PLUSGOING FOR GROUPS The O&M The EDGE Corporate Opportunities The Frontline The BDMA NEW OPEN ENDED QUESTION The COMIC-ALL Training Tool SOMETHING TO LEARN ON EVERY PAGE
AUGUST 2011 In this issueWho loves groups? Yeah… everyone! That’s SOMETHING TO LEARN ON EVERY PAGE a good thing as there are so many groups to THE O&M – Salary to Revenue be had – actually more like so many groups to be created. So make sure you read that THE FRONTLINE – Work Space Management article and get busy asking everyone about THE EDGE – The Deep Ancestry Niche which associations they belong to, church, hobbies… dig for those groups! CLOSING THE SALE 2 – The Either or Close . In this issue we’ll look at another closing THE EXTREME BDM – Fam trip ROI technique, review the latest open ended CORPORATE OPPORTUNITIES ‐ 16 To Be Exact question plus take a hard look at sixteen revenue generating opportunities found in GOING FOR GROUPS – Big, small, create them all! each corporate account. BE THE SALE ‐ by Steve Gillick, CTM. What else? Ah yes, I’ve included a page FROM THE BOOK – Skype Sales & Service titled: Something to Learn on Every Page and the focus is to point out the variety of THE COMIC‐ALL TRAINING TOOL – Using Graphic Novels fonts and colour schemes I use in Selling Travel. The concept is to show you these MANGA MANAGEMENT – Communicating With Students various combinations – some work some THE QUICK REPLY CODE – And Where To Stick It don’t and that’s the point. W5 + 1 – A New Open Ended Question Don’t forget, if you need help with anything PRODUCTS & SERVICES – SMP support resources. you see in Selling Travel I am as close as your email or Skype button. BACKPAGE COMMENT – Something to think about. Best regards, Steve Crowhurst, CTM Publisher www.smptraining.com email@example.com Skype: smptraining1 T: 250‐752‐0106 Selling Travel is owned and published by Steve Crowhurst, SMPCHECK FOR WEBINARS HERE Training Co. All Rights Reserved. Protected by International Copyright Law. Selling Travel can be shared, forwarded, cut and pasted but not sold, resold or in anyway monetized. Using any images or content from Selling Travel must be sourced as follows: “Copyright SMP Training Co. www.smptraining.com” SMP Training Co. 568 Country Club Drive, Qualicum Beach, BC, Canada V9K 1G1
SOMETHING TO LEARN ON EVERYYou may have noticed that each page in SELLING TRAVEL is different PAGEfrom the next. The heading font, style, size etc., is not constant as you find in most magazines. The reason for this is to show you graphically as many fonts, styles and colour combinations as possible. A STUDY BY CRAYOLASome of the layout ideas you’ll look away from and shudder (!), others you PROVED THATwill like, and others you will think “I can use that if I changed it here… and THIS COLOUR, DARKhere…” and go on to create your own graphic, image or header, kick BLUE, IS THE COLOURstarted from what you saw here in Selling Travel. That’s the idea anyway. MOST PEOPLE SEEMED TO LIKED BEST.In this issue I have started to record the font style and listed it under each title – this will shorten the time it takes for you to source it in Check to see if such a colourWordArt, Word or PowerPoint. The font used for all content or most of it survey has been conductedis Calibri. in your country. The same thing applies to the graphics and images I use to support the We, that would be uswritten information. Once again, hopefully you can learn from what you humans, tend to let coloursee and apply it, change it, delete it, own it and use it your way. influence our purchases by as much as 60%.My graphics range from clipart, to comics, to line art, photos and also there are graphics that I create myself using The Logo Creator, Photoshop, After reading the survey I changed the colour of mySnagit and a few other software programs. email text to dark blue. The creativity comes in knowing what to crop, to study the sight The chart below was created by Joe Hallock lines in an image, to look at the after an extensive research project with the perspective of an image or goal of discovering cultural similarities (and differences) based on color association, graphic and crop as the mood preference, and internet activities. The survey takes you. This comes a little is fascinating despite 79% of responses easier to me as I have been an coming from the USA and the balance artist and photographer for worldwide. Make sure you read the colour by many years. If you have any male & female preferences, also by age. Click on the chart to see the survey. artistic talents then of course they will help you change whatever you see in SELLING Use any and all artistic talents in your travel marketing – hang your art in TRAVEL into something more your agency. Start a conversation. suitable for your marketing Talk about Art Tours of The World… activities. create a new niche perhaps! As and when you do use any of the layout ideas you see here – be sure to let me know so I can pass them along to other readers of SELLING TRAVEL. Title Font: Blackoak Std
The issue about getting a return on your salary investment and the salary to revenue %...Wouldn’t it be great just to manage the The result is what each member of the team that’s selling is to agency with no thoughts about anything produce – at minimum. Produce that figure and the company is else like HR and salaries? Well that’s not breaking even. Next step then is to add the profit you need and going to happen so best to get this issue want. You need that profit to grow, to market, to increase salaries and so on. You decide whether you need to profit by sorted quickly. $100,000 or $300,000 – now add together your operational costs and the profit you want. Take that grand total and divide I recall when I was an agency owner I had a it by the number of sales people once again. The result is the member of the team who consistently asked revenue figure each person should, produce for their salary. what his motivation was to produce more revenue. Of course I went through the usual The X 3 Ratio “nice guy” chats until finally the light went on Most industries work on a X3 to X4 rate of return on their and I realized I was not responsible for this salary investment. If you are paying a consultant $30,000 then person’s lot in life. So the next time we had to you expect $90,000 in revenue commission (not sales). If you meet my answer was “Your job. That’s your are paying someone, your top counsellor $50,000 then you motivation. If you don’t want it, can’t handle it I expect $150,000 in revenue commission. can show you a document coloured pink!” Today of course you cannot say such things. Shame! Some travel agencies offer salary, bonuses, overrides and so on and to the point where the counsellor is earning way more The thing was and still is, when someone accepts than they produce in revenue. It’s not the counsellors fault of a job with your agency, they are signing on to course. help you solve the ‘profit problem’ – they