Krystal Eicher:

actually are a service provider and not a booking agent. Yeah,

Krystal Eicher:

you're right. When people sign into this industry, and we're

Krystal Eicher:

sold Oh, you love travel, you should just sell travel. We

Krystal Eicher:

forget that there's this whole other side of it to running a

Krystal Eicher:

business including actually bringing people into the

Krystal Eicher:

business. How do you make the sales to grow your client list?

Krystal Eicher:

How do you market your business? It's all of these things that

Krystal Eicher:

are missing. What I love is - so Dana teaches the step by step

Krystal Eicher:

quoting and closing process in her program. She runs a, and

Krystal Eicher:

we're gonna link all this in the show notes, but she runs a

Krystal Eicher:

Facebook group called Stop Missing Out on Travel Sales, she

Krystal Eicher:

runs all these things and actually talks about the

Krystal Eicher:

language that you can use to ask for the sale because it's not

Krystal Eicher:

just enough to purvey pretty pictures online. It's not just

Krystal Eicher:

enough to show the product, we have to sell the product. And we

Krystal Eicher:

have to sell more specifically, our brand. And our services in

Krystal Eicher:

purveying the product. That's not taught enough in our

Krystal Eicher:

industry.

Dana Zificsak:

This is a little bit off of talking about the

Dana Zificsak:

sales strategies, but also something I see a lot is,

Dana Zificsak:

especially right now with the post COVID suppliers are giving

Dana Zificsak:

us so much, you know, we're getting opportunities to go and

Dana Zificsak:

experience destinations I, you know, I follow a lot of

Dana Zificsak:

traveling agents.

Krystal Eicher:

Yeah.

Dana Zificsak:

A lot of travel agents, and I love them all

Dana Zificsak:

dearly. But there's a way of using these events to build

Dana Zificsak:

business or to build an influencer status. We need to

Dana Zificsak:

build a business, not the influencers. People are writing

Dana Zificsak:

Oh, look at me, I'm you know, on this cruise, well, what is you

Dana Zificsak:

being on the cruise how does that help your client? So we

Dana Zificsak:

have to think and like, you know, that's why we have a

Dana Zificsak:

personal busines, a personal Facebook page, you post all the

Dana Zificsak:

pictures you want, you can make your friends jealous. But like

Dana Zificsak:

on the business group or on the business page, it needs to be

Dana Zificsak:

phrased in a way that the client can see why this is benefiting

Dana Zificsak:

them.

Krystal Eicher:

Yep.

Dana Zificsak:

That's another thing I like to teach is how to

Dana Zificsak:

make your experiences turn into booking, not just people saying

Dana Zificsak:

I want to be an agent.

Krystal Eicher:

No, you're right. I think a lot of people

Krystal Eicher:

think oh, you're a travel agent, you get to like travel for free,

Krystal Eicher:

which sometimes is the case. But also all the free travel in the

Krystal Eicher:

world that suppliers give you are not going to make you have a

Krystal Eicher:

profitable business. And at the end of the day, we all want

Krystal Eicher:

profitable businesses. So I always tell members, you need to

Krystal Eicher:

answer the question so what? So what? Take it to the next step

Krystal Eicher:

connect the dots for your audience because they won't

Krystal Eicher:

naturally connect it on their own.

Dana Zificsak:

No, you get less than three seconds for someone

Dana Zificsak:

to really be affected by anything you post. If it's not

Dana Zificsak:

in the first couple words or Oh, she's just posting from the

Dana Zificsak:

beach again. Lucky her.

Krystal Eicher:

Yeah. Nice. How many times have we heard that?

Krystal Eicher:

Must be nice.

Dana Zificsak:

That's a whole nother, whole nother,

Krystal Eicher:

Another podcast we're gonna have.

Dana Zificsak:

I know that really is, that really is. Today

Dana Zificsak:

I wanted to talk about the three things that agents do that make

Dana Zificsak:

them miss out on sales, like my group is missing out on sale,

Dana Zificsak:

three things we do in the sales process. And it goes back to us

Krystal Eicher:

Good for him.

Krystal Eicher:

starting in the industry. Nobody tells you this is how you do it.

Krystal Eicher:

I remember my very first client was one of my neighbors. This

Krystal Eicher:

just tells you how I, my business and my personality. A

Krystal Eicher:

friend of mine, and one of my neighbors, she posted on

Krystal Eicher:

Facebook that she saw this Groupon deal for Jamaica, me I

Krystal Eicher:

had literally just signed my contract like two days before. I

Krystal Eicher:

had no idea anything about Jamaica. I was like I told her I

Krystal Eicher:

said this is a scam. This is not a scam. But I said this doesn't

Krystal Eicher:

look very nice. Like you know you pay for what you get when

Krystal Eicher:

you go to another country. So I got her to book with a with a

Krystal Eicher:

different resort well, and booked with me, but I just

Krystal Eicher:

called it out. And I said, but I didn't know what I was doing. I

Krystal Eicher:

had no idea when I went to book I was like what do I have to do?

