In the summer between school and college (in England so I was 16) I worked for an electrical retailer. I sold TVs, Hi-Fis, washing machines, vacuum cleaners etc. I worked with a full time career (at least at that point) sales team. I lived in a town with an extremely high proportion of retired people and given the time (1987) a lot of them were not technically competent which was more down to lack of experience with and lack of interest of technology in their lives than their potential to understand. Working what days I could get, which was 2-4 per week, I still outsold all my peer salespeople even when one started to put through half my stuff through the till as their boyfriend's sales. I am not bragging as it is just a simple and, importantly, salient fact proven by the sales sheets.

The reason why I tell this story is to explain why I performed better. Instead of trying to fleece the elderly with expensive products with features that they didn't need I suggested that they bought quality items that suited their needs. This was often, but not always, mid-ranged items with a mid-ranged price tag. This meant less commission for me and a lower sales figure than was actually realisable. On that one sale. As I wrote it that way, I highlighted what you no doubt worked out anyway: that I did more sales by selling more items. How did I achieve this? Repeat sales. If someone was sold a washing machine they needed as opposed to the one they didn't it only makes sense for them to return to the same place when they needed a vacuum cleaner, for example. Why? Trust!!!

This was emphasised not only by returning customers but by recommendations. I even caught a previous customer peeking through the window and pointing me out. Another sale ensued. I'm not even very good at sales.

In relation to the editorial, the question is whether Orbitz has lost the trust of their potential consumers. Only time will tell.