Tour company customer service. Travel agency customer service technology This is what a marketing launch plan for the year looks like

1.3. Forming a favorable impression of the manager.

Get rid of tension and stiffness oron the contrary, familiarity and swagger, then there is to behave naturally. No falsehood, feigned busyness or seriousness!

Show interest in the client's personality. This is one of the best ways to make a good impression.

Point out points of similarity with the client. In the process of selling a tourism product, the manager will be able to impress the client if he emphasizes the interests and affections that unite them.

Use compliments. The manager of a travel company should remember that compliments may contain a slight exaggeration of the client’s positive qualities. Due to this it works psychologically! the phenomenon of suggestion. Therefore, the client will try to act and look the way the manager “instructed” him to compliment. Most likely, he will want to live up to expectations. At the same time, reciprocal sympathy, trust, a sense of reliability are formed, the desire to reciprocate, psychological defense and closeness are removed. All this creates a good impression of the manager of the travel company.

Compliments can be given in different ways.

For example, you can praise not the client himself, but what is dear and valuable to him , his position, successes, merits, items of clothing, accessories, etc.

On the other hand, the client will be very pleased if: the manager finds in him something, which he really values in people. For example: “I would really like to have a responsible partner like you.” This compliment is the most subtle and most pleasant for most people. However, its use is not always appropriate. First, there must be a close and trusting relationship between the manager and the client. And, secondly, the client must know how important it is for the manager himself what he pays attention to.

Even more effective, emotional and memorable, but at the same time risky, is a compliment when The manager, after a small criticism of the client, compensates for it with significant praise. Criticism should cause slight bewilderment, confusion, “warm the blood,” or even a willingness to object. But at this moment, without allowing the client to come to his senses, the manager suddenly says something very pleasant and memorable. The effectiveness of such a compliment is due to the fact that it is perceived by the client when he is already out of a state of emotional balance. Self-esteem wounded by criticism always craves compensation. And the more there is, the better. But if criticism turns out to be stronger than praise, the consequences for the manager can be very unpredictable. The client may simply refuse the services of this travel agency, or may incite a conflict.

One way to avoid conflict is a compliment against the background of self-criticism. Why is this compliment effective? Because it not only satisfies the client’s need to improve some of his character traits, abilities, habits, skills, but also to implement his intention to criticize the manager.

In order for the manager of a travel company to create a good impression of himself with the help of compliments, he should follow several rules:

give compliments in a confident tone;

reinforce them with posture, facial expressions and gestures;

the client’s reaction should be predicted;

avoid giving contradictory compliments;

celebrate only positive qualities;

allow only slight exaggeration;

not noticing qualities that a person does not like in himself;

do not make wishes like “if only...”;

base your compliment on a factual basis.

There are other very important techniques for creating a good impression. Affiliation plays a special role in the process of selling a tourism product in the office. Affiliation involves overcoming the scenario-role model of behavior. It is not enough to simply fulfill your professional duties in accordance with job descriptions. Every person, no matter how passionate he is about his work, has his own personal life - personal interests, hobbies, aspirations, interests and needs of his family. And if you conduct a conversation with a client in line with his personal interests, this, as a rule, will cause increased verbal activity in him, accompanied by positive emotions. He will perceive the manager as a responsive and caring person.

2.Nonverbal means of communication used

tourism managers.

On the one hand, during business conversations, meetings, negotiations, you need to control your gestures and facial expressions, on the other hand, you must be able to correctly “read” your partner’s reactions. However, the interpretation of gestures, postures and other components of nonverbal (that is, not related to speech) communication is not always unambiguous. The most serious mistake a beginner can make in interpreting body language is interpreting individual gestures in isolation from others, and regardless of the situation at hand.

Nonverbal components of communication are especially significant in the first minutes of acquaintance. It is necessary to show interest in the upcoming conversation, readiness for constructive cooperation, and openness to new ideas and proposals.

Zones. Like other animals, man has his own “air cap”, which is constantly around him. The size of this cap depends on the population density in the place where the person grew up. In addition, the size of the airspace is also determined by the cultural environment.

Intimate area (from 15 cm to 45 cm). A person views it as personal property. Only those closest to her are allowed to invade her.

Personal zone (from 46 cm to 1.22 m). We stand at such a distance from others not at parties, official receptions, friendly meetings or at work.

Social zone (from 1.22 to 3.6 m). At such a distance we communicate with strangers.

Public area (over 3.6 m). When we address a large group of people, this distance is most preferable for us.

Hands can also act as a barrier. A person with crossed arms perceives everything more critically, remembers information worse, and is more negatively disposed.

Professional ethics. The professional ethics of service workers is a set of specific requirements and moral standards that are implemented when they perform their professional duties in servicing clients. It is based on the psychology of service.

Ability to say"NO"elegant and weighty.

Saying NO to a client is easier if you can provide them with a record of multiple attempts to fulfill their request.

The main problem with giving a negative response to a client is that it can leave them with the unfavorable impression that you don't care about them. Show that, on the contrary, you are very concerned about the failure of his request.

Sometimes the best way to say no is to respond to a request—a request for patience and understanding of the situation.

Don't fall into the trap of being "good to your neighbor" just because you've done it in the past. Say no when you feel you have done enough for a client.

No, it will always be less unpleasant if you think about alternatives and offer other solutions to the problem.

Say no, but offer your services.

It is important to be able to soften a negative answer so that it does not sound dry and arrogant.

Even with very good service, it is not always possible to say yes. Sometimes you are not able to fulfill the client's requirement. But remember that your no should be addressed to the request, not to the client.

The buyer asks you to meet him halfway and return the money, although your store only allows the exchange of one product for another. If you do not have strict orders in this regard, comply with his request. But if you can't or don't want to say yes, try to frame your no as a mutually beneficial solution.

You shouldn’t use “general company policy” to explain your no. However, mentioning objective (or at least objectively presented) reasons can be useful.

In order to achieve success in the process of selling a tourism product, it is important to clearly understand the psychological type of the client with whom you are dealing. This will not only significantly simplify the process of serving the client, saving time, but also ensure maximum satisfaction of his requests and needs, and therefore increase the income of the company itself.

There are many psychological classifications and typologies of clients (by temperament, by obvious behavior, by type of decision-making, and others). Let us dwell in detail on some of them.

Typology based on two pairsbehavior meter(activity and emotional responsiveness), distinguishes the following types of clients:

“analyst” - passive and unresponsive;

“enthusiast” - active and responsive;

“activist” - active and unresponsive;

“good-natured” - passive and responsive.

Since servicing a “good guy”, for obvious reasons, most likely will not cause any particular difficulties for the manager, let’s consider in detail the first three types of clients (“analyst”, “enthusiast”, “activist”), communication with which without special approach may become more problematic.

"Analyst" he is slow and unhurried, speaks in a low voice, without intonation, prefers to communicate with the manager across the table, during a conversation leans back rather than moves forward, tries not to look his interlocutor in the eyes, is dressed mediocrely. A characteristic feature of an “analyst”: adoration of details (how long the flight lasts, how many meters to the beach, and the like). An “analyst” can be: verbose, extremely cautious and indecisive, overly serious, with an “underdeveloped” sense of humor.

An agency that wants to earn a lot and successfully cannot do without a well-structured system of working with regular clients. TurMarketing project experts Dmitry Potapov and Mikhail Ankudinov talk about why this is important, how to achieve maximum results and useful schemes.

“Wake up any travel agency director in the middle of the night and ask what his most important asset is. Without a doubt, 9 out of 10 will say: our regular customers. And they will be right. Only if you continue to ask questions, the picture will no longer be so rosy...

It turns out that the agency spends most of its resources on trying to attract new clients, while working with the regular ones to a minimum.

