How to improve your quoting process to increase DMC sales.
Are you a DMC or local operator looking to convert more sales, quickly and delight your B2B clients in the process?
If so, one of the most important processes and systems to perfect is that of your quotation process and how your sales team communicate throughout that process with your client. Your objective is to streamline this process - making it as effective and efficient as possible.
I know that you’ve got amazing travel experiences and itineraries to offer. If, however, you don’t design the trip in line with the end consumer’s requirements in mind and don’t communicate effectively and efficiently with your trade client, you run the risk of coming across as unprofessional, annoying your client and losing the booking. Frequent complaints I hear from travel buyers is that suppliers don’t give them the information and options they are looking for and take too long to communicate.
WHY DOES AN EFFICIENT QUOTATION PROCESS MATTER?
How you create trip designs with their associated quotation and how you display the information and communicate with your trade clients is extremely important. The better your company and sales team are at doing this,
the faster, easier and less hassle the quotation process will be for everyone.
the less risk of errors and issues occurring in the booking process and during the trip operation.
your conversion rate will rise.
your profitability will increase.
your relationship with your trade buyer client will increase as will your overall reputation.
WHAT IS THE AIM OF YOUR QUOTATION PROCESS?
To help your B2B clients have all the information they need at their fingertips to make a quick sale with the end consumer.
Manage the expectations of your B2B client and the end consumer to avoid issues and complaints down the line.
Provide absolute clarity on what is included and not included and how the trip will be operated – hotels, tours, transfers etc.
Absolute clarity on pricing. (Per person or total? Net or Rack? Commissions? Single Supplements? Taxes? Etc.)
Provide options to assist with a quick sale. Most clients like to have options at their fingertips to discuss with clients to help make a sale. Especially important when there is a large time difference. (Different hotel choices, different room types, upgrade or downgrade options, optional extras etc.)
A great quotation process can help you train your B2B client about your destination, range of products and services and in turn increase your sales and profitability.
Increase your conversion rate and in turn your productivity and profitability.
3 STEPS TO A PERFECT QUOTATION
STEP 1: RECEIVING THE ENQUIRY AND FIRST RESPONSE
STEP 2. THE ACTUAL QUOTATION DOCUMENT
STEP 3: THE QUOTE EMAIL CONTENT
STEP 1: RECEIVING THE ENQUIRY AND FIRST RESPONSE
Even if you have the fastest quotation process in the world, we recommend sending an “I received your email with thanks” communication as soon as possible.
This gives your client confidence that their email has been received and that you are working on it.
It allows you to ask for any missing information as soon as possible.
If the logistics or anything else from the client’s initial request doesn’t make sense, you can make suggestions and clearly explain why you are suggesting the change. Do it in such a way as to not insult the client – you are helping to advise and train them to ensure quotations in the future go more smoothly.
You can check if they want you to hold hotel space (If possible) or not – same for other “time-sensitive” elements in the itinerary.
It allows you to manage expectations if the request is for something that is going to take you longer than normal.
In some cases, it is helpful to first send a quick, ready-made example itinerary with a price to get feedback.
READ THE EMAIL
I mean REALLY, ready the email. I know you are busy, but this is a vital step. Listen to what is being said.
It's just as important to see where there are “holes”, and you are missing information as taking good heed of what info they are giving you that you need to bear in mind when completing the quote.
Have you grasped what they need?
What have they not told you that you need to know?
What might you not completely understand due to language issues?
Do you have a feel for the budget and style required?
ASK QUESTIONS
After reading the email you will know what questions you need to ask in your first email response. Even better, give your client a quick call to discuss everything. The more information and clarification you can get from the beginning the better for everyone.
QUICK INITIAL RESPONSE: QUALITY QUESTIONS & MANAGE EXPECTATIONS
Speed is everything for your first response - but not at the expense of care and clarity. It is very important to get back to your client as fast as possible to at least let them know you have received their email and to ask the questions you need answers to. You can also give them an idea of how long the quote will take. If your normal turnaround time is not possible it is important to let the client know ASAP and explain why so that they, in turn, can manage the expectations of the consumer and explain.
STEP 2. THE ACTUAL QUOTATION DOCUMENT
We recommend checking with all your clients how they prefer to receive quotations from you. You will probably find there are a few differences that are easily managed to ensure that your clients are all happy.
Some things that we recommend each quote should have:
Day-by-day summary of the itinerary. Concise and clear.
Tours: a short, logistical description with key, useful details and what is included.
Hotels: Room type, bed configuration, is breakfast included? type of breakfast, amenities, any fees, or taxes not included.
Transfers/Hire Cars: Vehicle type, approximate transfer time, and hire car details if applicable.
Clear Pricing clarity on what is included and not included.
What services are on “hold,” how long that hold is valid for, and which are not.
Clear booking and cancellation policy.
Rather than give you a definitive guide to what you should have in your quotes, here is a list of things to consider and check with each client.
