I have been a partner in wonderful working relationships
between travel advisors and suppliers over the years, fostering great
connections and aligning common interests, resulting in increased sales on both
sides. I have also observed some very bad exchanges.
While relationships between advisors and suppliers can sour
because of unfriendly travel advisor and customer policies or indifferent and
ineffective sales managers, let's look at what you can do as a travel advisor
to build healthy and mutually beneficial relationships.
Let's start with what not to do. Over the years, I have seen
unhealthy, one-sided dependency on suppliers develop on the retail side of the
industry, at times becoming adversarial.
I call it unhealthy because some agencies are fixated on
commission income to earn a living and may display irritation or even distrust
when commissions aren't high enough or when certain travel components are
non-commissionable.
There is also a dependency on suppliers to make the phone
ring. Of course, there is a lot of intrinsic value in a healthy relationship,
where both sides can support and build each other's businesses. In their
marketing and advertising, suppliers should direct travelers to work with a
professional travel advisor.
And then there is the client ownership debate. Whose client
is it? With suppliers accused of stealing from the client. Things can turn
adversarial - I have heard threatening and profanity-laced arguments occur.
Demands are made, and totally rude, unprofessional behavior breaks out. This
type of behavior cannot be condoned or tolerated. Respect will always take you much
farther in a dispute.
At the end of the day, owning a retail travel business
means you are responsible for your own success. I believe you have to make good
things happen.
Let's focus on what a truly productive and mutually
beneficial partnership looks like.
Start by creating meaningful business and marketing plans.
Your business plan should detail how you plan to grow your business, increase
sales, and acquire customers. Your marketing plan should outline the travel
segments, your target customers, your marketing tactics, and the suppliers you
wish to align with as preferred partners to help you accomplish your business
goals and marketing objectives.
Prepare tailored mini marketing plans for each supplier. This
business should be fun and exciting, so pursue travel segments that let you follow
your passions and personal hobbies, as long as they make good business sense.
I know I am stating some obvious points, but many agencies
and travel advisors are not taking the time to think these matters through and
draft their plans in writing.
Let's talk about fam trips. I believe, ethically speaking,
that you should only accept supplier fam trips that fit within your business
and marketing plan. We all consider fam trips essential to serving clients, and
they build knowledge and professional expertise. But fam trips should not be
about adding more pins to a map. Spending your time and money on a trip should
always be part of your marketing plan, with the intention of growing your
business through a supplier, the destination, and the travel providers in the destination.
Other components of a true partnership with suppliers
include maintaining a solid working relationship with your business development
manager or sales manager. I know that sometimes your attempts to reach out to a
BDM go unanswered. If, after a few attempts, you continue to be ignored, get
creative or move on. Look for another partner. But don't expect sales reps to
just drop by these days. Looking for business sales calls is a thing of
the past.
As you work with your BDM, schedule regular meetups. Discuss
groups, staff training, client events, and marketing activities. Understand how
co-op works. Ask for co-op but have a plan, pledge your own resources, and
follow instructions. Slow supplier reimbursement for promised co-op may be
another reason to question a partnership.
Another extremely important responsibility in a partnership
is to read and thoroughly understand all contracts, confirmations, and
invoices. Do not neglect this responsibility. Mistakes are made. Errors go
unnoticed. When a mistake or an oversight occurs, you may feel it is not your
fault or that blame should be shared.
That doesn't always happen. Prevent stress and sleepless
nights. Pay attention to everything received in writing and take good notes in
phone conversations. Nowadays, you can use an AI notetaker.
At its core, a healthy supplier relationship is built on the
same principles as any good business partnership: clear communication, mutual
respect, and shared goals. Act with intention and professionalism, position
yourself as a valued partner, and you will reap the rewards as your business
thrives.
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