The Power of "I"
by Gary C. Sain
CMO/Partner
Yesawich, Pepperdine, Brown and Russell

Successful individuals in business place greater emphasis on their own individual reputations than the actual brand or company they represent. They realize first and foremost, people do business with people they like and trust. This hasn't changed in the last several hundred years and it certainly won't change in the future. The Power of I is the most compelling and rewarding business strategy in today's marketplace. And guess what - most people in business don't practice it!

At home travel agents have the greatest opportunity to capitalize on The Power of I. The reason is very simple. At home travel agents are the ultimate self promoters. You are the brand. Sure, you may belong to an organization like OSSN which can provide excellent support, however, in the day to day trenches of business warfare; it's all about YOU! It's your reputation that attracts new business; as well as keeps it. You don't have the luxury of a marketing department, or a finance department. You are an independent business person. You are the company; the brand.

I would encourage you to think about yourself differently; more so from an attitudinal perspective. I want you to think of yourself as a brand. Yes, I know you are not a Starbuck's, McDonald's or Proctor and Gamble. These are major brands known and trusted by millions worldwide. However, no one ever said a brand had to be a certain size to be trusted. It's all about relationships. That's what brands are built on. Think of it this way, products occupy a space on a shelf. Brands occupy a space in your mind. Your strategy is to have your name in the minds of your customers. When they think travel, they think only of you. You are the brand.

I sincerely feel at home travel agents can benefit the most from this positioning. It's nothing more than a mindset. However, delivering on the brand promise is critical.

I would like to discuss in more detail what it is you need to do to be a successful individual brand. It starts with the four pillars of branding…knowledge, relevance, esteem and differentiation. By the way, these are the same pillars of branding we discuss with multi-million dollar companies. It's no different for you as an individual brand.

Knowledge is the foundation pillar of The Power of I. Research reveals the most important reason why consumers seek out the services of travel agents is for their knowledge and insight. In fact, insight may be the most sought after attribute. The Internet has certainly made all of us more informed. By the way, 61% of all leisure travelers state they are smarter than average; which is mathematically impossible! However, the Internet has made them more empowered; hence, they think they know more than you do. The opportunity for you is to provide insight which may not be readily available to them. More importantly, your personal involvement with the travel experience you are recommending is truly what is valued by your client.

The single most important business decision you can make is to commit yourself to promoting only travel experiences you personally have experienced. You cannot successfully sell travel to today's empowered consumer if you have not been there, done that. The insight you will obtain for "being there" will pay you back in dividends many times over. If you strictly sell off of brochures; what is the difference between you and the Internet? Why should someone use your services?

The discernible difference is having the insider's point of view. It's about knowing the nuances. The intelligence nobody else knows. The details which can create an unforgettable experience for your client. It's about having insight into the hotel room that has the extra sitting area; the cruise cabin that is quiet and soundproof; the transportation company which provides door to door service. Think of the hotel concierge of a 5 star hotel. They can work miracles with theater tickets. They know the right restaurants. They know the matre d's. This is the insight you need to distinguish yourself from all other options. The Power of I. And the only means to gain this insight is to personally experience the travel products of your preferred suppliers.

However, it's more than just living the experience. It's recording the experience in as mush detail as possible. I would encourage you on every FAM or travel opportunity you have with a preferred supplier to inspect as much of the travel experience as possible. Aggressively seek out and gather information. Develop a critique sheet that can summarize the major attributes of the experience, as well as, any concerns/issues. Inspect other guest rooms/cabins which you feel may be of interest to your clients. Become educated on the details so you can relate their advantages and disadvantages insightfully to your clients. Go behind the scenes. Find out those "insider" secrets that only you will know. This is the value of being there. The Power of I is being informed and educated on what you sell and promote.

Also, the industry offers numerous educational opportunities, conferences, and certifications which are open to all. I would encourage you to become a student of the travel industry. You never stop learning. However, always remember, insight is only achieved from actual experiences. Narrow your focus with travel suppliers so you can truly be an expert and knowledgeable on what you sell.

I look forward to telling you more about The Power of I. Next topic…RELEVANCY.

Thank you!