have agreed, by accepting the job, to work hard, The Go Commission Option prospect for business, close sales, ask for It’s amazing how many high revenue generating counsellors referrals and to make sure every client is fully cannot move to being independent and live off their talents by covered and protected through travel insurance. going straight commission with their agency. It’s a confidence Of course each of these “you shall” statements thing. For you the owner, it’s another option to put before your should be on the employment contract, or sales team so that everyone earns what’s due to them. agreement and signed into effect. After this, there can be no discussion – the job is to Other options you can present would be: produce and produce well. But by how much? Rent a desk and pay as you go use of services The Salary To Revenue Ratio Work from home as a tethered agent This formula is not restricted to the travel trade – it lives in all businesses and all industries and it’s Become a home‐based independent contractor a calculation that should be in all start‐up Offer incentives at various revenue levels business plans. First you determine the operational costs to run your agency. Next you Allow suppliers incentives to be earned independently add your owner’s salary, then you add staff Pay a % of travel insurance revenues over target salaries and if that’s the lot you total it. Now you divide it by the number of selling staff. Logo Font: Mandingo
The FRONTLINE! Where it all happens. Where the sales are made. Where the excitement is. Where WORK SPACE MANAGEMENT is the name of the game! Work space management is something you might want to There’s your measurement of whether or explore as it can and does lead to more sales. The answer to not this pile is working for you or against more sales lies in the efficiency and output capability of the you as some people connect messy with area designated as ‘your space’. In a 21st century travel agency poor service. your work area includes the real estate on which your desk sits, where you sit, where your clients sit, the top of the desk, the THE WSM PLAN 1. Remove any and all fuzzy things from run‐off and what’s behind that computer screen. So let’s your computer and desk… look like a explore how you can increase your sales through a work space travel professional. management plan. 2. Set up an customer A‐Z, or monthly filing system. The Desk 3. Use MS Outlook calendar, tasks and This piece of furniture is what a mechanic would call a bench. It’s reminders or a similar system to keep where the tools of the trade are – they typically surround the bench so yourself on schedule. that they are in easy reach and once used they are put back in place. 4. Open and minimize the websites you The tools are cleaned, corrected, sharpened and replaced before they use and refer to most often. become too old, obsolete and do any damage. 5. Have files you are working on today stacked or stored on your desk. Thinking about your desk as a mechanic would think about their bench, 6. Open a folder in your computer and what tools of your trade can you see? Some obvious tools would be name it Filing Cabinet. This is your your computer (hard drive, monitor, keyboard, mouse…) pens, electronic filing cabinet where you notepads, brochures, take‐one brochure stands, files… anything else? copy and past ‘everything’ in separate and clearly named folders. For The Desk Draws instance you find a pricing chart for a If you were to fall into any one of your desk draws how long would you supplier – you open a folder named be in there before finding your way out? Are they jammed with ‘stuff’ ABC Pricing Chart. Now it’s easy to or are they tidy? Can you find what you need in an instant? locate and view anytime. The Floor Under The Desk Overall, tidy your work space so you can In a travel agency this area is usually used as a filing cabinet. This is find things quickly, react quickly, respond where you drop things from brochures to hotel manuals, cruise quickly and process the booking quickly. manuals to whatever it is you don’t want on your desk. It’s common in These simple actions will help you better the trade – the art of work space management however is this: can the manage your workspace and your sales. client see the mess? Frontline Font: PlazaPUit
AS YOU ARE FREE TO DECIDE YOUR OWN NICHE MARKET – HOW ABOUT GOING INTO THE BUSINESS OF GENEAOLOGY, ANCESTRY AND DEEP ANCESTY? THE HUNT FOR ANCESTORS IS WORLD WIDE WHICH MEANS LONG HAUL TRIPS.I have to admit I love the challenge of searching for those long lost rellies. Mine are now scattered from Australia to the UK to Ireland , Canada and one old fella holding his burial plot I’m looking for real‐time challenges that stop you from in Borneo. My paternal grandfather’s brother being the best you can be. Be sure to include your email George and former band leader of the police band and website links. Thanks! there. Well that’s the story anyway. All this and more came with a price tag over time of $3,000 as I hired a genealogist to track down my maternal Here’s how you can get this ball rolling: grandfather who left the UK in 1910 to homestead in You can open an account at any of the ancestry websites and Canada – returning in 1914 and WW1. We had family even explore the online documents that the Mormon Church in in workhouses, we found the church and some Salt Lake City make available for free. They have 4 Billion original family members headstones, found out my records from around the world on file. Here’s the link to their mother’s family name was a name recorded in the site: www.familylink.com crypt at Canterbury Cathedral as being on the first boatload of Huguenots leaving France. Our surnames Okay, assuming that you have found your lost Aunt… you can traced back to the 11th century too. Not necessarily now start to prepare your tour to where she is located. She our branch of those surnames – but still, fascinating could be buried within your own country or she could be to find out. And that is what will help you enter this overseas somewhere. Tracing back further and further, very lucrative niche market. It’s fascinating! chances are your relatives came from Europe if you live in North America, Australia, New Zealand, Africa… then again, going back to when the migrations started, you’d be back ‘home’ in Africa and this means you need to start reading up on So why is this niche a good one? Well it’s all about what is now called ‘Deep Ancestry’. Back to your tour. timing and the time in many peoples lives, especially those mid and late Baby Boomers who, like so many Let’s say your ancestors came from Italy. You can now start to people reaching mid fifties and sixties suddenly want advertise that YOU are going to Italy to trace your relatives. to know their family history. This is a world wide You may even keep the tour reserved for people with your last situation from Japan to Australia to Central Europe – name… or you may open it to anyone seeking ancestors in no matter where you live, this niche can work for Italy. you. You could hire in the services of a genealogist who is To truly understand the fascination and excitement knowledgeable about tracing people in Italy and include this you may want to start the search for your own cost in the overall tour price. This not a cheap tour by the way. ancestors and then, I guarantee, your tour ideas and Collect all your costs and add a hefty commission for you. groups will form. The Edge Font: Baby Kruffy
