Into the Fire

As a grizzled old veteran of the travel industry, I am often asked by the new young whippersnappers joining our business a simple question. As we know, there are not enough youngsters joining our industry (which is probably related to the fact that the vision of a grizzled old veteran keeps them away, but that is fodder for another day). The question they ask, after some tactful inquires as to the cause of my grizzledness, is, “What do I need to do to be successful in this business?”  

Over the years I have crafted eloquent and elaborate answers that I was sure would end up in a book of famous quotes. But I now think I have overcomplicated the answer. It is not intense study of product knowledge, an intimate knowledge of the sales process, or inside secrets to closing the sale; it’s not marketing and social media expertise, or even a winning personality. Yes, all of those are immensely valuable and worthy of pursuit. But the key ingredient, the one thing I need to tell youngsters to focus on, is courage! 

The cynical among you surely are chiming in right now with an “Amen, Brother” as you reel off the problems and challenges we face in this business on a daily basis. I can hear the rallying cry over the fierce competition, the lower commissions, the relentness squeezing by our customers. I hear the kudos for how courageous we are for battling those foes.  

Sorry to burst your bubble, but I am singing a different tune. Wait, did someone say sing? Why yes (and you thought I was kidding when I said I was grizzled)—and as my loyal readers know, I always use a song from musical theatre to make a point.  

The courage I think every travel retailer needs is best described by this song from the musical Scarlet Pimpernel (with a few minor adjustments to the lyrics): 

David walked into the valley with a stone clutched in his hand 

He was only a boy but he knew someone must take a stand 

There will always be a valley, always mountains one must scale 

There will always be perilous waters which someone must sail! 

Against {rebaters}, with {Noncommissionables} 

{Direct Sellers}, {High Airfare} 

Let us {sell}, let us {sell travel} with a story to tell 

Into {the close}, Into Danger 

With {customers} that {keep us up} at night 

Don’t give in, don’t give up, but give thanks for the glorious fight! 

You can tremble, you can fear it, but keep your fighting spirit alive, {agents} 

Let the shiver of it sting you, fling into battle, spring to your feet, {agents} 

Never hold back your {close} for a moment 

Never doubt that your courage will grow 

Hold your head even higher and into the fire we go 

Into Fire, Onward Ho! 

What sets the most successful travel retailers apart is simply the courage to move forward no matter what the circumstances. Competition will always be a part of our industry, price-focused consumers are a fact of life, world events will always present challenges. Rejection comes with the package, as we are in sales, after all. Complaining about the facts is unproductive and even downright cowardly. The great ones in our business know these issues are “the fire” we must enter into and do so courageously!   

It is not only going into the fire that makes the best outperform all others—it is the fact that they, themselves, are on fire! When the great evangelist Jonathon Wesley was asked why so many people came to see him, he repliled, “When you set yourself on fire, people come to watch you burn!”  

It won’t happen with spontaneous combustion. But it will happen, as long as you decide to persevere through the challenges and set yourself on fire with enthusiasm! So summon up your courage each time you talk to a customer and as the lyrics say, 

Don’t give in, don’t give up, but give thanks for the glorious fight! 

Be thankful for the opportunity to plan someone’s vacation of a lifetime and provide a level of service that exceeds all their expectations. And no matter how tough it might seem… 

Never hold back your {close} for a moment 

Never doubt that your courage will grow 

Hold your head even higher and into the fire we go 

Into Fire, Onward Ho!