Marketing Ideas for the Global Travel Agent Community

1. PLUS
GOING FOR GROUPS The O&M
The EDGE
Corporate Opportunities The Frontline
The BDM
A NEW OPEN ENDED QUESTION
The COMIC-ALL Training Tool
SOMETHING TO LEARN ON EVERY PAGE

2. AUGUST 2011
In this issue
Who loves groups? Yeah… everyone! That’s SOMETHING TO LEARN ON EVERY PAGE
a good thing as there are so many groups to THE O&M – Salary to Revenue
be had – actually more like so many groups
to be created. So make sure you read that THE FRONTLINE – Work Space Management
article and get busy asking everyone about
THE EDGE – The Deep Ancestry Niche
which associations they belong to, church,
hobbies… dig for those groups! CLOSING THE SALE 2 – The Either or Close .
In this issue we’ll look at another closing THE EXTREME BDM – Fam trip ROI
technique, review the latest open ended
CORPORATE OPPORTUNITIES ‐ 16 To Be Exact
question plus take a hard look at sixteen
revenue generating opportunities found in GOING FOR GROUPS – Big, small, create them all!
each corporate account.
BE THE SALE ‐ by Steve Gillick, CTM.
What else? Ah yes, I’ve included a page FROM THE BOOK – Skype Sales & Service
titled: Something to Learn on Every Page
and the focus is to point out the variety of THE COMIC‐ALL TRAINING TOOL – Using Graphic Novels
fonts and colour schemes I use in Selling
Travel. The concept is to show you these MANGA MANAGEMENT – Communicating With Students
various combinations – some work some THE QUICK REPLY CODE – And Where To Stick It
don’t and that’s the point.
W5 + 1 – A New Open Ended Question
Don’t forget, if you need help with anything
PRODUCTS & SERVICES – SMP support resources.
you see in Selling Travel I am as close as
your email or Skype button. BACKPAGE COMMENT – Something to think about.
Best regards,
Steve Crowhurst, CTM
Publisher
www.smptraining.com
steve@smptraining.com
Skype: smptraining1
T: 250‐752‐0106
Selling Travel is owned and published by Steve Crowhurst, SMP
CHECK FOR WEBINARS HERE Training Co. All Rights Reserved. Protected by International Copyright
Law. Selling Travel can be shared, forwarded, cut and pasted but not
sold, resold or in anyway monetized. Using any images or content from
Selling Travel must be sourced as follows: “Copyright SMP Training
Co. www.smptraining.com” SMP Training Co. 568 Country Club
Drive, Qualicum Beach, BC, Canada V9K 1G1

3. SOMETHING TO
LEARN ON EVERY
You may have noticed that each page in SELLING TRAVEL is different PAGE
from the next. The heading font, style, size etc., is not constant as you
find in most magazines. The reason for this is to show you graphically as
many fonts, styles and colour combinations as possible.
A STUDY BY CRAYOLA
Some of the layout ideas you’ll look away from and shudder (!), others you
PROVED THAT
will like, and others you will think “I can use that if I changed it here… and
THIS COLOUR, DARK
here…” and go on to create your own graphic, image or header, kick BLUE, IS THE COLOUR
started from what you saw here in Selling Travel. That’s the idea anyway. MOST PEOPLE SEEMED
TO LIKED BEST.
In this issue I have started to record the font style and listed it under
each title – this will shorten the time it takes for you to source it in Check to see if such a colour
WordArt, Word or PowerPoint. The font used for all content or most of it survey has been conducted
is Calibri. in your country.
The same thing applies to the graphics and images I use to support the We, that would be us
written information. Once again, hopefully you can learn from what you humans, tend to let colour
see and apply it, change it, delete it, own it and use it your way. influence our purchases by
as much as 60%.
My graphics range from clipart, to comics, to line art, photos and also
there are graphics that I create myself using The Logo Creator, Photoshop, After reading the survey I
changed the colour of my
Snagit and a few other software programs.
email text to dark blue.
The creativity comes in knowing
what to crop, to study the sight The chart below was created by Joe Hallock
lines in an image, to look at the after an extensive research project with the
perspective of an image or goal of discovering cultural similarities (and
differences) based on color association,
graphic and crop as the mood preference, and internet activities. The survey
takes you. This comes a little is fascinating despite 79% of responses
easier to me as I have been an coming from the USA and the balance
artist and photographer for worldwide. Make sure you read the colour by
many years. If you have any male & female preferences, also by age. Click
on the chart to see the survey.
artistic talents then of course
they will help you change
whatever you see in SELLING
Use any and all artistic talents in your
travel marketing – hang your art in
TRAVEL into something more
your agency. Start a conversation. suitable for your marketing
Talk about Art Tours of The World… activities.
create a new niche perhaps!
As and when you do use any of the layout ideas you see here – be sure to let
me know so I can pass them along to other readers of SELLING TRAVEL.
Title Font: Blackoak Std