At this stage you have your own ancestors to trace, you have chosen an area or two in and around Italy to tour, you have a genealogist on your team and you would In the USA, looking for ancestors is the have by now arranged tours of certain museums and second most popular hobby. Gardening is historic sites. Now don’t forget to include areas of cities first. Looking for ancestors online is the and towns that perhaps haven’t changed in centuries. second highest search activity. This will add to your clients tour as they step back in Source: NG time and almost experience how their ancestors lived. They could even touch a wall that their ancestors touched, sit on the same steps and walk the same How many of your clients would like to ‘go deep’ and have pathway. This is powerful stuff. you arrange their personal ‘out of Africa’ tour? Hard to say – and well worth checking into. Check the map on the previous page. That’s the route my There is also a way to sell the services of your ancestors took. Seems my DNA and my genetic markers genealogist and have some revenue flow to you. A took me to Central Asia, then for some reason turned left! typical fee might be $25 ‐ $50 per hour… so mark it up So off “we” went to Europe, France, Spain and finally to accordingly. This pre tour activity can help build the the UK. excitement for booking on your tour. FIRST NATIONS JOURNEYS You might consider hosting lessons on how to search for If you happen to be a person of Aboriginal ancestry then one’s ancestors… these ideas simply put your name out imagine the journey you will piece together for your there plus you have a chance to close anyone who clients. attends your workshops, to take your tour. DECISION TIME You can lead your own tours or you can promote the fact So what do you think about this niche? Could you get that your niche market is Ancestry Tours and book your excited about it? Could you sell it? It will take some work clients to wherever they want to go hunting for their lost and obvious research – and it won’t come easy. However Aunt. These arrangements would be an FIT of course and there is probably not one agency selling this type of travel no doubt heading off in all directions. in your area. That’s for you to check out. DEEP ANCESTRY CHOOSING YOUR SUPPLIER This is more than fascinating. Not sure if there is a word Yes there are suppliers already offering ‘Out of Africa’ to cover this off actually… you just have to experience it. tours. Check your preferred supplier list and make the I am talking about the National Geographic project called call. If nothing there – go online and research. Genographic. To participate you purchase a kit from the NG store and that will cost you $100 USD. You’ll submit two DNA samples (swabs inside your mouth) and then Here’s the link to the National Geographic website. you wait for a few weeks as your DNA and markers are https://genographic.nationalgeographic.com/genographic/index.html analyzed. The outcome is the journey your ancestors took out of Africa to get to where you now live. Now if A good place to start your you emigrated from where you were born then your research would be right journey will end there. here… read this book and many others you can find Now let’s explore what there is to sell here. How about a online. Remember, each tour to Africa and then working your clients ‘out of migration route is a new tour Africa’ tour back to where they were born. If you are for you to plan. wondering if this can be done – it’s already on the books. One American chap, had his Genographic journey map REPORT BACK IF YOU MANAGE TO TURN THIS and then set off to find the peoples and cultures that his NICHE IDEA INTO SOME gene markers say he belonged to. One African tribe SERIOUS ANCESTRAL COIN! welcomed him “home”.
THE EITHER OR CLOSE We carry on with our series of closing techniques and this month we’ll explore the EITHER / OR close. Parents use this closing technique every day with their kids and more than likely, you had it used on you too when you where growing up. The Either / Or close has many uses that range from setting and securing an appointment to using it as intended, to close the sale and generate that new business we keep talking about. So let’s go. The Either / Or Close is based on your ability to ask, “this… or this?” Not “this, this or that…” Just “this or The Principal Behind The Technique this”. The Either / Or close is also known as The The Either Or close works by offering more than one, but Alternative Close and the key is to control your desire not more than two clearly defined alternatives to your customer. to lay every possible travel combination on the table. The number of choices you put before a customer in any selling situation should be a maximum of three. Beyond There is a slight difference between the Either / Or that you will confuse your client and set yourself for an “I’ll Close and the Alternative Close and that is one think about it…” response as they now face a more additional item. The Either / Or Close works when you complex decision – choosing from multiple options. present two offers, and the Alternative Close works An extra technique that can be effective is to add a slight when you have two to three offers on the table. nod when offering the preferred choice. This can be accompanied by subtle verbal emphasis on the words. The Technique Behind the Either / Or Close: The technique is very simple and it works. The key once More Examples again is to curb your enthusiasm to showcase all your Did you prefer the outbound or the reverse itinerary? products. By questioning your client properly and Which insurance coverage best suits your needs, defining their needs, you should be able to qualify and package A or B? identify the best product for the vacation they want. How will you be paying, cheque or credit card? How it works This or This: It’s this simple! “Would you prefer the cruise departing Each time you ask the question, “this or this” the customer is choosing from two options – eventually settling on one. on the Saturday or the Monday?” “Which dinner sitting is best for you, the first or second?” “Okay you have Now you practice until you can use two choices on the hotel room, ocean front or ocean this technique and apply it in all situations. view…?” It’s simple because you keep the offers down to two. Let’s explore how else you can use this close.
