BE THE EXPERT…

By Gary C. Sain CTC
Executive VP/ Partner, Yesawich, Pepperdine & Brown

Knowledge is Power. Nothing takes the place of experience and expertise. Consumers seek out advice from experts in many different ways, whether it involves medical, legal, business, personal, or transaction issues. Travel is no different. In fact, travel expertise and experience is highly sought after by consumers. The Internet makes everyone more informative; however, it does not provide the experience and expertise of being there. Consumers will certainly do their travel homework on the Internet, however, they will migrate to travel experts who can validate their findings and offer invaluable INSIGHT only available to those who have experienced it.

WOW IDEA #1…Become certified. Whether it is a CTC, CTA, MCC, or ACC; make the commitment in time to be one of the best. Not only will you feel more confident, your designation will be seen as a valued asset to your customers/clients and the agency.

WOW IDEA #2…If you are selling a limited number of preferred suppliers; get to know these products in intimate detail. This means experiencing the product first hand. How can you provide credible insight in a travel product if you have never experienced it yourself? Your customers/clients are counting on you to provide them the best advice. Providing WOW starts with matching up the right product with the appropriate customer/client. Repeat sales are greatly enhanced when this can be accomplished successfully. By the way, most all preferred suppliers should be more than willing to provide "fams" to experience their products, especially if you have expressed a sincere interest to become more knowledgeable about their product(s).

WOW IDEA #3…Be a student of the travel industry. Be informed on industry news and current events. Learn the travel trends of leisure/business travelers and the market conditions affecting travel decisions. Know your preferred travel providers inside and out. Subscribe or read a copy of the major travel industry publications…Travel Weekly, Travel Agent, etc. Use the Internet to stay abreast of industry events and opportunities. Identify new products /services to offer your customers/clients. They will respect your industry knowledge and will perceive you as someone who can provide "insider" information. OSSN is an excellent source of industry information.

BE THE BEST YOU CAN BE. Excellence is not optional. Never accept mediocrity. There is no replacement for effort in trying to be the best. Very successful people have taken the time to set high goals for themselves and more importantly, they hold themselves accountable for the results. Whether, you want to be the best chef, the best financial planner, or the best travel agent…its all in the preparation and perseverance to achieve. Customers/clients will certainly recognize those who excel in their respective fields.

WOW IDEA #1…Improve your speaking skills by enrolling in Toastmasters or by attending a Dale Carnegie course.

WOW IDEA #2…Be consistently aware of how you are utilizing your time. Conduct monthly audits on yourself. It will be truly insightful to determine how much quality time you spend with your customers/clients.

WOW IDEA #3…Do what you said you were going to do, when you said you were going to do it, and how you said you were going to do it. Nothing will increase brand loyalty and repeat sales faster.

WOW IDEA #4…Observe 5 habits of a successful salesperson you know. Then imitate.

WOW IDEA #5…Establish self-improvement goals for yourself. These should be measurable goals. If the goal is to improve selling skills, the measurable action should state how the goal would be accomplished, including a due date. If you don't, these goals will never be fulfilled. And don't just go thru the motions…if you want a different result…you must hold yourself accountable.

WOW IDEA #6…Be a travel concierge, not an order taker. Position yourself as a concierge. Order taking will be taken over by the Internet anyway. Travel agents can create a discernible difference by going the extra step for their customers/clients. For example, offer to make a reservation for your client's pets at the pet motel, offer to reserve two tickets for the Broadway show, offer to make dinner reservations, etc. The list is endless. It's the details like these that will be remembered by your clients.

WOW IDEA #7…Join the local Chamber, Rotary, charity of your choice, CVB, etc. Being the best is getting out there and developing your database. Every contact you make may not be a customer today, however, if you communicate with them with relevant information, someday they may be. Remember, the phone doesn't ring because its there…you have to make it ring.

PUT YOU BEST FACE FORWARD. The way you look, the way you speak, and the way you dress says much about your commitment to excellence. Yes, Knowledge is Power, however, the packaging needs to be complimentary as well. People do business with people they like. Chemistry is critical. Remember, a customer's opinion is formed within the first couple of minutes after you meet. In the travel industry, there is nothing wrong with dressing casual; however, it should be business casual. You will be taken more seriously if you dress for success each and every day, even if you don't leave the house. Psychologically you will feel more and act more professional over the phone if you are dressed appropriately. Remember, the perception you want to create is one of high confidence and professionalism.

WOW IDEA #1…A smile is easy to do and it costs no money to make. Yet, it can make a huge positive impact with your customers/clients. A smile communicates friendliness and recognition. It sets the stage for dialogue between two people. Make it a service standard for yourself to smile when you are talking over the phone, meeting with someone face to face, writing a letter or even doing email. Your words will come across much more friendly and embracing. Remember, the customer/client has thousands of travel agents from which to choose. In many ways, the customer/client may think all travel agents have the same knowledge and expertise. We know this is not the case, however, we do know the first impression is a lasting impression. When it is all said and done, the customer/client is either won or lost by simple chemistry between two people.

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