Switch selling: finding more value for clients — US archive

A recent travel agent poll revealed almost 7 out of 10 of respondents (69%) have tried to switch-sell clients to their agency's preferred suppliers. The reasons given as to why the switch sell towards specific providers was agency friendly commission structures, internal sales promotions and better supplier reward programs. 34% also said that they would try to steer clear of providers with a direct sell policy.

The poll also found that 81% of agents believe that most providers underestimate the power that agents have in steering customers to make buying decisions. Agents are quickly moving away from 'order takers' to a more 'consultancy' role, as you need to demonstrate your value.

Most travelers using the services of a travel agent would welcome the benefit of the consultant's superior know-how, to steer them through the maze of products, operators and offers available.

So, commissions and rewards programs are obviously critical factors in driving agents to switch sell, but what about when a switch sell is actually beneficial to the customer. That's what Room-Res gives you the power to do.

You start your search and compare prices for the particular hotel your client has requested. However, as Room-Res brings you such a wide range of pricing and availability, you could very well find a superior hotel at a lower price point than the client was working to. As a result:

You provide an upgraded hotel for your client
You make more margin.
Everyone wins!

As long as you listen to the needs of your customers, you can recommend a 'best fit' solution to match their needs and maximize your hotel earning potential at the same time.

And the moral of the story? Switch selling is the primary role of the agent, to give the customer the best products that match their requirements and not just an order taker, like an OTA.

From the original story