Krystal Eicher:

There's no training for it. There's no there was no there

Krystal Eicher:

just wasn't fit, but I'll never forget I was like, you can't you

Krystal Eicher:

can't book that. Let me take care of you. And I knew I could

Krystal Eicher:

service her better than Groupon. But again, it was going by

Krystal Eicher:

instinct. There was no there was no manual. There was no guide

Krystal Eicher:

book. There was just here. Here's your contract here your

Krystal Eicher:

log, here's your login for Vax, have fun and that's how a lot of

Krystal Eicher:

us, certinaly now some agencies have great onboarding and great

Dana Zificsak:

He's like, entry level room does that mean the

Dana Zificsak:

training taught everywhere a lot and totally now, a lot of

Dana Zificsak:

agencies now are offering it. That's amazing. So many are

Dana Zificsak:

still just thrown to the wolves, especially the sales with the

Dana Zificsak:

sales process. Well the first area where a lot of agents I

Dana Zificsak:

think skip or they don't do enough of is qualify, qualifying

Dana Zificsak:

a new client, qualifying a lead. A lead can come in the form of a

Dana Zificsak:

direct message, a text message, an email, a quote request form,

Dana Zificsak:

an inquiry form all these things. If you get an a lead

Dana Zificsak:

like that, don't you dare make a quote. Don't you dare. Even if

Dana Zificsak:

you have dates, and ages and dates of birth, don't go to a

Dana Zificsak:

quote yet. Do not because you're skipping a step you have to

Dana Zificsak:

qualify. Qualifying means that you are getting down to the

Dana Zificsak:

experience you want your client to have on resort. Like for

Dana Zificsak:

example, if you are selling a Beaches resort, I'm going to use

Dana Zificsak:

this example from my son. So if you're selling a resort that has

Dana Zificsak:

different levels of service, they have the butler level,

Dana Zificsak:

theyhe entry level, you're there and you know, of course, there's

Dana Zificsak:

different views and everything. If you're there, and your

Dana Zificsak:

clients there, and they see that, oh, there's these resorts,

Dana Zificsak:

these rooms right on the beach, and they have a butler bringing

Dana Zificsak:

them stuff. How come? How do we get into that? And they're in

Dana Zificsak:

this entry level group. So in a week, in two weeks, we're going

Dana Zificsak:

to be in Turks and Caicos and I got, I'm going for a FAM. But my

Dana Zificsak:

husband and son are coming along as well. So I booked them their

Dana Zificsak:

own entry level room, because with the FAM, I couldn't bring

Dana Zificsak:

guests, so I just booked them their own rooms that way, you

Dana Zificsak:

know, everybody, you know, everybody's legit. Now, I told

Dana Zificsak:

them, I said, you're having your own vacation. I'm working the

Dana Zificsak:

first three days, you're not gonna see me. My son goes to me

Dana Zificsak:

he's like, you're not gonna see us.

Dana Zificsak:

cheapest room? I said, yeah, he's like, our view is gonna.

Krystal Eicher:

He's not wrong.

Unknown:

He's not wrong. But I said, child, you're going to

Unknown:

Turks and Caicos.

Krystal Eicher:

And you're not wrong. Yeah.

Dana Zificsak:

But that's, that's how, but see, he's a

Dana Zificsak:

child, he's nine. I've been doing this since he was in

Dana Zificsak:

diapers. So he has grown up with me in the travel agents in the

Dana Zificsak:

travel business. So he knows entry level means they have

Dana Zificsak:

view, it means no butler means all those things. Our clients

Dana Zificsak:

know, they just see a price. They don't know what that

Dana Zificsak:

experience is. Yes, they don't have the benefit of having a mom

Dana Zificsak:

who works in the travel industry and knowing different things.

Dana Zificsak:

Our clients are coming into this blind, and not until they get on

Dana Zificsak:

property. If you're just giving them the lowest price they get

Dana Zificsak:

there, they get to Turks and Caicos and they see the beach

Dana Zificsak:

butler's and like, wait a second, where's our butler?

Dana Zificsak:

Dana, where's our butler?

Krystal Eicher:

And then they miss out on an experience. You

Krystal Eicher:

guys FOMO is a real thing on vacation. Like people really

Krystal Eicher:

don't want to be left out of the experience. But they didn't know

Krystal Eicher:

it was an option.

Krystal Eicher:

A lot of times people will assume those options

Dana Zificsak:

Exactly.

Dana Zificsak:

to upgrade are so beyond their budget or their price range,

Dana Zificsak:

because a lot of us will think butler service and they'll

Dana Zificsak:

think, Oh, that's a 20 grand vacation. My budget won't even

Dana Zificsak:

allow for that. But we know better. And we know and we have

Dana Zificsak:

the ability to give people what they not just what they want,

Dana Zificsak:

but also what they need and what they are really desiring and are

Dana Zificsak:

Yeah, a lot of times they'll upgrade on

Dana Zificsak:

looking for.

Krystal Eicher:

Yeah.

Krystal Eicher:

property. Like they'll see it and they'll upgrade how much

Krystal Eicher:

loss commission is that for me? That's a lot of loss commission.