The Either / Or Close can be used very efficiently when THE EITHER OR CLOSE FOR MORE arranging to meet your clients. It works person to person, over the telephone and in text via email. THAN TWO OPTIONS Here’s how it might sound over the telephone: Yes you are right, many times there are more than two choices, it’s true, but then again you must be “Hi Mrs. Gottago… thanks for your voice mail… yes I careful not to let the choice go beyond three and know, that cruise sounds wonderful… now, when can here’s why. we meet… I’m checking my calendar (it’s empty by the way…) well I think I can fit you in on Tuesday or Believe it or not, we as in you and I have been Wednesday, which day (Either/Or) works for you? somewhat brainwashed over the years to think in 3’s. Tuesday, terrific, now let’s set a time, morning or Long ago we learned our ABCs. In sports we always afternoon which do you prefer, afternoon, good so wanted to be first out the first, second, third options, how about 2 or 3 pm, which works best for you… 3pm, we know we could win gold out of the three options done, I look forward to seeing you on Tuesday next at of gold, silver, bronze. The Three Musketeers, Three 3pm. I’ll send you a follow up email and I’ll confirm Blind Mice… are you seeing the light… it’s a three‐up with you the day before. Great, see you then. Bye.” world. We are conditioned to three. Your customer, whether they know it or now, thinks in three’s. Don’t forget what was mentioned in the July issue of SELLING TRAVEL when we explored the Assumptive So now, your Either / Or… will sound like this: Close. On the telephone – it is the tone of your voice and then the words as to what the customer is “Well Mrs. Gottogoback, here’s what I’ve found for responding to. So when you “this or this?” to your you – your choices are these three itineraries and they customer, make sure your tone of voice is up beat, range in price from low, to mid to high meaning luxury inviting and sounding interested in ‘seeing you soon’. hotels are used by this company (pushing the brochure forward with your finger directing the client’s eyes to the glorious views from the luxury room balcony) – isn’t that gorgeous! Now the other two companies offer less attractive accommodation in hotels that are slightly out of the old city centers. So let me ask you first, which would you prefer (Either / Or) being in the old city areas or close to them? Okay, I think that’s a good decision being able to walk out of your hotel and being right in the heart of 16th century buildings. So that means we’re going with this company, now they do offer three levels of pricing for their luxury hotels… let’s review the categories together and then you can tell me which of the three you prefer…” As you see, “we” had to mix in an Either / Or Close This or this? This or that? with a slight touch of the Alternative Close, but managed to cut to the chase using the Either / Or Close to focus the client on the luxury supplier. Then it But what if there ARE more options? was a matter of selecting which luxury category. _________
On this page we enhance the sales relationship between supplier BDMs and the travel agent. Outcome: faster, quicker, larger, higher revenue sales!GETTING A RETURN ON YOUR TRAVEL 1. Practice Selling: This is perhaps the most crucial element and AGENT AND MEDIA FAM TRIP INVESTMENT hardly ever conducted during a fam trip, so you might get some pushback, but stick to your guns and follow through. You want your Putting on a fam trip for travel agents and or media costs fam participants to become your ‘sales team’ upon return to home base – and so will the money, a lot of money. Those costs mount up in terms of agency owners paying the bill. time and energy invested in the planning, the cost of rooms that hotels and resorts donate, same for cruise 2. Offer a Sales Incentive: staterooms, same for sightseeing, food and beverage etc. Many suppliers refund the agency the cost of the fam if the agent who took the fam Something that a BDM may not know is the cost to the agency produces X number of bookings. That ‘X’ is owner who is sending one of their team on that fam. The cost to yours to decide and should form part of the the agency owner for one agent to be away for one week can original criteria for accepting the fam. range from $3,000 to $10,000+. The difference is in salary, benefits, cost of the fam and lost opportunities. It is therefore 3. Collect The Marketing Plans: imperative that as a BDM you have a plan in place for both your During the marketing session have each company and the travel agency owner / manager to recoup the member on the fam create a one‐pager that joint investment and generate revenues exceeding that spells out how they intend to promote your investment. product and the expected sales / number of bookings. Make a copy and use this copy as Here’s a list of ideas to help you get an ROI on your fam trip your coaching tool. Also, meet with the investment: agency owner to get their buy‐in. Remember they need a pay back too and to get that ROI 4. Establish a criteria for participating in your fam: they will need to support their agent with a. If you accept an agent who already knows your marketing dollars. product and taken this fam before then your offer is not a fam, it is a thank you and a vacation – and that’s fine too, you just have to know. Coaching For Sales b. Accept agents that have the ability to produce for you Call and ask the agent how they are doing. and that means they have access to promotional Offer ideas. Push for the sale. Ask the agent to funds upon return, that they have a desire and a plan deliver a presentation to the rest of their to sell your product, specifically the fam destination, agency team – ask them to help sell. Meet they have an existing client base – PLUS the tools to with the agency owner / manager and ask promote to that existing client base, and NEXT a plan them to coach too. It’s an all out team effort. to attract new clients to your product / brand. Do this and you should realize a healthy ROI which means the agency owner will be more 5. Establish a training plan whilst away on the fam: than pleased to invest in YOU again by a. You should consider a minimum of 4 hours of solid, supporting your fams and products. interactive sales & marketing training. The fam trip is the product knowledge training in motion – the real need is the knowledge on HOW to promote “this” destination and product being experienced first hand. Remember the BDM Mantra: b. The next step is to show your fam participants HOW “If I can’t sell it to them… to create a marketing plan and cost it out. they won’t sell it for me!” BDM Font: Baily
CORPORATE OPPORTUNITIES There was a time when ‘the trade’ seemed to dump the corporate travel segment as a loser. Just no point selling into a low to no revenue generator. This was good news to the agencies and agents that hung in there and worked their magic as more and more accounts came their way. Some agencies for‐went the air, hotel and car services and opted for one or two niche market opportunities. So here’s your chance to re‐think the corporate market and perhaps initiate plans to secure a piece of the corporate pie. Here’s your opportunity list: 1. Air hotel car 9. Meetings 2. Conference 10. Relocation Services 3. Conventions 11. Trade Shows 4. DRP Consulting 12. Training 5. Groups 13. Travel Apps 6. Inbound 14. Travel Management 7. Incentives 15. T&E Consulting 8. Insurance 16. VIP & Vacation Club By focusing on any one of these sixteen opportunities Big Fish Small Pond: This comment refers to the you can generate revenue from commissions and also large account that is just one more large account to from service fees or a combination of both. the agency of record. What this account is looking for is that great service they experienced when they The fee side of the equation means you know something a were the largest account an agency had. It makes a corporate account or traveller is willing to pay money for. So great selling point to mention, “You would be our what do you have up your sleeve that no one else has? largest account and we will service you beyond your expectations…” In other words this account would There’s another equation coming into the mix and it’s the return to being the big fish in a smaller pond. recognition of the female executive, owner, manager, traveller. For the male marketers out there – executive Know Your Limits: If you are going to go after women don’t do pink! When selling to the female executive corporate in your area, make sure you know full well keep it executive. your level of knowledge, service capabilities and tools of the trade. If you are gunning for accounts What you can do is consider the needs and wants of the worth multi‐millions then you will need high‐end female traveller and if you happen to be a female travel management reports and a host of software agent then you have a head start on your male counterparts programs that can select a special seat as soon as it and the opportunity to start an Executive Women Only clears. If you cannot truly service these large and division or niche market. intricate accounts – stay away. Title font: Copperplate Gothic Bold