And please, do not write in the comments that your agency is client-oriented. We have heard all this many times already...

- Regular customers are regular customers. When they decide, they will come and buy it. Why should I call and write to them? I don't like to impose...

Alla, Voronezh (agency director)

- Now only discounts work! Who needs this nonsense about relations with a travel agency? How can you be friends with a travel agency?

Konstantin, Lipetsk (manager)

- We don't have time for all this nonsense. We need applications!

Natalya, Moscow (manager)

The harsh reality is: No one wants to invest in ephemeral “relationships with regular clients.” Everyone needs applications and money. Here and now.

If before 2014 the water pumping agency model, which focused exclusively on lead generation, still somehow worked, then as soon as the crisis began, it completely broke down.

Not a single successful travel agency that you know became so only by attracting new clients.

Why do we even need these ephemeral “customer relationships”?

Let’s compare two agencies over a three-year period: one invests only in lead generation (receiving new clients and applications from them), while the other spends resources both on retaining existing tourists and attracting new ones.

Number of active clients. Travel agency No. 1:

Over 3 years, the agency's active client base grew by 15%. In a falling market, this is not so little, but the problems of the model are obvious:

If you don’t invest in retaining tourists, they are less likely to return for a tour the next year, and therefore less likely to recommend you. Lead generation has become more difficult and expensive over the years.

When a travel agency does not have a system that maintains relationships with the client beyond the context of “buying and selling a tour,” money invested in attracting new clients works with minimal efficiency.

Number of active clients. Travel agency No. 2:

The increase in the active client base over the same period is 100%. HOW?!

Firstly, tourists leave agencies that invest in relationships much less often. Secondly, these agencies are more likely to recommend. Thanks to these two factors, word of mouth works to its full potential. And you already know that sundress is the best channel for receiving applications.

What's the result? The agency that invested resources in both lead generation and client relationships grew by 2 times, and the agency that was chasing new clients remained almost where it was.

“Basic” and “isolated” communication channels

Now that the benefits of investing in relationships are economically justified, let's move the conversation to a practical level. What to do?

The agency interacts with clients through communication channels.

If you've ever gone to the gym, you know that There are two types of exercises: basic and isolated.

Basic everyone needs them - they involve 3 (or more) muscle groups and provide rapid progress. Isolated are aimed at one muscle group (or one specific muscle in general) - they are preferred by experienced athletes who strive to make their body ideal.

The same principle can be used to divide the communication channels that the agency uses to build relationships with clients.

Basic:“The work of managers” and “e-mail distribution” - we need to start with them.

Isolated- other. This is a story for advanced agencies that have already established communication through “basic” channels.

Agree: It’s stupid to invest in live events if your managers are still sabotaging the procedure for regularly calling your client base.

3. highlight in CRM those with whom you have not communicated for a long time,

5. and what launches you can carry out in 2017.

Relationships with clients are not an ephemeral value. Agencies that think in categories like “we need more applications from new clients” are slowly but steadily being washed out of the market, and their tourists are happily divided among themselves by those who invest in service and relationships with regular clients.”

introduction.

My work is relevant because among the problems raised by tourism, the most important is the problem of service and hospitality. The range of professions needed in the tourism industry is very large. However, the main characteristic of everyone who works in the tourism industry is constant interaction with people with all its positive and negative aspects. Therefore, anyone who wants to work in the tourism industry must have qualities such as patience, sociability, goodwill, tolerance, and endurance. In many professions related to tourism, knowledge of psychological language is required. There is no doubt that human psychology skills are an integral part of working in tourism. There are many women working in tourism who have gained the necessary experience working as agents for travel companies.
The word “service” has become generally understood; we translate it as “maintenance,” but this is not entirely accurate. “Service” is skillful service that brings pleasure and satisfaction. Only professional training, knowledge of psychology and extensive practice can provide a travel agency employee with a qualified solution to all service issues: calmness and confidence in difficult situations, quick decision-making, the ability to make the client think that he is right, even when he is wrong .
In tourism, the quality side of serving tourists is one of the pressing problems. In the tourism market, service quality and service culture are the most powerful weapons in competition. The goal of a travel agency is to satisfy the needs of the client. Client is a regular buyer or customer who purchases and consumes travel services.
Object The study is about the features of tourist services in travel agencies.
Subject research, creation of psychological prerequisites for the sale of a tourist product.
Purpose The work is to study the psychological prerequisites for sales of a tourism product by managers of a travel company.
To achieve this goal, the following were set: tasks:

To study the technology of customer service by managers of travel agencies.

Analyze the psychological methods used in working with the client.

Identify groups of travel company clients and the features of their service.

Theoretical significance research is to substantiate the topic. The presented material and its analysis in the future will help researchers understand the essence of quality service and highlight the features of psychological sales of a tourist product by managers of travel companies.
Practical significance The work consists in the possibility of its use in the process of training future specialists for the tourism sector. The practical part of the study is advisory in nature.
The methods used when writing a thesis are analysis of literature on this topic and the survey method used at the research stage.

1.Psychological foundations of communication.
1.1. Psychological contact.
Is it easy to establish psychological contact with a client? In theory, this may not seem entirely difficult. In practice, things are different. After all, the manager of a travel company very often has to do several things at the same time: send a fax, answer a call, look for information about a tour on the computer, and greet an arriving visitor.
Therefore, in order to choose a method for establishing psychological contact with a client, it is necessary to take into account a whole set of factors. These include: the degree of workload of the manager himself, the psychological type of the client, the presence or absence of other consumers who are waiting in line, the purpose of the client’s visit, his internal state and others. There are several psychological methods that help establish contact with the buyer of a tourism product.
You can generally immediately begin to deal with the problems that the potential tourist is completely absorbed in, if the manager saw and felt that there was a need for this. You can start with some amazing phrase or a bright and memorable compliment. It is best, of course, to accept the client as an individual. Every person needs recognition. This will create a creative, friendly atmosphere. However, this is possible if neither the manager nor, especially, the client experiences time pressure at the time of service. If the buyer is in a hurry, then the best way to establish psychological contact will be to immediately begin discussing the main issue and formulate a proposal that cannot but interest the client. Who will remain indifferent to the offer not only to save time, but also to receive quality service? It is difficult to refuse such an offer. In addition, this formulation of the question allows us to better identify the client’s needs.
Listening skills. An important element of the client needs discovery stage is listening. However, there are three main pitfalls to avoid when listening: bias, selectivity, and distraction.
Prejudicial listening: This is knowing in advance what a person wants to say. At the same time, we already determine in advance our attitude to what has been said.
Selective listening: hearing only what we want to hear. That is, we hear clients through certain filters.
Distracted listening: This is thinking about something else. Inability to listen is the main reason for ineffective tourist service in the office, as it leads to misunderstandings, mistakes and problems. Why can the client and the manager of a travel company not hear each other at one or another stage of service? What are the main reasons?
The first reason is excessive preoccupation with one’s own speech. As one psychologist notes, conversation is a competition in which the first person to hold his breath is declared the interlocutor. The interlocutor is stubborn and hopeless, who essentially does not listen at all. The second reason is the misconception that listening simply means not speaking. This is far from true; the client may be politely waiting for his turn or pondering his upcoming statement. Listening is an active process that requires attention to what is being said. In my opinion, it requires constant effort and concentration on the subject of the conversation. Even a very talkative person can be a good listener, especially if he is truly interested in what is being said, listens carefully and knows how to process information correctly
Both the client and the manager of the travel company can be absorbed in themselves, their experiences, worries and problems. People often don't listen precisely at critical moments in life when they especially need to.
The next reason is the expectation of hearing negative or unfamiliar information. The client may be afraid to hear what he least wants to know. Most people react harshly to personal criticism, although this is precisely what can be benefited from by listening carefully. Taking criticism to heart, you can sometimes devalue your “I”, but paying attention to it at all will cost more. On the other hand, someone who considers himself an expert on the topic under discussion and has ready-made answers to all questions is unlikely to listen carefully.
The reason for inattention may also be the difference between the speed of speech and mental activity, especially in cases where they speak slowly, monotonously or uninterestingly. Humans typically speak at a rate of 125 words per minute, although we are capable of processing speech at three to four times the normal rate.
An important reason that a client or manager may not hear each other is due to the inherent tendency of people to judge, evaluate, approve and disapprove of the interlocutor. The first reaction is a judgment about phenomena from one’s own personal position. However, very often a reaction based on existing beliefs is a serious obstacle to effective listening.
A simple way to maintain interest and attention during oral communication is through non-reflective listening. Non-reflective listening is essentially the simplest technique and consists of the ability to remain silent without interfering with your interlocutor’s speech with your comments. Sometimes this method is the only option, since the client of the travel agency may be emotional, agitated, or have difficulty formulating his thoughts. Sometimes you can resort to minimizing responses. Neutral and insignificant answers (“Yes!”, “How is that?”, “I understand you...”) allow you to meaningfully continue the conversation. However, there are situations in which the use of unreflective listening may not be sufficient. Firstly, it may be a lack of desire to speak. Secondly, it is the perception of silent listening as agreement with what was said. In addition, the speaker may need to receive more active support or approval. Non-reflective listening tends to be abused by overly talkative people.
Reflective listening helps overcome limitations and difficulties that arise in the communication process. Such difficulties include: the ambiguity of most words, the need for feedback to understand the intent of what was said, as well as the difficulties of open self-expression, since people are constrained by established attitudes, experienced emotions, and acquired experience. The types of reflective listening include: clarification (turning to the speaker for clarification), paraphrasing (formulation of thoughts in a different form) and reflection of feelings.
Empathic listening differs from reflective listening by stopping rather than by techniques. Both types of listening mean the same thing: paying attention and displaying feelings. The difference lies in purpose and intent. The goal of reflective listening is to understand as accurately as possible the speaker's message, that is, the meaning of his idea or experienced feelings. The goal of empathic listening is to grasp the emotional coloring of these ideas and their meaning for a person to penetrate the system and understand what the expressed message truly means and what feelings the interlocutor experiences. Empathic listening is especially valuable in resolving disagreements and resolving conflicts.
In addition to listening and identifying the needs of a client who comes to the office of a travel company, the manager’s knowledge and consideration of the main factors of tourist motivation will also help. M.B. Birzhakov notes that “without studying and understanding the client’s motivation and desires, it is impossible to correctly build a tour and offer it to the consumer market.” Therefore, let's look at this in more detail.

