According to Nicole O’Sullivan, director of Birds Eye View Consulting, what customers really need is certainty and the way to provide that is by asking deeper level questions to find out what they are really looking for on their next holiday.
She notes that when people looking to buy something significant to them (like a $15,000-plus holiday) are spending 40 to 60 hours of their time to research with AI before they make a decision it can become overwhelming.
‘This is when uncertainty can be at its highest. When even repeat clients are doing the research and then coming to you, what are they actually saying?’
O’Sullivan says it is important to understand what the client’s next trip is really all about. ‘When you go a step deeper you might discover it is not really about the Mediterranean cruise – that’s the product, the vehicle of the dream but it’s not the dream itself. Is this a 21st anniversary, a family reunion that’s been planned for 10 years, the first holiday without the kids?’
She adds that having such information can then let an advisor provide true value for their client.
‘Price is not value, value is personal and often we can miss it even when the customer is telling us what it is (to them). Listen like it matters and really listen for the value.’
O’Sullivan says having access to information and being able to compare options is no longer enough. ‘When people have looked at so many alternatives already on-line the last thing they need are five different quotes or more options to choose from. They need guidance and they need to be certain – they don’t want to spend thousands of dollars and get it wrong.’
She says agents need to stop sending customers information and using the words ‘get back to me’.
‘We need to keep the ball in our court and make it our journey. Lock in a meeting – it helps with your time management and keeps you in charge of getting an outcome.’