Krystal Eicher:

That's why this qualifying process, before you even issue a

Krystal Eicher:

quote before you do anything, it's so important to take the

Krystal Eicher:

time on the phone. Now, I know a lot of clients right now we're

Krystal Eicher:

not phone people, much prefer text or email, go back and forth

Krystal Eicher:

on email. I prefer email over text, because then I have a

Krystal Eicher:

documentation trail. But sometimes you just have to do

Krystal Eicher:

this. Sometimes you just have to do what they want to do because

Krystal Eicher:

that's just how how it is. Ask those questions. You have to

Krystal Eicher:

educate them on what the resort is like, or where they want to

Krystal Eicher:

go is like. Then pull in hey do they want this? Do they want

Krystal Eicher:

that? Do they want, ould you prefer a room that is larger,

Krystal Eicher:

but has a garden view? Or a smaller room but it has an ocean

Krystal Eicher:

view? What kind of view do you want? Cuz sometimes people are

Krystal Eicher:

like, I don't really care about the view until they get there.

Krystal Eicher:

And then they're like, why is my view this this dumpster? I'm

Krystal Eicher:

like, well, because you've chose the standard view. That's what

Krystal Eicher:

the standard view is.

Dana Zificsak:

And I even in my quotes, too, I even put View,

Dana Zificsak:

Standard View equals parking lot view equals it's the view that

Dana Zificsak:

nobody wants nobody requests. It's the lowest price. So if you

Dana Zificsak:

don't care, then that's one thing. But tell me if you care

Dana Zificsak:

about this.

Krystal Eicher:

And some people will and some people won't.

Krystal Eicher:

There's different priorities.

Dana Zificsak:

Oh yeah, absolutely.

Krystal Eicher:

Across the board. And I think that asking

Krystal Eicher:

that question, and really understanding it - It's funny

Krystal Eicher:

because my husband and I booked an Alaska cruise next year,

Krystal Eicher:

we're doing a Disney cruise with the kids. And we actually had

Krystal Eicher:

this argument is the view important? And we like went back

Krystal Eicher:

and forth.

Dana Zificsak:

Oh it is in Alaska.

Krystal Eicher:

And that's what I told him. I said, I really

Krystal Eicher:

think in Alaska in particular, because we've done Disney

Krystal Eicher:

cruises but we've done inside cabins because the view wasn't

Krystal Eicher:

as important we spent most of the time out of the room. And so

Krystal Eicher:

it was like a really like serious conversation back and

Krystal Eicher:

forth of does the view matter this time? Does it not? I was

Krystal Eicher:

Or they have to modify the number of days say you put in a

Krystal Eicher:

telling you the story of I just hired a Disney agent to plan our

Krystal Eicher:

family Disney vacation and she was asking me the questions of

Krystal Eicher:

what's more important the room or your experiences because a

Krystal Eicher:

lot of people give us an overall budget of 8000 10,000 7000 6000

Krystal Eicher:

You know, whatever it is. Well, you and I all know that that we

Krystal Eicher:

have to work within a budget. That's their entire budget. But

Krystal Eicher:

one, people don't know wha things cost usually. I certainl

Krystal Eicher:

didn't when it came to plannin this Disney trip. I have no ide

Krystal Eicher:

where to even begin to budge for a Disney World trip for

Krystal Eicher:

family of four. So that's on thing that we have to educat

Krystal Eicher:

people on a realistic budget an help set those expectation

Krystal Eicher:

because people are willing t usually bump if they know tha

Krystal Eicher:

the possibility for more is t ere or they know that that t

Krystal Eicher:

eir particular budget won't g t them that far.

Krystal Eicher:

quote request for your Disney trip, somebody just acted like

Krystal Eicher:

computer gave you a quote right back like didn't, didn't qualify

Krystal Eicher:

you at all just gave you some random option if one of the

Krystal Eicher:

options was $12,000 you're like, I can't afford Disney goodbye.

Krystal Eicher:

But and to really be able to ask the question and what I love so

Krystal Eicher:

much about this agent was she actually asked the question she

Krystal Eicher:

goes, what's more important Krystal? Is it your room? Is it

Dana Zificsak:

It's a little scary. It's scary.

Dana Zificsak:

the pools because we told her we wanted to do like just a day

Dana Zificsak:

relaxing in between because I got two small kids and going

Dana Zificsak:

hard multiple days in a row sounds terrible to me. Because

Dana Zificsak:

well, what's more important the pool or the the food or the

Dana Zificsak:

experiences, you know, to be able to like pay to do extra

Dana Zificsak:

things on property like Bibbidi Bobbidi Boutique. By the way,

Dana Zificsak:

guys, I don't even know all the things I didn't know about

Dana Zificsak:

Disney. Can I just throw that out there?

Krystal Eicher:

Yeah, you all Disney agents don't even charge

Krystal Eicher:

enough for all the knowledge that you guys know about. But,

Krystal Eicher:

but I didn't know what I didn't know. And to walk me through all

Krystal Eicher:

of that and educate me about, you could work in this budget,

Krystal Eicher:

it would put you in this property. But I actually think

Krystal Eicher:

based on everything that you've told me today, this is a better

Krystal Eicher:

fit for you. And this is why these are two other options. And

Krystal Eicher:

it's gonna push you a little bit beyond your budget. Man, she

Krystal Eicher:

upsold me.

Dana Zificsak:

But she was listening to what you wanted.

Krystal Eicher:

Yeah. Yeah. Before I knew it, I had

Krystal Eicher:

increased my budget by like $1,500 without even blinking an

Krystal Eicher:

eye. Because I didn't even know that was an option tome.

Dana Zificsak:

Oh, yeah.

Krystal Eicher:

To be a to do...

