Training - Universal Sales 101
Quick Link: How to Sell Universal
The best way to sell Universal Orlando Resort is to apply basic sales fundamentals. Most importantly, we recommend you mention Universal during the planning stages of ALL Orlando vacation inquiries. Mentioning Universal during the planning stage will allow customers to outline the best possible vacation options and incorporate Universal Orlando Resort into their Orlando vacation.
It is important that you achieve a level of comfort with the product you are selling or at least know where to find the answers to any questions that may arise. Knowing the product is key to bring value to the conversation. You will be the advisor to your customer, and to advise, you must know the product.
You should also take the time to develop a script for questions that typically get asked by a potential customer.
Why should I buy from you?
All of us working in the Travel or Service industry should have an easy answer for this question. Take some time to create your response. Here are some ideas for your use.
We have access to products that are not available directly to the consumer
This is true with Universal. We offer products that are only available through the agency community such as Transfers from WDW to Universal Theme Parks, Take-Two Transfers, Transfers to/from Port Canaveral, or EPA for VAX ticket only sales.
I have been to this destination and can share first-hand knowledge.
Having visited Universal Orlando Resort Theme Parks is a great sales message.
With our depth of knowledge and expertise, I can provide you valuable detailed information so you can have the best vacation possible.
With the various training, you have taken such as the online Universal Training, live webinars, and the review of this Universal Reference Guide you are developing your product knowledge. The information you can provide to a customer is what separates you from others.
I know the products available, and I can recommend the best options based on your needs.
By keeping informed of the various products, you can be the customer's advisor and present the best options. Learn the workarounds to the Universal products to maximize your value for your customer.
I have resources available to provide you the best information, and I can create the best vacation package for you.
Use the sales tool effectively to communicate to your customer details about Universal. The Universal Tear Away Maps are a great visual and the perfect visual to explain how Universal is a manageable destination with each hotel within walking distance to the theme parks. And don’t forget to point out that Islands of Adventure and Universal Studios are side by side.
My company backs up and guarantees our services, and you will have my company and me to be your advocate if needed.
Toot your own horn as a Travel Professional. Remind customers that you're just a phone call away should they ever need you. Tell customers that you are a full-service Travel Professional and not a self-service online product and that you can rival any price available in the market while still providing much more value with your knowledge.
Sell Value
Most customers are not necessarily looking for the cheapest. Most are looking for the best value for their purchase dollar. You can score many brownie points by pointing out the value of items you’re recommending.
Hotels
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Recommend Club Level. For guests looking for an all-inclusive type of experience then club level may be a great recommendation.
Tickets
Multi-day tickets offer the best value option. The more days a guest purchases, the price per day becomes less.
Customers can upgrade a two-park to a three-park multi-day ticket for a nominal fee.
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Sell From The Top Down
Research has shown that the style of selling from the top down vs up-selling can be the most effective way to enhance your customers experience, present all the various products for guests to choose from, and increase ones revenues/sales. Selling from the top down is simply presenting the best all inclusive package to your customer and having them remove the components they are not interested in.
Know the Product
To be the most successful in increasing one's sales is to know the product one is selling. Knowing the product well, keeping informed, and knowing where to find answers to new questions will allow you to advise your customers. A Travel Advisor who becomes an advisor to a customer by offering suggestions of a product will outpace any online travel agency (OTA). Universal recommends you take the online training each year on the Travel Advisor portal via www.universalpartnercommunity.com. You can subscribe to monthly emails on the Travel Advisor portal, and follow universal daily Travel Advisor communication through Universal’s Travel Professionals Facebook page and keep informed of upcoming training, new product launches, and product updates. Subscribing to our consumer blog expose you to different perspectives of our destination and products.
Communicate Effectively
Having a conversation with your customer is key to your success. You want to ask the right questions, and in the right way to secure the most information and understand the customer's needs.
Determine Customers Needs by asking questions
Use “Open-Ended Questions” to fact find and determine customers needs. Open-Ended Questions allow the customer to express their thoughts in great detail.
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Tell me who’s traveling on this vacation with you?
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What was your best vacation and what made it the best vacation?
Use “Close-Ended Questions” to control the answer or the conversation. Close-Ended Question usually limit the response to a single word type of response like Yes or No.
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Does anyone in your party get motion sickness, skip rides, or simply sit certain rides out?
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What is most important to you when visiting a theme park; waiting less in lines, or entering a theme park before others?
Part of effective communication is knowing what to avoid.
· Don’t use too many “Closed-Ended Questions,” and end up over controlling the conversation. You want your customer to share valuable information so you can identify opportunities and provide product information that supports the customer's needs.
· Listening to a customer information is an important step in selling. Besides acknowledging the importance of what the customer is saying, you can validate the needs by responding appropriately to the customer's comments.
