As we move into the season we all know and love as Wave, you may be asked whether your sales are up as there are always high expectations for growth in the first quarter of the year. The headline of this column is not a misspelling – and you’ll find that the word “sails” could play a pivotal role in boosting your business.

In competitive sailing, there are many boats in the water, just as there are many vacation options for consumers to consider. The wind provides the power for speed in sailing and it is equally available to all boats. The same holds true for the surge of consumer interest that drives Wave Season vacation sales.

Since the wind, or wave in this case, is available to all in the same proportion, then why do some boats – or agencies – jump to the front of the race so fast?

If you know the wind or wave is coming, it is all about being prepared to catch it. Have you raised your sails and checked all aspects of the boat and positioned it properly to take full advantage of the available power?

For agents, it is important to be fully prepared for the spike in demand we call the Wave. Like the wind, the wave can be fickle and difficult to predict with accuracy.

Just as great captains do, you must check all aspects of your business to make sure you can fully capture the momentum.

The emphasis needs to be as much on the offers and promotions as it is on the delivery of the experience, since deals and discounts are still what catches consumer interest – thereby filling your sails. You can have your sails up, but if you are facing the wrong direction you will lose valuable time trying to turn around. Have you worked toward ensuring that you specialize in certain products, destinations or client lifestyles?

With sailing you can have your boat pointed perfectly and yet all sails struggle if you have not focused on the details. One line tangled, one small rip in a sail, or an unpracticed method of communication and the opportunity will pass by.

If you have prepared properly, when the wind starts to blow or as the wave begins to crest you will be able to answer “Are your sales up?” with an enthusiastic, “Way up and ready for smooth sailing ahead!”

QUESTIONS TO ASK YOURSELF

Are you up-to-date on the products you sell?

Have you scripted and reviewed the questions to ask prospective clients?

Do you have the right technology to provide the best information and experience for your clients?

Have you put your name out to media that are segmented to the right audience?