1.2. Creating a favorable psychological climate
travel agency managers.

Establishing trusting relationships.
The most important and at the same time the most difficult thing for a tour manager is to establish a trusting relationship with a potential buyer. In this case, it is not the arguments that are decisive, but the seller’s ability to find the “key” to the client’s heart. The one whose thoughts are occupied only with the sale of his goods, the one who wants only to insist on his opinion, uses reason and influences the reason accordingly.
In this case, a trust relationship cannot be established. Finding an approach to the client and taking his wishes and needs seriously is the path to success. If the manager knows what his client likes and what he doesn’t attach importance to, he can take this into account in his arguments. If you treat the client as a person, as a friend for whom the manager is ready to do anything, then the client will become your friend who trusts you and listens to your advice.
There are a lot of little things that help you find your way to your interlocutor’s heart.
React sensitively.
When working with a client, you should fully concentrate on the client. Many people are only focused on how to sell their product to a potential client; they are so absorbed in this thought and are actually busy with themselves that they do not notice, say, the current situation or the state of the client, which is not conducive to a serious conversation: for example, the client is not interested in this route, or the hotel is not of interest, etc., or simply does not show interest in your product, but does not express it.
An attentive observer who truly strives to attract a potential client and ensure his satisfaction should not miss such “interferences.” In this situation, a short conversation in a friendly tone will be more useful than a futile attempt to get an order. Be guided by this motto: the client comes first, his well-being and well-being are of paramount importance.
By the way, every client is very sensitive to the time factor. “How much time my interlocutor devotes to me, that’s how much he values me.” Ticklish moments associated with being late or leaving too early... And this killer phrase: “I don’t have time...”. How many promising business contacts were lost forever because of her from the very beginning?
Knowledge of people.
The more deeply a manager knows the nature of people, the better you can evaluate your interlocutor, the easier it is for you to adapt to him. From a practical point of view, it would, of course, be simpler if all people could be divided into types, say, friendly, conservative, reserved, sincere, etc. But, fortunately, each person is endowed with a wide variety of properties. The client with whom you communicate exhibits the characteristics that you expect from him or attribute to him.
Make sure that the people you interact with are friendly, helpful, and sincere. Then, as a rule, you will see that it is so. If you assume that your proposals will be rejected, that someone can’t stand you, then with just this attitude you will force others to behave exactly as you assumed. What you believe happens happens. Check it out sometime! For nothing convinces more than your own experience.
With experience, knowledge also accumulates. The conservative needs to make different arguments than the innovative person; a slow and indecisive person needs a different approach than an impulsive one. For a person with charismatic properties, it is natural to prepare in advance for a conversation with a client, employee or colleague, adapting to his manner of behavior, to his way of thinking, taking into account the characteristics of his character, imbued with his beliefs and desires. From the very beginning, these measures create favorable conditions for a conversation during which each of the participants feels comfortable.
Not to persuade, but to convince!
Sometimes it takes a lot of time to truly convince a client. But patience pays off.
If the client is truly convinced by your arguments, then you have won on all counts, and not just achieved the sale of a tourism product. This means that the client trusted you and listened to your advice.
Sometimes, of course, it is possible to persuade a doubting client with clever persuasion and conclude an agreement, but, as a rule, such a number does not work more than once. A client who is convinced by your arguments always returns.
Take the time to convince the client that it is correct that he contacted you or chose the right travel product; do not try to persuade, deceive or simply “put pressure” on the client. Act only by persuasion! By the way, in order to convince, you need to not only speak yourself, as many people think. It is very important to listen carefully to what the interlocutor is saying and put yourself in his shoes in order to understand his needs. The more your interlocutor tells you about his desires and ideas, the better you will be able to enter into his position and take into account his arguments. The ability to persuade also includes the ability to listen carefully!
Personality attracts.
A salesperson who exudes optimism, charm, and passion for work attracts customers. It's not just words that convince. Nonverbal signals influence the client at a nonverbal level. Voice timbre, intonation, rate of speech, facial expressions, gestures, clothing - all this affects the subconscious of the interlocutor. Those around you are sensitive to the personal qualities of those who interact with them, which is why it is so important to work on yourself, improving your personality.
Only a few work intensively on themselves, paying great attention to the impression they make on others. Meanwhile, the impression made on others is one of the most important factors determining success or failure. Only by knowing what impression he makes on others can a person get rid of his shortcomings and polish his strengths.
Then there will be nothing that could prevent us from becoming a charismatic person. Improve your ability to make a favorable impression on others and positively influence them.
Proper conduct of a business conversation.
Creating a trusting atmosphere and the persuasion phase require a certain time, during which the client will reach a final decision. A good salesperson or manager knows this and facilitates the process by guiding the conversation in the right direction, essentially putting a hypnotic effect on the client or employee.
A calm tone in which the conversation is conducted, an attentive attitude towards the interlocutor, convincing arguments and patience - this is the soil that nurtures a feeling of confidence and trust. It seems that a salesperson with charismatic abilities achieves the desired result without literally making any effort. He wins victories and wins the hearts of clients, thanks to the truly magical power emanating from him.
Many people are sure that it is enough to provide irrefutable evidence to convince the interlocutor, because this is exactly what we were taught at school. The one who uses this technique is convinced that he is right. However, if we take a closer look at the so-called evidence, we will see that they most often do not stand up to criticism. Of course, they stun the interlocutor, as a result of which he completely withdraws internally; the conversation turns out to be fruitless. I consider the presentation of evidence to be a kind of intellectual rape. Analyze fruitless negotiations and you will see that those who use evidence will inevitably fail.
The psychological characteristics of customer service in the office of a travel company are largely based on the psychological culture of business conversation.
Psychological culture of business conversation - this is the unity of knowledge that reflects the patterns of mental activity of interlocutors, and the ability to apply this knowledge in specific business situations 4. The psychological culture of selling a tourism product begins with the creation of a favorable psychological climate.
To win over the client of a travel company, you should not strive to achieve only one-sided benefits. Why race for too much personal gain? What could this lead to? First of all, the client will classify you as an uninteresting partner for subsequent negotiations. It is very important to interest the client in the exclusivity and uniqueness or, conversely, in the wide popularity of the proposed tourism product. It is advisable to start the conversation in such a way that the client himself expresses what the manager would like to hear from him. The manager must take the client's point of view and try to feel everything that the latter may be experiencing.
Using psychological techniques developed by Dale Carnegie, a manager can quickly win over a client at the very beginning of a business conversation and, painlessly for his pride, persuade him to his opinion.
At the very beginning of the conversation, it is recommended to start with special phrases instill in the client a sense of his own importance. Sincerity is important. You shouldn't give cheap compliments. After all, the deepest desire inherent in human nature is the desire to be significant. Every person passionately strives to be appreciated. Having instilled in the client his own importance, the manager of a travel company takes the first important step to create a favorable psychological climate. A sense of significance can be instilled in the following ways:
Firstly, call a person by name. D. Carnegie was convinced that all people love their names. A name is a person’s favorite music. In the process of selling a tourism product, it is very important to address the client by name. It is advisable to do this as casually as possible, making it clear that his name means a lot to the manager of the travel company.
Secondly, do not resort to argument, since in nine cases out of ten the dispute ends with each of its participants becoming even more convinced than before that they are right. What to do when the client is clearly wrong? In this case, you can resort to the phrase: “Just think, I thought differently, but perhaps I’m wrong. Let's check the facts together."
A favorable psychological climate during the sales of a tourism product is largely related to what the client’s psychological mood is, what his state of mind or psychological well-being is. Psychologists highlight a number of aspects that provide any person with good psychological well-being. Knowledge and application of these aspects during the sales of a tourism product will create and maintain a good mood for the client. They may include the following skills:

