Recently, Key Notes On Travel partnered with Jodi Fogel, a senior master trainer at Sales Gravy to present a three-part webinar series titled Sales EQ: The Emotional Experience Matters.

In this session, Fogel discussed how travel advisors can frame certain questions to help build emotional connections with clients.

jodi fogel

To lead an effective sales conversation, you need to ask the right questions to control the conversation. According to Fogel, 80 per cent of the sales process should be spent in “discovery” mode. In other words, be curious and ask questions that allow your client to speak.

“If you find that you're the one doing all the talking, you are going to see a direct correlation with that [behaviour] impacting your ability to move to the next step – to move toward a close,” Fogel said. “You must be able to leverage strategic questions that provoke awareness so that you're driving a conversation, not an interrogation.”

What did Fogel mean by that? Different questions provoke different responses. Sure, there are go-to questions you can ask, but keep in mind that the conversation should be fluid.

"Conversations build on what you've learned, so start with questions that are easy to answer,” Fogel suggested.


There are three such types of questions.

The first is an open-ended question, which encourages clients to tell you their story. These questions help you to gather basic information.

Fogel offered a few examples:

  • “What's most important to you?”
  • “Tell me about a past travel experience that was really amazing for you.”
  • “Describe a really frustrating past travel experience.”
  • “I want to get to know you better. Tell me three things that are the most important to you.”

The next type of question is a probing question, which encourages clients to elaborate and offer more specific details. They include questions like “tell me more,” “please elaborate” or “what else?”

Finally, there are confirmation questions which demonstrate you’re actively listening and that you care. These types of questions demonstrate your engagement and attention to detail. To do so, parrot your client’s responses back to them.

For that, Fogel offered a few scripts: “Be able to say, ‘Joe, let me make sure I got that right. What I heard you say is …’ [or] ‘did I get that right?’ Showing that you’re a keen listener who’s attentive to your client’s needs will only help you seal the deal, quicker.”


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