In every business, the goal is to make money. Sometimes, going about that can be a challenge.
The travel agency industry is no different.
"Low hanging fruit is the best way to boost sales, especially during the slower times of the year," said Tom Karnes, president of LaMacchia Travel.
"Our low hanging fruit comes from our database. We have so much data on past travelers that we are constantly querying information on those who have not booked for the upcoming year and sending them specific offers or deals based on their past travel history."
Karnes also explains that, during the slower months, he hits potential business as hard as possible without becoming bothersome and provides a wide variety of travel offers.
"We cast a large net and then, during the busy season, we focus more on the high-end clients and a smaller net," he said. "This controls the flow of business accordingly."
Margie Lenau said that her past clients are also her best opportunity for boosting sales.
"I always ask for referrals and give a gift card included with final documents," said Lenau of Wonderland Family Vacations in Grand Rapids, Michigan. "Happy clients make the best advertising for my agency."
She also sends out a regular newsletter to her clients.
"Every time it goes out I get requests for more information. It helps with that 'know, like and trust' factor that is so important."
To help boost her sales, Lori Wall makes sure she is available for her clients beyond a 9-to-5 schedule.
"I have regular office hours, but I make sure I am very flexible on my off hours," said Wall of Destinations to Explore in Hyde Park. "I am more than willing to schedule appointments in the evenings or weekends when I am not working."
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In the fast food industry, an 'upsell' is used to offer a customer another item to go along with their meal. The travel industry does the same thing.
"Offer the services guests never think about," said Trish Mercer. "We say transfer, a guest says "what's that?' It's when we offer meet-and-greet inside an airport, a private car waiting instead of a taxi. Upgraded rooms are shown as a value for the dollar, and the guests tend to take our offers."
Mercer said that clients do not want to be over programmed and feel trapped to timing, however.
"They love to have someone who has been there to help them plan their days to really be relaxing and yet make the most of the time they have," she said. "Therefore, the right kind of touring is always a great sales booster and sets you apart from DIY disasters."
To help boost her sales Tammy Shamblin Renie said to follow up, follow up, follow up.
"When I give a quote or have had contact with a potential client, I touch base with them every five to eight days," said Renie of Red Parrot Travel. "These days people are like the little kitten chasing a butterfly-they are constantly distracted by everything around them. Keeping in touch lets them know that I am thinking about them, I care about them and want to help them with their travel plans."
Jeannette Candau said that the best (and sometimes the hardest) thing for people to do is really listen to their clients.
"You can suggest the vacation that perfectly suits their interests and needs," said Candau, co-owner of The Blue Walk in Orlando, Florida. "Sometimes, you may be tempted to suggest a package that offers you higher commissions. But if that's not the best vacation for your client, don't be afraid to suggest a different one, even if you might not earn as much from it."
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You'll get back something that is more valuable than a few extra dollars: The trust and lifelong loyalty of a satisfied client.
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