1. Introduction to Travel and Tourism Making Connections: How to Market, Sell to, and Serve the Traveling Public
Chapter 10

2. Definitions
Marketing is the process of transferring a product or service from its producer to the consumer.
Selling is the process of helping someone to buy something.

3. Five Kinds of Marketing
Mass marketing
Niche marketing
Brand-based marketing
Relationship marketing
Database marketing

4. The Major Steps of Marketing
Research
Development
Costing
Promotion
Distribution
Follow-up

5. Types of Selling Transactional selling Consultative selling
Closed-ended questions
Open-ended questions
Prospecting (and telemarketing)
First sub-bullet: change “closed” to “close”

6. 6 Steps of Transactional Selling
Greet the customer.
Take the order.
Try to upsell the customer.
Process the transaction.
Try to cross-sell the customer.
Thank the buyer.

7. Steps to a Consultative Sale
Greet the client.
Qualify the client.
Research the client’s needs.
Make recommendations.
Overcome objections.
Upsell and cross-sell.
Close the sale.
Follow up.

8. The 3 Most Common Closing Techniques in Travel Sales
The urgency close
The reservation close
The scarcity close

9. Delivering Great Service
Acknowledge and greet the customer.
Use positive language.
Look and act professional.
Pay attention.
Do what you’re supposed to do—and more.
Recover from mistakes.
Express gratitude.

10. Recovering From Mistakes
Fix the customer’s emotions first.
Find out the details.
Agree on a solution.
Follow through.