Dana Zificsak:

That's why the budget question is such a loaded

Dana Zificsak:

question. I don't even have it on my request form. Somebody is

Dana Zificsak:

just picking a number. And if they have a hard budget, they

Dana Zificsak:

will make it known that they have a hard budget. But if

Dana Zificsak:

somebody is just looking and curious, because they don't know

Dana Zificsak:

what a Disney Vacation entails, that's a big thing. Definitely

Dana Zificsak:

ualifying is so important and i 's something that a lot of a

Dana Zificsak:

ents skip over. The reason why p ople don't book with them, a l

Dana Zificsak:

t of people say, well, people s y they can just book it o

Dana Zificsak:

line why would they book with me Well, if you're just doing th

Dana Zificsak:

exact same thing that the al orithm or the machine, if the m

Dana Zificsak:

The machines.

Dana Zificsak:

Yeah, the machine. But you know, magical website. If you're only

Dana Zificsak:

chine... how old so I sou

Dana Zificsak:

doing that you're not asking them questions that will get

Dana Zificsak:

them into what they want, then why would they book with you.

Dana Zificsak:

And that's a hard thing to say because you want to show them

Dana Zificsak:

that you're valuable, and that your knowledge is valuable. But

Dana Zificsak:

if you're just spitting things back at them, numbers and rooms

Dana Zificsak:

and categories and all that without any sort of context or

Dana Zificsak:

any sort of education, they're going to book on their own

Dana Zificsak:

because they're like, well, okay, why am I going to get this

Dana Zificsak:

stranger my credit card? Alright, that's qualifying. So

Dana Zificsak:

then we go over to following up. I know these statistics shock

Dana Zificsak:

you and I have to say I didn't make up these. I have, there's

Dana Zificsak:

this article called Tenacity Results in Sales by Robert Clay

Dana Zificsak:

of Marketing Wizdom W I Z D O M. So this is an article, I have it

Dana Zificsak:

printed out in front of me, because I can't remember

Dana Zificsak:

numbers, he says the different studies carried out at different

Dana Zificsak:

times, different places, by different...so he's, you know,

Dana Zificsak:

he's doing like an overall summary. It's not like just one

Dana Zificsak:

study or that study. I'm married to a medicinal chemist so like

Dana Zificsak:

when I reference statistics, and studies, I have to give my

Dana Zificsak:

sources like, well, this isn't one study, but Oh, yeah.

Krystal Eicher:

Um I love that actually.

Dana Zificsak:

Where's the peer review? Where's the peer

Dana Zificsak:

reviewed research? Take this as just somebody who's observed,

Dana Zificsak:

okay. 80% of non routine sales occur only after at least five

Dana Zificsak:

follow ups, five follow ups. How many times? Are you following up

Dana Zificsak:

with your people?

Krystal Eicher:

Oh, definitely not, not enough, if it's five,

Dana Zificsak:

I didn't know this when I started. I mean, I

Dana Zificsak:

maybe remembered to follow up once. Maybe, maybe. But they had

Dana Zificsak:

the quote if they wanted to book, they could come back. I

Dana Zificsak:

stopped to think how many more clients would I have if I did

Dana Zificsak:

this earlier? Like I'm very fortunate. I have lots of lots

Dana Zificsak:

of clients. So I'm happy but I'm like, Man, where would I be if I

Dana Zificsak:

implemented this eight years ago?

Krystal Eicher:

I'm collectively feeling the cringe of listeners

Krystal Eicher:

right now at that thought. So you know, guys, it's okay. From

Krystal Eicher:

here forward five touchpoints. Five touchpoints.

Dana Zificsak:

Now, here's the statistics that he goes on to

Dana Zificsak:

review. Again, not peer reviewed and not from an official study,

Dana Zificsak:

but we're gonna just go with the statistics here. 44% of sales

Dana Zificsak:

people give up after one no. 44% Give up after one no, that's

Dana Zificsak:

almost half. 22% give up after two no's. 12% give up after four

Dana Zificsak:

no's. So that's 92% altogether. 14% also give up three no's. But

Dana Zificsak:

numbers all go together. But 92% of salespeople give up after

Dana Zificsak:

four no's. That leaves 8%, 8% of people go the extra mile.

Krystal Eicher:

That puts into good context, because I think

Krystal Eicher:

the number one thing I hear from agents is I need more clients.

Krystal Eicher:

But if only 8%, in general, of sales people are following up

Krystal Eicher:

appropriately to take that across the finish line. No

Krystal Eicher:

wonder we're all...

Dana Zificsak:

No wonder Yep, goes back to we weren't trained.

Dana Zificsak:

We weren't told this stuff.

Krystal Eicher:

Suppliers don't mention that in their training

Krystal Eicher:

about the room categories.

Dana Zificsak:

No, they don't. No they just want you to know

Dana Zificsak:

what this category is. And nothing, we do need to know

Dana Zificsak:

those things. We do need to know these things. But we need to

Dana Zificsak:

know these things too. 8% ask for the order a fifth time. So

Dana Zificsak:

consider that 80% of prospects say no four times before they

Dana Zificsak:

say yes, the inference is that 8% of sales people are getting

Dana Zificsak:

80% of the sales. So are you if you're listening, are you in

Dana Zificsak:

that 8% getting 80% of the sales? Having a follow up system

Dana Zificsak:

is really... it's a commitment to get it started. But then once

Dana Zificsak:

you have it set up, it runs itself if you have it set up

Dana Zificsak:

correctly.

