How’s Your Data?

by Cheryl Rosen
How’s Your Data?

Louise Gardiner, senior director of the Carlson Wagonlit Travel’s associate program in Canada, speaking at Travel MarketPlace. Photo: Dan Galbraith


It’s numbers that make the difference between travel agents who succeed and those who fall by the wayside, says Louise Gardiner, senior director of the Carlson Wagonlit Travel’s associate program in Canada. So sure, travel is a people business and heartfelt conversations are the key to meeting your client’s expectations — but you also have to keep your eyes on the prize. And that’s making a profit.

“If you are not measuring your success and your failures, you really don’t know where you are at,” Gardiner told the audience at Travel Marketplace in Toronto earlier this month. “So have that calculator beside you and be sure to track how much time it takes you to do things, and what the ROI is.”

Start by figuring out how much you need to earn every day. Take the annual salary you want to earn, and divide it by 365 days minus your vacation days. Then every single day, ask yourself if you were successful in earning a profit.

How to get there
There are three things that help drive sales, Gardiner said: suppliers, data and marketing. So over the course of each day, try to spend a little time focusing on each one. First find ways to partner with suppliers who help you offer competitive products, and who recognize your value and support you. Then look at your data – at a minimum, at data that shows what your customers are purchasing. Then turn to marketing, because without marketing there are no customers.

And finally, take some time every day to get learn something new, be it going to a conference or tuning into a webinar.

“Take advantage of opportunities to learn right from your chair” through videos and webinars on new product and new sales techniques, but remember “you can’t get everything on Google,” Gardiner said. “When you need help the person sitting beside you at a conference, the person you met at a trade show, will be there. So make a new friend, share experiences, learn from each other, find solutions you can share, challenge yourself to meet at least one new person, learn one new thing, find one new solution.”

Editor’s note: Interested in meeting someone new? ASTA’s Global Conference will be held August 27-29 in San Diego. Come meet me there! 

  0
  0
Tip of the Day
Daily Top List

Most Useful Twitter Accounts for Travel Agents

1. AskTSA

2. FlightRadar24

3. Department of State

4. CLIA Global

5. ASTA

Source: TMR

TMR THIS WEEK
http://services.travelsavers.com/AMGService.svc/REST/GetImage?ImageID=dd7f092d-7dff-e711-80eb-782bcb667b27

What's Their 'Why'? Connect Your Clients to Their Passion for Travel

The unique reasons that inspire people to travel are the foundation of travel fulfillment, and more sales for travel agents.

TMR Recommendations
Top Stories
Small Agent Credit Card Scams Are Still Popular
Small Agent Credit Card Scams Are Still Popular

That email from a potential customer might seem like an enticing sales opportunity, but you could become a fraud target if you engage with them.

Bomb Cyclone Delay Raises Issue of Clients' Rights When Service Goes Awry
Bomb Cyclone Delay Raises Issue of Clients' Rights When Service Goes Awry

An airport incident between passengers and a Canadian airline in Boston during the “bomb cyclone” highlights the tensions that can rise when there are significant delays.

Multi-Trip Travel Insurance Could Cost Less, But Has Low Awareness
Multi-Trip Travel Insurance Could Cost Less, But Has Low Awareness

This lesser known option has yet to catch on because most travelers aren’t aware of it, and agents are more inclined to sell single-trip policies.

What Do the New Facebook Rules Mean for Travel Agents?
What Do the New Facebook Rules Mean for Travel Agents?

Changes announced this week by Facebook’s CEO may lead to less value for businesses trying to reach customers through unpaid content on the social media platform.

Lonely Planet’s Top Places for Solo Travel Includes Adventure and Foodie Destinations
Lonely Planet’s Top Places for Solo Travel Includes Adventure and Foodie Destinations

The travel guide’s list includes 10 cities from around the world that will convince even the most uneasy single traveler that it’s time to start exploring solo.

Headquarters Happenings: After a Successful 2017, Travel Leaders Looks to a Stronger 2018
Headquarters Happenings: After a Successful 2017, Travel Leaders Looks to a Stronger 2018

Synergies from 2017 merger, enhanced travel agent tools, and expanded luxury offerings propel the company into the new year.

News Briefs
Advertiser's Voice
Advertiser's Voice: Scenic Cruises