THE E-MAGAZINE THAT FOCUSES ON THE REALITY OF SELLING TRAVEL Are you ready for when opportunity strikes?
TABLE OF CONTENTS – ST MARCH 2013 3 Editorial 4 What Is Opportunity? 5 How Do You Prepare For Opportunity? 6 The Certified Travel Industry Executive Program 7 Just Published – The Travel Agency Manager Magazine 8 Waking Up To A World Of Opportunity 10 Recent Opportunities 12 The Grand & Luxurious Opportunity 13 New Tools 14 Looking For Opportunity 16 Thriving Opportunities In Travel – Steve Gillick 18 Promoting The Opportunity To Have You As Their Travel Agent 20 Creating An Environment For Opportunity Publisher 23 The Infographic Opportunity SMP Training Co. www.smptraining.com 24 Giving LinkedIn Love = Opportunities – Cory Andrichuk Contributors Steve Crowhurst 26 The Lowly Business Card Or Has It Just Morphed? Steve Gillick Cory Andrichuk 29 The Humour Opportunity in Selling Copy Editor Lisa McDougall 30 Have You Got Your Copy Yet? 31 Connect And Contact Information Selling Travel is owned and published by Steve Crowhurst, SMP 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 Note: Steve Crowhurst is not responsible for outcomes based on how you interpret or use the ideas in Selling Travel or on the Selling Travel website.
EDITORIAL – MARCH 2013The Keys to More Opportunities Some say there are opportunities coming at us each and every minute; the trouble is we just don’t recognize them when they are staring us in the face. We’ve all experienced two or three opportunities recently ranging from a crippled cruise ship, to a Changing of the Guard at the Vatican, to a meteor crashing into our planet, not to mention airline mergers. The question is: Were you a spectator or a creator? All too often an opportunity is a wolf in sheep’s clothing. It is not ANNOUNCING what it seems to be and it could be your mind that’s telling you A New Sister Magazine that this is ‘the one’ – this is going to be big. But it’s not true in terms of generating commission at this point in time. You’ll need to measure the opportunity against your past experiences and use certain business tools to help you judge the opportunity for what it is. You will hit and miss and eventually strike it lucky. Others will notice your hard won success, which will look as if you are blessed with the magic touch. Only you will know the truth. In this issue of Selling Travel we touch base on what this thing called opportunity really is and how you get ready to exploit it when you finally see one, find one, create one and when it actually lands in your lap. You’ll need to create a working environment where ideas and opportunities are discussed and expected. Key word here is expected. If you do not believe in the laws of You can find it HERE. attraction then you may want to read up on the topic. So much of what ‘comes to us’ is brought about by the very vibes we put out and circulate around ourselves. You know this to be true. When you expose a happy, vibrant, interested and relaxed personality, people will warm to you. You will attract people like you. It’s a universal law, or so it seems. The opposite will not garner many opportunities. Trust me. Read. Enjoy and switch on that opportunity you. Want to write for Selling Travel? Share yourHere’s to a very successful March. successes with your fellow travel agents and submit an article based on an idea that hasAll the BEST! made you money. Spell out the idea and theSteve Crowhurst, CTC, CTM steps you followed. Submit to me here:Publisher and New Business Generator firstname.lastname@example.org
Opportunity in the travel & tourism industry product you have purchased. This is is ever present. Many times it will seem that something the typical street front retailer is in order to capitalize on it, you’ll be going used to doing – not so much retail travel against a few universal laws that generally agents. Usually the supplier takes all the risk and inwardly tell us that you, we, me, and the travel agent simply promotes the should not make money from someone supplier’s product. else’s misery. According to Business Dictionary, their definition of opportunity is Now, what if a supplier offered up a deal this: An exploitable set of circumstances that required you to invest and purchase up with uncertain outcome, requiring front X number of seats, beds, berths – commitment of resources and involving would you jump on it? It’s an opportunity exposure to risk. that you know few of your competitors will www.businessdictionary.com follow through on, meaning YOU might just be one of a few going for this deal. That definition is enough to scare many travel agents away from taking on any new That’s what an opportunity in travel and opportunities – however, the wording is tourism is. Generally an opportunity in this right on the money. Exposure to risk is not industry does not go mass market across all something that comes easy to travel agents travel agents. More so, just those that are in the general sense, which is why only positioned to take it on and make it happen those with a Type A risk‐seeking personality – committing resources, which are time, seem to take advantage when that money, human effort and judging the risk as opportunity presents itself. to be worthwhile taking. The term ‘going on risk’ in our trade means Then there are ready‐made opportunities that you would have bought seats, paid a that simply require you to stand up and say, deposit on beds and berths and, in essence, “Over here!” These are the opportunities invested in your ability to turn a sale on a you must learn to recognize early.
