Israel Sales Experts Share Strategies, Insights
by Claudette CoveyDevelop a university group led by a conflict resolution specialist. Arrange every detail of a family trip for a Bar or Bat Mitzvah, including the rabbi. Travel to Israel 50 times so you know the destination inside and out. Don’t let your clients wait for ‘the perfect time’ to go.
These are just a few of the success strategies, insights and practical advice from travel agents who are experts in selling Israel. Travel Market Report spoke with five of these superstar sales experts who were happy to share information that will help other agents increase their understanding and sales to Israel.
Raise the bar on Bar Mitzvah and Bat Mitzvah travel
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“We arrange for Bar Mitzvahs and Bat Mitzvahs for various family members to Israel from all parts of the world. We arrange from the rabbi for the ceremony itself and have either the Bat Mitzvah or Bar Mitzvah person communicate directly with the rabbi, who resides in Israel, first hand. Sometimes it’s a family of four or a group of up to 100. People are just overwhelmed with the arrangements: the air, hotels, guides and arranging for the rabbi to conduct the ceremony. They’re relieved to put it all in my hands. All they have to give me is their dates and their budgets. This is a niche that’s been built by word of mouth, and we have 100% satisfaction rate.” – Susan Weissberg, president, Wylly’s Professional Travel, Coral Gables, Fla.
Target institutions
“We primarily work with institutions, colleges and universities and customize each program for the particular organization. We’ve arranged programs for the World Affairs Council, and for Stanford University with 36 participants, led by a conflict resolution specialist. In some cases, we go to the institutions, and in other cases they come to us. In any case, the agency sits down with the institutions to listen to the expectations of the group. You need a very good knowledge of the destination and political situation [to tap this type of market]. When you’re not on top of the situation, people know it. Whenever we offer Israel we say there is a chance we won’t run the trip if it isn’t safe. We will give people refunds. This gives people the ultimate reassurance.” – Janet Moore, owner, Distant Horizons, Long Beach, Calif.
“I arrange trips for travelers who are interested in supporting Israeli institutions, where the focus of the trip is about the Israeli institution itself. This business has been built by word of mouth.” – Roslyn Manowitz, outside agent, Valerie Wilson Travel, Purchase, N.Y.
Know and go
“You really have to know the destination, and you’ve got to know what you’re talking about and speak with confidence. With Israel, you can’t fudge it. I’ve been there something like 50 times.” – Rachel Esptein, senior vice president of groups, Frosch Travel, Houston
“You cannot be an Israel expert after one fam trip. You have to know the culture and the sites, the guides and the hoteliers. I lived in Israel for 10 years and have built contacts over many, many decades. Agents have to get there as much as they possibly can. They have to keep in touch with the latest news and archeological sites. You have to visit new and existing hotels every two or three years.” – Susan Weissberg, Wylly’s Professional Travel
“It’s important to express that you’ve been there and you’re going back, and how you assisted other clients who you booked to Israel. Tell your clients about your personal experiences there.” – Pamela Delgado, travel consultant, Altour, New York
Address the fear factor
“Don’t let your clients buy into being afraid to go. If they wait for the perfect time to travel, they’ll never go. I point out to them what happened in places that were considered ‘safe,’ such as Manhattan prior to 9/11, Oklahoma City, Madrid or even London where there was a bomb incident in the tube. Accentuate the positive. You have to tell them what there is to see and do and, in order to do that, you have to know Israel.” – Rosalyn Manowitz, Valerie Wilson Travel
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“Do not be an alarmist. Stay with the positive. Some agents will say, ‘Are you sure you want to go?’ Be positive. That doesn’t mean being ignorant. By understanding the destination you know when to reschedule. In 29 years I had one situation where I rescheduled.” – Rachel Epstein, Frosch Travel
Carefully qualify the client
“I will not book a trip to Israel unless I spent at least 25 minutes on the phone with the client to listen, provide advice, and zone in on what they want. I cannot do that by email. The personal touch is extremely, extremely important when selling Israel. Be a good listener and work with the client’s budget. The worst turnout is selling someone something they literally can’t afford. Do not be pushy. That’s a no-no.” – Susan Weissberg, Wylly’s Professional Travel
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“I will be forthright and tell them how much time they need to do the country justice. I’ll say, for instance, ‘Look, for you to go just to Jerusalem and Tel Aviv, that does not make sense for you. You need to spend four nights in Jerusalem, three nights in the northern part of the country, and two nights in Tel Aviv.’ ” – Janet Moore, Distant Horizons
Seek out new products to sell
“There is a new trend for having reunions, marriages and anniversaries in Jerusalem – people who are celebrating 25- or 40-year anniversaries. This is something I just love doing. It’s such a happy experience and it’s fairly new. Also, active tours – zip lining, horseback riding and cycling – are becoming increasingly more popular. These types of tours are particularly popular for second or third timers going back to Israel. They want action and I give it to them.” – Susan Weissberg, Wylly’s Professional Travel
Know your guides and suppliers
“Our onsite guides are our most important component of a trip. We use fantastic guides who live there. I’ve gone to Israel with a small group or by myself to test the guides myself.” – Janet Moore, Distant Horizons
“Make sure your tour operators and land operators have excellent track records so you can rest assured that your clients are in really good hands.” – Pamela Delgado, Altour
Before travelers arrive in Israel I provide guides with client preferences: those who like to start touring at dawn, those who like to start at 9:30 a.m. I provide guides with any client food allergies and food preferences. I also call the hotels beforehand to tell them to take very good care of my clients. These types of extra steps make the difference.” – Susan Weissberg, Wylly’s Professional Travel
