Value is a word that is bandied about in our industry– just as much as the word professionalism– and that’s okay as long as the agents using these terms are fully aware of the implications they are imposing upon themselves.
When an agency promotes itself as ‘the best value,’ or lists its values along with its mission statement, or when independent contractors/home-based agents are questioned about the value to their clients, someone needs an answer. In each case and situation, the clients are going to determine whether the company, the brand, the agency team, or the travel seller they will be dealing with actually does have a value to them. Usually the value of any kind is based on the customers’ travel buying experience.
The thing is, when you make a statement about your value, you have to live up to it. If you do not meet, match and surpass your statement, then your comments fall into the box marked hype.
Value has two sides. It is a feature that you offer, and it is a benefit to the customer. Features and benefits. You know all about F&Bs. You’ve been telling and selling for years using the F&B formula. The most important thing you’ll need to pay attention to is how well you communicate your value and how correctly the customers interpret what you said. Unless you check in with your customers to ask if they understood, you’ll be heading towards a cliff of misunderstanding.
Value can be measured by the outcome and the customers’ experience. For instance, I’ve just come off a driving vacation. Stayed at what were pitched as great hotels. The price was such that I definitely anticipated a terrific, no-hassles stay and great value. So, when I went to use the hair drier, the whole unit sprung off the wall with a crash. Great! Went to hang a towel on the back of the bathroom door, no hook. The holes in the door were there, but not the hook. Needed an early morning coffee, checked the coffee maker and, you guessed it. Filthy.
The value of that $150 room in my estimation dropped in value to a $90 room. Would I recommend the hotel? Take a guess. This is how value and the customers’ perception of what was promised works for you and your agency. If you say you have it, offer it, then you’d better be true to your promise.
Five Reasons for Promoting Your Value
Promoting your value must have an outcome. Here are five outcomes to think on:
- Promoting your social value to build a younger clientele
- Promoting your knowledge value of a niche market to increase a niche audience
- Promoting the value of your travel experience to attract travelers vs tourists
- Promoting the value of your best price capability to attract the price conscious
- Promoting the value of your agency’s financial stability for attracting the well-to-do
There are many more outcomes you can think about;however, the five listed above will give you an idea as to what you might set as a target for promoting all or a specific value. Bear in mind once again that a value is a feature, and, therefore, you must know and be able to articulate the benefit to the client you are profiling.
In addition to deciding the outcome you desire, you should also quantify the desired outcome by attaching a number to it. By promoting your social (media) value to a younger clientele, how many new, young, social media user travelers do you expect to attract? Be sure to attach a numeric outcome; otherwise, you will have nothing to measure the success of your value-based promotions.