HOW DO YOU PREPARE FOR OPPORTUNITY? FIRST THINGS FIRST… do you want to know Here are the four elements that are about opportunities when they happen? If associated with preparing for an your answer is yes, then you must prepare opportunity: for them. You’ll remember from the previous page the words, commitment and 1. A need resources.Here we’ll explore four elements 2. The means to fulfill the need that you’ll also need to think about and 3. A method to apply the means to fulfill make sure they are embedded in your the need plan. 4. A method to benefit Generally an opportunity has four elements The more control you have over each that are integrated and present, given the element, the better. There will be a variety timing/time frame of the opportunity.. The of situations that, in order to become an timing, often referred to as a ‘window of opportunity, require someone to see ‘the opportunity,’ might be a few days or it need’ and then fulfill that need. could be a few months. A short time frame can sometimes result in knee jerk reactions Keep this in mind: “Out of Crisis, Comes an and mistakes being made in the rush to Opportunity” – which means whenever profit. something drastic happens in the world, there is a tourism opportunity to be had.
The newly redesigned Certified Travel Industry Executive (CTIE) program is a bold collection of courses and on‐line training focused on the critical skills that today’s travel professionals need to succeed. Graduates will learn how to grow their business while earning recognized industry credentials. The CTIE certification is parallel to the Certified Travel Counselor (CTC) certification, thus, representing the pinnacle of travel industry professionalism for seasoned travel professionals who are interested in advancing their career. NEW: It is no longer a prerequisite to earn the Internet travel executives CTA designation or test out of CTA prior to Back of office accountants enrolling in CTIE. IT support staff NEW: While studying for your CTIE, you will The new CTIE curriculum covers these five core enjoy Premium Membership benefits such as competencies: white papers, expert webinars, podcasts, blog Communication posts and much more. Leadership Management NEW: All courses are completed online in The Sales and Marketing Travel Institute’s Communiversity. Customer Service NEW: Interest free 12 month payment plan is To earn the CTIE, travel professionals must: now available. Possess at least 5 years of full‐time industry, management or business The CTIE program is perfect for travel experience professionals in non‐consumer sales roles such Complete a 2000‐3000 word White as:: Paper Suppliers Commit to annual certification Host agency executives maintenance to retain certification Consortia leaders After certification, commit to annual Marketers Travel Institute membership That’s right. I’m giving two‐thumbs up for The Travel Institute’s CTIE program and recommend you check it out. At the same time look for my management webinars and workbooks that will indirectly support what you learn by studying the CTIE content. Click on The Travel Institute’s logo for more information. Read TAM here.
TAM is written for managementby management. Contentsupports the managementrole from executive to senior tomid-management to supervisor.Topics focused on overallmanagement soft skillsranging from human resources,coaching and leadership tobudgeting, public speaking &PowerPoint presentations tocommunication, planning, EQi,CQiB, staff meetings and more.A pure no-fluff how-to e-Magazinewith no trade advertising. Click to Read Steve Crowhurst, CTMPresident, SMP Training Co. TAM’s Direct to Desk Webinars are in the works. Train the T: 250-752-0106 www.smptraining.com GREEN way!
There is, believe it or not, a world of opportunity each and every day and most of those opportunities are ready for the taking if you have put certain events in motion. Here are 14 keys to help you wake up to more than a few opportunities each day. 1. No matter what your niche may 10. Always end the year with a be, ALWAYS promote a luxury phone call to each client asking version of it. where and when they plan to travel in the coming year. 2. Always promote a world cruise, no matter what. 11. Always ask each client if they belong to a group or association 3. Always ask for referrals. and whether or not they travel as a group. 4. Always build your mailing list by offering something to subscribe to 12. Always ask your clients in a and detail the benefits. mass marketing format, “Where are we going this year?” 5. Always host a consumer event where you can meet and engage 13. Always post, “Now accepting with 10 to 50 people, live and in new clients.” online, in your person and all at the same time. agency window. 6. Always watch, listen to and access 14. Always follow up, follow up and on‐line the morning news and the follow up. trade news and look for the travel opportunity. So there you have 14 keys for generating new opportunities and if you activate each one, they will build over time and 7. Always ask, “Is anyone else eventually it will seem that each day a new travelling with you…?” opportunity has arrived. It will, however, be as a result of your hard work and 8. Always ask your clients what they tenacity to sow the seeds for growth in do for a living, if a staff vacation advance. program is in place and who Feel free to add to the list. Nothing is manages the company’s carved in stone, as you know. Make sure if corporate travel. you think it, ink it, and do it. 9. Always, send your clients your new brochure as soon as it arrives Good, better, best; never let it rest till your good is better and your better is BEST! with a letter asking them to call you.
