Event details ABTA’s popular sales training returns with a refreshed, focused agenda that goes beyond closing deals. Join expert trainers Helen Roberts and Roberto Balasco for an energetic, hands-on day where you’ll learn to articulate your unique value, build authentic relationships, and confidently challenge briefs to deliver unforgettable, personalised proposals.This is your opportunity to sharpen your sales skills and stand out in today’s competitive travel market. With rising customer expectations and tighter margins, connecting with clients on a deeper level and selling with confidence, passion, and purpose has never been more important.Through practical exercises, industry case studies, and expert-led sessions, you’ll discover how to embrace objections as opportunities, close sales with confidence, and extend your service in meaningful ways. You’ll leave with a clear, actionable plan to improve your sales performance and deliver greater value to your clients. Sessions Uncovering your unique value: learn to articulate your difference and position yourself as the indispensable travel authority.Building authentic connections: master the art of active listening and asking open "killer" questions (versus closed questions) to truly understand client needs. Deliver personalized, meaningful communication that builds rapport.Challenging the brief and exceeding expectations: go beyond order-taking by learning how to confidently challenge the brief. Discover how to present totally personalised proposals that are brought to life with your passion, ensuring you exceed client expectations and create itineraries that are hard to replicate.Overcoming objections & selling on value: move beyond price-led conversations by understanding client needs, embracing pushbacks, and demonstrating the true worth of your service.Confident closing and follow-up: understand that closing is a continuous process built on rapport and passion. Discover techniques to effortlessly advance the conversation and follow up as a core part of your exceptional service.Legal essentials for travel sales: understand the key legal considerations in travel sales.Group discussion: techniques for selling different product types Trainers Moderators: Roberto Balasco, Head of Membership, ABTA Head of Membership at ABTA, Roberto Balasco is a seasoned sales leader with 28 years of experience in the travel industry. He has a proven track record of managing large international sales teams, generating significant revenue, and achieving high employee engagement scores. Roberto has held key positions at Kenwood Travel, Celebrity Cruises, Kuoni, and Thomas Cook, where he excelled in driving sales, enhancing customer experience, and leading diverse teams. Helen Roberts, Leadership and Sales Coach Helen is a leadership and sales coach passionate about people engagement and exceptional customer service. Her focus is on inspiring high-performing teams, empowering them to deliver outstanding customer experiences, unlock their potential, and consistently exceed targets. With 19 years at Kuoni, including nine as Sales Director, Helen led retail teams, direct and trade sales, call centres, and support functions. She understands the challenges that frontline sales teams face! Starting as a Personal Travel Expert, Helen progressed to Sales Director, driving the retail strategy and creating an award-winning customer experience through innovative sales and service philosophies and exceptional team engagement. Now, Helen is using her experience to help others. She has developed a leadership coaching programme and works with founders, directors, and sales leaders to maximise performance and achieve consistent results while prioritising wellbeing. Helen also consults with businesses, helping them implement effective sales processes and service models. Speakers include: Diana Missoni, Code of Conduct Manager, ABTA Diana Missoni Diana started her travel career working for Flightbookers Ltd in 1999 before joining ABTA in 2000, where she worked for the Member’s Information Bureau. Her work within this role was where her interest in the legal aspect of travel began and her knowledge of the ABTA Code of Conduct was developed. In 2002, Diana changed roles to become Executive Officer where she investigated cases under the Code of Conduct and her legal training began, completing a Diploma in Law as well as a Paralegal Higher Certificate with NALP (National Association of Licensed Paralegal). Diana has worked both within the Customer Support Team and the Legal Services Team and has helped streamline the complaints process, from when ABTA receives a complaint to when it gets investigated. Diana is now the Code of Conduct Manager and advises members on all aspects of upholding the Code of Conduct. Kelly Cookes, Commercial Director, InteleTravel UK Kelly Cookes Kelly joined InteleTravel as Commercial Director for the UK & Ireland on 1 September 2025.In this pivotal role, she is responsible for driving revenue growth, forging strategic partnerships and enhancing InteleTravel’s market positioning while leading the commercial strategy to deliver exceptional results for both partners and InteleTravel advisors.With a career spanning two decades in the UK travel industry, Kelly is widely recognised as an authoritative spokesperson for the travel agent community, regularly featured across UK media outlets where she provides expert commentary on industry trends, market developments and sector challenges. Her thought leadership and strategic insights have made her a trusted voice in shaping conversations around the future of travel distribution.Throughout her career, Kelly has held senior executive positions at Thomas Cook, Freedom Travel Group and Advantage Travel Partnership. Sinead Rochford, Independent Travel Agent, InteleTravel UK Sinead Rochford Sinead Rochford is an Independent Travel Agent with over five years experience as part of InteleTravel UK. As a mum of four, she has built her business working around the precious pockets of time family life allows, combining her personal insight with professional expertise to curate seamless, memorable trips. Sinead specialises in luxury family travel and honeymoons, helping clients discover the perfect blend of relaxation, adventure and elegance. With a passion for creating tailored experiences that go beyond the ordinary, she prides herself on attention to detail, personal service and making every journey unforgettable. Benefits Benefits of attendingGain in-depth and tailored sales training specifically for the travel sector.Discover how embracing objections can help you truly understand your clients’ needs.Explore diverse techniques to confidently close sales and extend your service.Develop emotional connection and active listening skills to prevent objections and proactively address client needs.Shift conversations from price to value, allowing you to highlight the true worth of your offerings and solutions.Hear practical case studies from various travel companies.Discuss the evolving role of AI in travel sales.Participate in practical exercises to apply and deepen your learnings.Leave with a clear action plan for immediately improving your sales performance. Who should attend?Sales professionals from travel and tourism companies of all sizes (tour operators and travel agencies), including:Travel agents and sales consultants (including those new to sales, travel, or those in need of a refresher)Franchise owners and home workersSales and service teamsCustomer experience and service teams Really interesting and engaging. Cassi Jones, Ionion Weddings Very good event covering most of the relevant areas in sale. Very interesting insight into the future of consumer channels. Mr Tarko, Scuba Travel Prices ABTA members/Partners Early Bird member rate - £269 Standard member rate - £299Early bird rates will expire on 12 September.This includes lunch and refreshments throughout the day, all delegate materials, presentations and an attendee certificate.Make payment by credit or debit card.View our booking terms and conditions here.*To qualify for the ABTA Member/Partner discount you must have a current ABTA Member/Partner number or your application must be in progress when the event takes place. Register now Non-member Early Bird non-member rate - £419 Standard non-member rate - £449Early bird rates will expire on 12 September.This includes lunch and refreshments throughout the day, all delegate materials, presentations and an attendee certificate.Make payment by credit or debit card.View our booking terms and conditions here. Register now Book three places and get 50% off the third place.(This discount will be automatically applied when you book online.)If you are looking to book for a larger group please contact events@abta.co.uk for a bespoke discount. Register now
Very good event covering most of the relevant areas in sale. Very interesting insight into the future of consumer channels. Mr Tarko, Scuba Travel