AIR, HOTEL & CAR: INSURANCE:Every agency is servicing this segment however there are Sure, every agency sells it, but few are specializing in it. To do niche markets within this generic need. You can book this means you know about Kidnap and Extortion insurance in scheduled or you can offer private jet. Go one better and addition to the standard fare offerings. This level of insurance especially in this day and age, you could offer emergency one‐ sale also includes that emergency private jet extraction service. way private jets for when a CEO needs to get home urgently. Once again, given the generic state of the world – this is a Same thing with the car requirement – could you not offer a timely segment to focus on. certain brand, or be the agent that adds that pleasure component to the business trip. Offer that gull‐wing thing for a MEETINGS: day. Despite the fact most meetings are deemed boring and produce nothing but the next meeting – the market remains huge! To be CONFERENCE & CONVENTIONS: best in selling this service you can add a training component for It’s important not to get the two mixed up. They are not the your accounts based on ‘how to hold an effective meeting”. It is same. A conference is all about the group. They go to convene, a skill. It is an add‐on you can prosper from. Become a certified to chat, to meet, to engage, to learn and above all participate. meeting planner if your intentions are focused on this A convention is where people go to sit and listen to the person opportunity. hogging the stage and mic’ and then shout rah rah! What you’ll be selling here is your creativity in terms of conference RELOCATION SERVICES: themes and for the conventioneers, you’ll be selling pre and This service should be offered by the agency of record. Many post travel services. times it is a forgotten feature. There is money to be made by offering this as a stand alone service. Relocation services range DRP CONSULTING: from house hunting to renting apartments to flights for the We seem to be entering an era of wild weather and shifts in family. It is intricate and can be rewarding. various tectonic plates. There are disasters on the horizon and many of your accounts to be will need an education on TRADESHOWS: business continuation if and when disaster hits them. If you Do you have a planning skill and competency? This might be for like this opportunity start to explore how and where you can you. I’m sure you’ve attended many trade shows and have a store and retrieve your data, find routes out of the city and decent understanding of what works and what doesn’t. Check which city supports yours in terms of crisis – there is always a which corporations put on tradeshows, invite yourself to a back up system. Imagine a massive earthquake. CEOs need to meeting and find out if there is a fit for your agency. keep things going. Aircraft cannot use the runway. Roads are damaged. How will you extricate your top account’s CEOs and TRAINING: their teams and where will you take them. Sounds like a movie Around the world, corporations are engaged in more training but it’s real and hopefully not coming to a city near you! and development. Continuing education is the route to being the best, the sharpest. Employees and managers will be taking GROUPS: courses in town and overseas. Ask the question. So many group opportunities within the corporate account market. If you deal in groups now, you could add a corporate TRAVEL APPS: division too. Be ready to say to a corporate account, “There’s an app for that!” and then be ready to show, tell and sell. It is the world of INBOUND: techno‐travel. The senior managers in age range of 60 plus are Many accounts deal overseas. They arrange to bring in their embarrassed to say they are not working at 100%. That they are overseas partners. Some partners are based in third world deficient when it comes to new‐tech. This is your invitation to countries and your account might be accessing local funding make a friend. Show them how things work and charge for it. and government initiatives to pay for the inbound trip. This opportunity requires knowledge of those initiatives. TRAVEL MANAGEMENT: Can you write policy? Can you put a compliance plan together? INCENTIVES: If so then here’s one more service you can market. There are In corporate speak there are sales and non sales incentives still hundreds of companies without a proper travel and rewards range from attending the conference or management plan. You can give it away in exchange for the convention to visiting head office to going on a cruise, to account or you can be businesslike and charge for this service. driving a BMW for a week, to a new laptop, to paid baby sitting services for one year. There you go. A huge market in T&E CONSULTING: any country. Takes study. Requires massive creativity and the Some companies have control over their T&E and others are ability to present well. There are many ‘incentive houses’ dying! This can form part of your travel management schedule already in the business. So the competition is strong. Work on of services. a specialty and you could do very well.
VIP & VACATION CLUB: Last but not least, an opportunity to pick up more vacation business from the corporate community. There are many corporate agencies who do not bother with vacation travel. That’s their business model and it offers a non‐conflicting opportunity. If you favour collaboration over competition then you make the call to the larger corporate agencies and discuss how you can handle the leisure side of those accounts. If that’s a big step then simply start knocking on those corporate doors. Start building a Corporate Travel Club and grow by the number of employees at each company. As you know some firms employ thousands of people. Imagine after a few months of hard work, you call your preferred suppliers and say, “Hi… I have a qualified group of 20,000 customers, let’s talk price.” These 16 opportunities reside in almost every account – the ones you are serving now as the agency of record and those accounts you plan on targeting. If you have not yet closed your existing account list on the remaining 15 after Air, Hotel and Car then chances are you are missing some serious revenues, or, your business model just doesn’t roll that way. It’s all good. Just make sure you have covered off the thought as some accounts are wondering why you have never asked for their conference business, or offered ideas for their annual incentive program. Wherever your agency is located in the world, all of these Speak with your travel insurance provider for more information 16 opportunities are available to you and possibly more. and ask them to take you on and train you personally. Make sure you have this list built into your corporate service plan and be sure to ask the questions when You may not believe it, but back in the day, I even offered to standing at that table and need something to put on it. provide leather briefcases and deliver them to the client. What would that equate to today? I guess you would pick up an iPad, It’s already been mentioned, that each of these visit your baby boomer senior manager and show him / her how opportunities are in fact stand along business generators to use the travel apps etc. Yes someone in the firm could do for those who would like to specialize. My favourite is the this, but that’s not considering the human element of being Insurance Specialist idea. Come up with a better, more embarrassed to do so. zippy title as you check the commission revenue of an insurance sale PLUS your other services which can include So there is your sixteen routes to more revenue from your health information, the private jet extraction and so on. existing accounts. Good luck! Check locally for these services.
