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COMMENT


BE A FRIEND, NOT A SALESPERSON


demand more of an agent. Some will be intimidated by this but those who overcome this earn a lifetime of loyalty from their wealthiest clients. These agents have done their homework and can demonstrate confidence and competence at every turn. There are five steps for getting


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around common sales roadblocks. Here, I’m talking about luxury in particular, but they apply to all sectors.


STAY ON TOP OF YOUR GAME Many of today’s most affluent travellers are younger and their wealth self-made. They got where they are through hard work and expect everyone (including you) to be equally motivated. They don’t like to waste time and want to buy from people who know the facts and have knowledge, experience and expertise. The more you know, the more successful you will be. These buyers expect their agent to know what makes an experience unique, worthwhile and enriching.


FOLLOW THE BEST FRIEND RULE Forget being a sales person. An agent’s role is to help clients make the best possible buying decision. This means the sales process doesn’t involve ‘a selling pitch’, but a conversation. It takes more time, requires more listening and less talking. One of the best sales people I ever met called this “the best-friend rule”.


When you have both expertise and enthusiasm, it’s easy to sell with conviction


In other words, the client deserves the same honesty and advice that you’d give to a friend. Practising this will change the way you sell.


ADDRESS PROBLEMS HEAD ON Research suggests that affluent buyers will always have objections. If their objection is ignored, they will conclude they are correct so you must address it. Listen, acknowledge and set aside the objection. It doesn’t mean the concern goes away but it means the conversation can continue.


ffluent travellers tend to ask more questions, raise more objections and generally


COMMENT LARRY PIMENTEL


PRESIDENT AND CHIEF EXECUTIVE, AZAMARA CLUB CRUISES


BE PASSIONATE ABOUT YOUR PRODUCT


It should be a thrill to present the right product to each customer. As you describe the holiday to your client, your enthusiasm should ignite theirs. The best sales people know that with the right information, their luxury clients will absolutely want the better option, because it’s better quality. When you have both expertise and enthusiasm for a product, it’s easy to sell with conviction.


BE MOTIVATED BY THE RIGHT THING We hear a lot about integrity in selling. Usually it means being honest and forthright. However, in my opinion it goes beyond that. Integrity means being motivated by what’s best for your client, not what’s best for you. The most sought-after agents won’t close a sale if the product is wrong. Instead they’ll take the time to discuss alternatives until they get it right. The best way to overcome sales roadblocks is to always act on behalf of the people you’re serving.


72 — aspire march 2017


Luuy Lay


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