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This is the weightiest moment of the DMC consultant efforts. He will have only one chance to catch the attention of the prospective client and this must be done with the very first presentation. First impressions count and this is the moment to establish credibility with the client.
Usually the client asks a quotation from several competing DMC’s. If your first offer is not interesting it is most unlikely that you will get a second chance. If your first presentation captures the client’s attention, he will come back requesting more information or alternative proposals/quotes. At this second stage a dialogue is opened and the possibilities of closing the business increase according to the DMC’s efforts and skills.
Study thed request
Carefully read the request when you receive it. Try to determine from the style of the request and writing if this is a general request addressed to several DMC’s or it has been sent selectively to you. Try to figure out if this a “one or many destinations proposal.” Is your destination a front runner? Is the client shopping or he is serious about your destination?
Make a competitive analysis whenever possible of:
- Who is the client
- Who is the corporate client
- Which are the competing destinations, their strengths/weaknesses
- Who is your competition
- What are your strengths/weaknesses
- What unique sales points can you offer
- Use market intelligence to get more information from hotels, cruise lines, conference centres etc. about the client.
Make sure you understand what the client needs.
Analyse the needs and consider how you can meet them or if your destination has sufficient resources to satisfy the demand. A careful study of the request will help you to better develop your proposal and save time for you and the client.
If you are not sure about what the client needs exactly, or you need more information, ask for clarifications. This indicates to the client your interest for his business. If you think you cannot handle a request, there is nothing wrong if you do not make an offer. But always advise the prospective client why you cannot respond.
Before developing your offer, “use the old good way,” take a pencil and paper and write down the main highlights of the request. Next to them write down the solutions you wish to propose. This old manual system will help you to “digest” better and understand the request as well as fixing your ideas on the specifications.
Do not be afraid of “brain storming” with your colleagues in the office. It is a very effective way to comprehend a request and come up with the right solutions and creative ideas.
Act immediately
Work on the basis that all requests are urgent. Everyone is familiar with “I need the reply yesterday,” do not forget your client also has a deadline to meet.
It is of the greatest importance that the DMC replies within hours of the request. Your promptness can win you and the client the business. Being ahead of your competition is a key factor to your future success.
Ideally a request should be turned around within 24 hours but 48 hours is generally accepted. If you cannot reply within this time frame send a small email or fax to the client acknowledging receipt of his request. Tell him that you are working on it and he will receive a reply on a given day. Make sure that this promise is kept.
What to include in a proposal?
Depending on their understanding of the business and approach, DMC’s consultants generally use two ways for presenting an offer:
- A summarised proposal
- A full proposal.
The first case is useful when replying to vague requests. It enables your client to assimilate your creativity and leads to a more defined request. The second case is used when the request is clear and the specifications permit a full development of the programme.
When presenting an offer keep always in mind that the buyers have very little time for reading. Therefore your aim must be to make it easier for the reader to capture your unique sales points (USP) and offered advantages.
The Site seminar “Creating Proposals that Sell” proposes 6 steps for the construction of the proposal:
- Establish a positive contact with the client
- State client’s needs
- Present solutions
- Provide support and collateral material
- Present an overview/executive summary of the proposal
- Closure asking for the business and establishing an agenda for future actions.
Another golden rule to remember is “under-promise and over-deliver.”
At the next issue: Creativity & Simultaneous offers
© Tasso Pappas CITE
Tasso Pappas was President of the SITE Greek Chapter 2006-2010 and served as President of SITE Intl. in 2000. This article is an extract from his book “To be or not to be a DMC” which he wrote in 1996 as his thesis for the certification as CITE (Certified Incentive Travel Executive). More information about Tasso Pappas you can find at http://sites.google.com/site/tassopappasconsultancy/
Contact: tassopappas@otenet.gr
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