YOUNG, OLD, HIKING, BIKING, SINGLES, MARRIEDS, FAMILIES, COACHING, TOURING, CRUISING… DOES IT EVER END? SHORT ANSWER: NOPE! THE POTENTIAL FOR GROUP BUSINESS IS HUGE – ALWAYS WAS, ALWAYS WILL BE. IT’S JUST A MATTER OF YOU GETTING SORTED TO GET YOUR SHARE AND ONCE YOU ARE GOING FOR GROUPS, WELL WHY NOT GO FOR MORE GROUPS! You know it to be true. Every BDM that visits your Speculating in groups can be a dangerous business if you agency or calls by phone suggests you sell more groups. have not cut your teeth on organizing ready‐to‐go Everyone can tell you to sell more groups what they groups such as the church group that travels every year don’t give you is the how to. One of the reasons is this: to visit religious sites. After three or four of those you they don’t know how. They know ‘what’, they don’t may have learned your craft to a sufficient level. know how. In fact there’s the rub, few BDMs have ever sold their own product and many more have not yet To get you going for groups the suggestion here and is experienced their own product. Bit of a Catch 22. Here that you package yourself and your experience plus the then are a few ideas to nudge you forward. experience of your team and pitch yourselves as a team of group planning extraordinaires. From this point on then, you are no longer scheming to gather 16 people To focus on groups you have a couple of ways to go for a minimum cruise group sale of 8 staterooms. And about it. You can sell your group planning experience you are no longer trying to fill a 46 seater coach. What and service the business you attract – and that means you are trying to fill is your schedule with meetings that planning whatever type of group comes your way. Or, include the director of a club, a corporate meeting you could create the group package, itinerary, etc., on planner, the tour leader of the local art club and so on. spec and then market it. Usually the later requires that you know about the destination or the type of group you Now all you need is your promo’ kit to send or hand out. are planning, and you’ll need deep pockets too. Title Font: Calvin
Here are the sources of your non‐speculative groups: If you like to plan events then your talents can be pitched to arrange corporate meetings and on the Advertise for tour leaders who have their own other end of the scale, group weddings. That would customer following. These tour leaders can do it be the bride and groom and 50 relatives. Sure you themselves, however, sometimes they prefer to let could go the all‐inclusive resort route, or, you can someone like you make the arrangements and share go extreme – to the desert, jungle, mountain. commissions or go for free with a small spiff for bringing in the business. Check out this website for As you know, the baby boomers are fading away ideas: www.grouptravelleader.com over the next ten years… many have a bucket list – things they want to do before they kick that Then there are the ‘official’ group leaders such as ornament! Before You Die groups can happen. It’s a directors or leaders or anyone who heads up the niche market for sure – once again, you do not go organization, club, membership and so on. A prime on risk. You pitch your talents as the one who can example would be the vicar! Obviously the head of “…take you and your life‐long friends on a memory the congregation, there’s probably a body of people that will last even beyond your life time…”’ who assist the vicar… and this is the group you’ll need to impress when selling religious groups. If you have a speciality – you may be an Aussie Specialist, you might be a professional We can move on and up the ivory tower to the photographer, an oboe player… who knows what corporate world and here you would be dealing with a you have working for you. So, promote yourself as few hard cases. People who really do know their way the Australia Group Specialist. Whatever camera around group planning. Chances are they have dealt you use, a Canon 60D for instance, be the with an external meeting planner and know the photography group travel specialist for owners of questions to ask. Canon 60D’s – then everyone can help everyone else re the same camera. Point to note: there’s always a reason why such companies start to look over the fence for new talent. One reason is that the creativity of their current group Okay one more… sports car lovin’ couples, a arranger has run out. The suggestions are tired, old, convoy, grouped, travelling the road together. You been done before. Other companies are off the wall could even arrange a rally. and slightly whacky. To win this account you would need to be well grounded, highly creative and able to deliver what you suggest in terms of destination and events. If you have a previous life and career prior to entering the travel industry then take a look back and ask yourself if your previous industry ever travelled in groups, held meetings, hosted training events and conferences etc. We know accountants do, we know that manufacturers do, sales based companies do… so chances are your previous industry would be a great place to start promoting your group travel services. Over to you. Going for groups should be time well And besides, you speak the language and some of spent and very lucrative for you. Spending huge sums your old clients may just want you to handle their of money marketing a speculative group is not the way next conference. to go at the moment. Market your talents and push the word out there through press releases, workshops, Social media = social groups. Yes you can use social webinars (to the consumer) Skype sessions and all media to suggest to your clients, ‘get a group of social media. Wear branded clothing and have your friends together’… and head south, or north… to Asia, logo imprinted on the bottom of your sneakers!! Okay to the beach… you might offer a few suggestions to just kidding… but hey, ya never know. Some have. assist the gathering of friends.
Guest Article by Steve Gillick, CTM Meditation, Gestalt, Credentials, President & COO, CITC firstname.lastname@example.org Motherhood Statements and YOU! ‘Being’ something, means owning it, In fact, we live in a credentialized society where empathizing with it, identifying with it and, in a zen‐ quantifiable expertise trumps motherhood statements like sense, becoming ‘one’ with it. Your mantra for of “we’re the best” of “we’re the cheapest” or “we this article is “Be the Sale…Be the Sale…Be the Sale….” care’ or “we provide genuine travel experiences” and on and on. The first time I heard one of those “Be the…” statements, was on a trip to Seoul in 2002. The Reds—the beloved And how exactly do you quantify your expertise? South Korean FIFA Club‐‐ had made it to the semi‐finals and Hey! This is where your credentials come into play— were about to play Germany to determine the 3rd and 4th those career achievements that make you who and place positions in the tournament. From our 20‐something what you are (part of your own gestalt) and allow you floor in the Lotte Hotel overlooking the central downtown the ability to stage or orchestrate a successful sale. area of Seoul in which large screens had been set up for Credentials include the travel program from which everyone to watch the match, we could see a virtual sea of you graduated; the specialist designations or other red shirts, each emblazoned with the directive to “Be the continuing education programs you have completed Reds”. But it was more than just a slogan as the whole city on your own time; the professional industry seemed to stop to embrace their team and ponder the designation you achieved by matching your skills possibilities of South Korea standing on the world stage. against