An eLearning course from Oliver Becker – Your tourism consultant

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Learning unit 1

Who is my customer and what are their expectations?

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Brief description:

This chapter lays the foundation for the topic of “Authentic and service-oriented selling”. First of all, it is made clear why the famous first impression is fundamental and how quickly you can make a negative first impression. It also explains what customers are and how they feel and what their expectations are.

Outline:

In this learning unit you can expect:

  1. The first impression and what lies behind it
  2. The risk of making a bad impression
  3. The amplifiers of the impression
  4. “The customer 5.0”

Input scenario:

Can you remember the last time you went on vacation by yourself and there was no one at the reception desk when you checked in at the hotel? Half of your vacation was already “ruined” and your mood accordingly. The member of staff who was on duty alone and only had to do something in the back office for a minute really felt how you felt.

It was actually just a small snapshot and yet you and your companion talked about it all day. Why do you think that is?

Video:

Summary:

What do customers actually perceive? The good old saying: “There’s no second chance to make a first impression!” is so true! In a fraction of a second – namely 0.12 seconds – almost the blink of an eye, a part of our brain makes an almost all-decisive recommendation to our rationale. The statement of the so-called limbic system is not only quick, but also very brief: “Yes, good!” or “No, bad!”.
This first impression influences the behavior of our customers immensely. If there was a “thumbs up”, as a salesperson I can then demonstrate all my skills. But if there was a “thumbs down”, I probably won’t be able to save the whole situation.
Assuming the latter is the case, it takes an enormous amount of effort to save the situation. A total of eight completely convincing arguments have to reach the customer before he will reconsider whether what you are offering is actually quite good. There can certainly be no question of enthusiasm here. Applied to colleagues, these eight people have to be just as brilliant if we are not to lose the customer.


An important tip in this context: keep an eye on your colleagues when it comes to making first impressions. Do this not only because you stand behind the performance of your company, but also to protect yourself, as you could be one of the eight people who have to “spoon up the soup of a colleague’s bad first impression”.

This first impression has to do with many elements. These naturally include facial expressions, gestures, posture and clothing – not to mention what you say. What do I say, with what emphasis and volume, what style of speech and what speed and modulation of the voice?
Many of the opening sentences we use have degenerated into empty phrases in the customer’s perception. Even if we actually mean what we say. Our customers simply don’t want to hear “Can I help you?” or “Is it okay with you?” because they’ve heard it too often. Why not question your own introductory sentences and try something new? Of course, it has to suit you and your style and you should enjoy it.

How can you describe the “customer 5.0”? Demands have been rising for years, as customers are extremely mobile and experienced travelers. What’s more, thanks to the constant availability of information via smartphones and other devices, they have extremely fast access to information and answers to their questions.
What is the customer actually looking for – especially on vacation? Their “inner home”! What does that mean? The concept of home used here is not about places and locations. Of course, these can also and especially fulfill the concept of home. But: “Home is a feeling and not a place!” Certainly, a place can convey a sense of home if it creates feelings on the part of customers. Home” is not about the big picture, but about small feelings with a big impact. Starting with the smile of the other person, listening, thinking along and many such qualities and ending with emotionally and honestly conveyed “stories” about the vacation he or she is about to experience with us.

The expectation of our customers – thanks to the spoiled offer from the Internet – is a fast and reliable supply of information and of course only if the mobile device has not already provided it to him or her. As a service provider, you therefore need to have access to information that cannot be found online, or not so quickly. This could be detailed information about the quietest room in an accommodation, for example. Or it could be anecdotes that you can tell with particular affection (keyword: “storytelling”). If necessary, this can also be told in the subjunctive mood 😉
Just as customers like to be delighted with surprises, they expect additional added value from any tourist service. Nobody goes on vacation today just to have a vacation. These added values can also be just perceived little things that become “big things” in the perception. This is where the service provider who is very attentive and acts with empathy wins.
This added value offered is then the decisive element that the customer voluntarily shares in their community of values – whether in a personal conversation with a neighbor or via an Instagram post. If the customer experiences this several times in a row, they will increasingly identify with the brand of the vacation destination – in the best case scenario, they will become part of the brand itself. This can be seen, for example, in the car stickers on our customers’ private cars.

The “Customer 5.0” and its changes

This “Customer 5.0” is changing almost hourly in terms of their expectations of tourism services. The factors that cause this change are travel experiences, the personal environment, the opinions of the community, the search for meaning, the recommendations of others, increasing demands, situational requirements and, of course, the financial framework conditions. All of this can only be successfully served by the sales side if you and all those involved win and retain customers through authentic service excellence.

Further links:

Initial scenario:

If you now know a little more about how the “customer 5.0” “ticks”, it is certainly highly interesting to find out how we stand on the other side as salespeople and how we can successfully reach the customer. Consequently, in the next learning unit you will look at selling itself.