behave calmly and at ease;

focus all attention on the client;

smile and maintain eye contact;

emphasize interest in the conversation with facial expressions;

use open gestures;

speak at the same speed as the client;

speak positively about the client’s personality;

show your own respect to your work colleagues;

- demonstrate goodwill, satisfaction with life, harmony with yourself and others.
Creating a favorable psychological climate depends, not least of all, on how well the manager has learned and applies the tenets of the corporate culture of his travel company when serving the client. It was through the use of the experience of foreign specialists in the development of corporate culture that many travel companies began to serve clients much better and, as a result, became leaders. A strong corporate culture is one of the ways to stimulate the work of managers of tourism firms. In general, an effective corporate culture is distinguished by the following 5 principles:

coherence, interaction, what is called team spirit;

satisfaction with work and pride in its results;

dedication to the organization and willingness to meet its high standards;

high demands on the quality of work;

readiness for changes caused by progress and competition.

If this does not happen, the manager is unlikely to make concerted efforts to create a favorable psychological climate.

1.3. Forming a favorable impression of the manager.

One of the decisive factors influencing the effectiveness of sales of a tourism product is the manager’s ability to create a good impression of himself. To make a good impression, the manager of a travel agency is recommended to:
To get rid of tension and constraint or, conversely, familiarity and swagger, then there is to behave naturally. No falsehood, feigned busyness or seriousness!
Show interest in the client's personality. This is one of the best ways to make a good impression.
Point out points of similarity with the client. In the process of selling a tourism product, the manager will be able to impress the client if he emphasizes the interests and affections that unite them.
Use compliments. The manager of a travel company should remember that compliments may contain a slight exaggeration of the client’s positive qualities. Due to this it works psychologically! the phenomenon of suggestion. Therefore, the client will try to act and look the way the manager “instructed” him to compliment. Most likely, he will want to live up to expectations. At the same time, reciprocal sympathy, trust, a sense of reliability are formed, the desire to reciprocate, psychological defense and closeness are removed. All this creates a good impression of the manager of the travel company.
Compliments can be given in different ways.
For example, you can praise not the client himself, but what is dear and valuable to him , his position, successes, merits, items of clothing, accessories, etc.
On the other hand, the client will be very pleased if: the manager finds in him something, which he really values in people. For example: “I would really like to have a responsible partner like you.” This compliment is the most subtle and most pleasant for most people. However, its use is not always appropriate. First, there must be a close and trusting relationship between the manager and the client. And, secondly, the client must know how important it is for the manager himself what he pays attention to.
Even more effective, emotional and memorable, but at the same time risky, is a compliment when The manager, after a small criticism of the client, compensates for it with significant praise. Criticism should cause slight bewilderment, confusion, “warm the blood,” or even a willingness to object. But at this moment, without allowing the client to come to his senses, the manager suddenly says something very pleasant and memorable. The effectiveness of such a compliment is due to the fact that it is perceived by the client when he is already out of a state of emotional balance. Self-esteem wounded by criticism always craves compensation. And the more there is, the better. But if criticism turns out to be stronger than praise, the consequences for the manager can be very unpredictable. The client may simply refuse the services of this travel agency, or may incite a conflict.
One way to avoid conflict is a compliment amid self-criticism. Why is this compliment effective? Because it not only satisfies the client’s need to improve some of his character traits, abilities, habits, skills, but also to implement his intention to criticize the manager.
In order for the manager of a travel company to create a good impression of himself with the help of compliments, he should follow several rules:

give compliments in a confident tone;

reinforce them with posture, facial expressions and gestures;

the client’s reaction should be predicted;

avoid giving contradictory compliments;

celebrate only positive qualities;

allow only slight exaggeration;

not noticing qualities that a person does not like in himself;

avoid teachings and recommendations in compliments;

do not make wishes like “if only...”;

base your compliment on a factual basis.

2.Nonverbal means of communication used

tourism managers.

Gestures, facial expressions, intonation are the most important part of business communication. Austrian scientist Allan Pease believes that 7% of information is transmitted through words, through sound (including tone of voice, intonation, etc.) - 38%, facial expressions, gestures, postures - 55%.
On the one hand, during business conversations, meetings, negotiations, you need to control your gestures and facial expressions, on the other hand, you must be able to correctly “read” your partner’s reactions. However, the interpretation of gestures, postures and other components of nonverbal (that is, not related to speech) communication is not always unambiguous. The most serious mistake a beginner can make in interpreting body language is interpreting individual gestures in isolation from others, and regardless of the situation at hand.
Nonverbal components of communication are especially significant in the first minutes of acquaintance. It is necessary to show interest in the upcoming conversation, readiness for constructive cooperation, and openness to new ideas and proposals.
Zones. Like other animals, man has his own “air cap”, which is constantly around him. The size of this cap depends on the population density in the place where the person grew up. In addition, the size of the airspace is also determined by the cultural environment.

Intimate area (from 15 cm to 45 cm). A person views it as personal property. Only those closest to her are allowed to invade her.

Personal zone (from 46 cm to 1.22 m). We stand at such a distance from others not at parties, official receptions, friendly meetings or at work.

