Agent to Agent: How Do I Improve Repeat Business?

Dear Tammy: Business is going pretty well. I’m getting customers and am planning some great trips for them. I’m getting good feedback when they get back, but when it comes time to book their next trip, I hear crickets. How do I improve my repeat business?

Tammy: Well first of all, congratulations on the business that you are getting, but you’re right that repeat business is vital to growing your company. It’s much easier to have customers who come back to book additional trips than it is trying to get a brand new one. As a matter of fact, statistics show that 70 percent of existing customers will buy from you again and they come back to you because they have established trust in you.

Unfortunately, there’s no guarantee as to why they have not booked with you again. The first reason could be an obvious one – they just might not be able to afford another trip right now. You should be keeping in touch with your clients and see what their needs are. Make sure that, no matter what, they feel special and that you treat them like they are your number one customer.

Some clients are also too busy to stop and take care of planning all of the particulars for another vacation and that’s why they need you. It’s important to establish regular contact. Drop them an email or give a call every few weeks. Let them know about the best vacation destinations, any airfare or package sales and see if anything sparks their interest. Ask them what they might be interested in doing next and be sure to keep an eye out for specials.

It’s also important to establish good communication and customer service with your clients. If all else fails, ask them why they haven’t booked another trip with you. Send postage-paid questionnaire cards or letters, emails, or call them by phone.

If they really do not need your services at this time, ask if they will pass your name on to friends and family members who may be planning a trip soon. Whatever you do, don’t give up on your customer. They may be a once-a-year client or a once-every-five-years client. Either way, give them your best service. You never know where your next client will come from.