Effective Upselling with Guides and Tour Leaders: Crossing-Selling Techniques that Actually Work

The Untapped Opportunity Between Booking and Tour Day

Many tour business owners are neglecting a golden opportunity that exists in the period between when a booking is made and the actual tour or experience takes place. During this time, you have your customer’s data and contact information at your disposal, giving you a significant advantage over competitors. This is your chance to reach out, educate, inspire, and offer additional tours, activities, and services.

Why is this such a valuable opportunity? Because you’re dealing with someone who has already purchased from you. They’ve demonstrated trust in your business and you have their contact information. This puts you in a prime position to offer complementary products or services that can enhance their overall experience.

Developing Complementary Offerings

If you currently offer only one core tour or experience, it’s time to consider developing additional products that serve the same ideal target guest. This is one of the most profitable steps you can take to boost your business. When creating these complementary offerings, be sure to use the Guest Focus Formula™ to ensure you’re designing products that truly resonate with your existing clientele.

Here are some steps to develop complementary offerings:

1. Analyze your current customer base: What are their interests, pain points, and desires?
2. Identify gaps in your current offerings: What related experiences might your guests be interested in?
3. Research your destination: Are there unique aspects of your location that you’re not currently showcasing?
4. Consider partnerships: Are there local businesses or attractions that could complement your tours?
5. Test and refine: Start small with new offerings and gather feedback to improve them over time.

For more guidance on this process, check out our series on common mistakes tour business owners make and our video series on creating irresistible tour descriptions.

Leveraging the Pre-Tour Window

The time between booking and the tour itself presents a unique opportunity for upselling. Here are three key ways to capitalize on this period:

1. Email Automation: Set up automated email sequences to invite guests to add on experiences or upgrade their bookings. This could include:
   
   • A welcome email with suggestions for additional experiences
   • A mid-point email highlighting exclusive offers
   • A final reminder email just before the tour date
2. SMS Messaging: If you collect phone numbers, use automated SMS messages to reach out with special offers. SMS can be particularly effective for last-minute additions or changes.
3. Personal Outreach: Have a team member personally call guests to inform them about additional experiences or exclusive offers. This personal touch can be very effective, especially for high-value upsells.

When crafting these communications, remember to:

• Personalize the message based on the guest’s original booking
• Highlight the value of the additional offerings
• Create a sense of exclusivity or urgency when appropriate
• Keep the tone friendly and helpful, not pushy

If you find marketing automation overwhelming, consider reaching out to our team for introductions to specialists in this area. The return on investment for these types of targeted marketing efforts can be substantial.

Upselling During the Tour Experience

Another prime opportunity for upselling occurs during the actual tour or experience. This is when guests are most engaged and excited about what you offer. To make the most of this opportunity:

1. Educate Your Guides: Ensure your tour leaders are well-informed about all your offerings. This includes:
   • Detailed knowledge of each tour or experience
   • Understanding the unique selling points of each offering
   • Familiarity with pricing and any special deals
2. Incentivize Selling: Offer commissions or other incentives to motivate guides to upsell effectively. This could include:
   • A percentage of each upsell
   • Bonuses for reaching certain upsell targets
   • Recognition programs for top-performing guides
3. Create Irresistible Offers: Develop products or services that genuinely complement the current experience. Consider:
   • Bundle deals that offer value for money
   • Exclusive experiences only available as upsells
   • Customizable add-ons that allow guests to personalize their experience
4. Time Your Offers Well: Present upsells at strategic moments when there’s authentic urgency or scarcity. Good times might include:
   • During a break in the tour
   • After a particularly exciting part of the experience
   • At the end of the tour when guests are still buzzing with excitement
5. Use Technology: Implement solutions that make on-the-spot booking easy for guests. This could include:
   • Mobile-friendly booking systems
   • QR codes that lead directly to booking pages
   • Portable card readers for immediate transactions

Learning from Sandeman’s New Europe Tours

The Sandeman’s New Europe Tours walking tour model provides excellent examples of effective upselling techniques. Here are some key takeaways and how you can apply them to your business:

