Develop Your Own Brand, Sez Sales Expert
by Scott Koepf /
Following is the latest in a series of guest columns on sales
‘Til There Was You
Professor Harold Hill of The Music Man musical provided some lessons in sales last month and this month we will continue to look at the examples this classic salesperson shows us.
I do want to emphasize that while Professor Hill’s original intentions were not admirable, his skills were exceptional. So just add integrity and an honorable approach and you will find success!
Professor Hill’s branding of himself as “The Music Man” was simply brilliant. Whether he created that brand or it evolved by reputation, he was known by what he created versus what he sold. Not an instrument sales person or a band uniform peddler but instead a brand that in itself paints a picture.
Develop a brand
Travel agents need to develop a moniker for themselves that has the same power and allure. In truth the terms travel agent, travel professional or travel consultant don’t paint much of a picture—and they don’t paint a picture your clients put themselves in.
When Hill breaks into the song “Seventy Six Trombones,” it’s the best commercial to paint a picture that you will ever see. It describes a vision that is compelling, exciting and easy to visualize.
Once you know your niche—and who you are targeting—then develop a brand (and a song if you like) that is focused on doing business with you and not the transaction itself.
We could try titles like “shopping sojourn leader,” “culinary cruise creator,” “family fun designer,” or in the simple style of Harold Hill, “The Travel Man.”
The title, reputation and picture created from a brand provide the interest, but where Professor Hill was a genius is to then connect with each customer on a personal level.
Different clients—different emotional needs
Every client has a different emotional need and it will be your job to paint each client’s picture differently.
When talking about the River City Boys Band, Harold painted a picture of accomplishment where self-esteem was needed, he painted a picture of team work when belonging was needed, and he painted a picture of innovation when creativity was needed.
Always the same band, but described from a different perspective.
As we sell our fabulous vacations, it is imperative to determine the emotional need first then personalize the picture you painted.
It will not be a surprise after reading this that when I started in this business I would wax eloquently about the entertainment options and shows available on my clients’ vacations only to learn that many of them could have cared less.
In some cases they wanted a picture painted around the food or around the romance or around the fitness facilities. All the same vacation, but each picture needs to be personalized.
The value of relationships
Professor Harold Hill knew the power of exceptional marketing and persuasive sales skills but his life only changed when he learned the value of relationships.
So it is in the travel business. It is not about our products and destinations. It is about our clients. When you fully commit to them—and use the lessons learned from Professor Hill—you too may find true love (work with me, this is a musical!).
Then you can sing the following to your clients:
There were bells (products) on the hill,
but I never heard them ringing (no personal relationships),
no I never heard them at all,
‘til there was you!
Scott Koepf, CTC, MCC, senior vice president of sales for Avoya Travel, is an industry veteran known for his retail travel sales acumen. Koepf brings sales techniques to life through referencing his other passion, musical theatre. As both a performer and a salesman, he provides sales techniques and insights to help travel professionals grow their business.