Developing a robust roster of clients is unquestionably a major key to a travel advisor’s success. But to truly flourish, advisors need to capture a larger share of travelers who have never used an agent before – and there easy ways in which to do just that.
Capitalizing on Social Events
For starters, advisors should turn to their social circles, whether at cocktail parties, dinners or other events.
Claire Schoeder, an independent luxury advisor with Elevations Travel, uses strategic networking to gain new clients.
At a party, for example, Schoeder was chatting with clients she had booked on a cruise and met another couple on the same sailing who said they preferred to arrange their own travel.
“They said they had always done everything themselves – air, hotel and cruise – and they were laughing at people who were booking air through an agent,” she said.
The couple booked the cheapest business-class flight for their cruise, which was available only once daily from their departure airport.
On departure day, their flight was canceled, and they called Schoeder for help.
“I couldn’t help since I didn’t control their booking,” she said.
Following that experience, the couple began booking all their trips with Schoeder.
“They saw why using an agent was important," she said. The couple became dedicated clients.
Referrals and Renewals
Matt Wahlgren, owner of Matt Travel, scouts out new clients through referrals and reviews.
“I ask existing clients to refer me to their loved ones and submit a review on my Google Business page,” he said.
“Many more clients find me by doing a search on the Internet because of the reviews on Google,” he added, noting that he shares the reviews with new customers, “so they know what my clients enjoy about my services.”
When approached by a prospective client, Wahlgren promotes his personal expertise and his oversight of a team of highly competent advisors.
“I have a team to support their needs,” he said. “Should they have any questions or issues before, during or after their trip, they can come to me – there’s no need to wait on hold or speak with a random help desk person who may not have adequate knowledge.”
Wahlgren also offers free consultations, giving newbies the chance to ask questions before deciding whether to proceed with a booking.
Make a Comparison to Other Professions
Heather DiPietro, the former president and CEO of TravelSalesGroup, and currently a business analyst at the TRAVELSAVERS consortium, makes comparisons to other professions to illustrate the professional nature of her services.
“I told them that I could do my own taxes, but my accountant is better at it than I am,” she said. “I could watch a tutorial online on how to cut my own hair, but I pay a hairdresser because she is better at it than I will ever be.”
“In both cases, these people have invested time and money to learn a trade that makes them better at it than I would be,” Di Pietro added, noting to the clients that the same is true of her agency services.
As an advisor, Di Pietro also turned her attention to the negative events that sometimes occur with air travel, telling them: “With all the flight cancellations and delays, do you really want to do it on your own and wait in the line at the airport, or would you rather call me from the gate where I can handle everything?”
Ultimately, establishing the advisor's expertise and value is also crucial when converting undecided prospects.
As Di Pietro has informed new clients in the past: “I can help find the perfect destination, resort or river cruise for you based on my decades of experience.”
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