accepted occupational standards; and the While the Reds eventually lost the match, the thrill of seeing actual experience you’ve acquired through client their team do so well was enough to keep the collective interaction. endorphins of thousands of fans in high gear for days afterward. Shirt sales continued to rise! (and I still have “Being” the sale means owning the sale. Remind mine tucked away in a drawer) yourself that you possess three (3) things that the client does not have—that give Y‐O‐U a tremendous You may already be saying to yourself that ‘Be the Sale’ is advantage in managing the sale. We call these things: not quite the same thing as ‘Be the Reds’ and getting caught up in a wave of shared enthusiasm. But I would argue that it is this and more. Being the sale is your livelihood in terms of the immediate impact of your sales experience. It is evidence of a return on investment in terms of satisfied clients who will refer your services to others, and it As a professional solely dedicated to the provision of epitomizes the bottom line gratification of contributing to travel products and services, you have the TIME to the revenue of the agency and putting commissions and research and provide counsel and advice to your bonus dollars in your own wallet. clients. (They don’t. They get frustrated. They book by themselves because they are worn out and just In the study of philosophy, the word ‘gestalt’ refers to the want to get it over with. Then they hope for the best). whole picture; the complete story. In selling, the gestalt includes such familiar concepts as features, benefits, closing, As a travel professional you have, in front of you, the objections and more, But in reality, the largest component TOOLS to perform your job effectively, whether it is a of gestalt is Y‐O‐U—the person orchestrating or staging the GDS or intimate knowledge of where to find sale. information efficiently ‐‐and based on the experience you have acquired. (Your clients don’t have these You obviously bring your experience into play in seeing a tools—they have incomplete web based tools and sale to success but more often than not, it is you and your even then, they lack the knowledge and experience to experience that are relegated to the background. use them effectively). Font Title: Bauhaus 93
As a career‐oriented professional you have the TALENT to respond to travel inquiries and turn them into sales. This is where your credentials come in handy.( Clients don’t have this talent—they did not follow a career path as you did. Oh come on—if you actually sat down and made a list of everything you do—just for one booking—you would be overwhelmed by how talented you are.) “Being” something, can turn into an exciting exercise for you and your staff, especially if you have not thought about sales in these terms. It can lead to all kinds of creative thematic goals as far as staff training is concerned: Be the destination! Be the all‐inclusive! Be the niche market! Be the cruise! But you know that if you don’t start with “Be‐ing the Sale” then you have no basis to claim expertise in the other fields. It becomes window dressing for your agency without any substance. You can still be the best, but be the sale first and foremost and the best will follow, along with clients and referrals in tow. The successful travel counsellors and agencies are those who differentiate themselves from the masses selling travel. Don’t get caught up with meaningless motherhood statements about how you and the agency would like to be viewed by clients. Turn on to reality. Be the sale and enjoy success. IDEA # 216 SKYPE – VOIP SALES & SERVICE This idea discusses the use of SKYPE, your web cam So there it is. Finally someone has made the move. I and how you can use all of this technology to boost know many of you use Skype, and hopefully you have your sales. If you are going to BE THE SALE then using explored all the add‐ons, perhaps upgraded to the 10 SKYPE means you can also Be There and Be The Sale video feed version for your group sales & service – or simply to chat with 10 clients about your next tour. too. I do push Skype when I can as it is a terrific tool Skype allows you to stay in touch and service those for home‐based agents. It is also a tool for bricks and clients who move away from your community. Even mortar agents, however, some owners and managers overseas, you can work with them face‐to‐face. and executive teams don’t see it that way. Unfortunately. The idea in the book explains in more detail about setting up your Skype, the camera to use and so on. Just an FYI, I have upgraded my webcam to Logitech C910. I was so happy to read about Geoff Monk in the UK who Full 1080 HD, 10 mp images. This works well for when has started seeyourtravelagent.com. A home‐based travel you record your own videos for uploading to your agent and now entrepreneur has opened up a service that website too. links clients with travel agents via Skype. A supplier too, Condominium Connections, their res’ staff also use Skype Right. Get Skype. Get face‐2‐face with anyone in the and they use it to engage you, the travel agent. world and BE THE SKYPE SALE!
That good old kids comic has grown up and become an adult book that has now become a graphic novel that is now used in schools and universities. Yes business books are published as graphic novels too. You know that saying, “A picture is worth a thousand words” ‐ well how about a cartoon is worth a thousand sales! I have tested the Comic‐All method and it worked. I inserted a one page Manga styled cartoon in a workbook to show a sales scenario. The younger people around the table were drawn to it immediately, “saw” the scenario, understood it and were onto solving it in a heartbeat. Previously it would have been a page full of text requiring each person to conjure up their image or picture of the stated scenario and getting it wrong. Images work. Cartoon‐ish scenarios work. Comical Sam Urai’s Sales Training School… a cut above the rest! situations and humour works. …and that’s There are over 30 different closing techniques that will help you close the sale. The Don’t Take No For An Answer close is the ‘Don’t take quite physical as you can see. no for an Some agents prefer the “Rugby Tackle Close” which requires the answer” close! agency front door to always remain open in order to get a good head of steam up! Sam Urai’s technique here show’s that he never throws away business, just the clients! How could Sam keep the business AND the client in a situation where the customer demands a discount? Title Font: BadaBoom BB
