ARLINGTON, Texas - Dan Dipert has spent 34 years in the travel industry, including nearly 25 year as owner of Dan Dipert Coaches, a tour and charter operation in Arlington.

Off and on during the past 15 years, he has been sharing a system he developed for boosting sales. One of his most recent presentations was at Motorcoach Expo 2005 in Las Vegas.

Dipert, who has the soft-spoken -- yet self-assured -- demeanor of a minister, which he spent 14 years studying to become, not only preaches his recipe for sales success, but underpins his philosophy with ideas for being a better business person and human being.

He cautions, however, that his system shouldn't be interpreted as gospel. "It's how I do it, he says. "It might not be the way you should do it."

Dipert bases his method on a process he picked up at an American Express seminar in the late 1980s. He refined and remolded the Amex system, creating his own, and has been practicing and preaching it ever since.

Before explaining his technique, however, Dipert challenges listeners to think about devoting more of their time to "working on the business," not just "working at the business." He said owners and managers need to think more often about their business and ask questions: "Who are we? Who do we want to be? Where do we want to be?" And, "What is our mission? And where do I want to go?"

Dipert offers answers to those questions as he has defined them over the years for his 19-coach company, which he recently sold to his son and daughter. When he was running things, Dipert wanted his company to have:

· A high level of service
· Respect for customers
· Well-trained employees
· A good pay scale for employees
· A respectable profit margin
· A high profile in the community for civic and charitable responsibility

"All those things work together," says Dipert. "Ask yourself: What are you in business for?"

The Dipert sales process is a step-by-step system that begins with a sincere greeting and creating rapport with customers. Since most sales inquiries come via the telephone, it is vital that the first voice a potential customer hears is friendly and pleasant. "You can hear a smile over the phone," he says.

So, asking employees to show enthusiasm when answering the phone is critical, as is moving quickly to build an affinity with the caller. He says when employees answer the phone, the name of the company should be given, along with the first name of the person answering. Obtaining the caller's name and number is also a vital part of Step One.

Dipert is such a firm believer in the power of a friendly voice that he mounted mirrors in front of employees and asked them to look at themselves smiling when they picked up the phone. He also recommends against centralized phone systems. The sales staff should take sales calls, mechanics should answer maintenance-related calls and so on, according to Dipert.

Step Two in the Dipert system is qualifying the caller by asking questions. "Who, what, when, where, why and how" questions. "Ask questions because you are interested. Focus on the call and caller. Ask open-ended questions. Ask direct questions when you need to get specific information.

"The one who asks the most questions wins," he tells his audiences.

Questioning and listening to customers will reveal their needs and preferences.

The next step is to recommend and cross sell based on customer desires and requirements.

This phase of the process is accomplished by pointing out features and benefits, using visual imagery, as well as cross selling logical services. Being creative and fleet-footed, and knowing all aspects of your product is essential, Dipert suggests. Even the mundane and commonplace can become a sales asset in Dipert's hands.

For example, when the customer indicates her group will have a leader. Dipert responds by pointing out that his coaches are equipped with a "special" microphone for group leaders.

When the customer indicates the group will be composed of little old ladies in tennis shoes. Dipert tells the caller than his company has "the perfect driver" for little old ladies who wear sneakers.

When the customer is a ball team going to a tournament, Dipert responds by pointing out that his coaches have a VCR for showing game films and last-minute coaching.

Other off-hand customer comments may warrant pointing out that coaches also have arm rests, foot rests, reclining seats, reading lights, overhead storage and individual A/C vents.
Dipert likes to paint a verbal picture. "Sell the picture," he urges.

Tell the customer that "when our coach comes around the corner, all shiny and clean to pick up your group, you're going to be so proud you hired Dan Dipert for your trip."

Dipert also is a big believer in cross selling incidentals - ice, drinks, water, trip cancellation and interruption insurance, baggage protection and tables. "If you're not cross selling," says Dipert, you're leaving tons of money on the ground.

At this point in the Dipert process, you're ready to ask for a commitment. That means asking for a deposit or payment in full, and no accounts receivable. "We take credit cards and full payments. Get your money," he advises. Also address any client concerns at this point and initiate a client callback schedule with a specific date and time.

Finally, close the sale. Summarize, or sandwich everything together. Repeat back to the customer that they're "going to get a driver in uniform, insurance, a 55-seat coach with arm rests" and so on.

Asks for leads. "Do you know others who are doing the same thing?"

His final bit of sales advice is to follow up - twice.

First, call or send a note to the client after they return from their trip. Include a comment card. Then, call no more than three months later to ask about future travel plans.

Other Dipertisms:
· He likes direct mail to advertise his coach business.
· He books business via a company Web site. He likes the idea of walking people through the Web site - www.danDipert.com - while they're on the phone.
· The last 10 years have been tough for small operators. He says he's "not sure I could have made it" without having his son and daughter in the business. He credits them with doing the right things.