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In today's rapidly evolving travel industry, the professionals who thrive are those who transcend basic booking tasks and elevate themselves to true consultants. In this comprehensive guide, we will explore the critical differences between selling and consulting, and how mastering both will transform your business.

For such a simple word, the term "consulting" refers to a lot of different but related things, including helping others make beneficial decisions, offering educated or professional opinions, providing qualified advice, and giving guidance and direction. Consulting also involves research, analysis, recommendations, predictions, and representing the client while protecting their best interests. To build a business that generates lifelong clients, you must understand how to integrate these elements into your daily workflow.

1. What is Consulting in the Travel Industry?

To truly grasp the power of consulting, it helps to look at consulting outside of travel. Lawyers are legal consultants offering services such as contracts, wills, representing clients in court, and negotiating settlements. The way lawyers get paid is actually quite similar to how travel agencies earn revenue; for things like settlements or awards for damage, they usually get paid a percentage of the amount, almost like a commission. Lawyers also charge fees which are sometimes flat amounts, hourly amounts, and/or markups. Lawyers, financial advisors, management consultants, consulting engineers, fitness trainers, and nearly every other type of consultant have a lot in common with travel consultants. Just like you, they all have to not only provide advice, support, and expertise, but they also have to sell. That means selling their supplier's products, but it also means selling themselves.

Among all consulting professions, there is one common thread connecting successful consultants of all types: they follow a system. Unlike selling, which primarily involves telling people about something, consulting is mostly about asking people questions. To be more specific, consulting is asking the right questions, in order to do the right research, in order to make the right recommendations.

Opinions vs. Advice

These two words are often used interchangeably, but they are in fact very different concepts. This difference is especially important in the world of professional consulting. An opinion is something that comes from your own perspective; it reflects your own likes and dislikes, and arises from your own experiences and judgments. Advice, on the other hand, is entirely unrelated to your own preferences. Advice is one or more recommendations offered to another based on their needs or desires. Advice can only come from asking questions, often involves doing research, and finally results in making recommendations. Even though a client might ask for your opinion, it is actually your advice that they want. You should always be very clear that your opinion is not necessarily helpful in finding something that will make them happy.

Consultant vs. Specialist

While being an expert or a certified specialist offers significant advantages, remember that consulting involves asking questions and doing research. A specialist would probably be faster at finding the answers, but some actually put their reputations at risk by exclusively relying on past knowledge and experience. In travel, things change quickly, and to solely depend on product knowledge from a webinar or a personal visit to a destination is risky at best. The best specialists still ask the right questions and do the right research before making any final recommendations.

Virtually any travel product or destination desire is as close as the nearest computer mouse, phone, or tablet. Access to information, prices, and even opinions is easy and available around the clock, but advice cannot be found on a website or in an app. When surveyed on why a traveler would call a travel agent instead of going it alone online, the number one response continues to be: "I want advice".

2. The Total Vacation Experience

The purpose of your consulting service is to help people have a vacation experience they will enjoy so much that they want to come back to you over and over again. To accomplish that, you need to think beyond transportation and accommodations, and deal with the total vacation experience. We can divide the typical areas of discussion between a travel consultant and a client into two lists.

• List #1 - Transactional Things: Travel dates, check-in/out, travel times, prices, deposits, payments, taxes, surcharges, resort fees, availability, bookings, confirmations, cancellations, changes, policies, fare rules, and upgrades.
• List #2 - Vacation Experiences (Consultative Things): A beautiful view, a well-appointed spa, proximity to the pool, shopping, hiking, sun tanning, sightseeing, relaxing, enjoying the perfect meal in the perfect café, exploring the area, discoveries, meeting people, getting away from it all, or getting into the middle of the fun, time spent with people you love, making memories... and more.

List #1 is very important for making reservations, but List #2 is important for having a great vacation. Travel consultants understand that List #2 is what creates happy clients and repeat business. While there are an infinite number of things that could be part of such a discussion, there are really only six key categories that will cover the most important ones.

3. The Six Critical Questions: The Zones of Experience

By asking questions in these six categories, you can find out what really matters to your clients, uncover any misconceptions or misinformation they may have, and boost your productivity. By asking the right questions, you can much more quickly zero-in on what would make your clients happy, instead of wasting time on things that may or may not be a good fit for them. With practice, it should take no more than five to ten minutes to cover them all. We call them the Zones of Experience, which represent the primary experience of every vacation.