· It’s important to share one’s enthusiasm about a Universal Orlando visit, providing all the right questions get asked. Avoid telling and not selling. Customers that are forced to listen most of the time don’t have the opportunity to voice their needs.
Reinforce the customer needs.
At this point, you want to mesh your product knowledge with the customer's needs. Identify the product or services you think will benefit the customer and explain to them how the product or service offered will fulfill their needs. Here are some examples of Universal’s products and services that can meet customers needs. You can also use many of these examples to introduce Universal Orlando Resort into the conversation of any Orlando vacation during the planning stages.
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Identified Need
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Feature / Product & Support Statement
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· Traveling with small children or
infants
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Entire resort is setup like a college campus setting and the hotels are close by allowing families
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· All Inclusive Experience
· Prepaid Dining
· Dining Plans
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The three original onsite hotels offer club level categories which allow guests to enjoy a continental breakfast, snacks, and non-alcoholic beverages throughout the day and hearty appetizers, desert, and for the adult's beer & wine in the evening hours.
A combination of these items can give a more inclusive experience and will offer you a unique vacation experience.
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· Reconnect with family
· Rides for the whole family
· Grand Parents who skip rides
· Family members skip rides
· Traveling with small children, teens and tweens - different age groups and ride interests
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Universal Orlando Islands of Adventure and Universal Studios are the ONLY Orlando destination that offers waiting rooms referred to as a Family Room or Child Swap at all rides that have a height restriction. These rooms are within the loading area of each ride.
These rooms allow guests to always stay together throughout the theme parks so they can reconnect and return home with numerous shared memories.
The Family Room / Child Swap feature benefits all family members who want to skip the ride by offering a comfortable room with seating, and most cases air conditioning allowing family members to rest for a few minutes while the rest of the family enjoys the ride.
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· Value for purchase dollar (not cheapest)
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You can stretch your purchasing dollar at Universal in numerous ways.
The three original onsite hotels offer club level categories which allow guests to enjoy a continental breakfast, snacks, and non-alcoholic beverages throughout the day and hearty appetizers, desert, and for the adult's beer & wine in the evening hours.
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· Cheapest price
· Savings
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A Universal Orlando Resort Vacation offers numerous ways to save money. First, Universal Orlando tends to price less expensive than WDW package.
Universal offers value properties that are as price competitive to the neighboring hotels while offering onsite benefits such as Early Park Admission, Room Charging Privilege, complimentary resort-wide transportation and a full onsite experience.
Tapping into the promotional offers can also bring the cost down by providing either discounts or credits to your customized vacation package.
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· Harry Potter Enthusiast
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Universal is the ultimate Harry Potter destination. The perfect vacation package can be customized for the entire family to enjoy, especially a Harry Potter Enthusiast. The Wizarding World of Harry Potter Package has unique inclusions which elevate the vacation experience to be the most memorable experience.
Universal has two separate Wizarding World of Harry Potter Worlds located in two separate themed parks and its all connected to the Hogwarts Express. Park to Parks tickets are required to enjoy the full scope of these two worlds that consist of 23 acres at Hogsmeade located in Islands of Adventure, and 20 acres at Diagon Alley located in Universal Studios.
In late January, Universal offers the Celebration of Harry Potter Package and event. Universal invites several of the film stars to attend the celebration allowing guests to attend specialized events with their favorite characters.
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· Not into Harry Potter
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Universal has three themed parks all located within a manageable resort destination. Even though The Wizarding World of Harry Potter is extremely entertaining with high-tech rides in an immersive environment, Universal offers a tremendous amount of other characters, high-tech rides, and shows in all three parks; Universal Studios, Islands of Adventure, and Volcano Bay.
Universal also offers eight unique themed onsite hotels, each with a different unique environment and incredible onsite benefits.
Universal's CityWalk is fun for the whole family during the day with shops and restaurants like their new Toothsome Chocolate Emporium & Savory Feast Kitchen, and nightlife for adults who are 21 and over.
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· I’m a WDW fanatic
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Universal Orlando Resort and its three theme parks are a completely different experience that offers several unique features such as Express Pass Unlimited when staying at their original themed onsite hotels.
The two original theme parks are adjacent to each other and less than four-minute walking distance from one gate to the other. And the family room/child swap room can be an important feature for those who skip rides.
The destination is situated very different than WDW; it’s all within walking distance (if you choose to walk) making it a manageable destination.
There are two options to consider: a split vacation with several nights at a Universal Orlando Resort Hotel, and then switching over for several nights at a WDW onsite hotel with transfers, etc. or offer Theme Park Tickets and include transfers to Universal theme parks from a Disney onsite hotel
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· Is there enough to do?