Social zone (from 1.22 to 3.6 m). At such a distance we communicate with strangers.

Public area (over 3.6 m). When we address a large group of people, this distance is most preferable for us.

Hand and hand gestures. Rubbing your palms together is a nonverbal signal of positive expectations. The speed of hand rubbing says a lot about who will get the expected positive results. Fast speaks of a result beneficial for both. Rubbing your thumb over your fingertips or just the tip of your index finger usually signifies material, especially monetary, expectations.
Hands can also act as a barrier. A person with crossed arms perceives everything more critically, remembers information worse, and is more negatively disposed.

Professional ethics. The professional ethics of service workers is a set of specific requirements and moral standards that are implemented when they perform their professional duties in servicing clients. It is based on the psychology of service.

Ability to say "NO" elegant and weighty.

it is easier for the client if you can provide him with a report of multiple attempts to fulfill his request.

introduction.

The word “service” has become generally understood; we translate it as “maintenance,” but this is not entirely accurate. “Service” is skillful service that brings pleasure and satisfaction. Only professional training, knowledge of psychology and extensive practice can provide a travel agency employee with a qualified solution to all service issues: calmness and confidence in difficult situations, quick decision-making, the ability to make the client think that he is right, even when he is wrong .

In tourism, the quality side of serving tourists is one of the pressing problems. In the tourism market, service quality and service culture are the most powerful weapons in competition. The goal of a travel agency is to satisfy the needs of the client. Client is a regular buyer or customer who purchases and consumes travel services.

Object The study is about the features of tourist services in travel agencies.

Subject research, creation of psychological prerequisites for the sale of a tourist product.

Purpose The work is to study the psychological prerequisites for sales of a tourism product by managers of a travel company.

To achieve this goal, the following were set: tasks :

1. Study the technology of customer service by managers of travel agencies.

2. Analyze the psychological methods used in working with the client.

3. Identify groups of travel company clients and the features of their service.

Practical significance The work consists in the possibility of its use in the process of training future specialists for the tourism sector. The practical part of the study is advisory in nature.

The methods used in writing a thesis are analysis of literature on this topic and the survey method used at the research stage.

1.Psychological foundations of communication.

1.1.Psychological contact.

Is it easy to establish psychological contact with a client? In theory, this may not seem entirely difficult. In practice, things are different. After all, the manager of a travel company very often has to do several things at the same time: send a fax, answer a call, look for information about a tour on the computer, and greet an arriving visitor.

Therefore, in order to choose a method for establishing psychological contact with a client, it is necessary to take into account a whole set of factors. These include: the degree of workload of the manager himself, the psychological type of the client, the presence or absence of other consumers who are waiting in line, the purpose of the client’s visit, his internal state and others. There are several psychological methods that help establish contact with the buyer of a tourism product.

You can generally immediately begin to deal with the problems that the potential tourist is completely absorbed in, if the manager saw and felt that there was a need for this. You can start with some amazing phrase or a bright and memorable compliment. It is best, of course, to accept the client as an individual. Every person needs recognition. This will create a creative, friendly atmosphere. However, this is possible if neither the manager nor, especially, the client experiences time pressure at the time of service. If the buyer is in a hurry, then the best way to establish psychological contact will be to immediately begin discussing the main issue and formulate a proposal that cannot but interest the client. Who will remain indifferent to the offer not only to save time, but also to receive quality service? It is difficult to refuse such an offer. In addition, this formulation of the question allows us to better identify the client’s needs.

Listening skills. An important element of the client needs discovery stage is listening. However, there are three main pitfalls to avoid when listening: bias, selectivity, and distraction.

Prejudicial listening: This is knowing in advance what a person wants to say. At the same time, we already determine in advance our attitude to what has been said.

Selective listening: hearing only what we want to hear. That is, we hear clients through certain filters.

Distracted listening: This is thinking about something else. Inability to listen is the main reason for ineffective tourist service in the office, as it leads to misunderstandings, mistakes and problems. Why can the client and the manager of a travel company not hear each other at one or another stage of service? What are the main reasons?

The first reason is excessive preoccupation with one’s own speech. As one psychologist notes, conversation is a competition in which the first person to hold his breath is declared the interlocutor. The interlocutor is stubborn and hopeless, who essentially does not listen at all. The second reason is the misconception that listening simply means not speaking. This is far from true; the client may be politely waiting for his turn or pondering his upcoming statement. Listening is an active process that requires attention to what is being said. In my opinion, it requires constant effort and concentration on the subject of the conversation. Even a very talkative person can be a good listener, especially if he is truly interested in what is being said, listens carefully and knows how to process information correctly

Both the client and the manager of the travel company can be absorbed in themselves, their experiences, worries and problems. People often don't listen precisely at critical moments in life when they especially need to.

The next reason is the expectation of hearing negative or unfamiliar information. The client may be afraid to hear what he least wants to know. Most people react harshly to personal criticism, although this is precisely what can be benefited from by listening carefully. Taking criticism to heart, you can sometimes devalue your “I”, but paying attention to it at all will cost more. On the other hand, someone who considers himself an expert on the topic under discussion and has ready-made answers to all questions is unlikely to listen carefully.

The reason for inattention may also be the difference between the speed of speech and mental activity, especially in cases where they speak slowly, monotonously or uninterestingly. Humans typically speak at a rate of 125 words per minute, although we are capable of processing speech at three to four times the normal rate.

An important reason that a client or manager may not hear each other is due to the inherent tendency of people to judge, evaluate, approve and disapprove of the interlocutor. The first reaction is a judgment about phenomena from one’s own personal position. However, very often a reaction based on existing beliefs is a serious obstacle to effective listening.

A simple way to maintain interest and attention during oral communication is through non-reflective listening. Non-reflective listening is essentially the simplest technique and consists of the ability to remain silent without interfering with your interlocutor’s speech with your comments. Sometimes this method is the only option, since the client of the travel agency may be emotional, agitated, or have difficulty formulating his thoughts. Sometimes you can resort to minimizing responses. Neutral and insignificant answers (“Yes!”, “How is that?”, “I understand you...”) allow you to meaningfully continue the conversation. However, there are situations in which the use of unreflective listening may not be sufficient. Firstly, it may be a lack of desire to speak. Secondly, it is the perception of silent listening as agreement with what was said. In addition, the speaker may need to receive more active support or approval. Non-reflective listening tends to be abused by overly talkative people.

Reflective listening helps overcome limitations and difficulties that arise in the communication process. Such difficulties include: the ambiguity of most words, the need for feedback to understand the intent of what was said, as well as the difficulties of open self-expression, since people are constrained by established attitudes, experienced emotions, and acquired experience. The types of reflective listening include: clarification (turning to the speaker for clarification), paraphrasing (formulation of thoughts in a different form) and reflection of feelings.

Empathic listening differs from reflective listening by stopping rather than by techniques. Both types of listening mean the same thing: paying attention and displaying feelings. The difference lies in purpose and intent. The goal of reflective listening is to understand as accurately as possible the speaker's message, that is, the meaning of his idea or experienced feelings. The goal of empathic listening is to grasp the emotional coloring of these ideas and their meaning for a person to penetrate the system and understand what the expressed message truly means and what feelings the interlocutor experiences. Empathic listening is especially valuable in resolving disagreements and resolving conflicts.

In addition to listening and identifying the needs of a client who comes to the office of a travel company, the manager’s knowledge and consideration of the main factors of tourist motivation will also help. M.B. Birzhakov notes that “without studying and understanding the client’s motivation and desires, it is impossible to correctly build a tour and offer it to the consumer market.” Therefore, let's look at this in more detail.

1.2. Creating a favorable psychological climate

travel agency managers.

Establishing trusting relationships.