1. The Theme Zone (Emotional)

The theme zone is about the emotional aspect of the vacation, such as whether it is romantic, adventurous, relaxing, family bonding, exciting, or educational. This uncovers the primary purpose of the trip. During your consultation, you should ask questions like, "Is this a romantic getaway, a family trip, are you hoping to just relax, have some high adventure, or some combination?" and "What does this trip mean for you?". You can also ask, "What is the main experience that you are most looking for in this trip?" and "Is this trip for a special occasion or just a get away?".

2. The Setting Zone (Lifestyle)

The setting zone is about the lifestyle they want during the vacation. You must determine if their vacation lifestyle leans toward upscale and luxurious, mainstream, popular, discount, exclusive, remote, or exotic. Ask your clients, "What kind of setting appeals to you for this vacation? Luxury and upscale with excellent service, something a little more mainstream, or is this more of a discount or budget-focused trip?". It is also helpful to ask, "Are you hoping for an upscale experience or is price the primary factor?" and "Do you prefer a well known and popular or more exclusive experience?".

3. The Scene Zone (Social)

This zone is about the social environment they are hoping for. You need to know if they want an environment that is adults-only, family-friendly, quiet, boisterous, fun, or has lots of people around. Are they looking for groups or singles?. Frame your questions carefully: "I can make better recommendations if I know what sort of social scene you'd prefer. Do you like a lot of people and activities all around, or something more private and serene? How do you feel about families and children? Do you prefer a younger crowd or an older clientele?". You should also ask, "Do you like to explore on your own, or do you like guided tours or both?".

4. The Food Zone (Dining)

The food zone is more than just "eating." It's about the entire collection of food and dining experiences they hope to enjoy. This includes fine dining, comfort food, exotic, familiar, buffets, bistros, room service, and specific dietary needs. A great way to ask this is: "Getting the kind of food and dining experiences you enjoy can change everything, but everyone has their own likes and dislikes. Can you tell me a little more about what you prefer? Things like buffets vs. full service, casual vs. fine dining, room service, special dietary needs, having lots of choices - that sort of thing? Is this important to you?". Also inquire, "Any dietary issues? Diabetic? Vegetarian? Kosher? Spa cuisine?".

5. The Happenings Zone (Activities)

The happenings zone relates to activities, which includes doing nothing. This covers sun tanning, spa visits, golf, biking, snorkeling, dancing, clubbing, sightseeing, and relaxing. Ask your clients, "What sort of things do you hope to do when you get there (or on board)? There are always plenty of choices of things to do, including just relaxing. But, if I know what is most important to you, I can make sure we're looking at the right resort (or destination or cruise)". Dig deeper by asking, "Is nightlife important to you? Do you want to be close to it or a little farther away?" and "What do you do for fun at home?".

6. The Flavor Zone (Cultural)

The flavor zone is about cultural experiences, such as architecture, history, art, languages and customs, and local fashion. It covers whether they want to explore the village, stay in the resort, or try unfamiliar food. Ask them, "If you've never been there before, I'd like to make sure it's a good fit for you. How do you feel about being around other ways of life, local customs, different food and languages? Do you like to really get into the culture, or prefer to stay within the resort (or on the ship)? Are there things about this area that especially interest you, or possibly make you nervous?". You must also clarify, "Is it important to be where you'll find familiar shops or restaurants?".

4. The Rules of Consulting

Every system has its rules, and it's no different with consulting. These rules are more like guidelines to help you avoid making common mistakes that simply waste your time, but if you remember and follow them, you can close more sales and create more repeat business.

• Rule #1: Never believe a customer knows what they want - even if they do. Still ask the zones questions, as you might uncover a misunderstanding or misconception about a destination. Asking the questions also proves you are a consultant!.
• Rule #2: Opinion and advice are not the same things. Your opinion is your personal preference; advice requires asking questions.
• Rule #3: Points of view differ. Never assume that your client's idea of romance, adventure, excitement, etc. is the same as yours. Always ask what they mean.
• Rule #4: It's not your vacation. It doesn't matter if you like or dislike a property, ship or resort; the things you dislike may be the very thing they love and vice-versa.
• Rule #5: It's not your bank account. When you ask about upscale versus budget, don't assume everyone has the same idea as to what "upscale" or "budget" actually means; get their interpretation.
• Rule #6: Don't chase the price first. Most people wrongly believe that travel agencies are the most expensive option for travel, therefore, price cannot be the primary reason for calling. Focus on finding the right vacation first and you just might sell fewer cheap vacations while creating more happy, repeat customers at the same time.

5. The 5 Phases of Consulting

As consultants from other professions have discovered, following a system improves results. The 5 Phases of Consulting are a simple way of organizing your consulting activities in a sequential manner.