Krystal Eicher:

And you have it set up automatically in your

Krystal Eicher:

business, correct?

Dana Zificsak:

I do I use Air Table, which is it's like a

Dana Zificsak:

spreadsheet thing. I don't know, somebody shared it with me. And

Dana Zificsak:

I really liked it. My CRM for my host agency probably could do

Dana Zificsak:

it. But it doesn't talk well with Macs and I have a Mac, so I

Dana Zificsak:

just gave up on that. But I think most people's host

Dana Zificsak:

agencies have a CRM that will do this for you, you just have to

Dana Zificsak:

take the time to put the information in. I put in the

Dana Zificsak:

date that I issued the quote, and then I have it set up this

Dana Zificsak:

many days, send this email, this many days send this email, it's

Dana Zificsak:

an automatic thing, I just have to remember to put it in the Air

Dana Zificsak:

Table or you know, I know many CRMs have this ability.

Krystal Eicher:

Because we use we use Funnel Gorgeous. So it

Krystal Eicher:

would be a matter of like we drop them into a workflow that

Krystal Eicher:

sends an email on day one, wait, if they don't respond, then send

Krystal Eicher:

another one. TravelJoy gives you guys this option. If you guys

Krystal Eicher:

set it up on your task list, you can put reminders to send out an

Krystal Eicher:

email and you could create an email to your autoresponder

Krystal Eicher:

that's a whole other thing.

Dana Zificsak:

That's a whole other training setting it up.

Krystal Eicher:

Because, because if you can systemize it one,

Krystal Eicher:

it's just it's a great way to be part of that 8%. But without

Krystal Eicher:

getting stressed up and doing all the extra work. And that's

Krystal Eicher:

why systemising those things is so important.

Dana Zificsak:

That was the key for me to being able to follow

Dana Zificsak:

through on this because I am not going to... no matter how many

Dana Zificsak:

reminders I set or anything like that. I am personally not going

Dana Zificsak:

to but setting up the system is a whole nother training, right?

Krystal Eicher:

That's podcast return number three, that we've

Krystal Eicher:

got you tagged for Dana.

Dana Zificsak:

I have to put them into the confirmed category

Dana Zificsak:

after they book. If not, they still get the emails and I've

Dana Zificsak:

learned the lesson the hard way. Like the next day someone's

Dana Zificsak:

like, your hold is expiring they're Dana I deposit. Oops,

Dana Zificsak:

sorry.

Krystal Eicher:

We need to move you down the pipeline.

Krystal Eicher:

Yep make sure that you are you know, and you confirm them, you

Krystal Eicher:

also confirm them in that because then they get these

Krystal Eicher:

scary emails. I'm like, yes, my system works too well. But we're

Krystal Eicher:

like, you know, wait, I thought we I thought I already deposited

Krystal Eicher:

this and they're all confused. And I'm like, oh, gosh, okay,

Krystal Eicher:

Dana pay attention. But the thing is, the follow up strategy

Krystal Eicher:

is something that you really do need to look at. I know for me,

Krystal Eicher:

I have closed more sales using this strategy in the past couple

Krystal Eicher:

of months, because I just learned about this maybe in May.

Krystal Eicher:

I knew that following up was important. You know, the sales

Krystal Eicher:

are in the follow up this whole, you know, the five no's and

Krystal Eicher:

things like that. I was like, wow, I really need to, I really

Krystal Eicher:

need to test this and this is what I it's so funny. I tell my

Krystal Eicher:

husband and husband who is an actual scientist. I'm like I

Krystal Eicher:

experiment with sales and marketing. I am an experimenter.

Krystal Eicher:

He just rolls his eyes. I am not you know I'm not scientific or

Krystal Eicher:

mathematical but...

Krystal Eicher:

I call it ABT. I call it ABT always be testing.

Dana Zificsak:

Yes, we're always testing things out. And so I

Dana Zificsak:

think playing with words and language and that's what I do.

Dana Zificsak:

It's like I've come up with these like magic phrases like

Dana Zificsak:

the one is my second follow up, which is when the hold is

Dana Zificsak:

expiring. So depending on the supplier, it might be you know,

Dana Zificsak:

three days, seven days or whatever the whatever the

Dana Zificsak:

supplier is, but I have it set up where it says Hi, Krystal, I

Dana Zificsak:

wanted to let you know your hold is expiring today. Would you

Dana Zificsak:

like to confirm your room or should I let it go? Well, if you

Dana Zificsak:

have crickets, I'd highly recommend that phrase, should we

Dana Zificsak:

deposit your room? Or should I let it go? People always respond

Dana Zificsak:

like, either oh, yes, I'm going to put my deposit through or Oh,

Dana Zificsak:

no, we haven't decided yet you can let it go. That is like the

Dana Zificsak:

magic phrase. If you put that in there on the day, it's expiring.

Dana Zificsak:

I don't know it gets people to respond. At least it gives you

Dana Zificsak:

an idea of where they are. Some people aren't ready to confirm.

