Client Communication Is Crucial to Agent Success in 2013

For travel sellers, success in 2013 will require getting smart about client communication –  including about the value of travel agents’ own services.

It won’t be easy, given a marketplace in which consumers are bombarded with supplier messages via platforms new and old. To be heard above the din, agents will need smart marketing and smart business practices.

Travel Market Report asked agency group leaders to share their advice for agents on how to ensure a prosperous year ahead. Here are their top tips.

Tip #1: Keep talking
“Not only do agents need to provide value, they need to let their customers know – in a nice way – about the value they are providing. If you think your customers are just going to call you, you could be in for a big surprise. People are being flooded with more marketing, more direct action from suppliers than ever before. If you are not constantly talking to your customers, you could be in trouble.” – Jackie Friedman, president, Nexion

Tip #2: Differentiate yourself
“Do not be afraid of your competition. Be smarter by being different. Don’t market the same thing as everyone else. Market destinations and experiences that will win your customers over. You don’t want to market the $599 cruise, but something unique.” – Ken Gagliano, president, Travel Planners International  

Tip #3: Set a standard – charge fees
“Have the confidence to charge for your services. Other industries do – and we should too. As you see commissions shrinking, you have to find another way to continue to provide value to your clients and also make money. When an agent charges fees, it raises the bar for everyone. It gives you a standard that you have to live up to.” – Becky Powell, senior vice president-global member sales, Virtuoso

Tip #4: Nurture your database
“Your single biggest asset is your database. Nurture it. Collect as much information about your customer’s preferences, traveling history, wish lists, etc. Leverage that information to market smarter and more efficiently. A great database will certainly drive more sales, and ultimately, your business value will be impacted positively.” – Alex Sharpe, chief operating officer, Signature Travel Network

Tip #5:  Sell all the components
“Sell the whole trip. Not just one component. Sell the insurance, the transfers – really look at all the elements. Selling a really complete package is important.” – Libbie Rice, co-president, Ensemble Travel Group

Tip #6: Take advantage of agent training
“Take full advantage of your agency group’s training tools and services. Make sure you are fully involved in their programs. There is so much agent training available through the different organizations. We put those programs in place to ensure your success.” – Nicole Mazza, chief marketing officer, TRAVELSAVERS

Tip #7: Be fast and flexible
“Agencies need to be flexible and act quickly on marketing activities and reaching out to customers. They need to be faster on their feet. If there are certain types of products or destinations that don’t seem to be as popular, then agents need to be more flexible and act quickly to market the kinds of things people are buying.” – John Werner, CEO, MAST Vacation Partners

Tip #8: Be front and center
“Make sure you are marketing and communicating to existing customers and new customers alike. Stay in touch about what’s new in the industry, what’s hot, what new ships are coming out.  Be front and center with your customers.”  – Dwain Wall, president and CEO, CruiseOne

Tip #9: Get the word out
“Keep marketing. Keep getting the word out there. We suggest that our agents do call outs. When you see a special deal, don’t forget you can call out and not wait. Be aggressive and make your customers’ phones ring.” – Michelle Fee, CEO, CruisePlanners

Tip #10: Get involved locally
“We find our members are very successful when they are active in their local communities, being visible by volunteering. Being involved does get them business.” – John Werner, CEO, MAST Vacation Partners

Tip #11: Be an expert
“Find that avenue in which you are the expert and position yourself as an expert. Own that space. Find ways to market yourself in that area, including through social media. Don’t try to be all things to all people.”  – Nicole Mazza, chief marketing officer, TRAVELSAVERS

Tip #12: Pitch the inclusive fare
“Agents should look at what they will make on a cruise, given the exclusions on what commissions are paid on. It may make sense to pitch the cruise that includes more in the fare. Explain to clients why a cruise at a higher fare might actually be a better value.” – Libbie Rice, co-president, Ensemble Travel Group