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

Something could happen to any of us, the loved ones we travel with, or in this case, to the magnificent marvels put up by those who came before us. So we must travel as far and as often as time and money allow.


Stefanie Katz, The Travel Superhero

Daily Top List

Five Good Reasons to Tell Your Clients About Loyalty Programs

1. Saves money for your clients.

2. Saves time for your corporate clients.

3. Gets all sorts of perks for your clients.

4. Offers enhanced reporting to corporate clients.

5. Provides better service and better client relationships.

Source: TMR.

TMR THIS WEEK
http://services.travelsavers.com/AMGService.svc/REST/GetImage?ImageID=b75eceda-865f-e911-b4aa-782bcb66a2f2

5 Good Reasons to Tell Your Clients About Travel Loyalty Programs

Loyalty programs, also known as frequent buyer programs, have been around for a long time. But you might be surprised to know that many travelers don’t know about them. Here are five good reasons for travel advisors to spread the word to their customers, both leisure and corporate travelers.

TMR Recommendations
Top Stories
Headquarter Happenings: MAST Travel Network Marks 50 Years
Headquarter Happenings: MAST Travel Network Marks 50 Years

As the industry blossoms, storytelling and one-on-one interactions bring a record number of travel advisors back to their Chicago roots.

Six Mistakes That Could Be Hurting Your Social Media Marketing Strategy
Six Mistakes That Could Be Hurting Your Social Media Marketing Strategy

As you build a social media following, learn how to sidestep the mindsets and actions that can put a damper on your success.

From One Million to Two in Travel Sales: How Advisors Can Jump the Hurdle
From One Million to Two in Travel Sales: How Advisors Can Jump the Hurdle

Research shows that the leap from $1 million to $2 million is among the toughest hurdles for travel advisors. So, take a little while to bask in your glory — and then try these proven ways to move to the next level.

How One Travel Advisor Staked Her Claim on Travel to France
How One Travel Advisor Staked Her Claim on Travel to France

Moving from a generalist to specializing in custom FIT and group trips to France is forcing Isabelle Williams to learn a whole new set of skills.

Going Platinum: Thoughts from Three Travel Advisors Celebrating 20 Years in Business
Going Platinum: Thoughts from Three Travel Advisors Celebrating 20 Years in Business

It was the year of 9/11, when the pundits were saying travel agents were a dying breed. But with over two decades in business, Vicki Briggs, Brenda Punchak and Cheryl Scavron have each proved them wrong.

Divers Need Travel Advisor Expert Guidance
Divers Need Travel Advisor Expert Guidance

The unique nature of diving destinations, and the physical danger clients could experience, make expert travel advisors invaluable. Part two of our two-part series.

News Briefs
TMR Report Cards & Outlooks
Advertiser's Voice
Advertiser's Voice: Tropics and Exotics 2020 -2021 Collection