7 Ways to Build Strong Supplier Relations

In retail travel, as in many other businesses, strong supplier relationships are a prerequisite for success. Successful travel agents rely on their supplier partners for everything from marketing dollars and support for customer events, to assistance when clients have an emergency overseas and insider knowledge about products and destinations.

But how do agents earn that level of support from suppliers? In Part 2 of our series on agent-supplier relations, suppliers share their advice.

1. Be eager to learn and to engage
“A willingness to learn is key, because this business is ever-changing. Something that works today will be different tomorrow. We appreciate agents that reach out to their BDMs to find out about new developments in the industry, ask for suggestions for marketing, and seek out learning opportunities,” said Phil Cappelli, president of Insight Vacations.

Joe Leon, Silversea’s vice president of field sales for the U.S. and Canada, values agents who are willing to engage and who invest in their own development. “First off is their willingness to engage with us, to come to us for knowledge, their wanting to learn more. Participating in the different cruise line universities is always a good sign. Some invest heavily in travel certifications; that shows a real commitment to the profession.”

“Passion is No. 1,” said Kristen Steele, director of key partners at the Globus family of brands. “We need to see the enthusiasm, the investment of time in their learning and the passion for what they’re doing and for getting out there and promoting.”

2. Have goals and a plan
Suppliers look for agents who have clear business goals and who can demonstrate how supplier marketing support will yield results. “You need to know your desired outcome, and you’ve got to have a business plan,” said Brennan Quesnele, vice president of sales for GOGO Vacations.

“My sales team will have a conversation with the agent around return on investment and how we can partner together, around what is this going to do for your business and for growth –– meaning that you have a goal and you’re working to achieve that. It’s business basics, metrics 101.”

Having personal goals is important too, he said. “I’m big on goal-setting, knowing your direction at the individual level.”

3. Focus your sales and dive deep
“We love to see agents really focusing on select partners,” said Steele. “Pick a few of each, a few big cruise lines, a few all-inclusives—whatever you really want to sell. Learn about them, get to know the way they operate, their websites, their agent portals, their specialist programs.

“We love it when agents come to us and say, ‘I’ve done my research, I’ve done your webinars, and I want to sell your product,’ or really want to learn more about our product––those that raise their hand and say, ‘I want to partner with you.’”

4. Dive deep with customers too
Agents who are skilled at matching customers to the right product, rather than simply fulfilling customer requests, also earn supplier support. “The best agents don’t go for the easy sale. They really qualify their guests to get to the root of what drove their interest. What’s the customer’s real need?” said Leon of Silversea. “It’s asking questions so you really understand what your customers needs are for this purchase, so you can put them on the best product.”

5. Tap suppliers’ expertise
Being open to supplier guidance and expertise is another quality suppliers value in agents. For example, you might be thinking about investing heavily in a consumer event but lack prior experience. That’s a good time to ask for and listen to the advice of your supplier business development mangers. “That’s where the partnership is key – finding a solution together,” Steele said.

The same principle applies if you’re having difficulty closing a sale or landing a piece of business, Steele said. “We want the opportunity to figure out what we can do to get the sale or get the group.”

6. Affiliate with a good network
Agents gain credibility when they belong to a respected travel agency group or network. “Travel agents who are affiliated with a large supportive network get our attention because they’ve made a commitment to that network and to their growth,” said Quesnele of GOGO Vacations.

7. Remember, we’re all human
Personal qualities such as communication, caring and loyalty go a long way toward positive supplier relationships – and so does old-fashioned gratitude.

“We like agents who are open and trusting. This helps cement and strengthen the relationship between us and lets us mutually benefit. We know they will be a one-stop shop for the customer, and they know we will back them in terms of commissions, support, and more,” said Cappelli of Insight Vacations.

Loyalty counts too, Steele said. “Remember who has your back. When a vendor jumps in to save the day, or partners with you when you’re in a last-minute predicament, remember that when you have a choice of vendors.”

And don’t forget to show appreciation. “It means the world to me when we receive emails from agents thanking us,” Steele said. “It’s that personal aspect, that we’re all human. When someone’s efforts are acknowledged, it builds trust.”