Dana Zificsak:

But also it's like, oh, well, this room is expiring. And I

Dana Zificsak:

also put some little thing in like any pricing we confirmed

Dana Zificsak:

will have to be repriced. So if somebody is wanting to get that

Dana Zificsak:

room, they'll deposit it. If not, and but a lot of times,

Dana Zificsak:

they still respond, which solves the crickets problem, because a

Dana Zificsak:

lot of times we put out quotes, and then we don't hear anything

Dana Zificsak:

back. Did they get my quote?

Krystal Eicher:

And what that language does, go back to that

Krystal Eicher:

how language is so important. And there is a language to

Krystal Eicher:

marketing and sales. There is a sense of urgency that needs to

Krystal Eicher:

be a part of all of our formulas. Now, urgency gets a

Krystal Eicher:

bad rap sometimes, because sometimes businesses like

Krystal Eicher:

there's like false senses of urgency, and there's made up

Krystal Eicher:

senses of urgency, but everybody needs a reason to act now.

Krystal Eicher:

Because if any of us has the opportunity to put it off until

Krystal Eicher:

later, we will. We will sorry, we just procrastinate and things

Krystal Eicher:

we get busy, we get tied up with kids and our families and our

Krystal Eicher:

lives and our million other clients and the million other

Krystal Eicher:

things we have to do with our own businesses. It's the same

Krystal Eicher:

for your clients. So being able to create that. I just thought

Krystal Eicher:

of that when he said that that little sense of urgency gives a

Krystal Eicher:

call to action to act now. Before it's too late. It's not a

Krystal Eicher:

false sense of urgency. It's not a yucky sales tactic and say,

Krystal Eicher:

hey, this is this is important.

Dana Zificsak:

I put this hold on for you. Yeah, I put this

Dana Zificsak:

hold on for you. It's gonna expire. wanted to let you know,

Dana Zificsak:

sense of urgency. And also it's something that belongs to them.

Dana Zificsak:

It's like right now that's their room.

Krystal Eicher:

Yes.

Dana Zificsak:

But if we let it go, might not be your room. Even

Dana Zificsak:

though we know, you know, there might be plenty of rooms, but I

Dana Zificsak:

put this on hold for you.

Krystal Eicher:

Yeah.

Dana Zificsak:

But sometimes it might be the only room, Like the

Dana Zificsak:

past couple of months inventory and things like that sometimes

Dana Zificsak:

it was the last room. I mean, you know, it's like, no, you

Dana Zificsak:

have to deposit this or you won't get it.

Krystal Eicher:

I know I don't think actually if I go back to

Krystal Eicher:

that same Disney qualifying call that got me to put down the

Krystal Eicher:

deposit right there on the call, like, oh, actually, this is like

Krystal Eicher:

the other the other lower category is not even available.

Krystal Eicher:

It's all booked up. So you might want to just grab this before,

Krystal Eicher:

before it's too late. But yes, please look me in that category.

Dana Zificsak:

That is a very real issue right now, because

Dana Zificsak:

there's a lot of demand and not a lot of supply at hotels,

Dana Zificsak:

resorts, because they're still short staffed, so they can't

Dana Zificsak:

fill to capacity, even if they want to. So really, it's an

Dana Zificsak:

issue we are seeing on our side. Our clients don't know that. I

Dana Zificsak:

mean, they it's true, it makes sense to them when you explain

Dana Zificsak:

it.

Krystal Eicher:

But they're, you're right. They don't know

Krystal Eicher:

that because I had somebody actually call me the other day

Krystal Eicher:

because they were working with an agent and they got a quote.

Krystal Eicher:

And they said this feels high to me. And I took a look at it and

Krystal Eicher:

I go actually I think they really great deal. Because the

Krystal Eicher:

reality is that currently inventory is low demand is high.

Krystal Eicher:

Nobody knows all the things we know that we take for granted

Krystal Eicher:

regularly,

Dana Zificsak:

You have to take yourself out of the agent role

Dana Zificsak:

and think of yourself as a client. And that's hard for us

Dana Zificsak:

because we live in our echo chambers, because we're in all

Dana Zificsak:

the travel agent groups on social media, and then we follow

Dana Zificsak:

all the travel people. So it's like, it's all we see. That's

Dana Zificsak:

not what our clients are seeing. They're, you know, blissfully

Dana Zificsak:

unaware mostly.

Krystal Eicher:

Yep.

Dana Zificsak:

So following up and then the last part is

Dana Zificsak:

closing. Like I said, in my emails, I say, here's how you

Dana Zificsak:

deposit, that's a call to action. It's a call to close.

Dana Zificsak:

But a lot of people don't want to ask for that sale. And that's

Dana Zificsak:

a lot of mindset with that. It's a lot of fear that someone's

Dana Zificsak:

going to say no, you fear that, you know, oh, I'm not good

Dana Zificsak:

enough. I'm bothering them. There's a lot of these negative

Dana Zificsak:

things that we have going in our heads and actually a really good

Dana Zificsak:

book because it's completely off topic but John Acuff Soundtracks

Dana Zificsak:

is about this and I'm reading it right now. It's excellent,

Dana Zificsak:

because it's about those things we keep telling ourselves over

Dana Zificsak:

and over again, it's like a soundtrack in our head. You

Dana Zificsak:

know, a very common soundtrack to travel agents have is I'm

Dana Zificsak:

bothering them, you know, I don't want to I don't want them

Dana Zificsak:

to think I'm aggressive or I don't want them to say no. Like

Dana Zificsak:

Babe Ruth says, don't let the fear of striking out keep you

Dana Zificsak:

from playing in the game. You have to, like in baseball, you

Dana Zificsak:

have to go up and you have to swing you're going to strike out

Dana Zificsak:

more times then you're going to hit a home run. But for that one

Dana Zificsak:

home run, a lot of striking out to do and that's how it isn't

Dana Zificsak:

sales. We are going to be told no over and over and over again.

