Richard Turen
The first interaction you have with a client is critically important.
You want to earn their confidence. They have likely been searching online, and they may have discussed their vacation plans with others. So how do you connect as a caring advisor instead of some travel hack using a seminar pitch to "close the sale?"
Over the years, we have found that including the following five questions in your initial conversation with clients will help you establish the kind of partnership you are seeking with them right from the beginning. They will also help you establish specific vacation goals and expectations.
1) My job is to listen to you carefully and then to try to plan the kind of vacation that will exceed your expectations. What kinds of things would I need to do, or to know, to make you feel that this was the best vacation of your life?
2) In really broad terms, the vast majority of my clients fit into one of two categories.
For many, when they visit a destination for the first time they want to see all of the major sites in the company of a guide with a strong knowledge of history. They feel it will be a long time before they return, and they want to cover as many of the major sites as possible.
But I also have clients who tell me that they prefer to read about history, and when visiting a destination for the first time they would like to avoid historical buildings, churches and lectures and instead focus on contemporary life. They would like this question answered: "If I moved to X tomorrow, how would my daily life be different than it is in the U.S.?" They want to understand what folks cook in their homes, what the top-rated TV shows are, what people do for fun and how the schools are set up. They want to know about local real estate.
The question is: What framework for touring do you prefer? Would you like historical touring that will cover all of the major sites most clients wish to see, or would you prefer insight into the lives of locals as they pursue their daily tasks?
3) Let's face it, 30% to 40% of my clients describe themselves as foodies and want me to design tours that include visits to the best local markets, tastings and behind-the-scenes visits to special restaurants. So, let's get this straight from the beginning: To what extent are you a serious foodie?
4) Before we contract for services, I want to make sure that you have considered that being with a guide exploring, walking, doing a bit of stair-climbing and going in and out of buildings and perhaps walking on cobblestone streets for a full day takes quite a bit of stamina and strong walking skills. Are you up for full-day touring from 9 to 5, or would you prefer that I build in some free time.
5) I try not to plan vacations. I try to create truly memorable experiences. So, please give me an idea of the kinds of experiences you would want me to include to make this a vacation you will never forget. I will also need to know what you would expect to spend per person, per day for your accommodations and the services of certified guides and drivers?
Space limits me to these five questions. But if you are new to our industry and concerned about how to initiate a travel planning conversation, I hope these questions might help you organize your own "get to know you" script.