Have It Your Way
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

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To survive the competition, you must learn to stand out from the competition.
Surpass all of the customer's expectations.
Let the customer know you will strive to make sure everything is to their satisfaction.
Provide maximum customer service before and after the sale.
Treat every customer like a VIP

Why do customers flock to Nordstrom's? Their products are not different than any other leading department store. Is it their sales? I don't think so, since they only have major sales twice a year. Maybe it's that piano player that's got everyone so loyal? Plain and simple, it is because they treat their customers as if they are all VIPs.

A typical scene in Nordstrom's goes like this:

A woman is in the women's dress department. A salesperson approaches and asks if she is looking for anything special. The woman replies that she is looking for an evening dress. The salesperson then says she will be glad to assist her in her search and starts to ask her a series of questions. Is there a particular color, what size (long or short, or may I bring both?), and do you need accessories and shoes? The salesperson asks the customer to have a seat.

A short time later, she returns with several choices, all with shoes, handbag and accessories to match. Possibly one of the dresses is perfect, but the customer needs one size smaller. The salesperson cannot find the smaller size in her store, so she then proceeds to call other store locations in an effort to locate the dress. The salesperson finds the dress and has the other store ship it directly to the customer.

In her initial query of your likes and dislikes, she finds out that the customer always wears a particular brand of pantyhose. She notes this on your personal chart and says she will be happy to notify you of any upcoming sales or promotions of that brand of pantyhose.

How can you treat your travel clients as if they were a Nordstrom's client?

• Always offer a warm, friendly, and sincere greeting.
• Let them know right away that you are available to assist them in making the best choices for their "special travel occasion."Interview and pre-qualify your clients for the ultimate "perfect fit."
• Sort through the "racks of brochures" and present only three options at a time.
• Invite them to your home office to plan their trip over tea and cookies or a glass of wine.
• Have their presentation laid out as if you were a jeweler displaying diamonds.
• When possible, include a video or CD-ROM presentation.
• Don't forget to show the package with the "accessories" such as tours, car rentals, travel insurance, limos, etc.
• Make appointments and document delivery at the convenience of the client.
• Follow up with your clients after they return. Call them personally, send them a travel survey, or ask them to contribute an article about their trip for your newsletter.
• Notify the client of any special promotions based on their profiled travel preferences.

Customer service above and beyond? You bet! Do the customers have loyalty? Sure do!

The price is the same and the product is the same. What makes the difference is how these steps make the customer feel - important.

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 MS Word documents 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.