Phase 1: Assess and Validate

For travel consultants, this phase represents the initial contact with a client in person, by phone, or email. The objective at this point is not to sell a cruise or a tour yet; instead, you use those first few minutes to assess what you're really dealing with, how (or if) you can help, and to validate if you have good reasons to work together. You must determine if they just want ideas, if they are travelling soon, and if they are a good fit for your business. Use this phase to build your reputation as a consultant whose real job is to make sure they never waste a penny on a trip they don't love.

Phase 2: Engage and Quote

The idea is to secure some form of commitment from the client before you begin the process of consulting, questioning, researching, and recommending. For engaging your service, charge a fee or get a commitment. Explain to them that there are many factors that determine whether they will truly enjoy their vacation, such as the primary purpose of their trip, the lifestyle they want, the social scene, dining, and culture. If you charge fees, quote your consultation fee here, explaining that your professional consultation is well worth it. If you do not charge fees, secure a verbal commitment by explaining that everything you research and recommend assumes you will be handling the booking.

Phase 3: Consultation

At this point in the process, you use the Zones of Experience questions discussed earlier.

Phase 4: Research

Research can include many resources, but always start with the convenient resources at your fingertips, utilizing your preferred tools, promotional offers, partners, portals, and peers.

Phase 5: Present and Fulfill

This phase is about making recommendations. It is not just a price quote; as a consultant, you are truly presenting the results of your research. If you call it a "price quote," your clients will see it as nothing more than reading numbers from a screen. Be sure you convey the whole truth and call it what it is: the results of your research!. A highly effective method is the re-statement method, which involves re-stating your client's answers to the Zones questions to remind them of what they really wanted, and to substantiate your recommendations.

6. Integrating Selling and Consulting

While mastering consulting is paramount, selling is still part of the process. In travel, selling and consulting are connected and interdependent upon one another; they are two sides of the same coin. A very popular and effective method for sales is the 7 steps of selling, which is a step-by-step system that helps increase your chances of closing a sale. As a sales consultant, there is a point where you will need to step over into consulting and back again into selling.

Step 1: Prospecting

Prospecting is ongoing and happening all the time. It is all the things you do to reach and connect with prospects and to stimulate repeat business from existing clients. This includes advisor marketing, attracting new clients, and reconnecting with existing ones.

Step 2: Preparation

Preparation is also called "the pre-approach" because it refers to things that happen before approaching a client or prospect. Before speaking, be prepared. Ongoing preparation involves taking seasonal webinars and courses. Prior to a consultation, check the client's profile and history.

Step 3: Approach

The approach is where you finally speak to your client or prospect, make contact, and set the right tone in your greeting. This step is not about selling travel yet, but about selling you and your agency using your elevator speeches. This is the point where you shift from the 7 Steps of Selling and into the 5 Phases of Consulting. You will work your way through the phases from Assess and Validate all the way through Present and Fulfill, which is where you jump right back over to the 7 steps of selling.

Step 4: Presentation

Completed alongside the final phase of consulting, your presentation should be more than a quote; it must be presented as the results of your research. Sell you, not just travel, quote in your reservation card, and set an activity reminder to follow-up.

Step 5: Handling Objections

Amateur salespeople think this step is about getting a sale at all costs, which would be a disaster in travel where so much depends on happy customers who loved their trip enough to buy from you again. The real purpose of this step is to make sure no question is left unanswered, to anticipate issues regarding price, value, or the internet, and to be prepared even if they aren't quite ready to buy yet. You should restate the Zones of Experience to substantiate your recommendations and resell your value and your agency's advantages.

Step 6: Closing the Sale

Closing the sale is not about tricking people into buying something they don't want. If you've done a good job on the consulting side of things, asking for payment or a deposit should be easy. Usually, it requires you asking, "So, would you like to book this now while it's available? I'd hate for you to lose the space," or simply stating, "I'll just need your credit card number...". Even if they aren't ready to buy yet, it's the perfect time to suggest making a refundable deposit to protect their options.

Step 7: Follow-up

We say it all the time in travel: "we are here to help you before, during and after the trip". That's what this step is all about and it never ends. You must stay in touch before, during, and after the trip, and be extremely proactive. Your follow-up must be personal and ongoing; do not wait for them to call you. This step naturally cycles right back to Step 1: Prospecting!.

There are some travel agents who just sell and others who just consult, but our goal at Vincent Vacations is to help you become a superstar that does both. By mastering the 5 Phases of Consulting, asking the critical Zones of Experience questions, and integrating the 7 Steps of Selling, you will stop competing purely on price and start building a deeply loyal, highly profitable client base. Join us today, and let's build the travel agency of your dreams.

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