When you think about a variety of professions - teachers, doctors, attorneys, etc. - they all specialize in one way or another. Educators usually teach a specific subject; doctors have areas of expertise to enhance the quality of patient care, and attorneys focus on a specific type of law to better serve their clients.
Why shouldn't travel advisors be the same way?
Sometimes travel agencies attempt to be a one-stop-shop for everyone. While this may sound great and selling everything seems like it would transition into more business, it's usually not the case, and it might not actually be the best route to take.
Don't Sell What You Don't Know
There's no possible way to be an expert in all types of travel. When an agent tries to sell areas they aren't familiar with, it means spending additional time researching.
Learning about new areas of travel - whether it's discovering destinations, finding the best tour operator to work with for a type of trip you aren't familiar with or figuring out the logistics - sucks up a lot of time which transitions into less time spent closing sales.
If you think selling all things travel will bring in more business, think again.
Work Smarter Not Harder
On the other hand, being a specialist usually means you know something like the back of your hand. You're able to answer questions right off the bat, and you can seamlessly match clients with the destination, hotel type or tour operator that will work best for them.
There still might be some aspects of the trip to work out, such as choosing the best flight and dates, but for the most part these trips are booked fairly quickly since you're able to answer questions and be a knowledgeable resource without doing a whole lot of research.
How Specializing Drives Business
There are a few key ways specializing transitions into more business. As already mentioned, you'll spend less time researching and more time booking trips, which means more sales in a shorter period of time.
Additionally, prospective clients are more likely to work with you when they know you're a specialist. If you're choosing a doctor or lawyer, you're going to choose one with the specialty you're looking for, right? The same goes for choosing a travel advisor.
On top of driving more business, finding your niche will make you happier. If you're considered a specialist in something, it usually means you enjoy it enough to spend the time becoming a specialist. Enjoying what you do does not go unnoticed by clients, and the more positive their experience is, the more likely it is they're going to refer you to friends and family.
Stay tuned for tips on how to choose your travel niche.
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