Marketing Yourself and Your Agency
by Patricia Bannister – OSSN Memphis Chapter

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Anything and everything you do to acquire, retain, and increase profits from customers is marketing. Find the customers, retain those customers, have them buy more often, and upsell them to higher-profit products.

DO NOT market the product! Everyone in the industry is marketing the product. Instead, you must market YOURSELF. Answer these questions: (1) Why am I in business? (2) Why should a client choose me over another agent or online vendor?

Eighty percent of your time should be spent on learning about people, getting in touch with those people, and selling and marketing to those people. The other 20 percent should be spent actually booking travel.

Although our knowledge of a product or location is important, OUR value comes from client knowledge, not product knowledge. Your clients have already researched their trips online before they call you. You cannot compete in price or product knowledge. You must listen to your clients, know your clients, and sell to their emotional needs, not their product or price needs.

Make your office a happy place that you want to be in. Go out and meet your clients, talk to them, and let them know that you are happy to be working with them. If you are happy, then your clients are going to feel that. No one wants a person who is down to be helping him or her to plan a fun time. Even if you don’t feel well, your clients cannot see or hear that in your voice. Put a smile on your face, and they will hear it in your voice.

Who are your clients in general? Establish your niche – families, single parents, gays, disabled, honeymooners, special interests (golf, wine, jewelry, history . . . ).

What are you going to sell and be an expert in? Cruises, locations, all-inclusive, tours, FIT, Broadway show tours, gambling groups . . .

What part of the world do you want to specialize in and be an expert in? Africa, Europe, Caribbean, Alaska, Hawaii, U.S.A. . . .

Why should your clients do business with you? Be specific in your reasons. Don’t focus on being everything to everyone.

Create an “elevator speech” that leaves them wanting more, and don’t make it last more than three minutes. For instance, you say to a contact, “You look like you’re tired.” He or she will say, “Yeah, I sure need a vacation.” That gives you an opportunity to say, “Well, My name is _________ , and here’s my card. Give me a call, and we can talk about where you want to go on vacation.” Then, you can walk away, or you can continue to talk with them if they are willing.

Set specific plans, and establish your uniqueness. Start with the following:

• Database (you must have a way to keep up with your clients and their preferences)
• Brochure or sales kit (Vistaprint.com has specials all of the time for 25 of these for free!)

Select your media:

• Web site
• Newspaper
• Newspaper
• Consortium
• Email
• Flyers

Remember these tips for creating the magic of your message:

• Give enough information to create action – but not so much that they don’t need more.
• Be specific. If you are vague, then the response will be “No.”
• Use simple language. Express, don’t impress.
• Involve the reader. Imply or say “you”, not “I.”
• Don’t exaggerate. If you say the price is unbelievable, then that is what you’d better deliver, because that is what they believe.
• Don’t make unsubstantiated claims. If you think you are wonderful, you’d better prove it.
• Don’t criticize your competitors. Instead, try to explain why something else might work better, or why you would do something a different way. When you throw dirt, they gain ground.
• Be careful of humor. Make sure others think it’s funny, and be sure it is relevant. Just because something is funny to you doesn’t mean that others will think it is funny.
• Use short sentences and short paragraphs.
• Don’t use abbreviations or industry jargon. Your clients don’t understand them.
• Use bullet points.
• Be honest, and even point out weaknesses, but be kind.
• Determine any legal requirements – trademarks, space limitations, ship’s registry, etc.
• Make sure the copy relates to the headline with printed materials.

And, finally, remember the Five As:

Attract: In printed material, this will be your headline. In spoken sales, this is your initial statement. Five times as many people will read your headline as read your message.

Allure: Now that you have their attention, allure them to read the message.

Advise: This is where you move from emotion to logic and provide valuable information. Be bold in stating why this product, why this price and most importantly, why you! Spell out the benefits.

Agree: At this point, you need to make one or two statements which will make your clients nod in agreement.

Action: You must demand a specific action to be taken. Don’t ask – tell them! Examples: Space is limited. Early booking bonus expires soon. Book by _________for an onboard credit. Free information packet. Free cruise drawing deadline. Guaranteed satisfaction (If you did your job well, this shouldn’t be a problem if it is something that you need to do to catch this particular client.).

Then, it’s time to say, “What credit card would you like me to put that on for you?”