Agents Urged to Get ‘Passionate’ to Dispel Mexico Myths
by Dori Saltzman |
It’s up to travel agents to dispel negative myths and promote positive information about destinations under siege by the news media, Funjet Vacations’ Mike Going told a gathering of top-producing agents last week.
Agents should engage in a “passionate response” to misinformation, especially when it comes from media “who are not using facts and are speaking broadly,” Funjet’s president told some 215 agents at the Iberostar Paraiso on Mexico’s Riviera Maya.
Going was speaking about Mexico, where fierce border town violence has triggered a drop in U.S. visitors, even to distant resort areas. Yet his comments to agents at Funjet’s 500 Club meeting apply to most any destination affected by negative press and/or public misperceptions.
Familiar challenge
The challenge of countering negative or distorted press, public misperceptions and even misinformation from government authorities about destinations in the news is a perennial one for travel sellers.
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Terry Denton, president of Travel Leaders / Main Street Travel in Fort Worth, Texas, said it falls to agents to educate their clients.
“The battle is going to be won or lost in the trenches, where the agent is sitting across from a client. . . . Deep down, they want to be convinced; they want you to allay their fears. If they didn’t they wouldn’t be there,” Denton said during a panel discussion about the safety of Mexico and how to counter client concerns.
Selling Mexico today
Sometimes government authorities contribute to public fear about a destination, such as happened last month when the Texas Department of Public Safety urged spring breakers to avoid all travel to Mexico. (See “Agents’ Mexico Sales Still Ailing After Texas Advisory, Travel Market Report, April 7, 2011.)
“You ought to be outraged,” Going said of such misinformation.
Fortunately, travel sellers have a multitude of tools at their fingertips. Testimonials, press interviews, geography lessons all are ways that travel agents can educate customers and dispel their fears or concerns about traveling to Mexico, panelists said.
First, believe
Before travel agents should even consider trying to convince clients that Mexico is safe, they need to believe it themselves, Denton said.
“Ask your agents pointblank if they have any hesitancy personally about going and taking their family to Mexico,” he said. ‘If they have any doubts, they will not be able to convince clients.”
Denton suggested that agents harboring doubts go to a Mexican resort in Cancun or the Riviera Maya to see for themselves how safe – and fun – they are.
Talk to the press
Speaking to the media and giving them accurate information is another way to counter negative or false press. Agents should contact their local papers, morning radio shows and local TV stations, Going said.
Agents who have Mexico-related designations, such as being a Mexico destination specialist, or who have completed a resort company’s educational class, can send a press release about their expertise to local news media outlets.
“Your expertise far outweighs those who are asking the questions of you,” Funjet’s Going reminded agents. “That should give you confidence.”
Denton agreed. “You have the benefit of superior knowledge. You have statistics; you can mention your own experiences.”
Be prepared with answers
Before speaking to the press, agents should have statistics and talking points in mind. Keep a cheat sheet for reference. (See sidebar.)
This information is handy for answering clients’ questions as well.
For both – answering the press or your clients – a bit of practice and role playing is helpful. “Ask yourself the hardest customer question you think you might get,” Going suggested.
Share positive testimonials
One of the most powerful tools in agents’ toolboxes are testimonials – both their own and those of clients.
Next time you’re in Mexico, create a short two-minute video of yourself enjoying life at an all-inclusive resort, agents were advised. Or, ask a good client to create a video.
Another source of testimonials is the American ex-patriot community in Mexico. One million American ex-pats live in Mexico; try asking some of them for positive testimonials.
Put testimonial videos on your website and your Facebook page. When clients see you or others like them having a good time, and feeling safe, they are more likely to feel reassured than if you simply tell them it’s safe.
Email your clients
Sending an email can work just as well as a video, said Dena McDonald, owner/manager of Tiki Trips in Dallas.
A simple email to clients about the great time you had in Mexico sends an equally powerful message, said McDonald, an audience member who spoke during the Q&A portion of the panel.
Give geography lessons
Most clients with concerns about traveling to Mexico have heard the news of violence in Mexican towns and perhaps heard about innocent civilians caught in the crossfire. What they didn’t hear on the news are the actual distances between resort areas and the border towns where most violence is taking place.
Pull out a map and show them how far apart the areas are. “Inject a geography lesson,” Denton said.
One agent in the audience said she leaves the word Mexico out of discussions. “Instead of asking them if they want to go to Mexico, I say, ‘How about going to Cancun or the Riviera Maya?’ Leaving ‘Mexico’ out seems to help.”
Seek out resources
Most Mexico suppliers, including tour operators, wholesalers and resort brands, can offer help if you ask. They’ll provide talking points, statistics, readymade press releases. Also, ask your agency’s consortium, host or franchise group if they have materials.
Avoid raising doubts
One note of caution, Denton said: be careful not to raise doubt where there is none. “It is better to respond to the doubts that people have, than to introduce doubts.”
In videos and other testimonials, “don’t focus on safety,” he advised. Instead focus on the fun, the food, the overall experience. It’s OK to say, ‘I feel safe,’ but don’t make safety the primary focus.