Okay… here’s a good one! No, we’re The Pope has decided to Hadn’t seen this in my not going to dump all over Carnival as call it quits and that lifetime until now, and I that wouldn’t be how you create an takes guts at any time in tell you, it made me opportunity. a person’s life. This man think how fragile our just gave every travel existence really is. Your cruise clients know what went on, agent a huge opportunity Imagine a rock just a tad they are seasoned cruisers and these to cash in on his, The larger hitting a major things happen, but, if this is a first, Pope’s, departure and city. Well no, better not everyone will now know how to handle the arrival of his think of that. Think it if and when there is a repeat. successor. A double about the event, where Turning this event into an opportunity opportunity. it was and what will is what you must concentrate on, and come about because of Check with your although the mass media news it. That would be tours suppliers NOW and find channels were pitching disaster, they to the region. Not right out who is arranging were headlining cruising – and that’s away, but they will what tours and when. where you come in to promote… you happen. This is a do‐it‐now action got it, CRUISING! You still have time. plan you must follow if You’ll need to start If you wanted to go with the flow, you you want to be in at the knocking on the doors of could also push RIVER CRUISING or you start. It will be a ‘Where your eco clients, star could push any other type of travel – Were You When Pope gazers and UFO especially land‐based tours. Benedict Stepped Down?’ followers, to mention a event, for sure. few. Take this slogan to heart. Live it and be sure that next WHOEVER time the likes of CNN go after a travel related story, and assuming they have it wrong, you stand up and start pitching for yourself and your fellow travel agents. OWNS THE Better if you head‐up a large travel company, as you NEWS, would be, should be noticed. WINS! Keep your eyes and ears peeled for any events that could turn into opportunity, or take the reigns, as stated above, and generate your own sources of spin‐ off revenue.
When it comes to teaching new selling opportunities there’s only one speaker that delivers the WHAT TO followed by the HOW‐TO. You know WHO. Engage Steve for your 2013 Fall Conference, Convention or Management Meetings. For more information please contact email@example.com
THE GRAND & LUXURIOUS OPPORTUNITYYou will read elsewhere in this issue that I suggest you always try to add a world cruise to whatever it is you are marketing. Or if cruising isn’t your niche, then how about pushing one of the Grand Tours of Europe? Need something more grand than grand? Let’s go for the Around the World tour by Private Jet. Actually, it doesn’t really matter what you choose as your grand and luxurious opportunity – what does matter is the effort to include it in your basic marketing plan. And now to the nitty gritty and the usual Here’s a list of categories and pricing for response to my advice to sell Grand and one cruise line. Surely you could handle Luxurious. Yes, I hear you – “Our client’s asking someone, “How will you be can’t afford to pay $100,000 for a trip.” Or, paying…?” and then mouthing the words quite simply, “We don’t sell luxury…” one hundred fifty three thousand and eighteen dollars. If you were thinking that as you were reading this – you’d be wrong on both accounts. There is always someone who can afford a luxury trip and all travel agents sell luxury travel. If you don’t sell it because you don’t know how, well that’s a different story and one with a happy ending. You can learn how. So work with me and just do it. Just work a high‐priced trip in amongst your everyday offers. What are you selling? Let’s go All Inclusive Caribbean. Now let’s add the most expensive Caribbean resort into that mix. Playing with numbers – let’s say that resort or hotel comes out at $3,000 per night. A 10‐night stay = $30,000 and change. Not As I know you know, there are world cruise bad. If you hadn’t placed that resort rates that are way more than a mere amongst your regular offers you would not $153,018. At least you’ve given your client have attracted any interest at all. If you do something to think about. Don’t be shy. Just add the luxury resort into your promotional do it and you never know when someone mix, you at least have a chance. will call or email for more information – or to book an appointment with you. From here on then, that’s your mission. Look for the most expensive version of Study luxury travel – not every agency or what you are promoting and work it into agent has the confidence to sell it. This your advertising and promotional plan. makes you the luxury agent for your area. Don’t chicken out now! Get it done. Can you do it?
Well now, let me send you to this fabulous webpage on the 123rf.com website. Glorious images for you to choose from – not free, but not expensive either. If you are producing a quality digital brochure, then you’ll want to invest here. http://www.123rf.com/travel Screen capture software is such a neat tool to have open and ready to click. One of the best is SnagIt and this app will allow you to capture video, logos, images and then shape them, crop them, remove unwanted space. Excellent. www.techsmith.com If your emails are not resulting in many results, replies or reservations you should test your emails for spam. Simple words in the subject line can zap you into the junk folder. Check here: www.emailspamtest.com/
LOOKING FOR OPPORTUNITY What have you got going for you So many times agents ask me questions that will create opportunity? related to new opportunities they can sell and what should they sell. I know it sounds too simple but I always say start with Where are you from? What’s your yourself. What have YOU got that you can culture, personal journey, religion, sell me? After that we delve into the agent’s special interest… what is it you’ve previous career, if they had one before got, had, experienced that you can joining the travel industry, and look for that use to attract, ME? opportunity they are seeking; we also look at this agent’s personal interests. Many times the opportunity is sitting right there. If you are a Black American, can you sell to white Canadians? If you are To tell you the truth, as a guy born and Hispanic can you sell to First raised in the UK and now a Canadian citizen, Nations? If you are here, but I can tell you that I have never received a originally from ‘there’ – can you sell consumer promotional brochure, email or invitation to visit any part of the US by a your home country to all of us? Black American travel agency/travel agent. I have received brochures from an Indian Answer: Yes. travel agency in Delhi though!
