Are You an Agent, a Consultant, or an Advisor?
by Ken Hall

Okay, I'm confused! I hear you call yourselves travel agents, but I see business cards that say "travel agent," "travel planner," "travel advisor," "travel consultant," or "travel counselor." What are you? More importantly, what do you want me to consider you to be? This isn't an insignificant question, because it sets an image in my mind that influences my beliefs.

Do you remember the radio commercial for Verbal Advantage? "People judge you by the words you choose." It's true! Words create images in our minds, so choose your words carefully to create the image you want.

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