A blue-chip panel of travel advisors shared secrets of their success at the recent ACTA Eastern Canada Summit. Titled ‘Strategies for Thriving Travel Advisors,’ the panel session offered insights into how some of Canada’s most senior and successful sellers operate their businesses.
For new-to-the-business advisors, this may be the most important 400 words you read today.
The panel was hosted by Uniglobe Travel Innovations’ Monica Johnstone CTC, with an amazing 47 years in the business. Panelists were TTAND’s Judith Coates, Naomi Rogers CTC from Trevello, Direct Travel’s Joanne Patterson CTC and Lynda Tomilin CTC from Envoyage.
Here are a few of the questions asked, and the responses of these seasoned professionals:
Who is your ideal client?
Naomi Rogers: “My ideal client is someone who wants to work with a travel advisors, someone who values what I do. Much of my business comes from referrals by like-minded people.”
Judith Coates: “My ideal client is someone I can relate to. I find that out through conversation, by asking the right questions, listening and being a sponge.
The panelists for the ‘Strategies For Thriving Travel Advisors’ session at the recent ACTA Eastern Canada Summit. (Photo Credit: Bruce Parkinson)
What are some things you do to maximize revenue?
Joanne Patterson: “I charge professional fees for each and every product I sell. I have created a spreadsheet of fees and the value offered – it’s critical to show them the value. I also always send a quote for travel insurance whether they ask for it or not. And of course, I try to work with preferreds to maximize revenue.”
Lynda Tomilin: “Upsell, upsell, upsell. I always try to add components like a pre-trip hotel or park, stay and fly. I look at upselling class of service and upgraded hotel. You’d be surprised how much you can upsell.”
What advice would you offer to new travel advisors?
Naomi Rogers: “Every new business needs a solid business plan and marketing plan. If you’re not good at marketing yourself, find someone who is that can help you.”
Lynda Tomilin: “Get travel-educated. Take part in online trainings, attend events, piggyback with experienced agents. Take educational fams. Get to know the BDMs of products you sell. They can help you!”
Judith Coates: “Be curious. Always ask questions. At trade shows, don’t just drop your business card to win a prize. Set up meetings with suppliers you’re interested in. Be humble – you will make mistakes. Surround yourself with people who know more than you do.”
Coates added: “Qualifying clients is a big time-saver. Ask potential clients questions like: ‘Have you checked with another agency?’ and ‘Have you priced online?’” Questions like this will help weed out ‘tire-kickers’ seeking only the lowest price.