It’s ALL About YOU! Here’s where the opportunities can be found. The reason they are overlooked is that most of the time we take ourselves for granted and assume either no one would be interested in what we’ve got, or that my A wise person makes moreneck of the woods would not appeal to anyone, or perhaps you, we, me lack the opportunities than they find. - Francis Baconconfidence in ourselves, our culture our anything. The North South Travel Route All North American travel agents have clients they have not yet met across the 49th. American agents now have 34.5 million Canadians to attract and Canadian agents have 314 million Americans to chase. Be a consumer for the moment. If you live in the southern USA, have you ever been invited to visit the Northwest Territories by Your Self Inventory a First Nations travel agent? Chances are Time to take stock and find out what it is the answer is no. you bring to the opportunity table. Here we go. Here’s The Opportunity As that sinks in, you will quickly come to Who are YOU really? understand that where you live has Why would I buy travel from you? something others want to see. Most of the What have you got that’s new and time travel agents are seeking local clients exciting? to send overseas and that’s good. Everyone What’s on your bucket list I’d like to do, is doing it so the opportunities are limited visit, experience? to perhaps you offering a better price and What would attract me to visit your area, that’s about it. Sure you can offer better city, town, village…? service and perhaps a value add – however, Are you creating a trip based on your own when it’s the same vs same, the price will interests? What’s happening? factor into the deal. Where have you been? What have you seen? The key word I have used is “invitation” – How many miles have you travelled? that doesn’t mean free. Use it the way tourist boards do. The most recent form of What’s happened to you along the way? invitation extended to the world was that of the US Tourism and the Land of Dreams You get the idea. No matter who you are, promotion. That was great. Now ask colour, race, creed, location or nation, there yourself, if you are an American travel is always an opportunity waiting to be agent, what did you do to ride on all that discovered within that you should let out. buzz to generate inbound travel opportunities from Canada, Mexico, Let’s go! overseas and even state to state?
Guest Article by Steve Gillick, CTM firstname.lastname@example.org Playing with “Structured Experiences” In 2004, the robotic rover ‘Spirit’ landed on the planet Mars, to be joined three weeks later, by ‘Opportunity’. Spirit became immobile in 2009 and stopped communicating with NASA shortly afterward, but Opportunity thrives to this day, moving around the planet and sending back scientific reports. You could not ask for a better analogy to the travel industry if you tried. Spirit is what keeps us driving—the enthusiasm, values...and then of course the various edicts the energy, the curiosity, the customer would be issued forcing each team to crystallize greeting; and it is opportunity that keeps us their thoughts about what travel counselling is thriving—the wherefore and why—the reasons all about. And at a conference with perhaps 25 why we are enacting that spirit in the first place. teams of 4 people each, the answers would be as varied as there are stars in the universe. But In a game that we use to train staff, called for some, that word “opportunity” would be ‘up ‘structured experiences,’ we choose a theme there’. and then ask for a list of values associated with that theme. Each team ranks the values in order Opportunity in travel is the ability to see of 1‐10, with 1 being the most important. To beyond what is in front of you. It is predicting a use a non‐travel example, the theme may be client’s behaviour or travel patterns based on ‘personal comfort’ and the values contributed what they have related to you in an interview by the players may be: family, love, home, before or after they travel. For example, a client security, money, health, happiness, friends, who loved the free upgrade at the all‐inclusive warmth and peace. We then make an resort may not be able to go back to garden announcement that an edict has been declared view rooms anymore and may want to embark whereby each team can only possess 7 values— on a more luxurious vacation next time. which means they have to eliminate 3. A further edict will reduce the number of values to 5 Opportunity is watching the news and (thus eliminating another 2) and a final edict projecting trends of the future in the industry— will reduce the number to 3. It’s a tough, and then seeing how these trends will affect challenging, sometimes heart‐wrenching play‐ your clients in each generational demographic. exercise, but the purpose is to get people to For example, if the trend is toward experiential think, to work in teams, to discuss ideas and travel then you have to consider what you can concepts amongst themselves and to clearly do to add in that ‘experience’ component for define the values so that each team member is your senior travellers, boomers, Gen X’s, Y’s and on the same wavelength. Z’s. Each experience may be different but again, interviewing your clients, holding If we were to set up a travel ‘structured surveys, contests, focus groups and more, will experience,’ we might pick the theme of ‘travel help you ascertain what they are looking for counselling’ and collect the following values: and indeed, how much ‘experience’ they want opportunity, knowledge, spirit, confidence, (cooking classes in France? Language lessons in people, service, competence, team, money, Japan? Working on a ranch with Gauchos in FAMS. We would then ask each team to go Argentina? Catching fish with Cormorants in through the exercise of ranking these Vietnam? Bungee jumping in New Zealand?)
