SST101FC Reflective Journal: Sales Techniques, Consumer Behavior

This reflective journal delves into sales techniques, consumer behavior, and brand loyalty within the tourism industry, based on the SST101FC Successful Sales Techniques course. It evaluates the 'Conversation and Recommendation' stage from a role-playing assessment, exploring theories used to enhance brand loyalty. The journal discusses the importance of sales skills, the role-playing techniques used to understand consumer behavior and the application of sales strategies related to transit routes and tourism destinations. It further reflects on the use of effective sales process, understanding generational differences, upselling products, GDS (Global Distribution System), niche market in tourism business and business model canvas for brand loyalty. The journal showcases an understanding of sales value proposition, the impact of reward programs, and the importance of consistent service quality in fostering customer loyalty. The student highlights the practical application of these concepts in real-life scenarios and identifies areas for personal skill development.

Running head: REFLECTIVE JOURNAL
REFLECTIVE JOURNAL
Name of the Student:
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Author note:

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Introduction
Section 1
Sale skills are vital in organizations which depend on continuing buying from customers
or clients. The competence of create relationships with customers; follow them to make
purchases and generate repeat business is at core of selling. It is important to note that sales are a
component of organizations’ marketing and promotions. At this juncture, it is important for
marketing students to understand that sales is one of the most persuasive forms of promotion and
building consumer relationships. The following reflective report will evaluate the Conversation
and Recommendation stage of the Role Play conducted in Assessment, identify theories used to
enhance brand loyalty, explain theories to be applied in sales process related to the transit route
and tourism destination.
Discussion
Section 2
Sales techniques primarily involve sales persons to convince prospective clients to buy
services and develop high inclination towards these services. As a student of marketing and
sales, I distinguished the importance of role playing techniques to deal with any unanticipated or
unfamiliar situations of influencing consumers to incline towards specific services or products.
The Role Play activity has been conducted in Assessment 1, which can be considered as one of
the effective activity of this course. Although, this activity has not been free of stress or
challenges, but has helped me to obtain high level of buoyancy and opportunity to pose queries
as well as learn ways to navigate objections and additional impediments which tend to arise
during new client acquisition. From the lecture notes provided by my professor, I have gained

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idea of a true sales process which involves four vital questions such as dialoguing, qualifying,
clarifying (conversation) and verifying. Among these questions, the trial close or verifying stage
aids sellers to understand the attainment of the executed sales process. By critically delving into
role playing situations, I have been able to learn considerably at a rapid pace and proficiently
handle prospects. At this juncture, I must shed light on one of the scenarios where I
recommended a Tokyo package with family day passes to my potential consumers for Disney
land. My proposing the package, I attained certain level of confidence and gradually perceived
myself as a travelling agent with utmost proficiency and skills to persuade consumers and make
them highly satisfied. Sales are identified as the primary support of any business. However, in
the rapid-paced and categorically diverse travel industry, it is important to focus on the
accomplishment of sales process rather than reiterating same sales strategies to every consumer.
Thus it is highly crucial for sellers especially tourism agents to confirm the purpose of meeting,
strategically summarize goals and then proceed as per the confirmation received from the client
which will eventually lead to successful sales process. On gathering insights from various
resources on sales strategies by travel agents in tourism sector, it is important for proficient
agents to categorize its customers to successfully target the right customer for the appropriate
destinations.
It has been revealed that around 95% of cruise sales materialize by speaking to travel
agents and understand the entire tour planning. On the contrary, around 50% of local tour
planning and hotel bookings are done through internet rather than relying on agents. This type of
knowledge has aided me to direct my sales strategies and further identify my targets as per my
products. At this peak of discussion, I must shed light on Bluegreen’s approach to Webinars
which can be sited as a perfect example to understand ways to maximise the use of sales

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channels, while still shaping their utilization to attain specific types of potential clients. Thus, it
is highly important for travel agents to identify generational differences of consumers while
suggesting tour plans. Through successful identification of generational demographic differences
facilitates travel agents focus on target audience significantly than the type of travel. For
example, selling a beach vacation to honeymooners mainly involves similar approaches and
techniques as they exhibit primarily identical preferences and choices. On the other hand, selling
beach vacations to honeymooners and selling a cruise to retired travellers must be handled with
different approaches. By delving into resources, I have understood that generations are likely to
respond to specific types of marketing as well as communication which is high preferable to
them. At this juncture, I must draw te concept of hinges which categorizes several forms of
hinges in sales process such as natural, influenced or hidden. At this juncture, trial close serves
important role in receiving feedbacks from clients to overcome any forms of barriers or hinges.
As social media has become an important form of communication and marketing, it is imperative
for travellers to respond to inquiries as well as comments through social media at the earliest. To
my understanding, as potential sales persons, I believe that consumers expect rapidity and shows
propensity to shift to other tourism organizations or other booking channels, if they receive
inadequate services and develop discontentment with the services. Upon successful completion
of the role playing and communication activity in Assessment 1, I have understood that the
importance of upselling products tends to increase revenue of the organization.
Proposing additional products on top of a standard package is identified as one of the
effective uncomplicated method of growing tourism companies’ revenue per customer. For
example, if any customer is going on a city tour of Bondi Beach, proficient travel agents must
offer lunch and dinner option in order to increase the interest of travellers and return to same

