Professional Agents 101
by Paula Goldsmith

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Did you know you advertise yourself with everything you do and say? How you look and act will tell other people a lot about your business. Do you say "Thank You?" Do you give "Thank You" gifts? Do you send "Thank You" cards out so they will be in the mailbox when your passengers come home? Consider sending out a "Thank You" card in November, instead of a holiday card in December. Get post cards from your suppliers to mail out, and you are advertising your business and your suppliers’ businesses, too.

When you need to call someone back with a price, call back when you say you will. I make it a practice to say I will call clients back on Friday, when I know I will actually call them back on Wednesday, two days earlier than I’ve told them. This way, I always call before they expect my call. This is a wonderful surprise to my customers and it makes their day.

Look for free business-networking events. Some public events can be a way to meet people. Do not go to a public event pushing a business. It is a great way to get thrown out. I always have my business cards with me. I just start talking with the people I meet or I am sitting with. I may start with something about the event, then move to “What do you do?” This opens the door to say what I do and what trips I have taken. They ask me for my business card, and thus I am not soliciting them.

Partner up with another business and advertise together -- for example, a cruise night with a swim wear shop, or a golf pro shop with a golf package. You may be able to use their store as the location for the event. Use both your name list and the store’s name list to advertise the event. Think about ideas, but keep them simple. See if the storeowner has any ideas. Cookies and punch will work well – it’s not much work or cost, and you only need cups and napkins.

Talk with a pizza storeowner about giving away free pizzas. You need to have a box on the counter saying "Win a Free Pizza" Just Drop In Your Business Card.” Each month, you collect the cards and pay for a small pizza to the owner. The owner may want a copy of all of the cards for his own advertising. The owner will need to also have the winner’s name for the free pizza. You should call the winner, not the storeowner. Make sure the sign on the box states (and the storeowner and the winner know) how long the winner has to pick up the free pizza. You do not want someone to show up six months later wanting his or her pizza!

Keep business cards in your car. You never know when you will need one.

Wear a pin. It may read, “I love to cruise,” “I love to travel,” “I am a travel agent.” Some pins even blink with the help of a small battery. You can also attach the pin to a hat. This opens the door for the public to ask you some questions.

Leave your business card with your tip at restaurants. This is an old idea, but it can work.

Suppliers

Do you take your supplier reps for granted? A good relationship with your suppliers’ rep can be worth its weight in gold. If you have a problem, you know whom to call. My reps have been lifesavers many times to both my passengers and me.

Ask your reps for help. They may have money that will help with mailings or events. They may help you do an event. Remember the reps also have the knowledge about the business. They know how to market their products.

Ask them for ideas. Many ideas may be free or come with a low cost. For example, your rep may be able to match you with other agents who want to work a booth or travel event together.

Make sure you are on your supplier reps’ e-mail lists.

Keep up with what the reps are doing with training classes. If you RSVP with a yes, then make sure you attend! Do not be a “no show.” No shows are not professional.

Always tell you reps "thank you" for what they do for you. This is often overlooked.

Attending tradeshows and local OSSN meetings is a great way to meet and talk with the supplier's reps. I will have agents say, "I am not going to the local OSSN meeting because I do not sell that product." Remember that you can always use what you learn from one rep on another product line. You may not sell their product today, but if you do meet the rep, you will have their information. You may need their product in a year or two, and you will know whom to call. This has happened to me.

When booking a date to do an event, check first with your rep. Their calendars fill up very fast.

Ask if other companies can be part of your event. I did a bridal show where one rep told me she would give me brochures but wouldn’t help me at the booth if I were going to have other suppliers there, too. She wanted the booth to be only about her company.

Ask your rep to give the presentation at your events. They can do a better job selling their own product. They can better answer the questions from the public.

Check on visual aids for events. Does the location have a TV? Screen and projector? Audio sound? Is there a cost? How is the rep going to use the equipment? (CD’S-Videos, mics, etc.) I have had reps that wanted a piece of equipment that the location did not have. Sometimes the rep will bring the equipment with them. Work this out long before the event date.

Ask your rep if they have any door prizes for your events. If they cannot bring or send door prizes, ask them for some ideas for door prizes. Think about the event and how you can match your gifts to your event. Example: If you are doing a cruise night, think about cruise gift ideas. If going to the islands, think islands. Going to Alaska, think Alaska. Make sure your business card is on everything you give out.

Your rep may have free post cards. They make great thank-you and birthday cards. Put your business label or glue-stick your business card on the back and hand them out at the events. The post cards help to sell the product.

Paula Goldsmith, MCC, is the owner of Paula’s Travel Agency and serves as director of the OSSN Mesa/Phoenix Chapter in Arizona. She has published seven books and has taught many business and travel classes over the years. You may reach her at wiinger@aol.com.

(Credit: Paula Goldsmith; stock photo)