Opportunity is reviewing the hundreds of lists of in your agency newsletter how tourism may ‘Top Destinations for the Coming Year,’ help a country get back on its feet? choosing some of the ‘new’ countries, then Can you lead a campaign for your agency or learning about them, and asking your clients if community to adopt a child or a village or send they may be interested in travelling to them farm animals to those in need? (after you have pointed out the benefits). Part of this opportunity is appreciating that clients in Opportunity is taking the beginning of this all generations are looking beyond the article and saying to yourself, mainstream to the ‘what else’; the ‘I can’t “Hmmmm....games at my national conference believe I’m going to...’ mentality. And this list or training meeting...what a unique idea to could include such places as Suriname, Bhutan, engage the participants, have some fun but at Uruguay, Ethiopia, Myanmar, Albania and more. the same time, drill down on some basic destination skills.” In fact, many organizations Opportunity is taking the idea of are looking to ‘gamify’ their training sessions to communicating with your clients and seeing make them more memorable. It’s one of those how THEY want to keep in touch. leadership‐by‐example scenarios Social media affords a variety of where you use a game to train ways, but don’t discount the and then the managers in the traditional methods of telephone, audience take the concept back fax and email (some would argue to their agencies to work on skill‐ that they are once again coming sets that need review or into vogue). Cloud technology enhancement. Are you game for allows you to be anywhere on the this opportunity? If not, then play planet (Earth) and communicate with the idea a bit. with anyone else on the planet. What do your clients want? And is there an opportunity for The travel industry has opportunities galore and you to learn something new along the way (e.g., all you need to do is keep your eyes and your think back to when you first heard about Skype) mind open to ideas, trends, statements, news, and then suggest this to other clients who may client feedback, new products in the want to communicate in this ‘innovative’ way? marketplace, technology trends, etc. It’s no more difficult than what you do now when you Opportunity is seeing what else you can do with read the newspaper or listen to the radio or your travel counselling skills. Can you write a watch television. You know how your personal column for the local newspaper and become antenna perks up when something interesting is the authoritative voice of travel? Can you covered on TV? Well, as the consummate travel interest the radio station in a weekly 15‐minute professional, your antenna should be picking up Travel‐With‐Me program? Can you start a blog ideas that will accrue to the value of your about your own experiences in travel? Or turn services now and in the future. your experience in dealing with clients into a customer service blog? Want to grow your career? Step one is to embrace that career on a 24/7 basis and to use Can you take inquiries about a destination or a all your senses to build up your knowledge and niche market and turn them into a community feed your curiosity. Take the concept of information session with the goal of putting ‘opportunity’ as a guideline for success. Grow it, together a group of like‐minded travellers? Can nurture it, exploit it and enjoy it. Just like on you learn about countries in trouble and discuss Mars, opportunity thrives...but in travel, it’s YOU who is in the driver’s seat. Steve Gillick’s first article appeared in the Dunera Ship Newsletter in 1967. Since then he has written extensively about travel. He authored the Scam Watch column in Canadian Traveller Magazine for many years, wrote and edited CITC’s industry and consumer newsletters from 1995 to 2012, authors the ‘Travel Coach’ column in www.TravelIndustryToday.com, composes travel blogs at www.talkingtravelblog.ca, contributes articles to www.travelmarketreport.com and www.sellingtravel.net. Many of Steves blog‐articles have been posted to www.broowaha.com where over 10,500 consumers have enjoyed his thoughts on destinations and travel trends. Steve is the creator of the live Conference game called ‘Are you Smarter than the Average Traveller.’ Test your knowledge with the sample quiz at http://bit.ly/gillickquiz4u. ‐email@example.com
PROMOTING THE OPPORTUNITY TO HAVE YOU AS THEIR TRAVEL AGENTThis might come across a slightly presumptuous and that’s because, well it is! Yeah. Rock on and let the world know you are the BEST! Someone has to do it and why not you? There are ways to do this and do it right, so let’s explore those moves you need to make and crank up the Book With Me opportunity.
You are the BEST are you not? I thought so. Now we must study your website, the way But let me ask that again. The BEST means you dress, your agency décor and so on. the BEST and so when you market yourself Does it, do you, does everything shout loud as being the BEST, your existing clients and and clear as BEST? clients‐to‐be will want to know why, how… and what makes you the BEST. TAKE IT TO THE STAGE Time to step up your game plan. Time to Would it be your travel experience? Can strut your stuff. Now if you really do want a you drop a few names of powerful people key to an opportunity, this is it. To turn the that you have served? Do you have any key in the right direction means you must photographs of you standing right where be a powerful presenter, be able to hold you say you have stood? You need backup – your audience and mesmerize them with then you can use a slogan like: your oratory skills and storytelling. TALK TO THE REST BUT BOOK WITH THE BEST! Oh I know this slogan might cause a challenge in the local travel agent community, however, they do not buy from you. So no need to worry. This type of headline will draw attention to you, which is what you want, and it has to be for the right reasons, as mentioned above. You cannot come across as boastful and with no depth to your statements or claims. Research Burton Holmes, the man who If you have a niche market then you’ll want came up with the word Travelogue and the to attract big spenders within that niche. man who, back in the day, delivered six Let’s talk about wine tourism as it covers so thousand Travelogues at black tie events many countries and so many types of wine. held at Carnegie Hall. So eloquent in You could actually, if this was a niche for delivery and a style all his own. A one‐of‐a‐you, start what I call a ‘niche within a kind. BEST of the BEST. niche.’ Select a bottle, a maker, a label, a region, a type of wine… you know more Here’s your mission: work on your BEST than I do. Make sure it’s a wine that wine‐ side. Secure a theatre, invite your upscale lovers would fly to the ends of the earth guests, make it black tie if you can, charge just to get a taste. But only YOU are offering for the event as wealthy people will pay to the tour to that place where your wine enter, it’s a privilege PLUS they are coming clients can taste that taste. to listen to you and to be enthralled about their next trip booked with you. Now what You have to go big, you have to be first and could you promote? Why not start with you have to be best. That means you know National Geographic’s Around the World by the people who own and run the vineyards. Private Jet. You make commission. The NG It means you know the best way to get logo is a seller. No one else is selling it. You there and you know the local cafes and could, because you are what? A:_____ anything else that being BEST means to a http://www.nationalgeographicexpeditions.com/expeditions/aroclient paying a high price for their travel. und‐the‐world‐jet‐tour/detail
If I had it to do again, I would travel lighter next time. I would go to more dances. I would ride more merry‐go‐rounds. I would pick more daisies. I WOULD CREATE MORE OPPORTUNITIES! Okay one thing is for sure, when you retire what’s going on with you and your agency from the travel trade you do not want to and the world of travel. You are putting be thinking woulda coulda. This poem, said yourself ‘out there’ where the opportunities to have been written by an 85 year‐old live. woman, puts it all in perspective when it comes to going for it. The rest of the poem Some opportunities have not yet can be found here at this link: materialized but, like rogue waves, they are http://www.wunrn.com/news/2007/03_07/03_12_0 coming soon. They are just in the process of 7/031707_poem.htm building the momentum when they will come crashing into your life, and in a good way. Opportunities will find you IF you make yourself available to them and you can do Much of that has to do with creating this by creating a favourable environment in anything that comes on the heels of and around your agency, your team and of personal experience and how you position course yourself. yourself and your agency to be found. The laws of attraction are at work here, too, not This ‘creating’ means that you are doing to mention the universal laws of asking for new things, trying new things, posting new what you want. For that to transpire, things, going with social media and blogging however, you’ll need to know what you
want and how to ask for it – and right there century, around 60 km south from the city is the creation app! of Chennai in Tamil Nadu. When ideas are suggested in your agency or The fishermen reported a complex in your own mind, what happens to them? consisting of ancient temples. Some Are they shunted off to a dark place or a mention seeing at least 20 distinct temples folder or simply left to whither and die a and hundreds of refrigerator‐sized blocks. lonely death? Do you have an idea file, hold The walls were covered with barnacles, idea meetings, use any form of on‐line coral and mud. Local folklore tells of an collaboration tools that allow your team, ancient port in the area. other agencies within your company and even suppliers to participate? On the shore, three structures consisting of elaborate carvings in the shape of animals If you can tap into collective experience, were uncovered. The structures appear to this will help when you have an idea and have been covered in sand, which had been need the input from more experienced wiped away by the force of the tsunami. The agents and management. structures appear to belong to a port city built in the 7th century. The sculptures, Without a doubt, almost anything in the representing an elephant, a lion and a flying world can be turned into a travel and horse, were commonly used during the tourism opportunity. Remember the 2004 Pallava dynasty, which ran from the 4th to Asian Tsunami (and can you believe it was the 9th century, archeologists say. nine years ago) and the total devastation it caused? Of course you do. Do you The temples along the shores of remember the ancient coastal city found in Mahabalipuram are already a famous India as a result of the waves pulling back feature of the city, and have been declared tons of sand to reveal parts of the ancient a UNESCO World Heritage site. Legend has structure? That is what happens in the it that the city was home to seven pagodas. world of tourism and that is what an Underwater excavations of the area by the opportunity looks like. The outcome of a archaeological society, run by the Indian death dealing tsunami creating jobs and government and Navy divers, began on tourism dollars. Thursday. There were many travel agents who felt sad about this event, others donated to the When something of this nature is found or cause and others thought, ah discovered by the forces of nature, then ha…OPPORTUNITY! Here’s a report that you have, in tourism terms, a unique and appeared in 2005: one‐of‐a‐kind opportunity. In this case the outcome had to grow into the opportunity Friday, March 18, 2005. Probably one of the it’s become. first good things to come out of the 2004 tsunami in Asia, ancient ruins were The area had to be excavated, catalogued discovered in India. Fishermen along the and prepared. The UNESCO stamp also shores report seeing the ruins along the helps. If you were interested in ancient shoreline near Mahabalipuram when the temples you would have followed this event waters receded just prior to the arrival of to the point where you learned tourists are the tsunami. Mahabalipuram is a port city allowed to visit. That’s when you rise up of South India, dating back to the 7th and seize the day and attempt to be first at monetizing this event. You would have
