Converting
Price Shoppers
to Value Buyers
Presented by
Peter Shelbo, President of
Tour West America
&
Gladys Gillis, CEO of
Starline Luxury Coaches
A Quick Review of the
Charter Sales Process
Charter Sales Process
• Greeting
• Fact Finding & Building Rapport
• Make Service Recommendations/Sell the
Benefits of the Company
• Ask for the Sale
• Close the Sale
Greeting
• Identify Your Company
• Identify Your First Name
• Obtain Caller Name & Establish a
Relationship
• Show Enthusiasm, Yet be Professional
• The Sales Call Must be Taken by a Live
Person, NOT an Answering Machine
Fact Finding & Building Rapport
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Obtain Callers Contact Information, Existing
Customer?
Ask Open Questions to Start Dialog &
Build Rapport, Look for Small Talk
Opportunities
Obtain Information about the Trip
Ask Closed Questions to Get Details
Determine Special Needs
Prepare the Quote
Make Service Recommendations;
Sell the Benefits of the Company
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Sell to Client Needs/Preferences
Point Out Features & Benefits
Bridge this into a Statement that Benefits the
Customer
Use Visual Imagery; Paint a Picture
Cross-Sell Logical Services & Amenities Your
Company Offers Well
Share What Makes Your Company the Logical
Choice
Ask for the Sale
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“I have the right bus for your trip and would like
to reserve it for you today.”
Address Client Concerns. Go Back to Features
and Benefits Conversation.
If Sale is NOT Closed, Initiate Client Callback
(Date/Time)
Send Quote and Marketing Material
This Process is Continued Until the Sale is
Closed or Rejected
Close the Sale
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Thank Them for Their Business
Finalize Trip Details
Confirm Signature, Deposit & Contractual
Requirements
Review the Next Steps in the Process Leading
Up to Departure; Who Will Assist Them?
Ask for Leads
Thank Them Again
Follow Up
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Contact the Client After They Return from
Their Trip
Determine Their Future Needs & Plan to
Follow Up in Time to Book Next Trip
You Now Have a Repeat Customer!
Reasons NOT to Buy
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Unable to Reconnect with the Client
Client Cancels Travel Plans
Client is Using Other Transportation (NonMotorcoach)
No Equipment is Available
A Competitor Better Fits Their Needs
Price
Customers Do
Business with People
They Trust & Like
Feature + Benefit = Value
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A Feature is a Characteristic of Your Company
that Sets You Apart from Your Competitor
A Benefit is the Positive Outcome Experienced
by the Customer
The Customer will Value the Benefits of Using
Your Company and Will Pay More for Your
Services
Audience
Participation
Converting
Price Shoppers to
Value Buyers
Presented by
Peter Shelbo, President of
Tour West America
&
Gladys Gillis, CEO of
Starline Luxury Coaches
Thank You For Joining Us