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Oh my gosh! Is there ever. The perfect vacation stay is five plus nights. Universal has a total of three themed parks, eight onsite hotels with incredible entertainment and relaxing pool areas, and a complete complex called CityWalk for families to shop and dine, and those who are 21 and over to enjoy the nightlife.
The theme parks have rides for all ages, shows, parades, and depending on the time of year, Universal’s annual events such as Mardi Gras, Halloween Horror Nights or the Holiday events.
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· Carefree Vacation
· All bundled – want it seamless
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We can create a complete, customized vacation package. Transfers, Dining Plans, Dinner Shows, Travel Insurance, and Tickets can be included to create one incredible vacation package
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· Prefer fewer children – a more adult environment
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Universal has many options that tend to cater to customers who wish to have a more adult experience.
The hotels such as the Portofino Bay Hotel, or the Hard Rock Hotel tend to have more adults or adults with teens & tweens.
Traveling during the off-peak periods when the kids are in schools will also allow guests to experience fewer kids resort-wide.
CityWalk nightlife is great for those 21+ years of age. All kinds of dining and nightlife are available year round.
Events such as Velvet Sessions at the Hard Rock Hotel or Portofino Bay Hotel Harbour Nights can be a great add-on to a vacation package.
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· Special needs family member
· ADA Destination
· Food Allergy concerns
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Universal’s entire destination is ADA compliant. Universal’s Guest Services department located in front of each theme park can assist guests with special needs, and after discussing with the family in person, Guest Services will provide whats needed to ensure the best experience for the guest and family members.
Individuals with special food needs or allergies can speak to guest services for direction and advice to accommodate family members when dining at the onsite hotels, CityWalk, or within the theme parks.
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· Wheelchair or ECV accessible
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Universal has several options for guests with wheelchair or ECV needs. First, the entire resort and the complimentary transportation options within the resort can accommodate any of these needs.
Universal works with Various ECV/Wheelchair Rental Companies for resort wide rentals or guests can rent wheelchairs and ECV’s for a theme park visit.
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· Once in a lifetime trip
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It’s about providing all the key information that will make a difference on your trip. Selecting the perfect package, hotel accommodations, and adding all the right theme park ticket and special activities is key to having the best Universal Vacation.
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· Annual Orlando pilgrimage
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Different recommendations and experiences can be added to a customized vacation package. For WDW frequent traveler, Universal is the perfect alternative destination or perfect split vacation suggestion.
If staying at WDW, adding a ticket and transfers to Universal can be a great way to enhance the vacation.
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· Multiple Orlando Trips per year
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Recommendations for multiple Orlando trips can be an annual pass to Universal theme parks. Or adding a great experience like VIP tours can be the perfect experience that allows customers to experience theme parks differently.
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· I want a magical band experience
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Universal offers several options for guests in the theme parks. For Volcano Bay, guests will use the TapuTapu or TapTuPay.
Guests can also enjoy the Universal App within Islands Of Adventure, and Universal Studios to view wait times, or even signup for the virtual line of the new Race Through New York With Jimmy Fallon and The Fast & The Furious.
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Overcoming Objections
When a customer is indifferent or views drawbacks with what you're recommending, take the time to probe more to clarify the concerns. You can overcome drawbacks with additional details on the products offered. Knowledge is key at this point. The more you know about the products and how they align with the customer's needs, the better you will be prepared to overcome any objections.
Consider using proof such as communications from prior customers who have raved about your knowledge, your advice, their trip. Sharing this proof is an excellent way to overcome any unforeseen objections.
Also share about your Universal visits, or your Universal Orlando Resort Specialist certificate that supports your training and understanding of the Universal Product and destination.
Close the Sale
Before closing the sale, make sure you have answered all questions, and you have overcome any objections. Review the recommendations you offered based on the needs you identified during the planning stage of the conversation.
Formulating a logical, realistic, action plan is important. Review the reservations hold period, deposit, and payment requirements. Use a “Close Ended Question” to secure the customer's names, phone number, and ask what credit card they wish to use for the reservation. Assume the customer wishes to make the reservation. If the customer wishes to discuss the details further with other family members, suggest they place the reservation on a courtesy hold as allowed by the timeline available. Explain that a courtesy hold does not lock them in, but it does document your conversation and allows them some time to follow up with you once they wish to move forward.
Keep in contact with the customer after the sale
Customers appreciate knowing that their experience with their Travel Advisor was not just a sales transaction. Follow up with your customer and inquire on their vacation. You can address any concerns the customer experienced, and this will remind them on Why they bought from you!
Most importantly, set the stage for future business and referrals. Let the customer know that you will appreciate any referrals they make to their friends and colleagues and via social media. Discover if they take annual vacations and if they would like any future communications from you for their next vacation.