by Richard Earls
We are almost one-half through the year! Agency bookings are up in the much improved economy and a general sense of cautious optimism is pervasive. Yes, there are still a few pesky issues that continue to lurk around the edges of the industry, but for now we will have to accept those items as part of the background against which we work day to day, a part of the new normal. For now, let’s focus on the things that every travel agent can do to better prepare for what we can only hope will be an ongoing release of pent up demand for the balance of this year.
Here are five weekend projects. Choose one this weekend and work through it. Next weekend, choose another. Spending an hour doing each of these will almost certainly make you better at what you do during the week.
- Develop a Marketing Calendar. Want to see your bottom line jump this year? Prepare a written marketing calendar and it almost certainly will. Find the significant holidays and count back three months. Summer vacations you should have been marketing two months ago or earlier. Christmas markets and shopping? Market in September. Client birthdays, anniversaries, calendar them all and then market toward them. Travel planning is both art and science. A marketing plan and calendar is the science part. Ignore it at your peril.
- Develop a Mission Statement. Know who you are and why you do what you do. Then, align every marketing message with that core mission statement. If you cannot articulate your fundamental reason for being, chances are pretty good that your clients don’t really understand you either. This simple step will sharpen your corporate image.
- Clean up Your Marketing Collateral. Still using marketing materials that are all features and no benefits? Does your business card look professional? How about your blog, newsletter, brochures and emails? Is everything consistent and up to date? Upgrade your marketing collateral and your clients will feel better about you. Review your marketing collateral frequently and inspect it for accuracy, alignment with your mission statement and professional appeal.
- Study CRM Systems. Your communications with clients need to be relevant. You should remember important dates. You should know their preferences. You need to track your commissions, past and future travel. If a client has told you about the safari they want to take someday, send them information on safaris. Product knowledge must be supplemented with a keen understanding of each client as an individual. A CRM is an essential business tool.
- Be a Conversationalist. That’s right! One weekend spend an hour calling clients you have not spoken with in a while. Remember, conversation is a dialogue, not a monologue. The best travel agents understand the art of the client conversation. Conversation is a language of rapport and relationship, a way of establishing connections. Engage your clients through your marketing venues at a personal level and learn to listen closely to what they are telling you. Yogi Berra once complained about being at a party where “It was impossible to get a conversation going; everybody was talking too much.” The concept of a conversation as the paradigm of your marketing relationship with your clients is paramount to establishing a long-term engagement with them.
There may be pent-up demand, but only the best of the best travel consultants will handle much of it. Now is a good time to begin preparing to take a running start at the end of the year!
