Editor's note: This story is the first of two articles focusing on sales training for new advisors. In it, veteran advisors discuss the reasons why sales training is vitally important. The second story will detail the ways in which advisors train new employees and independent contractors.
There’s no disputing that sales training is essential for new advisors entering the marketplace. And there really is no downside. An educated advisor is an asset to the agency as well as its client base.
Another benefit? Professional sales training programs weed out hobbyists.
“Being a travel advisor goes far beyond booking travel for your family and friends or participating in fams and traveling for a discount,” said JoAnne Weeks, vacation division director at Acendas Travel.
“Entering an industry that is ever evolving is difficult for we veterans to keep up with, let alone newcomers,” she added. “Today’s travel advisors need to truly invest in the time it takes to be a travel professional, which includes sales training, destination knowledge, policies and requirements of vendors and or destinations. It can take years to build your client base and it’s an industry where you never stop learning.”
For her part, VIP Vacations President Jennifer Doncsecz is a huge proponent of training for new advisors. “Our expertise sets us apart and is the key reason why consumers should use a travel advisor,” she said.
“We want to instill that our mission /vision of truly helping and assisting clients always comes first and although product knowledge is needed, customer service and care is the foundation of why we exist.”
Sales training also provides newbies with a decided competitive edge. “When I started out as a travel advisor, I didn’t get any sales training. I was able to help clients, but I missed out on some chances to do even better,” said Becca Dill, owner of The Travel Junkie.
“I used to focus too much on finding the cheapest deal instead of what the client actually needed, and I had a hard time asking for the sale. Sales training teaches new advisors how to match their approach to what the client wants and how to confidently close deals.”
Huckleberry Travel Co-Owner Thomas Carpenter – who is also a practicing attorney – recommended that advisors proceed with caution when it comes to offering training programs.
“Since ‘training’ is a buzzword for employment, if advisors are engaged as independent contractors, it can be a real problem for an agency owner to require training,” he said. “The penalties for misclassifying employees as independent contractors are pretty steep, so I’d strongly recommend that agencies be very careful about how they conduct training. “‘Mentoring’ and ‘coaching’ are less problematic than ‘training.’”
He added: “Another workaround would be to separate the training program from the agency. Before an agency brings on an independent contractor, making sure that they’ve done a reputable training course like one through The Travel Institute or ASTA’s new-to-the-industry program can be a way to ensure that people already have the skills they need when they come through the door.”
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