Freed: Focus on Sales Basics to Be ‘Wildly Successful’

For travel agents looking to grow their business, a fundamental approach to sales can help generate leads and create lasting relationships with clients.

“There is really no one silver bullet to be successful, but there are still many ways to be wildly successful,” said Vicki Freed, senior vice president of sales, trade support and service at Royal Caribbean International.

While “the business is constantly changing and evolving,” sales basics such as post-trip follow-up and daily outreach calls are still effective in driving business, Freed told an audience of mostly new agents at the CruiseOne and Cruises Inc. national conference aboard the Norwegian Breakaway.

Here, in her own words, are Freed’s tips for both new and experienced agents looking to improve their sales:

Wear your nametag
A question for everyone is how to get new clients. Wear your nametag in public – it is a very powerful conversation starter. When someone sees your nametag, they will ask what you do. Have that soundbite down. The one thing you don’t want to say is that you sell cruises or book vacations.

Make an impression
Three in five people who book cruise vacations will switch travel professionals and book their next vacation with someone else. The reason is that they either don’t remember who booked their last vacation or they were indifferent; they didn’t feel a stickiness to the relationship. You have to be in touch with your clients on a consistent basis, because if you don’t they’re not going to remember you.  

Write a note
I’m a big fan of sending people I meet a handwritten note. It’s more special today because it’s more unusual. We’re used to an electronic world but, let’s not kid ourselves, electronics are just tools and tools don’t create relationships. Conversations create relationships.

Make three calls a day
You’re not going to catch everyone live in this busy world, but you need to be the one proactively calling people on a regular basis. In your message, tell them you have exciting news then leave your contact information. Make three calls a day to your existing database and keep a log by your phone. If you keep score as you go, you’re going to feel good about your progress.

Prompt clients to invite a friend
Every time you are closing a sale, ask if there is anyone who may want to travel with your client on their vacation. People like to travel with friends and other people, but sometimes we have to prompt them to think about it. Statistically, one in four people will have someone they want to go on a cruise with. In sales you’re told to avoid yes or no questions, but this is more of a lead generation tip.

Follow-up after the trip
Always follow-up with a phone call asking about your client’s vacation, and let them talk because people who come back from cruises want to talk about it. If you have a group sailing, make the time to call them all. Call with passion and friendliness. At this point you’re not selling anything; you just genuinely care about the vacation they went on. If you can make your clients feel good, that’s what people remember.

Reach out to build relationships
It’s never too late to reach out to old clients. Some people may call back to say they were thinking about a trip. Most people don’t have a regular relationship with their travel agent, but you can be different. Loyalty is something we have to earn and work at.