'Sacrifice'

Baseball has an interesting term that is used when you hit an out on purpose so that a player already on base can advance to the next. This is called a sacrifice, with the hitter “sacrificing” his chance to get on base so that his team is put into a better position to score. For a sacrifice to be considered, there must be a man on base and there must be less than two outs in the inning.

In baseball, as in many other sports, there are times when you give up your personal gain for the best of the team.

As a travel advisor, you may find that sometimes a “sacrifice” is part of the process to reach the best result. One could argue that giving up a part of your commission to make the sale is certainly a sacrifice to “win!”

However, I don’t think that is the best approach or one that necessarily helps the team (in this case, the team is your agency—even if you are the only advisor).

Said a little differently, a sacrifice in business makes sense when the same two requirements exist as in baseball. Instead of a man on base think of a customer who has done or is doing business with you (not a prospect), and having at least two outs left means that the client is someone you want to keep long term.

In cases where these conditions are met, consider a few sacrifices that bring you no immediate income. Here are some examples:

Helping clients book excursions, make restaurant reservations or spa appointments. Even when there are no commissions to be made, look at your ability to help out as part of the income you earned from the original sale. Providing those extra services will keep your client loyal, making it well worth your effort and time.

Sharing your commission for expertise. If you specialize in something different from what your clients wants, then sometimes it may be best to bring in a pinch hitter. As an example, if your focus is cruises, and a good client wants a luxury safari, then finding and working with an advisor who is an expert on Africa may be the best choice. If you want long-term customer loyalty, then sharing the commission to deliver exactly what the client needs is a sacrifice worth making.

Using part of your commission to wow the client. Giving clients gifts is a long-standing tradition. However, there is a great opportunity to do so in a unique and exciting way. The old standard of a bottle of wine in the room or cabin may not be appropriate in all cases, so use some creativity.

Find a gift that reflects your brand and is personalized if possible (or consider a deposit gift, a welcome gift and a welcome home gift, as each one need not be expensive, just memorable). Fun and exciting gifts may be well worth the sacrifice if you create a lifetime customer who becomes a raving fan!

The key to all sacrifices is to consider the ultimate gain of winning the client for life and receiving multiple referrals. Short-term pain can result in long-term gain—so consider making sacrifices when it is best for the team!