The most important and at the same time the most difficult thing for a tour manager is to establish a trusting relationship with a potential buyer. In this case, it is not the arguments that are decisive, but the seller’s ability to find the “key” to the client’s heart. The one whose thoughts are occupied only with the sale of his goods, the one who wants only to insist on his opinion, uses reason and influences the reason accordingly.

In this case, a trust relationship cannot be established. Finding an approach to the client and taking his wishes and needs seriously is the path to success. If the manager knows what his client likes and what he doesn’t attach importance to, he can take this into account in his arguments. If you treat the client as a person, as a friend for whom the manager is ready to do anything, then the client will become your friend who trusts you and listens to your advice.

There are a lot of little things that help you find your way to your interlocutor’s heart.

React sensitively.

When working with a client, you should fully concentrate on the client. Many people are only focused on how to sell their product to a potential client; they are so absorbed in this thought and are actually busy with themselves that they do not notice, say, the current situation or the state of the client, which is not conducive to a serious conversation: for example, the client is not interested in this route, or the hotel is not of interest, etc., or simply does not show interest in your product, but does not express it.

An attentive observer who truly strives to attract a potential client and ensure his satisfaction should not miss such “interferences.” In this situation, a short conversation in a friendly tone will be more useful than a futile attempt to get an order. Be guided by this motto: the client comes first, his well-being and well-being are of paramount importance.

By the way, every client is very sensitive to the time factor. “How much time my interlocutor devotes to me, that’s how much he values me.” Ticklish moments associated with being late or leaving too early... And this killer phrase: “I don’t have time...”. How many promising business contacts were lost forever because of her from the very beginning?

Knowledge of people.

The more deeply a manager knows the nature of people, the better you can evaluate your interlocutor, the easier it is for you to adapt to him. From a practical point of view, it would, of course, be simpler if all people could be divided into types, say, friendly, conservative, reserved, sincere, etc. But, fortunately, each person is endowed with a wide variety of properties. The client with whom you communicate exhibits the characteristics that you expect from him or attribute to him.

Make sure that the people you interact with are friendly, helpful, and sincere. Then, as a rule, you will see that it is so. If you assume that your proposals will be rejected, that someone can’t stand you, then with just this attitude you will force others to behave exactly as you assumed. What you believe happens happens. Check it out sometime! For nothing convinces more than your own experience.

With experience, knowledge also accumulates. The conservative needs to make different arguments than the innovative person; a slow and indecisive person needs a different approach than an impulsive one. For a person with charismatic properties, it is natural to prepare in advance for a conversation with a client, employee or colleague, adapting to his manner of behavior, to his way of thinking, taking into account the characteristics of his character, imbued with his beliefs and desires. From the very beginning, these measures create favorable conditions for a conversation during which each of the participants feels comfortable.

Not to persuade, but to convince!

Sometimes it takes a lot of time to truly convince a client. But patience pays off.

If the client is truly convinced by your arguments, then you have won on all counts, and not just achieved the sale of a tourism product. This means that the client trusted you and listened to your advice.

Sometimes, of course, it is possible to persuade a doubting client with clever persuasion and conclude an agreement, but, as a rule, such a number does not work more than once. A client who is convinced by your arguments always returns.

Take the time to convince the client that it is correct that he contacted you or chose the right travel product; do not try to persuade, deceive or simply “put pressure” on the client. Act only by persuasion! By the way, in order to convince, you need to not only speak yourself, as many people think. It is very important to listen carefully to what the interlocutor is saying and put yourself in his shoes in order to understand his needs. The more your interlocutor tells you about his desires and ideas, the better you will be able to enter into his position and take into account his arguments. The ability to persuade also includes the ability to listen carefully!

Personality attracts .

A salesperson who exudes optimism, charm, and passion for work attracts customers. It's not just words that convince. Nonverbal signals influence the client at a nonverbal level. Voice timbre, intonation, rate of speech, facial expressions, gestures, clothing - all this affects the subconscious of the interlocutor. Those around you are sensitive to the personal qualities of those who interact with them, which is why it is so important to work on yourself, improving your personality.

Only a few work intensively on themselves, paying great attention to the impression they make on others. Meanwhile, the impression made on others is one of the most important factors determining success or failure. Only by knowing what impression he makes on others can a person get rid of his shortcomings and polish his strengths.

Then there will be nothing that could prevent us from becoming a charismatic person. Improve your ability to make a favorable impression on others and positively influence them.

Proper conduct of a business conversation.

Creating a trusting atmosphere and the persuasion phase require a certain time, during which the client will reach a final decision. A good salesperson or manager knows this and facilitates the process by guiding the conversation in the right direction, essentially putting a hypnotic effect on the client or employee.

A calm tone in which the conversation is conducted, an attentive attitude towards the interlocutor, convincing arguments and patience - this is the soil that nurtures a feeling of confidence and trust. It seems that a salesperson with charismatic abilities achieves the desired result without literally making any effort. He wins victories and wins the hearts of clients, thanks to the truly magical power emanating from him.

Many people are sure that it is enough to provide irrefutable evidence to convince the interlocutor, because this is exactly what we were taught at school. The one who uses this technique is convinced that he is right. However, if we take a closer look at the so-called evidence, we will see that they most often do not stand up to criticism. Of course, they stun the interlocutor, as a result of which he completely withdraws internally; the conversation turns out to be fruitless. I consider the presentation of evidence to be a kind of intellectual rape. Analyze fruitless negotiations and you will see that those who use evidence will inevitably fail.

The psychological characteristics of customer service in the office of a travel company are largely based on the psychological culture of business conversation.

Psychological culture of business conversation - this is the unity of knowledge that reflects the patterns of mental activity of interlocutors, and the ability to apply this knowledge in specific business situations 4. The psychological culture of selling a tourism product begins with the creation of a favorable psychological climate.

To win over the client of a travel company, you should not strive to achieve only one-sided benefits. Why race for too much personal gain? What could this lead to? First of all, the client will classify you as an uninteresting partner for subsequent negotiations. It is very important to interest the client in the exclusivity and uniqueness or, conversely, in the wide popularity of the proposed tourism product. It is advisable to start the conversation in such a way that the client himself expresses what the manager would like to hear from him. The manager must take the client's point of view and try to feel everything that the latter may be experiencing.

Using psychological techniques developed by Dale Carnegie, a manager can quickly win over a client at the very beginning of a business conversation and, painlessly for his pride, persuade him to his opinion.

At the very beginning of the conversation, it is recommended to start with special phrases instill in the client a consciousness of his own no significance. Sincerity is important. You shouldn't give cheap compliments. After all, the deepest desire inherent in human nature is the desire to be significant. Every person passionately strives to be appreciated. Having instilled in the client his own importance, the manager of a travel company takes the first important step to create a favorable psychological climate. A sense of significance can be instilled in the following ways:

Firstly, call a person by name. D. Carnegie was convinced that all people love their names. A name is a person’s favorite music. In the process of selling a tourism product, it is very important to address the client by name. It is advisable to do this as casually as possible, making it clear that his name means a lot to the manager of the travel company.

Secondly, do not resort to argument, since in nine cases out of ten the dispute ends with each of its participants becoming even more convinced than before that they are right. What to do when the client is clearly wrong? In this case, you can resort to the phrase: “Just think, I thought differently, but perhaps I’m wrong. Let's check the facts together."

A favorable psychological climate during the sales of a tourism product is largely related to what the client’s psychological mood is, what his state of mind or psychological well-being is. Psychologists highlight a number of aspects that provide any person with good psychological well-being. Knowledge and application of these aspects during the sales of a tourism product will create and maintain a good mood for the client. They may include the following skills:

Behave calmly and at ease;

Focus all attention on the client;

Smile and maintain eye contact;

Emphasize interest in the conversation with facial expressions;

Use open gestures;

Speak at the same speed as the client;

speak positively about the client’s personality;

Show your own respect to your work colleagues;

Demonstrate goodwill, satisfaction with life, harmony with yourself and others.

