Size matters - play up
on the small ship size and exclusive experience levels on a luxury cruise.
Sell the
enhanced service levels and gourmet cuisine that comes with a luxury
experience.
Intangible details such as little pampering touches separate luxury
from the rest.
Sell travel as an
investment - to de-stress, refresh your mind
and overall well being.
Many travel
agents have told me that one of the most common obstacles they face is selling
luxury cruises. While no one has problems selling a 7-night mass market cruise
at $999, many are unsure they can sell a 7night
luxury cruise at $4,999.
With travel
being so price-driven, how do agents overcome this hurdle?
Let's begin
by looking at examples of luxury sellers outside of cruising.
The
salesperson at Hermes does not flinch when presenting a $25,000 purse to a
customer. The focus is on the quality of design, workmanship,
exclusivity and the emotional experience of owning such a luxury item... not on the pricetag.
At Mercedes
Benz, they don't apologize for or try to justify the cost of their cars.
Instead of assuming the customer cannot afford one, the belief is that they
can.
Clearly, other luxury brand sellers have a mindset that
their product is worth the cost, and they present the benefits of that product
in a confident manner.
Selling a
luxury cruise should not be any different.
The key is
to not sell out of your own pocket. Consider a new strategy: Forget about
the price for now, and concentrate on the cruise itself.
First,
focus on the biggest benefit of the all-inclusiveness - which isn't always
about what's included. Don't rely on the "free alcohol" card to win
the game. Today many clients do not drink very much
by choice or due to health reasons.
Rather,
emphasize the carefree experience on a luxury cruise - it's the convenience
of having everything included that you want to get across.
Elaborate
on the expected experience - the personalized service, exclusive atmosphere, emotional
enjoyment - all of which are intangible but priceless qualities.
Use
statistics wisely. When it's a 30,000GRT ship with 300 pax and 180 crew, what
does it really mean to the customer? Recall the good old Features and Benefits
presentation you learned in Selling 101 - every fact should be accompanied by
how it positively affects the client's experience.
If your discussion hinges on the right messages, the
pricing conversation will be smooth. Breaking down the total into per diems can also help the client see things more clearly.
It is at
this moment that you remove your fear or uncertainty in your voice. Speak as if
you buy luxury. Spending $700 a day on a cruise may be out of the question for
you, but remember that it is your clients buying this cruise, not you.
Refrain
from describing luxury cruises as being "more expensive", "costs
more" or "higher priced". Using words that describe the cost in
a negative way projects an attitude that the product is unworthy.
Instead, be
enthusiastic about the value, convenience and experience that the per diem
represents. Believe in your power to convince and don't waver.
Lastly,
bring investment into the picture. People don't associate a vacation with
investment because it is not a tangible product such as a work of art, a car or
cash. But a vacation is an investment in our well being. It reduces stress,
strengthens bonds with spouse and family, and educates our mind. Use this fact
to upsell - you are investing in yourself and you deserve the best.
I encourage
you to try these tactics and start offering luxury cruises to your qualified
clients. With practice, you will become more confident and the bookings will
come.
Ming Tappin is a cruise veteran with 20 years’
experience in the industry and has sailed on 36 cruises and counting. Based in
Vancouver, Ming is passionate about cruising and is the Owner of Your Cruise Coach Consulting.