Dana Zificsak:

If you're not being told at least five times a week. You

Dana Zificsak:

need to be asking for the sale more, because not everybody sent

Dana Zificsak:

me that magical unicorn client that tells you exactly what they

Dana Zificsak:

want and what they want. They don't do that there are the

Dana Zificsak:

unicorns, and we love them because they make life a lot

Dana Zificsak:

easier. But we don't have all the unicorns. We have people who

Dana Zificsak:

have lives, and they're not quite sure what they want. It's

Dana Zificsak:

a whole lot of patience, a whole lot of waiting. But a whole lot

Dana Zificsak:

of asking, too, and making sure and that kind of the closing

Dana Zificsak:

goes in with the following up, because you are inviting them to

Dana Zificsak:

both to make the next step. Because if you follow up, you

Dana Zificsak:

don't tell them how to book well, then that kind of defeats

Dana Zificsak:

the purpose of following up a little bit, it can still respond

Dana Zificsak:

back, but you have to be explicit, you have to give them

Dana Zificsak:

the instructions of how to take the next step, people are not

Dana Zificsak:

going to assume nobody will infer anything from anyone, we

Dana Zificsak:

have way too much going on in our heads, nobody is going to

Dana Zificsak:

read your mind, we have to give them the instructions. And even

Dana Zificsak:

though you gave them the instructions, in the quote, they

Dana Zificsak:

don't remember, they can't find the quote,

Krystal Eicher:

They didn't read it. They didn't read it. They

Krystal Eicher:

didn't read it.

Dana Zificsak:

You know, you can even copy and paste from the

Dana Zificsak:

message they're replying to and say, here's how you deposit.

Dana Zificsak:

Just leave it, you have to do things over and over again. And

Dana Zificsak:

it's not because you're being an aggressive salesperson. It's not

Dana Zificsak:

that it's just that people are so busy and so preoccupied, that

Dana Zificsak:

they forget, or they don't read the whole email, how many people

Dana Zificsak:

have a friend that don't read any of the emails, and they just

Dana Zificsak:

rely on you to have all the information because I don't read

Dana Zificsak:

that I don't read emails.

Krystal Eicher:

The best example is I was I was actually doing a

Krystal Eicher:

handoff for a client, I had an inquiry not a good fit. And I

Krystal Eicher:

said, you know, I've got another agent friend, great fit for you.

Krystal Eicher:

I really think they're going to take so much better care of you.

Krystal Eicher:

So I do the email to do the handoff, my agent friend

Krystal Eicher:

responds to the client says, I cannot wait to work with you. I

Krystal Eicher:

have all these destination weddings going out this week. So

Krystal Eicher:

I but let's schedule time next Monday. And he replies back I

Krystal Eicher:

can't wait to work with you. Let's get something on the books

Krystal Eicher:

this week. My agent friend laughs she goes clearly reading,

Krystal Eicher:

reading is his strong suit. And I said it's not a but it's not

Krystal Eicher:

just that that's so normal. You guys, normally there are only

Krystal Eicher:

halfway paying attention. There's assumptions on what

Krystal Eicher:

you're gonna say. And so many people have never worked with a

Krystal Eicher:

travel agent before. You don't know how this works.

Dana Zificsak:

And you need to have patience. This is a long

Dana Zificsak:

game.

Krystal Eicher:

Yeah.

Dana Zificsak:

It is not for the weak of heart.

Krystal Eicher:

No.

Dana Zificsak:

You know, like you have to do things that are

Dana Zificsak:

going to scare you because those are the things that are going to

Dana Zificsak:

bring you to the next level. When you're comfortable that

Dana Zificsak:

means you're not challenging yourself enough and you're not

Dana Zificsak:

going to grow. If something makes you a little scared, then

Dana Zificsak:

that's what you have to do. Because that little feeling in

Dana Zificsak:

your stomach that you know gives you a little anxiety. That's the

Dana Zificsak:

good anxiety that makes you grow. Yeah, anxiety isn't all

Dana Zificsak:

bad. And fear isn't all bad. But you have to do those things that

Dana Zificsak:

scare you. And take a deep breath and just do it. Yeah,

Dana Zificsak:

like going live on Facebook. I mean, that's a whole nother

Dana Zificsak:

marketing thing. You have to be able to talk to no one no one is

Dana Zificsak:

showing up. In order to have 20 people on your next one, you

Dana Zificsak:

have to start somewhere and you have to ask for the sale. You

Dana Zificsak:

have to get told no five times before they'll say yes. And it's

Dana Zificsak:

not anything against you. I think that's another thing. We

Dana Zificsak:

take things personally, Oh, I must have said something wrong

Dana Zificsak:

or oh, you know, I might have offended that. No, it really is

Dana Zificsak:

people have so much going on in their lives. Like with the

Dana Zificsak:

school picture form. It is sitting on the kitchen table. I

Dana Zificsak:

know the picture date is November 11. I know I need to

Dana Zificsak:

send that paper in. I want to get the pictures, I want to buy

Dana Zificsak:

the pictures. I'm not avoiding it because I don't want to buy

Dana Zificsak:

them. It's just I keep forgetting now I need a

Dana Zificsak:

deadline. November 10th I'll fill it out because I know it

Dana Zificsak:

needs to go in the next day. But it's just sitting there even

Dana Zificsak:

though I could like you know, be all on top of things and have it

Dana Zificsak:

all done and ready. But I still have until next Wednesday to do

Dana Zificsak:

it, to get that also, it's there. And that's how clients

Dana Zificsak:

are too they need a deadline.

