96. How to sell a big idea in Travel Tech - panel at Dublin TravelMassive RAIN MAKER 2023 Session

·1 hr 16 min·5 clips

Rihanna McHale reveals why selling travel tech means earning trust over time, not just closing a quick deal.

This panel discussion from Travel Massive's Dublin chapter features commercial leaders Rihanna McHale from Travelport, Brian Porter from Datalex, and Alton O'Brien from Viasat, moderated by Amanda Campbell. They explore the distinct challenges of selling transformative travel technology rather than simple products. Selling a big idea requires building long-term trust and a cyclical relationship, not just a one-time transaction, because customers are often risking their business or career. Rihanna McHale emphasizes that success depends on deeply understanding each customer's unique operations and avoiding a one-size-fits-all sales pitch. Brian Porter describes the ideal customer as "courageous," someone willing to stake their career on a future promise delivered through often lengthy enterprise software sales cycles. Alton O'Brien stresses the importance of targeting the right customer fit, noting that doing a deal with the wrong airline is worse than no deal at all. The panel agrees the industry is small, so reputation and execution are critical, as you are only as good as your last delivery. A key insight is that sales teams must win over not just strategic decision-makers but also the day-to-day operational teams who will use the technology. Brian Porter shares that Datalex involves its product developers directly with customers and uses industry forums to shape its roadmap. A significant change post-COVID is that airlines now resist long-term contracts and demand shorter time to value. Rihanna McHale reveals she now secures commitments based on share of business rather than volume, using shorter, strategic deals to build security for both parties. The conversation debunks the "lone wolf" salesperson myth, framing enterprise sales as a team effort where hunters initially open doors but leaders then orchestrate subject matter experts to close. Brian Porter analogizes this shift from being a "lone wolf" to a "leader of the pack." Alton O'Brien highlights the need for a unified company mantra so every customer-facing employee consistently communicates the product's core value. Closing a deal involves constant pressure and navigating a complex "black box" of final negotiations with multiple stakeholders. The tone is conversational and practical, drawing directly from the panelists' extensive frontline sales and leadership experiences. This episode is highly valuable for B2B sales professionals, commercial leaders, and product managers in travel tech or enterprise software seeking actionable strategies. Listeners looking for a broad travel industry overview or consumer-focused content might find the niche, B2B sales focus less relevant.

As heard by us

Travel tech sales, focused on the tradeoffs that decide what gets built and sold.

This conversation makes a clear case that selling travel technology comes down to structure as much as ideas. The strongest stretches focus on what stays standard, what can bend, and how platform boundaries shape the path to value.

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Dublin's travel-tech crowd breaks down what it takes to sell a big idea.

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