R.E.S.P.E.C.T.
by Anita Pagliasso-Balamane
Author of "How I Made A Small Fortune as a Home-Based Travel Agent"
(www.redticketproductions.com)
President, Ticket To Travel (www.aticket2travel.com)
OSSN Western Regional Manager
Email: sanjoseca@ossn.com
Phone: 408-531-9228

When I first started my home-based travel business in 1992 I was surprised at how the travel industry viewed “outside agents.” It seemed that the consensus was that if you did not work in a traditional storefront agency you were not legitimate or professional and were only in it for the “travel perks.” Some of the terms I heard whispered were, she just another “Kitchen Table Mabel”. I also remember the time I attended an industry trade show and over heard suppliers complaining that there were nothing but “Condo-Commandos” attending the event. They were asking,“Where are the REAL travel agents?” Coming from being an independent contractor in the electronic industry where my expertise and customer service skills were of much value and well appreciated, I certainly wasn’t accustomed to this type of “cold shoulder”.

Well I am pleased to say, we have come a long way, baby! Suppliers have now recognized the selling power of the professional home-based agent. In a survey of average travel industry salaries based on job titles, independent contractors came in second, after owners, with earning power.

Even with all of this new found recognition and attention there are still some remnants of hesitancy on the part of DSMs to work with home-based agents. You first will need to recognize their position before you can get their attention and support. DSMs are compensated based on sales growth performance and meeting projections. Therefore, it is prudent on your part to be the one aggressively pursuing the supplier relationship.

And don’t forget, because you are in a home location, most of you are hard to find. It’s not easy for suppliers to come knocking at your door when they don’t know where your door is. That’s why you will need to be proactive and take the steps to get their attention.

Here are some of the steps that I have taken to establish good working relationships and thereby earning the respect and recognition of my preferred suppliers.

Create a list of suppliers you want to work with.

• Choose your suppliers wisely based on your niche or the needs of your targeted market.
• Make sure the supplier is reputable and well-established.
• If you belong to a consortium, check their list of preferred suppliers.
• Do your homework. Learn about their company and their products.
• Find out what their commission tiers are. (Note: These are many times negotiable. I have found that if a supplier thinks that there is potential for sales and growth they may be willing to start you at a higher level. It’s always worth it to ask.)

Request a meeting with your local DSM, at their convenience.

• If it is a supplier that I want to build a good future relationship with, I will often invite the DSM to meet me for coffee or lunch. This shows a sincere request on my part and I am willing to compensate them for their time.
• First and foremost, come prepared to the meeting with a good business plan on how you would like to see the relationship grow with the targeted supplier. The business plan does not need to be elaborate. At minimum, have bullet points listing the basic goals for your business relationship.
• Show how your current or targeted customer database matches their products.
• Come to the meeting with a portfolio or folder that you can hand to them that includes the business plan, a brochure on you and your company, testimonials from both clients and other suppliers and list any association or consortium affiliations you belong to.

Here is a sample of a starter paragraph from one of the proposals that I have made to suppliers and DSMs. :

“Ticket To Travel’s targeted community for marketing is made up of the ideal client who we feel will want to know about your product. This is a community of 1500 homes where the average home value is XXXXX. This affluent neighborhood is made up of families, couples and individuals who are active in golf, tennis, and travel quite frequently. I have selected your company as one that I would like to establish a business relationship because I feel that your product will match well with this audience.

The surrounding communities will also be in my marketing plan, including XXXXX, an upscale retirement community of over 1000 homes. I have chosen these marketing demographics based on statistics that show that XXXXX is the fastest growing affluent area in XXXXX County.”

All that most suppliers want to see is that you are making an earnest effort in building a mutually rewarding association. Once establishing a relationship other marketing opportunities will open up, such as, co-op marketing funds, product training and additional marketing alliances.

Remember, as in any good relationship, respect needs to be earned and not expected.

* This article was previously printed in Agent@Home Magazine.

New!!! Anita has just produced a new CD “Anita’s Toolbox for Home-Based Agents”, which contains dozens and dozens of her most popular forms, letters and guides. This CD allows you to download her Word Docs for your own personal use and customization. To purchase the CD or the book “How I Made a Small Fortune as a Home-Based Agent”, go to www.redticketproductions.com.