The Power of Differentiation
by Gary Sain

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In this article, we will focus on the Power of Differentiation and how home-based travel agents can stand out from the crowd. Differentiation is based on several factors. However, the main driver of differentiation for home-based travel agents is proper positioning.

Positioning is how you want your targeted audience to think about you. Ideal positioning should include being unique at every customer touch point, being relevant to key audiences, and promoting simplicity and clarity. Be built around your customers' needs -- not your own desires.

Specialization is essential for proper positioning. There are numerous avenues and channels for your clients and prospects to utilize when it comes to booking travel. Customers want expertise. They want insight. They want recommendations based on your actual travel experiences regarding the products/services you recommend. They can certainly read the same brochure and collateral as you do. This is not what they are looking for. They want a travel recommender who has been there, done that. They desire someone who has the insight and knows the nuances of what's NOT in the brochure/collateral or Web site. Being expert in a few preferred travel products is far better than being somewhat informed about many. The customer today is far too sophisticated to rely on anything but expert advice. And, you can't bluff this. Doing so will tarnish your individual brand and your brand positioning. Remember, great brands are all about trust. You are no different.

In addition, specialization can also mean a select destination or region. For example, if Alaska is your passion, position yourself as an Alaskan travel expert. The same would work for high-end cruises, all-inclusive resorts, and family travel. The secret is picking out what you love to do and learning as much as you possibly can about your area of expertise. By the way, you never should stop learning. Your goal should always be to learn something new each day about your area of expertise/specialty.

Specializing will make it easier for your clients and prospects to know clearly what your differentiation is in the marketplace. It will be more convenient for them to do business with you because of your brand clarity. Also, you now will spend more time with those customers who are already pre-qualified to what you are promoting. You should be able to close a higher percentage of sales. However, if you position yourself as the expert, you need to deliver the brand (your brand) promise to each and every customer, each and every time. By doing so, you create powerful advocates of your brand who become champions of your positioning and expertise.

One additional thought: By being a specialized travel expert, you can position yourself with the local newspaper/press. When they decide to do an article on family travel and what's hot this year for families, guess who they will call? You, the family travel expert -- or whatever expertise you have positioned within your marketplace?

In differentiating yourself, you can't be everything to everyone. Once you have your positioning solidified, you now need to target the proper audience. Today, one size does not fit all. Personalization is the next marketing mantra and will be aggressively pursued by your clients. By the way, who is better at creating personalized travel experiences for their clients? You, of course!

I am still amazed to see how many travel marketers choose mass marketing versus one-to-one marketing. Creating a discernible difference is taking the time to know your client, as well as future clients, in as much detail as possible. Granted, we don't want to upset our clients by becoming too personal with questions; however, the more we know about who we serve, the more targeted we can make the travel recommendation. And, the more relevant the travel recommendation, the higher the closure percentage.

If you are a travel specialist for the Caribbean, why direct market Alaska if your client or prospect has no interest to ever visit that part of the country? If your client is passionate about five-star hotels/resorts, why promote a weekend special at a hotel/resort that is three-star? It's not about the price -- it's about the relevancy of the offer to the targeted audience.

Your database and the upkeep of your customer profiles is probably the most important marketing function you can commit to on a daily basis. Every opportunity you have with a client, or prospect, can be a learning experience. Ask just one new question each time you are with a client on the phone or in person. Build insight into your clients that no one else has. This insight can then be used to personalize and customize travel opportunities targeted to the right customers with the right offer. Now, that is power! You will be rewarded with brand loyalty to YOU!

Finally, effective differentiation is also how your visual identity provides the opportunity to stand out from the crowd. The look and feel of your collateral, your logo, your business card, your Web site -- all of these things reinforce your brand positioning and differentiation. If you are an Alaskan travel expert, does your business card reflect this? Does your Web site?

I thought I would leave you with a quote from Charles Darwin: "The most powerful natural species are those that adapt to environmental change without losing their fundamental identity which gives them their competitive advantage."

Remember: YOU are the brand!