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TTG Toolkit Selling Power

19, a travel consultant for Regal Travel has. Two weekends ago a couple came in-store looking for a trip to Spain. After chatting to Morris the pair ended up booking a trip to Mexico instead. He bumped up the sale further by adding on a junior suite, a dolphin swimming excursion and a pre-departure Gatwick hotel. A free airport-parking pass

Mapping out a career path H

Self-starter Lloyd Morris was whisked from a travel and tourism diploma straight into an apprenticeship with Regal Travel at the tender age of 18. Chloe Cann asks him to spill the beans on the skills that have helped him succeed thus far

ow many agents can say they have upsold a client to a more exotic continent? Lloyd Morris,

sweetened the deal, though adding value is a common sales strategy at Regal. “Adding extras such as a free late check-out or extra baggage allowance persuades them to book it there and then,” says Morris. “It clinches the sale. They just need that push to say we’ll go for that one.” Morris joined the south Wales independent – which has four branches – in August 2012, after completing his two-year national diploma in travel and tourism. He had applied to university, but after a successful trial and interview with Regal he opted for an apprenticeship with the agency instead, taking on a Retail NVQ as part of the job. “I think experience is more key than qualifications,” he says. “A degree is also something I can go back and do.” Helen Tustin, general manager at

Regal, says the firm takes on a new apprentice every year. “They provide a fresh pair of eyes and enthusiasm,” she adds. Morris’s path into travel has been

on the cards for as long as he remembers. “It’s always been something I’ve had a passion for,” he says. While his college training gave him a good theoretical grounding in industry issues, it did not prepare him for the sales aspect of frontline

30 13.03.2014

Highlighting the distance between Cairo and the Red Sea resorts helped Morris hold on to sales

Mark Rowe, head of marketing at The Advantage Travel Partnership, says he was impressed by Morris’s drive. “Lloyd stood out to me as a real sales person. He has a hunger to make bookings and use all of the skills and tools available to upsell holidays, add extras and provide a great service. “Lloyd has used what he learnt at

Morris: talent for sales

work, he explains. Fortunately, his innate salesmanship and ambition have helped him succeed, as has face-to-face training. “I always try to reach above my

target,” he says. “Roadshows are good for making contacts with operators. That relationship really helps you sell – for certain operators we always use the same person in their call centre.” Last year Morris attended the Advantage Frontliners training.

Frontliners to make better use of videos in the sales process and has been upselling to holidays with higher margins. He is an asset to Regal Travel and an important lesson for all independent travel agents that they need to invest in new talent.” Already Morris has overcome

several challenges in the line of selling. Last month a group of six ladies who had been booked on to a Sharm el Sheikh trip came in-store and told Morris they needed to cancel the break there and then, concerned by headlines regarding Egypt’s instability. Through his knowledge and experience he managed to ease the nerves of the travellers; Morris showed them a

map of Egypt, highlighting the distance between Cairo and the Red Sea resort and soothed them with references to recent trips both he and his colleague made to Egypt. As a result not one of the six passengers dropped out of the trip. Morris also uses YouTube to show

hesitant customers videos of destinations. The tactic comes in particularly handy when selling troubled destinations such as Egypt. “Some customers came in just before Christmas who were a bit unsure. They’d never been to Egypt before, but after a 10-minute YouTube clip they got a feel for the place and the facilities and they were sold. They booked it straight away.” Ultimately, Morris says it’s not about

the hard sell at Regal. “We do well because we try not to be pushy with clients. That puts people off. I don’t like pressuring someone into a sale.” Whether upselling to a different

continent or soothing nervous customers, it’s clear that aggressive selling isn’t a tactic Morris will need to resort to any time soon.

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