LONG BEACH, Calif. -- Bus and motorcoach operators can boost revenues by having their sales staff adopt a step-by-step process based on the premise that "he who asks the most questions, wins," says Arlington, Texas-based operator Autumn Dipert Brown.

But knowing which questions to ask -- and how to ask them -- isnt always easy.

So, Brown, chief operating officer of Dan Dipert Coaches and Tours, advises using a six-step method to help salespeople ask the right questions and communicate more effectively.

That way, they can move beyond "order taking" and start selling, she says.

Here are the steps, along with a few of her coaching tips:

Greet and create rapport: The salesperson identifies her company, her first name, and obtains the callers name and phone number while showing enthusiasm and establishing rapport.

"Remember to smile. Put a mirror in front of your desk so when you are on the phone, you can see yourself. The caller can hear you smile."

Qualify: The salesperson determines the clients needs and preferences by asking open-ended questions to start a dialog and more direct questions to get details all the time listening intently.

"The more questions you ask of the customer, the more information you are going to be able to glean and the better able youll be to convince them your company is the best company to fulfill their needs."

Recommend and cross-sell: The salesperson sells to the clients needs and preferences while pointing out features and benefits using colorful descriptions and suggesting appropriate, logical services.

"We want to ask specific questions that may relate to their group like: (For a Boy Scout group you might ask) How do you intend to entertain the boys on their way? Would you like us to consider adding Wi-Fi to your charter?"

Ask for a commitment: The salesperson asks for a deposit or payment in full while addressing the clients concerns and initiating a date and time for a callback.

"When you book a flight on an airline, they didnt just say: Well send you an itinerary and when you decide to pay, you can. They asked you to pay for it right that minute. Why should we be any different?"

Close the sale: The salesperson summarizes the transaction, states the next steps in the process, asks for leads, and thanks the client.

"Dont forget to say thank you, we really appreciate your business. People like to hear thanks."

Follow up: The salesperson contacts the client after the trip, and calls again about three months later to ask about future travel plans.

"That customer you already have is the easiest customer to get back. So dont let them shop again; get them right back into your store."

Brown says her method can yield big results. In an informal poll, her peer group reported producing an average of 8 to 11 quotes a day and a closing ratio on them of about 30 percent. She estimates that by closing a single additional sale per day, that ratio could increase to up to 45 percent.

"If we treated (each call) like a true sale, then every one of us would probably increase our sales 10 percent," she said. "Thats just fabulous."

Brown was a presenter last month during the education sessions at UMA Motorcoach Expo here.