A client contacts you about a
tour they found online — but it's not with a preferred supplier. Or a client
asks for the cheapest possible tour to Italy, and after searching, you find one
that beats every other price, except it's not with a preferred supplier
either.
You tell yourself, ‘I have to give clients what they want,’ and
you book it. But in doing so, you sell yourself short — and you don't truly give
your client the best experience available.
Trust Is the Foundation
Your mission is to turn every
customer into a client, and client relationships are built on trust and
honesty. There is nothing ethically wrong with recommending preferred
suppliers. You earn more selling them — and you should. You have bills to pay,
and you deserve to be paid well for your expertise.
When clients work with you, they
trust your recommendations. They believe:
- You have more clout with travel suppliers than they
could have on their own
- You've vetted the companies you recommend
- You stand behind the reputation of every supplier you
suggest
- You have industry access and connections they don't
Given all of that, doesn't it
make sense to confidently present and recommend your preferred suppliers — even
when clients come to you with specific requests of their own? Your job is to
help them see that doing so isn't a compromise. It's how you ensure they have
the best possible experience, and an awesome trip.
Your Clout Is Real — Use It. Your Clients Expect It of You.
Your relationships with
preferred suppliers run through your consortia and host agency affiliations,
and the combined sales power of those networks is significant. Your agency's
sales production and track record with a supplier earn you real attention — and
real advantages. A strong relationship with your BDM means someone has your
back when you need help.
You get access to sales support that goes well beyond
a standard customer service line. You're plugged into a network of colleagues
who work with the same suppliers and can share advice and tips in real time.
And your preferred suppliers invest in you directly, offering education,
certification, and fam trips so you know their product firsthand — not just
from a brochure.
Don’t Let No Be the Final Word
Sometimes a client says no to a
guided tour before they even understand what they're turning down. They picture
being herded around town, a rigid itinerary, and zero flexibility — and they
assume a fully custom trip is the only alternative. That's where your expertise
matters most. A guided tour with the right preferred supplier isn't the group
bus tour they're picturing. It's your job to help them see the difference — and
in doing so, you're not just steering them toward a better fit; you're growing
your preferred supplier sales at the same time.
Why not recommend a blended tour
and FIT experience instead? Your preferred suppliers have already vetted the
hotels, the experiences, and the local service providers. When you recommend
them, you're offering your client:
- Convenience and comfort
- The freedom to make their own choices, on their own
time
- Real free time, without the burden of planning every
detail
- Peace of mind, knowing someone else has already done
the thinking
- Access to special, unique experiences
- VIP treatment
- Room to explore as the curious, lifelong learners many
travelers are
Delivering for Your Clients While Selling Preferred Suppliers
Support your preferred suppliers, and they'll support you —
helping you give your clients the amazing experiences and lasting memories that
turn them into lifelong clients.
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