Creating a favorable psychological climate depends, not least of all, on how well the manager has learned and applies the tenets of the corporate culture of his travel company when serving the client. It was through the use of the experience of foreign specialists in the development of corporate culture that many travel companies began to serve clients much better and, as a result, became leaders. A strong corporate culture is one of the ways to stimulate the work of managers of tourism firms. In general, an effective corporate culture is distinguished by the following 5 principles:

Coherence, interaction, what is called teamspirit (team spirit);

Satisfaction with work and pride in its results;

Dedication to the organization and willingness to meet its high standards;

High demands on the quality of work;

Readiness for changes caused by progress and competition.

If this does not happen, the manager is unlikely to make concerted efforts to create a favorable psychological climate.

1.3. Forming a favorable impression of the manager.

Get rid of tension and stiffness or on the contrary, familiarity and swagger, then there is to behave naturally. No falsehood, feigned busyness or seriousness!

Show interest in the client's personality. This is one of the best ways to make a good impression.

Compliments can be given in different ways.

For example, you can praise not the client himself, but what is dear and valuable to him , his position, successes, merits, items of clothing, accessories, etc.

One way to avoid conflict is a compliment amid self-criticism. Why is this compliment effective? Because it not only satisfies the client’s need to improve some of his character traits, abilities, habits, skills, but also to implement his intention to criticize the manager.

In order for the manager of a travel company to create a good impression of himself with the help of compliments, he should follow several rules:

1. pronounce compliments in a confident tone;

2. reinforce them with posture, facial expressions and gestures;

3. the client’s reaction should be predicted;

4. avoid contradictory compliments;

5. note only positive qualities;

6. allow only slight exaggeration;

7. not notice the qualities that a person does not like in himself;

9. do not make wishes like “if only...”;

10. base your compliment on a factual basis.

2.Nonverbal means of communication used

tourism managers.

· Intimate area (from 15 cm to 45 cm). A person views it as personal property. Only those closest to her are allowed to invade her.

· Personal zone (from 46 cm to 1.22 m). We stand at such a distance from others not at parties, official receptions, friendly meetings or at work.

· Social zone (from 1.22 to 3.6 m). At such a distance we communicate with strangers.

· Public area (over 3.6 m). When we address a large group of people, this distance is most preferable for us.

Hand and hand gestures . Rubbing your palms together is a nonverbal signal of positive expectations. The speed of hand rubbing says a lot about who will get the expected positive results. Fast speaks of a result beneficial for both. Rubbing your thumb over your fingertips or just the tip of your index finger usually signifies material, especially monetary, expectations.

Hands can also act as a barrier. A person with crossed arms perceives everything more critically, remembers information worse, and is more negatively disposed.

Professional ethics. The professional ethics of service workers is a set of specific requirements and moral standards that are implemented when they perform their professional duties in servicing clients. It is based on the psychology of service.

Ability to say "NO" elegant and weighty.

1. Saying NO to a client is easier if you can provide him with a report of multiple attempts to fulfill his request.

2. The main problem with giving a negative response to a client is that it may leave them with the unfavorable impression that you don't care about them. Show that, on the contrary, you are very concerned about the failure of his request.

3. Sometimes the best way to say no is to respond to a request - asking for patience and understanding of the situation.

4. Don't fall into the trap of "being good to your neighbor" just because you've done it in the past. Say no when you feel you have done enough for a client.

5. No, it will always be less unpleasant if you think about alternatives and offer other options for solving the problem.

6. Say no, but offer your services.

7. It is important to be able to soften a negative answer so that it does not sound dry and arrogant.

8. Even with very good service, it is not always possible to say yes. Sometimes you are not able to fulfill the client's requirement. But remember that your no should be addressed to the request, not to the client.

9. The buyer asks you to meet him halfway and return the money, although your store only allows the exchange of one product for another. If you do not have strict orders in this regard, comply with his request. But if you can't or don't want to say yes, try to frame your no as a mutually beneficial solution.

10.You shouldn’t use “general company policy” to explain your no. However, mentioning objective (or at least objectively presented) reasons can be useful.

In order to achieve success in the process of selling a tourism product, it is important to clearly understand the psychological type of the client with whom you are dealing. This will not only significantly simplify the process of servicing the client, saving time, but also ensure maximum satisfaction of his requests and needs, and therefore increase the income of the company itself.

There are many psychological classifications and typologies of clients (by temperament, by obvious behavior, by type of decision-making, and others). Let's take a closer look at some of them.

Typology based on two pair behavior meter(activity and emotional responsiveness), distinguishes the following types of clients:

“analyst” - passive and unresponsive;

“enthusiast” - active and responsive;

“activist” - active and unresponsive;

“good-natured” - passive and responsive.

Since servicing a “good guy”, for obvious reasons, most likely will not cause any particular difficulties for the manager, we will consider in detail the first three types of clients (“analyst”, “enthusiast”, “activist”), communication with which without a special approach can become more problematic.

"Analyst" he is slow and unhurried, speaks quietly, without intonation, prefers to communicate with the manager across the table, during a conversation leans back rather than moves forward, tries not to look his interlocutor in the eyes, is dressed mediocrely. A characteristic feature of the “analyst”: adoration of details (how long the flight takes, how many meters to the beach, etc.). An “analyst” can be: verbose, extremely cautious and indecisive, overly serious, with an “underdeveloped” sense of humor.

The manager of a travel company is advised to speak slowly, express his thoughts clearly, pay attention to detail, answer every question, give factual evidence for and against, and give examples of satisfied clients. The “analyst” loves various graphs and tables. Emotions have little effect with such a client - do not get on “a friendly footing.” It's better to look conservative than extravagant. With the “analyst” you need to be precise and punctual. He wants various guarantees, and when making a decision, a feeling of security is important to him. The information handed out must be well-formatted, accurate, and contain all the requested data.

"Enthusiast" distinguished by energy, liveliness, expressiveness, extravagance. A male “enthusiast” will be the first to extend his hand for a handshake. The enthusiastic woman smiles sweetly when meeting her and openly looks at the manager. When communicating with an employee of a travel company, the “enthusiast” prefers a short distance. It is not difficult to talk to him. He will tell you everything himself. Eloquent and verbose, speaks quickly, loudly and for a long time. Having formulated and outlined your wishes, you may not fully listen to the specifics of the proposed tour option. Details are not very important to him. With his wishes and sometimes unrealistic goals, he can confuse the manager (for example, ask him to arrange a trip in a record short, impossible time). It is convenient to work with an “enthusiast”, since he is open to communication. If there are any doubts, he will express them immediately. You can read a lot on the face of an “enthusiast.” “Enthusiast”: may be: not attentive to details, prone to exaggeration and generalizations, disorganized, superficial and unpredictable, impulsive and impatient.

If it is impossible to immediately pay attention to the “enthusiast,” the manager of the travel company should distract him with catalogs or offer him coffee. Such a client evaluates the professionalism of an employee by the atmosphere of communication. He is not punctual, so you should not take it personally, much less try to re-educate him. Emotions are very appropriate with him.

The manager of a travel agency should maintain the illusion of acquaintance and friendly communication. Let the client talk about himself, but remain lively, energetic and confident. When discussing the chosen tour, it is best to speak clearly and unambiguously. It is better to put the details of the trip in writing. Prestige is important to the “enthusiast”, so it is recommended to give examples, referring to authoritative people.

