Go With a Plan in Mind
by Ken Hall

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It is easy to go to trade shows expecting to learn a lot about destinations, products and services. After all, that is why suppliers attend them. They will gladly tell you what they can do for you and how your clients will enjoy what they have to offer. But it can take quite awhile to gain the few nuggets of wisdom from a rehearsed, general talk designed to cover a broad spectrum.

A more effective and fun approach is to take the lead and ask questions of the suppliers. Think about your niche market, the wants and needs of your clients and current prospects, and what motivates them to travel. And, when you approach a supplier’s booth, initiate the conversation with an introductory question.

“Thank you for coming to the show! I’ve been looking forward to talking with you. I’m Jane and my agency is TravelDream, and we specialize in sending our clients on fantasy vacations where they will enjoy unique experiences they can’t find anywhere else. What do you have that would appeal to these types of travelers?”

Yes, it’s long-winded, it covers too many subjects, and Mrs. Childress (my high school English teacher) would shoot me for suggesting it. But, it works, and it will help you get the most from your time. And surprise, surprise ... the suppliers will love you for asking the question.

All suppliers are different, with products and services that are slightly different from those of their competitors, and they want to tell you about all of them -- but they don’t have the time. They can rattle off all kinds of features and even some benefits, but they are just shooting in the dark unless they know what you are looking for. When you ask a question, they can condense their answers to a few short sentences and give you the exact information you need.

And, you know what? At the end of the conference, you will have a lot of notes and some great ideas of exciting new products and services you can offer your clients, and you will be eager to get back home and start making some calls.

Start right now and begin preparing your questions. List five clients you want to sell to when you return from the conference. Next to their names, write what you think excites them or motivates them to travel or the type of experiences they will find the most memorable. Then, write the name of a supplier and a question to ask that supplier.

Your first note might read, “Mr/Mrs Johnson – sun/sand/beach time but one very different experience on each trip – see Tahiti Tourisme – Clients want something really different during their three week trip to Tahiti. I’m thinking a quick trip from Tahiti to Easter Island and back. Can that side trip be done in four days? Can you arrange it?”

Now, when you get to the show, you have a plan in mind that will help you land specific clients. You know at least one supplier you want to meet, some specific information you want to get, and clients for whom it is important. And, after you’ve prepared your question(s) to cover the Johnsons, go on to the next clients, and the next, and the next and the next ...

Ken Hall is president of HomeBasedPros.com, a subscription e-letter with marketing and sales tips for the home-based travel agent. For more information, go to www.HomeBasedPros.com.

(Image credit: HomeBasedPros.com)