THINGS YOUR CLIENTS MAY OR MAY NOT WANT IN YOUR QUOTES
FORMAT AND DESCRIPTIONS
Some B2B clients, especially some travel agents, will want a version of the trip and quotation from you which is ready to forward on to their consumer client and includes images and long descriptions. Other B2B clients will be creating their own consumer documentation and will only require a succinct and complete overview from you.
Whilst there are software systems available to create beautiful-looking itineraries/quotes we maintain that not all B2B clients want to receive quotations in this format and a simpler format, which is easy to “copy/paste” from, is often preferred as the B2B client will be creating something on their system.
Things to check with your client about the format of your quotes… Do they want…
Short, logistical descriptions OR Long “flowery” descriptions that fully describe the tour/hotel/destination
Images in the quote OR No Images in the quote
Word Format OR PDF or another kind of format
N.B Many B2B clients prefer a Word format to make copying and pasting information into their documents and their own internal systems easier.
RATES/PRICES
Things to check with your client about the information on prices…Do they want…
Net Rates or Rack Rates with the commission?
Per person or totals?
Line-by-line price breakdowns?
N.B this can be especially useful when you have a trusted B2B client that knows you well and will use the information to support a quick sale and is not going to use it to batter you about prices.
Price breakdowns for Hotels, Tours and Transfers?
OPTIONS
Some B2B clients that know you and your products very well may not want any options including as they know very well what they need but for new clients, or clients that want the flexibility to be able to discuss options and negotiate with the consumer, providing options is invaluable.
Some ideas of options you can add to your quote…
Hotel options with the price difference.
For some B2B clients, especially when they are not forthcoming on budget, it saves time to send 2 quotes with different levels of hotels right at the start.
Sometimes useful (High/Peak seasons) to offer alternatives in case later a hotel is not available
Room type options with price differences. (Upgrade/Downgrade)
Extra night rates for hotels – especially useful for end-of-trip beach stays.
Tour options in each place with price differences.
Gives client a way to increase/reduce the budget
Provides Ideas to fill in free days if the client wants to
VIP upgrade ideas & special touches e.g., for honeymoons, anniversaries & VIP clients
Downgrade ideas in case the initial quote is over budget.
WHAT INFORMATION TO INCLUDE IN A QUOTE
Whether you are using itinerary-building software or not, here are some tips on what key information to include in your quotes.
STEP 3: THE QUOTE EMAIL CONTENT
The email that you send to accompany the quote is also very important. The more information and clarity you can provide in the initial stages of the quotation process, the less work, hassle, and errors there are likely to be and the higher the probability of converting it to a sale.
Your goal here is to provide your client everything they could possibly need to have a full and frank discussion with the consumer, make real-time changes and get as close to a booking as possible.
When you have worked with a client for a long time or if you are working with a client that knows your destination and products well, you will probably find that you don’t need to include as much information in your accompanying email but for others, the additional and explanatory information that you send with your quote is extremely important.
Remember for some clients you need to be patient and help train them about your destination and services – each reply and email you send is an opportunity to help train and provide additional information that will help them learn and help you both into the future.
Here is a checklist of things we find useful to consider for your email:
1. Complete and full response.
Have you answered all their questions from their initial email?
Have you sent them EVERYTHING they asked for? Double-check their email.
Be clear if you have checked availability on hotels or not and if you have placed a hold or not.
Attention to detail. Be as accurate as possible. Double-check any crucial elements
Explain any changes/substitutions you have had to make and explain why.
Explain which elements are “time-sensitive” and may get booked up quickly.
Suggest additional tour options to make it more experiential, active, sustainable etc – experiences they might not yet know about.
Suggest options to make it cheaper or upgrade as seems most relevant for the particular client. Explain your suggestions.
ALWAYs explain why you are making any recommendations and your opinion and/or experience where appropriate.
Be proactive but sensitive and helpful.
Add a personal touch. Comment on what you think about the options and who they will work best for.
N.B What I call the “Compare and Contrast” technique is something I love as you can never be 100% sure what the end consumer is going to like. E.G
“I recommend this tour for clients who like to see this area but travel at a relaxed pace and not be too active and I like this other tour for people who prefer to be in the thick of things and close to the action and be active”
It’s a great way to help your client pick the right products for you and show off your knowledge and personal opinion.
2. Make it Personal.
As mentioned above, we feel that it really helps if you can make your responses a bit personal. Connect with your clients. Show your passion for your destination, products and what you do. Demonstrate that you care about them as your client and the experience the consumer is going to have. You want it to be “just right.”
3. Speed: Fast and Accurate Response.
Speed is essential but not at the expense of a full and accurate response. “Less haste, more speed” as the saying goes. A more accurate quotation that takes a little longer to prepare will save much time and hassle down the line.
I do hope you found this article on the Quotation Process helpful. If you are interested in receiving more advice and training on this or any other aspects of running and marketing DMC please get in touch. At Travel Kinship we can assist with growing B2B sales through Digital Outreach, assistance with Business Strategy and the OKR Planning process and general Business Development, B2B marketing assistance and Representation.