Many of the ideas that have contributed to Apple's success have come from outside the computer and technology industry. In fact, Steve Jobs looked at all business models, from Cuisinart to Ritz-Carlton, for tips on great customer service.
I'm always looking at other businesses to discover parallels to running a home-based travel agency. For example, a locksmith has no idea who is going to lock himself out of his house or when. In the past, by advertising in the Yellow Pages or putting a sign in his window, the locksmith could improve the odds that he was going to get a call.
These advertising strategies aren't quite that simple any longer. Thanks to the Internet and social media, you can put in a zip code and find any business you are looking for. For business owners, this can be a boon or a bust. One bad review on Yelp or TripAdvisor can have a tremendous negative impact on your business.
We all know that there are times when things go wrong with travel. When you get a bad review, what should you do? It's important to respond quickly. Offer your apology in public comments. Explain how you will take steps to ensure that the situation doesn't happen again. Don't be argumentative, and no matter how justified you feel, don't be defensive.
Build Trust: I would say that "trust" represents the critical foundation for every agent-client relationship. Similar to hiring a locksmith to assist you in gaining back access to your locked property, you are letting a stranger have access to your home, office or vehicle. These people are gaining access to private property and information.
The same can be said of a travel agent. Our clients are giving us insights into their very personal lives, habits, income and lifestyle. Let's face it, anyone who has assets can believe that they are targets for thieves, con artists and frauds. If you are handling their credit cards, you must state upfront what you do to protect their information. If necessary, be prepared to provide a client with a confidentiality agreement.
Understand What You Do: What makes your business special? What is unique, different or important? Be able to clearly answer the question: Why should I choose to turn my money over to your business when there are so many other choices? Remember that the travel business is all about serving others and satisfied clients are the only ones who will put money in your bank account.
It's all about knowing your products and being able to share the pros and cons with clients who show interest. If you do a good enough job in presenting the right choices, the product should sell itself. I don't like to be sold on things, and I think a lot of people don't like to feel they are getting talked into something.
Understand Your Customer: There are studies that prove a large percentage of companies don't understand their customers beyond basic demographics and purchase history. Customers are and should be the focal point of your business. Who are they really? What motivates them? Create a mental image of a customer you would like to serve and use this image when you create your marketing campaigns.
Stop selling the trip and really try to take the time to connect with people. Listen to what they want and then make suggestions. Have conversations as you were talking to a friend or neighbor. Once you connect in a genuine manner, your trust factor will go up much higher. No one does this better than Nordstrom.
Keep It Fresh: Dunkin' Donuts has focused on launching new products every month, along with bringing back favorite items from the past. The company wants the public to no longer just view it as just a donut and coffee shop. Now you can find items like Red Velvet Lattes, Spicy Smoked Sausage Breakfast and Salted Caramel Hot Chocolate!
Wal-Mart founder Sam Walton didn't start out rich. He started out clerking for another retail company. When he eventually opened his own 5 & Dime store back in the 1950s, Sam firmly believed in "having a heck of a good time" while working hard. "There is only one boss: the customer," Walton said. "And he can fire everybody in the company, from the chairman on down, simply by spending his money somewhere else."
As a travel agent, you need to stay abreast of what's happening in the industry, attend webinars to keep your skills fresh and learn about new products and suppliers. It's crucial to stay current so that you can pass along new travel trends to your clients. And remember, those clients are really your boss!
Anita Pagliasso is president of host travel agency Ticket to Travel, western regional manager for the Outside Sales Support Network (OSSN), and president of the Professional Association of Travel Hosts (PATH).
Editor's note: This column is adapted from one appearing in the January 2014 issue of Agent@Home magazine.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