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tourism organization for their premium services. Furthermore, during my role playing activities,
I have gained significant insights of GDS (Global Distribution System). Recent tourism agents
have been strategically integrating offers and sales strategies with GDS systems by offering the
best promising prices on a global range of premium transfer services, car rentals, tickets for
museums as well as attractions along with excursions. However, drawing relevance to these
evidences, I have noted that implementation of travel software through XML integration will
help travel agents to work with different hotel systems or third-party systems. Thus, combining
diverse sources into an exceptional travel experience will take tourism services to the next level.
On the other hand, the performed activities have enhanced my understanding regarding
understanding niche market in tourism business. One way to be a successful travel company is
to establish business in a niche market. The travel niche does not show any criticalities or
complexities but highlights high distinctiveness to aid travel agents target new clients.
This assignment has been highly resourceful for me as it helped me to obtain insights of
various concepts and sales strategies. These strategies further have facilitated me in the interview
which I attended where I applied real life situations gathered from my role play activities and
applied concepts and strategies which can be highly important for increasing sales revenue and
target new clientele. Additionally, the activities conduced in Assessment 1 has further aided me
attain insights of my competence and skills and areas where I would require to refurbish my
skills such as develop improved active listening skills.
Section 3
One of the core concepts of sales men in assessment 1 is sales value proposition. on
gathering insights from various resources I have understood that several sellers of tourism

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industry show hide Incompetence to provide added value for consumers of tourism, thus bringing
all the parts in distinctive tourist brand. By delving into the major theories and models, I have
comprehended the value of business models which are applied by most tourism companies while
presenting all deliverables which have to be accomplished to create a product or service. The
Business Model Canvas is identified as one of the most comprehensive strategic management as
well as entrepreneurial tools which facilitate travel agents to explain design invent create
challenge and pivot business models. to my understanding application of Business Model Canvas
for brand loyalty is important as it primary focus on the constant value proposition and aim to
improve business law loyalty and awareness among consumers. As a student of marketing and
sales, I have always been highly inclined towards getting engaged in the tourism sector in order
to provide premium services to wide-ranging customers who expect high level of
professionalism as well as cultural standards at all creators of tourist offer.
On gathering information about various marketing theories for branding provided by our
lecturers, I have gained the idea that the idea of brand knowledge and its association to
destination branding model has emerged from the psychological theory of adaptive control of
thought. However, the major concepts within this theory are disseminating activation. does an
order to understand its significance for branding it is highly essential for potential sellers for
travel agents to consider knowledge structure on memory as undemanding Association in which
on components or units can be identified as connections among them. Moreover to my
understanding and a positive sales scenario which I have received while giving away Tokyo
tourism offers two families I have obtained the understanding of the fundamental factors related
to destination branding model. In destination branding model the association is linkage perceived
by tourists facilitate sellers to allowed the brand positioning in the customers mind by statistical

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maximizing the recognisable perspectives of the destination brand as well as the distinguishing
perspective in comparison to the competitors. Through comprehensive analysis of various
concepts and theories related to increase of brand loyalty, I have gathered in sides of two levels
of brand loyalty which are primarily based on consumers’ own brand knowledge. The first refers
to brand recognition which primary explains the ability and competence of consumers in tourism
sector to recognise the destination brand under the range of explicit external stimuli. on the other
hand the second level of brand awareness in tourism sector focuses on brand recall which
describes the ability to remember the brand awareness of the destination because of its
significance in the consumer's mind and thus is self regulated to external stimuli. On the other
hand, it is important to note that the module on sales and marketing have improve my ideas and
ability to think ok for several reward programs which can successfully help in increasing
business loyalty especially in the tourism industry.
Recreational venues are considered to be one of the most effective strategies which can
be applied to increase business loyalty and revenue for sellers in the tourism sector. according to
authors loyalty programs elevate the value of customer relations as well as the revenue of the
company. Recent study of authors has revealed that 65% of consumers consider loyalty programs
as highly crucial factor in their purchase decision. As a result, for potential travel agents and
sellers it is highly important to design loyalty program concerning significant rewards as well as
incentives which will for the encourage frequent visits as well as increased expenditure from the
clients. However it is important to note that attractive incentives are recognised as major drivers
for business loyalty and consumer buying behaviour. To my understanding recreational when
used along with other businesses tends to prepare for reward initiatives primary due to its
customisable reverse suite.

