Six Wave Season Tips From Top Cruise Execs

Some sales fundamentals never go out of style, while others need to be updated with a modern twist.

Executives on the cruising panel at last month’s The New York Times Travel Show encouraged agents to maintain relationships with existing clients and become a trusted source for travelers in order to attract sales leads.

The panel, led by Cruise Planners president Michelle Fee, touched on fresh ideas and old standbys for cruise-selling agents to explore this wave season.

Driving sales in local communities and building a brand for agencies of any size were key subjects up for discussion.

Here are the greatest hits from the bounty of expert advice presented during the session.

1. Afraid of social media? Just be yourself.
“Agents ask us how they are going to use Twitter to acquire leads and clients. We tell them not to use it as a sales tool; use it instead as a space where you personalize things. Look at it as a way to gain credibility.

“If you do that, people know what is happening with an agent and feel like they’re part of your life. This makes them comfortable interacting with you. Use [social media] to let potential leads into your life, so that you have credibility with them.”– Todd Hamilton, director of national accounts, Norwegian Cruise Line

2. Make your BDM an asset, not an annoyance.
“If you don’t know who your BDM is, just reach out and say hi. Don’t just call with problems; call for help and ideas. It’s not all just [BDMs providing] customer service, you need to be proactive in growing the relationship. You’ve got to want to drive your business. As a good BDM, your BDM should be available and reply to you; they should be an asset and not an annoyance.”– Bob Rose, business development manager, Princess Cruise Lines

3. Look for new business everywhere—all the time.
“You need to be looking for [new] business all the time; do not be complacent. Ask your clients if they want to take their families on their next cruise. Appeal to your database and develop key contacts in your own circle of friends and organizations you belong to. This will generate more promotional and kids-sail-free business.”–Denise Reichwein Lees, regional sales director, MSC Cruises USA

4. Maintain relationships outside a sales setting.
“Make sure when you’re reaching out to clients that you maintain the relationship. I make sure to always remember their birthday. You always have it because you have to put it in the system when you book their cruise, so it’s a simple touch point you can have with your client. It maintains a relationship without it always being in a sales setting.”–Scott Clifton, associate vice president of strategic market teams, Celebrity Cruise Line

5. To keep customers, learn why you lose them.
“How do you get the customer you served once to buy from you again? When we ask consumers why they booked with a different agent, they say they are indifferent. They don’t feel the bond and loyalty to you.

“You change the dynamic by being in touch frequently with these people, because vacations are not an everyday purchase. Pick up the phone and ask them if you can help plan their next vacation.”–Vicki Freed, senior vice president of sales, trade support and service, Royal Caribbean International

6. Get your name out there in your community.
“It’s really important to not only get your name out there, but to also make sure the local media and press are familiar with who you are, so you can put yourself as the expert in your own market.

“If you have won an award, or are making charitable donations, make sure you release press releases. This will get the message out there that you are a significant player in your marketplace, and the media will come to you as an expert in the future without you having to pay for it.”–Denise Reichwein Lees, MSC Cruises USA