The “enthusiast” easily deviates from the main subject of conversation. In this situation, a friendly hint question helps: “I hope you have a few more minutes?” There is only one question left to discuss.” The manager must be ready to end the dialogue at any moment - such a client may remember another important meeting and rush off. Since the “enthusiast” is disorganized, before the meeting in the office, he needs to be reminded by phone about what he needs to bring to arrange the tour. When finishing the conversation, it doesn’t hurt to write down a program of future actions point by point: “What? Where? When?" and give this memo to the client.

"Activist" can be recognized by their energy and determination. Outwardly, he resembles bosses or VIPs. Loves to make an impression. Always busy, respectful of his time. A few minutes of waiting turn him on and irritate him. The “activist” likes to control both the situation as a whole and the people around him. Even in someone else's office, he behaves like the master of the situation. May make a remark to the manager. He does not get lost in unfamiliar circumstances and prefers to communicate with people of his level, that is, the management of the company. The “activist” speaks quickly and quite loudly, looking intently into the manager’s eyes. This client respects confident people and quickly moves towards a specific goal. Does not tolerate partners who seek to suppress with their authority.

The favorite pastime of an “activist” is to seize the initiative from a raid, win an argument and have the last word. An “activist” can be: self-confident and emphatically independent, stubborn, hot-tempered and even rude, categorical in words and assessments.

The “activist” should not be afraid. His interest in the timid and insecure interlocutor melts before his eyes. The manager should be energetic and quickly get to the point in a conversation; Before the meeting, carefully prepare for communication; the conversation should be concise. The “activist” does not like “frontal” instructions from someone else, so it is important for the employee of the travel company to let the client choose two or more specific options offered, creating the illusion that this is his own decision and choice. The “activist” loves everything new, so it is not necessary cites as an argument evidence that the proposed route has existed for a long time. They prefer to be in the first, prestigious “ranks” of travelers. When asking a question, such a client expects a clear and quick answer. Therefore, the phrase “I will return to this question of yours a little later” can become a serious obstacle to the sale of a tourism product. The manager does not need to spend a lot of time on numbers and small details (unless, of course, the client himself asks about them). It is better to present specific considerations to the travel agency employee briefly in writing. The “activist” understands and perceives the phrases that are important to him: “Save time and money,” “Get recognition,” “For the sake of health and prestige.” It makes sense for the manager to include them in his speech.

A different typology of potential clients of a tourism company is proposed by the famous domestic specialist in the field of tourism V.A. Kvartalnov. It is made based on an analysis of the clients’ lifestyle. And since lifestyle is closely related to the needs of tourists and motivation to travel, this typology is also of interest to us. This typology will help the manager not so much in choosing behavioral tactics, but in correctly choosing a tourism product that interests the client and reflects his specific motives for traveling. That is, it makes it possible to determine not so much the characteristics of the client’s character or temperament, but rather his values. And without a more correct understanding of the client’s values, it is unlikely that he can be interested in anything. The client will simply remain “deaf” in relation to such a manager. V.A. The quarterly identifies five types of clients:

Self-absorbed pleasure seeker;

Active and purposeful personality;

Representative of the business community;

So-called "blue collar" workers;

Traditional homebody.

Self-absorbed pleasure seeker. Most likely, this is a young man engaged in monotonous, uninteresting work. Therefore, he seeks satisfaction from real and imaginary outdoor activities. May love fishing and hunting, play basketball, and be interested in expensive sports cars. He has a decent income, but all purchasing decisions are made spontaneously. This person does not plan life for the long term. He is a regular viewer of sports, adventure and other active programs on TV.

Active and purposeful personality He directs all his strength and energy towards achieving a promotion and has a great interest in his work. Such a client is liberal, with modern views on many aspects of life, and self-confident. He is constantly looking for new sensations, craving active activities, for example, skiing, sailing on a yacht, traveling abroad. This person reads magazines to keep up to date with all the events and latest trends in modern culture. He often watches news, entertainment and sports programs.

Business personality. This client is richer and has more opportunities for expensive vacations than an active, goal-oriented person. But he doesn’t like to travel long distances, because he has a good income and an established family. Reads business newspapers and magazines, watches programs about travel and nature, as well as short news reports.

"Blue Collar" They live in small towns or on the outskirts of large cities. They are patriots and adherents of strict morals and the need for hard work. They consider camping with family to be an excellent holiday. They love hunting and fishing. They prefer to watch bowling or football on TV.

Traditional homebody. Can't keep up with the times. He is a follower of old traditions and expects the same from other people. Counts every ruble. A homebody avoids everything that involves risk and will never make purchases on credit. He is a comedy lover. The main source of information about the latest events in the world is television news.

3. Culture of communication with clients over the phone and in personal conversations.

Business communication is a complex, multifaceted process of developing contacts between people in the professional sphere. Its participants act in official capacities and are focused on achieving goals and specific tasks. For a tour manager, the goal is to interest the client; for a tourist, to obtain as much information as possible.

The main requirements of the telephone communication culture are brevity (conciseness), clarity and clarity not only in thoughts, but also in their presentation. The conversation should be conducted without long pauses, unnecessary words, turns and emotions.

In a travel agency, a telephone conversation usually occurs between complete strangers, so the influence of a telephone conversation on the formation of a first impression of a person cannot be overestimated. Therefore, the main principle of talking on the phone with tour managers is politeness and attentiveness.

At an enterprise, there are a number of principles for communication by telephone between a tour manager and a client (they are the same as in the entire business world).

· If the company receives a call, the handset should be picked up during the second ring.

· The conversation begins with the words “Good afternoon Agency “…..s”

· Be sure to introduce yourself to your interlocutor.

· The conversation should be short (concise), clear.

· If the tourist has not decided on the route and asks the manager to help him with this. We need to invite him to the office.

· If a tourist calls with a clear purpose (that is, he knows where he would like to go, knows the hotel, the timing of the trip), the conversation can be conducted over the phone, but booking places and routes cannot be done over the phone. The client should be invited to the office (preferably with a reservation for a time).

· If a tourist asks a question that the tour manager cannot answer now (for example, about the availability of places in a boarding house, sanatorium, etc.). It is necessary to take the phone number from the interlocutor and be sure to say how long it will take for the manager to call him back. The client should be called back within 20 minutes

· If the manager calls the person who asked him to call back, but he was not there or he could not come, the manager should ask to be told about his call. Then you need to call again, or tell the client to call back.

· If the phone rings and the manager is talking on another phone at the same time, you should first end the first conversation, and only then talk in detail with the second interlocutor. If possible, ask the second interlocutor what number to call back and who to call.

In travel agencies, the main consumer of travel packages is a regular client who has already gone on trips with this company several times. Therefore, enterprises are doing everything possible to retain customers and attract new ones. The agency “...” does not forget about tourists and reminds them of itself by giving gifts to clients and providing them with discounts. All this contributes to long-term cooperation between the agency "..." and tourists

conclusion.

Nowadays, the tourism industry is a highly competitive industry. More and more often we are witnessing new travel companies opening. New concepts are created in order to fully satisfy the needs of certain consumer groups. Enterprises are created, and after a while some of them cannot withstand the competition and go out of business. In the tourism industry, the word “service” means a system of measures that ensure a high level of comfort and satisfy a wide variety of everyday, economic and cultural needs of guests. And every year these requests and requirements for services increase. And the higher the culture and quality of customer service, the higher the image of the enterprise, the more attractive the travel company for clients and, no less important today, the more successful the material prosperity.

The trading process is the basis of any business. The produced goods must be sold, otherwise the meaning of production is lost. A visitor to a travel company will purchase a tourism product only when the tour manager is able to convince the buyer that in front of him is a worthy person in a worthy place. The client is disposed towards such a person and trusts him. Such a tour manager knows that he is selling a worthy product. After all, in fact, the process of selling a tourism product is a process of persuasion: the tour manager and the buyer must come to a common opinion. And the main component of this art is a person worthy of trust, ready to help and provide a service.

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