Many travel advisors will tell you that most of their business comes from repeat and referral customers. Yet analyses conducted by several large travel organizations have shown that client retention rates average between 25 and 35 percent.

Regardless of your retention rate, the biggest challenge most of you face is finding new clients. Before addressing the problem, I should explain what constitutes a “client.” A client is someone with whom you are engaged with and have either booked a vacation for or collected a fee from for your services. All others are “prospects.”

Specifically Ask for Referrals

The goal is to get prospects into your sales funnel by any means possible. I have found the most effective, systematic process of doing just that is to specifically ask for referrals. I’m not talking about a tagline in your email signature—“The greatest compliment is a referral”—or casually asking your clients if they know anyone looking for a vacation.

I am talking about a proactive system, practiced regularly, that enables you to seek out prospects who fit the vision of your ideal customer. If, for example, your specialty is adventure cruising, you don’t want to waste your time catering to people looking for cheap trips to Cancun.

Have Others Help Identify Prospects

You want to reach your ideal prospects by identifying who they are. Ask current and past clients, friends and family for their assistance in identifying those who fit the bill.

Next, create a series of scripted questions for prospects, designed to build relationships based on similar interests (adventure cruises), and mention the name of the person who referred them.

Don't Focus on Marketing

Although many agents rely on marketing efforts to find prospects, it’s important to remember that the sole purpose of any marketing is to support your sales efforts by attracting prospects to your funnel. Many advisors spend a disproportionate amount of time and money on marketing, which frequently is like fishing with a bobber. You cast a baited hook that sits in the water waiting for a fish to bite. How long you wait is up to the fish.

By contrast, prospecting via referrals is relatively easy. After all, it’s human nature to assist others—and all you are doing is asking people with whom you have personal or business relationships for help.