Tough Times!
by Vince Yeck

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You see, there are still people in the world that have not been drastically affected by the economy. In fact, they probably have had a good grasp of their reins to survive these times. These are the clients that can help your business stay profitable while expanding your client base for the future. For instance, many suppliers are jumping on the bandwagon in slashing their prices because occupancy is down on their properties. Just think, telling a client that they can stay at a luxury resort for a fraction of the price and not be bothered by wall to wall people. Peace and serenity in their surroundings, affordable and timely; this is just one of many opportunities that we as agents must target.

Also, remember, the luxury-based client generally does not shop for travel online. They are high-touch, hand-holding consumers that tend to let the agent make the travel plans for them. By marketing your business’ personal service and attention to custom tailoring itineraries, you can successfully build your business in this area. Look at your client database and locate your list of luxury clients; do you have their birthdates, anniversaries or any other important dates? Luxury clients love to celebrate milestones, and they like to do it in high fashion. Suggest a special vacation for them by sending them a letter or email, showing them that you remembered their important date. Who knows, they may not have even thought about it until you made them aware. These ideas can certainly help improve sales. And, since special occasions do not come around often, they usually can not be passed up, no matter how bad the economy is.

While we are speaking of the luxury client, let’s not forget that even middle-class Americans will opt for luxury products also. If they find that they are going to travel anyway, you should be able to show the clients that (for a few dollars more a day) you can upgrade them to a better room/cabin, hotel/ship that offers upgraded amenities. You might upsell your clients to a better travel experience without causing them to break the bank. It just takes some knowledge and sales skills to present the right amount of choices and a comparison figure to drive that sale to the next level.

Finding clients in these times is going to take some creative marketing to stand out and produce sales. Use your consortium's marketing programs and make sure you stay up on all the deals that are being listed. Get this info out to your clients, and ask for referrals. Read all of your email marketing that is sent your way and learn to differentiate OK deals from exceptional ones. Continue contacting your clients either by email, direct mail, or phone. They might not be able to afford a vacation now, but when the economy finally recovers and your clients start traveling again, you want to make sure that they know you are still in business and that they contact you first.

Finally, this is probably a good time to do some house cleaning also. Start by cleaning your database and updating your records and files. Get rid of outdated brochures and order some new marketing materials. Rework your business and marketing plan so that it reflects your goals. Dust off the cobwebs on your old cluttered business cards, and revamp your image so that when the time is right, you have a new dynamic branding that will demand attention. Accomplishing these tasks when business is slow will allow you to focus more on taking care of the clients needs when times ultimately become busier.

How you put it all together, how you react to change, and what course you lay to drive new sales during tough times will test your business savvy, and by learning to adapt and react to change, you will allow your business the flexibility to grow even when the economy is showing you the downside. Be proactive when you are slow and, when the cycle takes the upswing, you will be ready to take advantage and have success.

Vince Yeck serves as director of the OSSN Palm Beach (Fla.) Chapter. He may be reached at palmbeach@ossn.com.

(Credit: Vince Yeck; David Monniaux; Florian Lindner)