BY NOW I’M SURE YOU’VE SEEN THEM, SCANNED THEM, SHOT THEM WITH YOUR IPHONE AND FOLLOWED THEM BACK TO WHERE THEY END UP TAKING YOU AFTER THE DIGITAL RIDE. THEY LOOK IMPOSING. THEY ARE HARD TO READ IF YOU STARE AT THEM TOO LONG, BUT QR’s ARE A GREAT TOOL FOR YOU. There are websites where you can create your own QR code and in The latest thing in barcodes would be the seconds have your barcode HTML and graphic ready to use on your QR or Quick Reply code, tag, barcode – marketing pieces, on your website, on your body (!) on someone else’s most are referring to them a QRs. Rather body (!!), as a decal on your agency window and on brochures too. than use them as an inventory sticker or Wherever it can stick, you can stick’em! Print them. Email them. an image to scan at a store checkout, they are now being used to market for instance your website, your email, your Facebook page… what else, hey how about your next tour. You’ve got it! Anyone with a Smartphone and a QR code reader app can read your QR by taking a picture of the QR image – the app and all that marvellous technology will whip up the website, the coupon, the daily special on the screen of said Smartphone, iPad, or gizmo. That’s the basic information and all very exciting, good, great and wonderful. But what do you do with ‘em? As a travel At a special event you could sport Here’s one place to play! It’s free agent that is. Where do you stick ‘em? the QR in a convenient place on and you can enter your website your person, hands, feet, forehead address and receive in return your QR code. or you rent a number of bald heads and stick the QR on the back of http://qrcode.kaywa.com/ Hard to say if this is a marketing activity to attract Baby Boomers but never say said bald heads. There are QRs that You can use a number of tracking never. It certainly is a way to prospect for come in chocolate wafer style too. tools to identify who clicked, when, younger travellers – “younger” meaning Imagine a Chocolate Lover’s Tour where etc. www.beetagg.com 50 and down! The more tech savvy the of Belgium and the marketing audience, the better ‐ especially in the 20 piece is a wafer of Belgium There’s a lot more info waiting for and 30 something range. chocolate with a scannable code you – just Google QR Code that zaps the client to the e‐ software. brochure. YUM! Title Font: Space Bd DT
Quick note: The W5 is one of the most used tools when developing a strategic plan. Determine the next step in your plan, then ask yourself / team: Who, What, When, Where, You know your W5 don’t you? Of course you do. You use it every day Why and How. The ‘how’ is most when you interact at home and at the office. The W5 stands for: WHO, important. The HOW becomes your WHAT, WHEN, WHERE, WHY & HOW. Generally, it is said, when you operations manual. use this words in your conversation, you are asking an open‐ended question and an open‐ended question is used by sales people to nudge their clients into chatting. THE SIX WISE MENA closed‐ended question will cause a yes or no response – which is fine Just a little bit of trivia for you about when you want a simple yes or no from your customer. When you need how the W5 came into being. It was more information you ask an open‐ended question like these: actually Rudyard Kipling that first used the words Who, What, When, q When were you last in Las Vegas? Where, Why and How in a poem called the Six Wise Men. The fact is, q What did you like most about that cruise? if you actually use these six words, q Why are you interested in this destination, it seems out of especially when you are planning character? your business you will be more or less on target. The reason being is And on it goes. But now, there’s a new open‐ended question in the mix simple – each sentence starting with and you can hear it on TV every day during talk shows, sports shows and when a news anchor interviews someone. Here it is: one of the W5 must be answered by more than a “yes” or “no” response. Here’s Kipling’s poem: Actually, it’s not so much a question as a statement that sounds like a I keep six honest serving‐men question and when uttered you can place a commanding tone or a light‐ (They taught me all I knew); hearted, interested tone on this simple request. Now all you’ll have to Their names are What and Why and When do is finish the sentence, filling in the blank with what you want to And How and Where and Who. know. I send them over land and sea, I send them east and west; But after they have worked for me, q Tell me about that last trip… I give them all a rest. q Tell me about why this destination… q Tell me why you chose that hotel… q Tell me MORE about where you want to go… There are similar phrases to Tell me being used such as “Take q Tell me what… me through it…” “Show me…” “Describe how you felt…” – some a little more demanding in tone if you don’t lighten it up q Tell me how… by adding something like: “You really seemed to have enjoyed q Tell me who… that last trip, take me through it…” q If you could tell me about… that would help… Font Title: Copperplate Gothic Bold
412 PAGES 273 IDEAS 100s of VARIATIONS 700 LINKS TO MORE RESOURCES When you need a source of ideas to WHEN YOU BUY THIS BOOK YOU WILL either implement as is, or to help jog RECEIVE 2 HOURS OF IDEA TIME WITH your own creative juices, this is the book THE AUTHOR AND 10% OFF YOUR FIRST to buy. STATIONERY ORDER WHEN PURCHASED THROUGH BIG BARK GRAPHICS EASY TO It took me over 25 years to get it ‘here’ USE E-STORE! and that story is on page 5. It was some journey. When I started writing it, the IBM Selectric was the word processor of choice! What a laugh. Some suppliers have purchased a copy for each of their Business Development Managers, host agencies have made bulk purchases for their members and individual agents have written in to say this book is their idea bible. It also, as you can see, comes in pill form, a cure for the common creative block! Okay, just kidding, but it is available in E‐BOOK format if you prefer to read it on screen! For e‐Book’s: www.smptraining.com/store.html PURCHASE THE SOFT COVER FROM NO OTHER BOOK LIKE THIS ONE – $44.95 + taxes and shippingAND IT’S CURRENT!
CONFERENCE KEYNOTES SELF‐STUDY GUIDES AVAILABLE FROM CITC Fast paced, humourous, excellent imagery and delivered with a street‐savvy, no‐fluff and little theory format. Click 4 More. WEBINARS & WORKSHOPS Webinar’s are an SMP specialty. Running 75 to 90 minutes, they include a workbook plus 30 minutes of post webinar time with me AND a 5‐day review of the webinar recording for additional note taking. Click here for details. BUSINESS CONSULTING Have you heard of or experienced NBG? If not – it’s about time! NBG can be applied to any aspect of your travel or tourism business including divisions, departments or individuals. Put the power of my creativity and longevity in the business to work for you. q Management Soft Skills Training q PowerPoint Design q Business Planning q Presentation Skills q Sales Training For BDMs q Agency Decor & Staging q Service Training For Call Centre Teams q Webinar How-To q Franchising, Hosting And Start-Ups PUBLICATIONS The ultimate desk reference for TAs. With 412 pages, covering 273 marketing ideas + 700 links to additional information. Order today from Big Bark Graphics – Enter the Big Bark Store here. Now available in e‐Book format. E‐mail for details. Read sample copy hereTitle Font: Sneakerhead BTN Condensed
At the moment it would appear that the world is once again facing a financial crisis and even if the economy is shaken but not stirred the effects and the fall out will hit the travel trade. If it does, there are things you can do as you prepare your DRP plan. DRP stands for Disaster Recovery Plan and to have one increases the chances of business continuation for you. To remain viable you’ll need to be seen, heard and heard from. You’ll need to be owning the travel news in your area and definitely with your clients. Send more emails, phone and chat with your clients, keep the buzz and chatter dial cranked. Some will tell you to go quiet – but then the Squeaky Wheel Marketing Technique says otherwise. Obviously you do it with taste and have something to offer those souls who are struggling. Remember, everyone needs a break during stressful times. Also remember the “Busman’s Holiday”. Some suppliers offered special rates for people out of work. Be sure to offer a ‘special deal’ not a handout! You’ll be remembered when good times return. “SUCCCESS IS THE SUM OF SMALL EFFORTS REPEATED DAY IN AND DAY OUT.” Robert Collier TELL A TRAVEL AGENT COLLEAGUE, HEAD OFFICE, YOUR SALES MANAGER OR YOUR HOST AGENCY ABOUT SELLING TRAVEL MAGAZINE AND LETS WORK TOGETHER TO BUILD THE SELLING TRAVEL COMMUNITY. SELLING TRAVEL is published monthly by www.smptraining.com email@example.com T: 250-752-0106