What skills do I need to master to progress my career in sales?
In the second instalment of our new Question Time feature, Henry Livesey, a sales apprentice for Panache Cruises, asks what skills junior professionals should develop to reach the next stage in their cruise careers
As businesses grapple with rising costs, hikes in National Insurance Contributions and the National Living Wage, recruitment has been forced to take a back seat.
According to C&M Travel Recruitment, the number of candidates being placed in new travel jobs in April dipped by 38 per cent to fall back to its lowest level of the year so far.
New vacancies, meanwhile, saw an 11 per cent drop from March 2025 and an eight per cent fall from the same time last year. It’s therefore imperative that businesses recruit effectively and retain the budding and eager talent they already have on the payroll, whether that be a seasoned veteran or a fresh-faced graduate making their first steps toward a career in cruising.
For Henry Livesey, securing his first full-time role with Panache Cruises last year was the beginning of a profession in cruise sales and partnerships. “I’ve thoroughly enjoyed my time at Panache,” the sales apprentice says.
“I’ve gained a huge variety of industry knowledge and understanding thanks to the amazing support I’ve received from my brilliant colleagues there.”
As part of Panache’s internship scheme, Livesey has received a beginner’s skillset of sales and service techniques. “I’m confident I will continue to build on this,” he adds.
“I have many career aspirations for the future, including growing within the cruise industry and building on my knowledge and experience with the product. “I enjoy my current role of supporting sales and I aspire to work on this more. Having capable sales skills motivates me to become better and helps massively with conversion.”
So far, Livesey has built rapport with customers and delved into the nuances of adapting his sales approach depending on the type of client he is faced with. He is now keen to develop his understanding of the booking process and continue to learn more about the intricate workings of the cruise industry.
The importance of developing your skillset to grow as a professional in any industry is clear. So, what skills should Livesey prioritise on his ‘development to-do list’?
AmaWaterways’ managing director Jamie Loizou believes the ability to succeed in cruise sales requires an individual to develop a “deep understanding” of their clients and their motives for travel.
“With so many different products on offer, this will ensure you match the right client with the right cruise,” he says. “Try and learn about their passions and interests: what is it that makes them tick? Are they particularly interested in history, do they want to interact with the locals or are the wellness programmes a deal breaker for them? Do they consider themselves a foodie?”
Loizou believes asking targetted questions will set a salesperson apart from their competitors and leave a lasting and positive impression in a customer’s mind, helping to drive business.
David Jones, global vice president of sales and marketing for Cunard, admits he is still learning about sales every day. “But I’d say this: find a product you love, get to know your customer and always act with integrity. My team are incredibly passionate about Cunard and they’re committed to building trusted relationships with our guests and trade partners – and trust counts for an awful lot in sales.”
Keeping clients abreast of developments or letting them know you’re waiting on a supplier for a quote is crucial
For P&O Cruises’ sales director Ruth Venn, the most important skill to develop for a long-term career in sales is the ability to build strong relationships and trust. “Sales is all about people; understanding your customer, your brand, and being able to communicate clearly and consistently,” she says.
“My own journey into sales started with a two-week admin support role after moving from the contact centre. It was a brave step into the unknown, with no guarantee of what came next, but I believed in my own potential. I used that opportunity to observe, learn and ask for feedback.”
Communication is an important skill for founder and managing director of Club Voyages, Sam Ballard. “Knowing your product is obviously absolutely fundamental to sales but that almost goes without saying. For me, the other key skill to develop is communication,” he explains.
“Keeping clients abreast of developments or letting them know you’re waiting on a supplier for a quote is crucial.” Ballard says some of his customers have reported negative experiences with agents who have “disappeared” after they secured a booking. “This is ludicrous,” he adds.
“The first sale is the hardest. An agent has gone to the hard work of converting a new client and have then become hard to reach, just when now is the chance to prove that you can offer a level of service that differentiates you from other agents – and the online players.”
Robbie O’Grady, co-founder of The Cruise Room, says the “art of listening” is crucial to a successful career in cruise sales. “Guests have multiple requirements, valid concerns and many questions.
“The ability to listen to a guest and really understand those requirements results in quotations, and because guests feel understood, they are more likely to return and recommend you to others because they’ve developed that connection with you.”
Expert advice
Ruth Venn, P&O Cruises
“Say yes to things that stretch you, such as presenting or job shadowing. They help build skills, confidence and connections that will last. Sales is all about people; understanding your customer, your brand and being able to communicate clearly and consistently.”
David Jones, Cunard
“I’m still learning about sales every day, but I’d say this: find a product you love, get to know your customer and always act with integrity. It’s so much easier to sell a product you truly believe in, as people can really feel it when that’s the case.”
Robbie O’Grady, The Cruise Room
“Listening to a guest and being able to understand their requirements is possibly the most important skill above all. Ultimately, it is that which will lead to your success as a sales person. It has certainly been a key part of our growth over our first four years.”