contacted the Indian tourist board to appearing on talk shows, writing newspaper discuss the opportunity. columns and pumping up the volume about what it is you actually do and sell. Then, as The Laws of Attraction you hit the airwaves, the opportunity will Have you read, The Secret? It’s pretty good be able to sense you and head in your and it deals with the law of attraction which direction. You’ll know the saying, “When can be applied to so many life events. your ship comes in, do not be standing at the airport!” This is telling you to be very careful and attentive for when that law of attraction works, and your signal is strong, that opportunity will come whizzing past and you will need to grab it or lose it. How Fast Can You React? As an independent IC you have, or should have, a faster reaction speed to that of an agent working for a major travel agency Life experience will tell you that you are chain. Within the chain agency is red tape. drawn to some people more than others This prevents quick decisions when the and vice versa. You are drawn to a certain opportunity requires commitment and destination more than others. There is an resources. The decision‐making speed here attraction that is more than ‘good looks’ might be a week or more. So what is your and for some people perhaps hard to grasp. reaction speed? You need to know. The laws of attraction work in the selling of Creating the environment where those travel, too, and if you want opportunity to opportunities can flourish means you have find you, you must prepare yourself and put into place a series of steps that allow your agency, your marketing and in general, for quick decisions. It’s a matter of who put yourself out front and centre so that does what and when. Document your opportunities, the right opportunities, can methods so that everyone in your agency indeed locate the beacon you are understands the protocol for when transmitting and hone in. opportunity strikes. Niche Opportunities Don’t Miss Another Chance… We can focus on your niche here as no If you have watched others in the trade doubt you would love this segment of your reach a certain level of business and/or business to grow. If you sit quiet nothing launched a new tour, website or made will happen. To create opportunity means millions by simply being first, then you you must actively sow a few seeds, do a know what you have to do if you want to little more promoting than usual, send out seize the next destination that’s going to the vibes that you are open for business. sell out. Make sure your name becomes a You may think you are doing this, but household name related to your niche chances are you are not creating as much market. Anyone thinking of ancient temples buzz as you think you are. should immediately think of you. Same for scuba diving, hiking, wine tours… you must When you want niche‐based opportunities initiate those laws of attraction, keep your you will need to stand taller than the rest office environment open to all ideas and and that means promoting yourself on‐line, process them properly.
THE INFOGRAPHIC OPPORTUNITY Here is a quick and easy way you can enter the world of infographics without having to study programming, software or struggle with tech’ stuff. You can use good old PowerPoint that should be resident in your MS Office kit, no matter which version you purchased. Click on File, Page Setup and then select Custom to set the width and length of your infographic. As you can see below, I have selected 10 inches wide and 20 inches long (height). Now you create your infographic that could promote features of a certain destination, the value of cruising or the numerous golf courses around the world ‐ the options for information are numerous. The main point here is that the information you provide is based on solid facts and figures that will cause a client to say, “Aha!” and respond with a booking. The example I am displaying here is an infographic I’ve been working on for the travel trade. It’s not complete as yet ,however, you get the idea of the flow. Once you have finished your infographic slide, click to view it in SlideShow format and then use a screen capture program to capture and save your work as a JPEG. Now you can share it, email it, post it, etc. There are quite a few sophisticated infographic software programs you can use, however, for the quick and easy way, power up your PowerPoint and give this a try.
when you give Linked In recommendations. Giving Linked In LOVE = OpportunitiesI told myself to write something that did not Make it a practice to grow your Linked In touch upon business social media in this Connections daily (yes daily!), and then set month’s article and failed… sorry! I hope a goal to connect with all clients (search for you can understand why as my combined them in the people search graph daily), professional passions of sales coaching, supplier DSM, BDM, DOS, VP, CEO and everything entrepreneurial, and business Presidents you can think of. Once social media simply is pouring out of me connected, give them a brief or extended these days! recommendation. I recommend you get sincere, personal, and grateful for their Steve has done another super‐fantastic job relationship and HOW they helped you, of defining and helping you understand a supported you, and provided you with some business topic labeled ‘opportunity’ and personal attention to detail. See some then provided countless resources within examples (48) of HOW I write them for my this issue to begin implementing such ideas friends and professional connections here, as soon as your coffee buzz kicks in (don’t and what they have written for me (80). drink coffee? Then go grab a soda and Get proactive, and hustle a little more in the business social realm like Linked In and make it a good habit to check IN 2‐3 times a day with Linked In. Post, re‐post, tweet, update, and add more information to your profile. Linked In is great at telling you HOW to update and make your profile even better! Such proactive entrepreneurial hustle makes a HUGE difference in your online and offline opportunities. Gone are the days of waiting for the phone to ring from your clients, never mind from prospects in your community. watch your sales grow!). I now want to Give Linked In LOVE and watch your brand enhance it with a cool proactive idea to go grow in the right direction at the same time. for gold in 2013! Coach Cory Give To Get On Linked In. Want to learn more about Linked In Love – Opportunity knocks and presents itself on watch these great videos. Linked In, and then shows up in person
