Tiago Gomes Santos, master the ancillary sales

Ancillary is the art of creating for the customer a chance to enhance their experience by providing them with the best available options.

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Career Summary of Tiago Gomes Santos

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Tiago Gomez Santos, based in Portugal, began his career with a degree in history and initially worked as a teacher. Due to limited opportunities, he transitioned into retail sales, where he developed a strong foundation in customer service and cross-selling techniques.

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Over time, Tiago became fascinated by neuromarketing and behavioral science, leading him to specialize in sales optimization. He spent seven years at Frontline Performance Group (FPG), focusing on car rental coaching and ancillary sales.

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Tiago founded his own consultancy, dedicating 95% of his time to helping car rental companies across Europe improve their ancillary sales strategies, customer experience, and team performance.

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14:00:00 Building experience from Professor in History to Retail sales

21:02:00 Pricing anchoring and neuroscience

28:12:00 How to begin performing nicely in ancillary sales

41:02:00 Incentive policy for the counter staff as back office team

54:55:00 Kiosks can be leveraged to increase ancillary sales by utilizing their usage.

01:01:00 Optimize the selling process between booking and before the service starts.

01:15:00 How Tiago continues to learn