Stop the traveller from shopping around

£20 per person

Do you find your customers shop around? We can tell you why. You didn’t profile them, get to know their needs in full and hook them into you, therefore trust in your ability to meet their needs doesn’t exist. Let’s show you how to stop this happening.


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Do you find your customers shop around? We can tell you why. You didn’t profile them, get to know their needs in full and hook them into you, therefore trust in your ability to meet their needs doesn’t exist. Let’s show you how to stop this happening.

30-50% of sales go to the vendor that responds first – Source

Despite this interesting statistic, simply being quick won’t work.

Only 13% (almost 1 in 10) of customers believe a salesperson can understand their needs – Source

Being responsive and understanding customers’ needs in full (not asking robotic open questions), and having a natural back and forth discussion (consulting) builds confidence and trust and shows integrity. Providing information that’s relevant to their travel request and adds value to their decision making will hook them into you. They will then perceive you to be benevolent and to have ability.

Many psychologists say, ‘There are three elements that must be in place before trust exists. Ability, integrity, and benevolence. The convergence of these three dimensions is where trust truly exists. If one is missing, trust does not exist.’ – Source

If you act with integrity, benevolence and prove your ability from the get go, then we can guarantee that your conversions will increase. This course will teach you how.

The author of this course, Fi Morrison-Arnthal, started her career in travel 30+ years ago and in that time has been a top seller of travel, and has recruited, trained and managed sales teams internationally to huge year-on-year success.

After completing this course, you will be able to:

  • Recognise the importance of engaging a customer from the very first impression
  • List a number of actions that can engage a customer either face-to-face, on Zoom etc, by email or on the phone
  • Explain the difference between transactional sales and consultative selling
  • Describe why consultative selling helps you to hook the customer
  • Identify why email consultation is not as effective as telephone or face-to-face consultation, and how to move the discussion to phone
  • Create a list of consultative questions that encourage discussion; ones which are not robotic, transactional questions
  • Explain what value-based selling is and the benefits of including value-based selling in your sales process to create positive emotions that motivate the customer to book
  • Create a number of tools that will help create a sense of trust and value with your customer

NB. If you need training on all parts of the sales process, including asking for the booking and overcoming objections, then we suggest you purchase the full course ‘How to Sell Travel and Achieve Sales Success’.

Fiona Morrison-Arnthal Profile Image

Fi Morrison-Arnthal – Qualified training and development specialist within the travel industry

Fi is a qualified training and development specialist who has spent her career leading, training, coaching, developing, and recruiting within travel and hospitality.

Her career started as a junior manager with a boutique hotel chain, learning all areas of hotel operations including sales, service and management, before moving into leisure travel with Lunn Poly (TUI), first as a travel consultant, and latterly as Progression Regional Sales Manager. Winning several awards, Fi’s achievements included ‘Shop of the Year’, ‘Highest Revenue Increase of the Year’ and ‘100% Mystery Shopper Awards’.

As Co-op Travelcare’s Training and Development Manager, Fi led a team of national training officers, providing training and development to over 400 branches, call centres and business travel operations. She was responsible for winning national training awards from Travel Weekly and TTG for the design and results generated from innovative courses.

Moving to Cape Town in 2005, Fi became’s Head of Sales, Operations and Organisation Development. Growing the sales team from 16 to over 50 high performing Africa Safari Specialists, she was given the autonomy to strategically lead and manage multiple departments and functions, achieving high year-on-year profitability consistently throughout her tenure.

Returning to retail leisure travel, Fi joined Pentravel, South Africa’s largest independent retail travel chain, as its National Sales and Organisation Development Manager. Implementing people, training, sales and organisation development initiatives, policies, and procedures, she led the business to exceed all previous year profits and annual budgets.

Forming Big Ambitions in 2013, Fi helped prominent international travel businesses recruit and train travel people. Recognised as ‘the’ travel sales trainer in South Africa, she was the Mystery Shopper for South Africa’s Travel News Weekly and ETNW and chosen by South Africa’s number one Travel Industry Portal, ‘Travel Info’, to write its e-learning sales programme.

Fi returned to the UK in 2015, joining Progressive Travel Recruitment. Here, she further developed her global travel network, being relied upon and chosen by some of the world’s largest travel, hospitality, and technology brands as their preferred recruitment partner.

In 2020, Fi founded Progressive Travel Training alongside James Roberts and Tony Macdonald, her fellow directors at Progressive Travel Recruitment. Her passion for training and development, along with her knowledge of the industry, helped her to identify a gap in the market to provide soft skills training in the form of easily accessible e-learning courses created by subject matter experts who have done the jobs you do, and who know what it takes to succeed.

Fi currently lives in the Peak District with her husband, four children and rescue dog Nala.

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