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Lastly, for potential travel agents in tourism sector it is highly important to take into
consideration consumers who expect a certain level of quality while planning a vacation with
some renowned tourism organisation. As a result it is highly important to sustain a consistent
level of excellence and value which will offer significant value to the clients. Thus leading them
to show higher level of brand value and helping the organisation to earn substantial level of
reliability consistency as well as advocacy from their clients.
Section 4
For the 4th section of this Assessment, we have been asked to choose one of the products
and explain it through relevant theories. At this juncture, I have chosen tourism product of ‘5
Nights at the Four Seasons Hotel, Koh Samui for a honeymooning couple’. On gathering insights
from various internet resources, book and journals, I have understood that sellers encounter
various challenges while planning tours for honeymoon couples as they expect uniqueness,
excitement and pleasure in their vacation. As potential sellers, it is important to note that no two
couples have similar thoughts and exceptions. Few honeymoon couples have the skill to align
their vacation with their likings, preferences and wish list. On the contrary, others show high
uncertainty regarding their vacations. Drawing relevance to these factors, I have chosen the
particular product of Honeymoon package of Koh Samui which has made me deal with
challenging situations of honeymoon couples. Since, honeymoon couples perceive products in
various ways; such a transition makes it imperative for travel agents to reconsider what quality
and value means and the way it is related to customer satisfaction. Thus, travel agents while
dealing with honeymoon couples need to develop, design and offer unique packages with high
customer-experienced value and quality. Through comprehensive understanding of various sales
strategies, approaches and theories, I have applied Kano’s Theory of Attractive Quality, which is

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inspired by Herzberg’s Motivator-Hygiene Theory. Kano’s theory primarily intends to
comprehend diverse aspects of the way customers evaluate as well as perceive quality attributes.
The Theory of Attractive Quality envisages that factors related to excellence and value are
dynamic which implies that over time an attribute will vary from being a satisfier to a
dissatisfier. To my understanding, an operalisation of the Theory of Attractive Quality in the area
of packaging tend to contribute in attaining significant amount of awareness and knowledge of
the role of packaging in attractive quality design. As a student of sales I have noted that
honeymoon couples primarily seek a special experience away from their typical place of abode
to celebrate their marriage in their vacation, thus except exceptional services from their tourism
agent. Comprehensive insights offered by various tourism journals, blogs and articles, have
helped me to understand shifts and trends in recent honeymoon market. Greater number of
honeymooners in recent times is seeking for travel experiences beyond comforting in a hammock
or lying by the pool. Thus, drawing relevance to these factors, it is important to note that the
change of customer expectations of honeymoon couples has become highly demanding. Thus,
the importance of travelling becomes more significant as it can be used to provide different
service dimensions.
Kano’s theory is typically emphasized on ‘must be quality’ only because of the
misinterpretation that consumer’s satisfaction and pleasure can be attained by reducing errors,
grievances and dissatisfactions. Delving into insights of Kano’s Attractive theory, as a sales and
marketing student I have understood that decrease of customer grievances, dissatisfactions and
complaints and at the same time enhancement of safety and consistency are eliminated on the
basis of the misinterpretation and uncertainties that honeymoon couples’ satisfaction can be
attained as long there are further utilities and development of new designs. Thus, for tourism

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agents proposing 5 nights honeymoon package of Koh Samui for newly married couples must
have the skill to maintain as well as develop their honeymoon couple clientele base. Such a
strategy must be implemented with the development of new attractive product attributes which
align to customer demands, requests and needs. On the other hand, travel agents must further
design the package in highly unique and attractive manner. Such a development necessitates a
dual focus during product development which includes opinions and perception of customers in
the process and consequently categorizes into diverse subsystems in order to guarantee
reliability. Lectures and resources which I have read, have aided my understanding regarding
product quality dimensions of customization as well as trustworthiness. To my understanding
these product dimensions have diverse roles in driving customer satisfaction with the goods-to-
services range. At this juncture, it is important to note that while dealing with honeymoon
couples and plan their vacation, it is highly essential to provide utmost trustworthiness that
becomes highly decisive while evaluating these attributes with customization as tourism agents
shift from generalized services to designed and planned services for each honeymoon couples.
Since manufacturers of packages have begun to incorporate additional services honeymoon
packages, these conventional and long established honeymoon vacation planning tends to shift to
exceptional services continuum. Thus, in recent times, the consistency of these packages tends
to grow utmost demand and reliability in honeymoon couples. Lastly, in the 4th section while
learning about the product of honeymoon packages of Koh Samui, I have learnt about the
significant transformation of customer expectations. Such a change is happening as honeymoon
couples show greater degree of demands and requests towards planning of vacation thus
implying the role of honeymoon packaging to be highly decisive as it can be used in order to

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offer substantial information to greater number of young tourists aiming to choose Koh Samui as
a destination for their honeymoon.
Conclusion
Hence to conclude, I must that sales strategies play highly decisive role in the promotion
of tourism sector. As different travellers show diverse approaches and perceptions, recent travel
agents must combine different products into an exclusive travel experience. As a student of
marketing and sales, I have understood the importance of designing package and offer
exceptional deals and prices by selling hotel, flight, and an activity collectively. Through these
strategies, customers especially honeymoon couples will receive comprehensive travel
experience and we as potential tourism agents will attain the avenues of greater sales growth and
services to offer to wide range of tourists at a global level.