Krystal Eicher:

It's true. It's true. And they need to be

Krystal Eicher:

invited to the next step. They need clear directions on where

Krystal Eicher:

to go next, what the next steps are, how to work with you how

Krystal Eicher:

this works going forward. And they need to be told over and

Krystal Eicher:

over. You're doing a Disney cruise for my mom's 60th

Krystal Eicher:

birthday. I don't know how many times I have to tell her how to

Krystal Eicher:

do the invoice, approve the invoice. Every time she has to

Krystal Eicher:

approve an invoice we're on the phone where I'm walking her

Krystal Eicher:

through how to approve the invoice. It's just part of it

Krystal Eicher:

guys. It's just part of it. My mom has the lowest common

Krystal Eicher:

denominator like she is the average client. She is not super

Krystal Eicher:

tech savvy. Paying invoices online is very new and

Krystal Eicher:

different. Remember this this is not something that's super

Krystal Eicher:

intuitive and people are leery of doing that sort of stuff

Krystal Eicher:

online because of all of the scammy things that are out

Krystal Eicher:

there.

Dana Zificsak:

Exactly.

Krystal Eicher:

People who are in your world but never been a

Krystal Eicher:

part of your world before. They are coming into this with a

Krystal Eicher:

little bit of hesitation on putting credit card numbers

Krystal Eicher:

online and how does this work?

Dana Zificsak:

Exactly.

Krystal Eicher:

Is right? So having clear processes stepped

Krystal Eicher:

out in that closing part and just really helping bring it

Krystal Eicher:

over line super valuable and important.

Dana Zificsak:

Absolutely. Yeah.

Krystal Eicher:

Well, I think that is a beautiful place to

Krystal Eicher:

wrap it up. So like just remind everybody when you're trying to

Krystal Eicher:

bring that thing from quote to close, remember, qualify, follow

Krystal Eicher:

up and close. Don't forget to ask for the sale. Don't forget

Krystal Eicher:

to actually ask them for the next step. Dana, thank you. So,

Krystal Eicher:

so much. OGh gosh, we love having it's not gonna be the

Krystal Eicher:

last time I have a feeling we are going to link in the show

Krystal Eicher:

notes everywhere that you can find Dana, including her Guts,

Krystal Eicher:

Grits, Goals program. Her Facebook group, all of the

Krystal Eicher:

things that you do. Dana and I are really excited to be

Krystal Eicher:

collaborating on a new project, the Travel Agent Business

Krystal Eicher:

Bundle, which will be available on Black Friday, and there's

Krystal Eicher:

going to be a link to the waitlist for that. If you want

Krystal Eicher:

more information there's a link to that in the show notes. So

Krystal Eicher:

Dana, thank you so much for joining us.

Dana Zificsak:

You're welcome. It's been great talking sales. I

Dana Zificsak:

can talk this all day.

Krystal Eicher:

We probably would if we gave the

Krystal Eicher:

opportunity. That's why I think there's going to be a multiple

Krystal Eicher:

part to all of this. Oh, yeah. So I was taking notes. Like I

Krystal Eicher:

need to have her back to talk about this and we should have

Krystal Eicher:

about to talk about that. Thank you so much. All you listeners

Krystal Eicher:

out there. Have an excellent week, go ask for the sale. Go

Krystal Eicher:

follow up. Go follow up with your people today. That's your

Krystal Eicher:

homework. Bye, everyone.

Dana Zificsak:

Bye bye.

Krystal Eicher:

Hey guys, we hope you enjoyed today's

Krystal Eicher:

episode, take a screenshot and share it on social media and be

Krystal Eicher:

sure to tag us at Kinship Travel Academy or #TravelBizCEO. And if

Krystal Eicher:

you loved us, don't forget to subscribe and leave us a review.

Krystal Eicher:

If you are a home based Travel Advisor looking for community

Krystal Eicher:

and support we invite you to check out Kinship CEO

Krystal Eicher:

Membership. Kinship CEO Membership is for travel agents

Krystal Eicher:

looking for education and support in business marketing

Krystal Eicher:

and mindset. Members get access to past and future courses,

Krystal Eicher:

monthly coaching calls and our private community of agents. The

Krystal Eicher:

love of travel just isn't enough. You have to have solid

Krystal Eicher:

business foundations, marketing strategies and a healthy mindset

Krystal Eicher:

to make it and that's why we teach all three. You can find us

Krystal Eicher:

at KinshipTravelAcademy.com/KTAmembership

Krystal Eicher:

to learn more. Here's to you. We'll see you at the next level.