1. Guide Education: Ensure guides are knowledgeable about all available tours and experiences.
   Application: Create comprehensive training materials and regular refresher sessions for your guides.
2. Guide Incentives: Offer commissions to align guide interests with business goals.
   Application: Develop a fair and motivating commission structure for successful upsells.
3. Targeted Offerings: Design experiences that cater to your specific audience (e.g., nightlife tours for younger travelers).
   Application: Analyze your customer demographics and create tailored experiences for different segments.
4. Strategic Breaks: Use tour breaks as opportunities for upselling.
   Application: Structure your tours to include natural breaks where upselling can occur organically.
5. Non-Intrusive Selling: Frame upsells as additional services or opportunities, not hard sells.
   Application: Train your guides in soft selling techniques that enhance rather than detract from the guest experience.
6. Leverage Guide Relationships: When possible, have the same guide lead additional experiences.
   Application: Create a system where guests can easily book additional tours with guides they’ve enjoyed.
7. Multiple Touch Points: Remind guests of additional offerings at the start, middle, and end of tours.
   Application: Develop a script or guideline for guides to naturally introduce upsell opportunities throughout the tour.

Technology for Seamless Transactions

To make upselling as effective as possible, use technology to your advantage:

1. QR Codes: Use scannable codes that lead directly to booking pages. Place these on:
   • Printed materials given to guests
   • Signs or posters at key locations
   • Guide uniforms or badges
2. Mobile-Friendly Checkout: Ensure guests can easily complete transactions on their phones. This includes:
   • Responsive design for all screen sizes
   • Integration with mobile payment systems like Apple Pay or Google Pay
   • Simple, streamlined checkout process
3. Affiliate Tracking: Implement systems to track which guides are generating upsells. This can help with:
   • Accurate commission calculations
   • Identifying top-performing guides for recognition or additional training
   • Understanding which upsell techniques are most effective
4. CRM Integration: Connect your upselling system with your Customer Relationship Management software to:
   • Track customer preferences and purchase history
   • Personalize future marketing efforts
   • Analyze trends in upsell success rates

Overcoming Common Upselling Challenges

While upselling can significantly boost your profits, it’s not without its challenges. Here are some common issues and how to address them:

1. Resistance from guides: Some guides may feel uncomfortable with selling.
   Solution: Frame upselling as enhancing the guest experience. Provide thorough training and role-playing exercises.
2. Lack of confidence in products: Guides may not feel sure about recommending additional experiences.
   Solution: Ensure guides have first-hand experience with all offerings. Provide detailed information and encourage questions.
3. Timing issues: Upselling attempts may feel forced or interrupt the flow of the tour.
   Solution: Identify natural moments for upselling. Train guides to read the group and individual guests for receptiveness.
4. Technical difficulties: Problems with payment systems can derail upselling attempts.
   Solution: Have backup systems in place. Ensure guides know how to troubleshoot common issues or can quickly contact support.
5. Guest pushback: Some guests may feel pressured by upselling attempts.
   Solution: Emphasize a no-pressure approach. Train guides to gracefully accept “no” and move on without affecting the tour quality.

Measuring and Improving Your Upselling Efforts

To ensure your upselling strategies are effective, it’s crucial to measure their impact and continuously improve. Here are some key metrics to track:

• Upsell conversion rate: The percentage of guests who purchase additional products or services.
• Average upsell value: The average amount spent on upsells per customer.
• Guide performance: Track which guides are most successful at upselling.
• Customer satisfaction: Monitor if upselling affects overall guest satisfaction.
• Repeat business: Are guests who purchase upsells more likely to book with you again?

Regularly review these metrics and use the insights to refine your upselling strategy. This might involve:

• Adjusting your product offerings
• Refining your guide training program
• Tweaking your incentive structure
• Improving your technology solutions

Remember, the goal is not just to increase profits, but to do so in a way that enhances the overall guest experience.

By implementing these strategies, you can significantly boost your tour business’s profitability. Remember, the key is to offer genuine value to your guests while maximizing your revenue opportunities. With the right approach, upselling can enhance both your bottom line and your guests’ overall experience.

Upselling is not about pushing unwanted products onto your guests. It’s about understanding their needs and desires, and offering them opportunities to enhance their experience. When done right, it creates a win-win situation where your business grows and your guests have even more memorable experiences.

Start by implementing one or two of these strategies and gradually expand your approach. Monitor your results, gather feedback from both guides and guests, and continuously refine your methods. With persistence and a guest-focused mindset, you can turn upselling into a significant driver of growth for your tour business.