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Business cards create opportunity and that’s why I am a proponent of them. I collect them. I look at them. I learn from them. But things are changing. Times are changing. Technology has changed how we communicate and leave our name behind. If you want to be leading the pack then you may want to take a hard look at that business card you do or don’t hand out. When you start to use a new and unique idea to build business, you’ll also have something worth blogging about. Something to post to your social networking outlets. You can add an image to your website with a comment, “Don’t forget to ask me for my business card…” and go on to describe what it is you’ll be handing over across the desk. The Vidioh Business Card Try this concept. The Vidioh range of video business cards. These 50 x 90mm cards come with 2.8” screen and integral speaker which auto‐runs the video on opening. The video business cards can be charged using standard USB to mini USB cable. There are two options available: Side opening and top opening. Now that would make an impression, at least for the first couple of views before you close the sale. Starting prices: 50 cards $31.50 each. The WiseStamp Signature http://www.vidioh.co.uk/products/business_cards/An email signature today should also be a business card and do more than just list your name. The WiseStamp technology lets you create an email signature that links to your social networks, such as displaying your most recent Tweets. You can check this out here: www.wisestamp.com Icon.Me Moving up in terms of technology, this business card is fantastic. Share with anyone, anywhere. Your icons live in the cloud and are easily shared through email, smart phone, on‐line or in person –assuring your contact information is always current and accessible. https://www.icon.me/
Prestoh.com Prestoh Mobile Business Cards also leverage on‐line tools that you probably already use! Your Prestoh Card comes with a free personalized QR (quick response) Code and advanced vCard to download your contact information. Encourage new connections via LinkedIn and also broadcast your business card information. http://prestoh.com/ Alright. You are getting the message. With more and more of your clients and clients‐to‐be, as in prospects, carrying tiny computers in their pockets, the traditional travel agency business card has some competition. They are static and don’t do anything for you until someone, a client, reads it to reconfirm something or passes it on to a friend. In contrast to the old, tried and true card, the new business card applications can bring together all of your social media locations, your website, your email, your promotional video and more. The old card has morphed into the interactive business card. The traditional business card still has a place and it, too, can be updated to represent the current you. What’s happening here is a reduction of text. Some cards are now simply a name, an email address and a social media contact. The telephone is still the #1 firstname.lastname@example.org for clients making contact with their travel agent so, for the moment, best to keep that phone number on your card. This refined type of card works well for home‐based agents who do not have a physical street‐front operation. The Boris Smus Minimalism Business Card Very clever. Invented by Boris Smus, the concept is simple, but only he thought of it! Secure your email address, your Twitter handle and website as you see here. In one line of text Boris gives us three addresses in one. (http://smus.com/minimal‐business‐card‐design/) The Mini Moo Card Last but by no means least, this is a neat idea that presents your client with a glorious travel image on one side and just enough space on the other side for the Boris Smus style address. Click here to view the moo: http://us.moo.com/ Two more ideas coming up. A Facebook styled business card and a flash drive concept.
The Facebook Business Card Come on, you know it’s all the rage. Got to be there even if you don’t agree with it, understand it or don’t believe your clients are using it. Facebook. Chances are you are right. Chances are you might be wrong, too, so better to ride a winning horse. What a great way to promote your Facebook site than to use a Facebook business card. And what’s that, you ask? Well, it’s a very clever take off on the Facebook look. Here’s a sample based on my own Facebook page. Use this space to tell and sell what you do. On the front of your Facebook business card, add text related to what you do and sell, list your niche market and so on. On the reverse, add your contact details and your social networking links. This idea is wonderful if your Facebook page is the one element you use to communicate your travel products to the world. Who needs a website? Some people don’t. Flash Drive Business Cards You have seen this type of business card at travel trade shows. They are ABC TRAVELbeing handed out by suppliers to YOU! This business card has a USB connection built into the card. On it is the supplier’s information, brochures, etc. You, too, can use this type of card. Your content would promote your agency and what you sell. You might be able to negotiate with a supplier to co‐op with you, share the cost and have their logo and content added to your card. AND FINALLY… a USB key to opportunity! One more style of flash drive business card shaped like a key. There are many companies producing these flash drive business cards so search on‐line for the one closest to you.
The When you add a touch of good, clean humour to your selling you can, by most accounts, boost your sales. The art is to not tell jokes but to include humourous stories about your own travels, something you’ve witnessed or you could relate something that your clients told you about. A recent Air New Zealand video is a classic and uses the star power of Bear Gryllis to explain in‐flight The post 5pm exercise most agency owners and managers enjoy.safety. Selling with humour can and should roll While other brand actions – e.g., discounts, over into your social media marketing, too. free offers, contests – have a stronger effect Here’s a blurb from Ipsos Global telling us on brand and consumer connections, how something of interest posted on‐line injecting interesting and funny posts can can help keep clients attached to your help keep interested consumers coming brand. back to your social networking sites to see what’s up. That’s why it makes sense for Socialogue: A Clever Brand Keeps Fans on marketers to be hands‐on when it comes to Hand. One‐third (34%) of those who follow social networking content. a brand’s social networking page say fun or interesting posts make them feel more So there you are. More trips to the bank connected to that brand. where you can share a humorous thought or two. Look for funny quotes, stories, The younger the demographic, the more videos and make sure they are clean, effective these kind of posts are as tasteful and travel related – and of course, connection boosters: 39% of those under 35 relate your own stories. Here’s the AIRNZ claim a stronger connection is forged when link you can pass along to your clients as a brand’s posts interest them, 31% of those you promote New Zealand in this case. between 35 and 49 and 28% of those between 50 and 64. http://www.youtube.com/watch?v=LnM7xuhzjWY
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