4. The issue about getting
a return on your salary
investment and the
salary to revenue %...
Wouldn’t it be great just to manage the The result is what each member of the team that’s selling is to
agency with no thoughts about anything produce – at minimum. Produce that figure and the company is
else like HR and salaries? Well that’s not breaking even. Next step then is to add the profit you need and
going to happen so best to get this issue want. You need that profit to grow, to market, to increase
salaries and so on. You decide whether you need to profit by
sorted quickly.
$100,000 or $300,000 – now add together your operational
costs and the profit you want. Take that grand total and divide
I recall when I was an agency owner I had a
it by the number of sales people once again. The result is the
member of the team who consistently asked
revenue figure each person should, produce for their salary.
what his motivation was to produce more
revenue. Of course I went through the usual
The X 3 Ratio
“nice guy” chats until finally the light went on
Most industries work on a X3 to X4 rate of return on their
and I realized I was not responsible for this
salary investment. If you are paying a consultant $30,000 then
person’s lot in life. So the next time we had to
you expect $90,000 in revenue commission (not sales). If you
meet my answer was “Your job. That’s your
are paying someone, your top counsellor $50,000 then you
motivation. If you don’t want it, can’t handle it I
expect $150,000 in revenue commission.
can show you a document coloured pink!” Today
of course you cannot say such things. Shame!
Some travel agencies offer salary, bonuses, overrides and so on
and to the point where the counsellor is earning way more
The thing was and still is, when someone accepts
than they produce in revenue. It’s not the counsellors fault of
a job with your agency, they are signing on to
course.
help you solve the ‘profit problem’ – they have
agreed, by accepting the job, to work hard,
The Go Commission Option
prospect for business, close sales, ask for
It’s amazing how many high revenue generating counsellors
referrals and to make sure every client is fully
cannot move to being independent and live off their talents by
covered and protected through travel insurance.
going straight commission with their agency. It’s a confidence
Of course each of these “you shall” statements
thing. For you the owner, it’s another option to put before your
should be on the employment contract, or
sales team so that everyone earns what’s due to them.
agreement and signed into effect. After this,
there can be no discussion – the job is to
Other options you can present would be:
produce and produce well. But by how much?
Rent a desk and pay as you go use of services
The Salary To Revenue Ratio Work from home as a tethered agent
This formula is not restricted to the travel trade –
it lives in all businesses and all industries and it’s Become a home‐based independent contractor
a calculation that should be in all start‐up Offer incentives at various revenue levels
business plans. First you determine the
operational costs to run your agency. Next you Allow suppliers incentives to be earned independently
add your owner’s salary, then you add staff Pay a % of travel insurance revenues over target
salaries and if that’s the lot you total it. Now you
divide it by the number of selling staff.
Logo Font: Mandingo

5. The FRONTLINE! Where it all
happens. Where the sales are made.
Where the excitement is. Where
WORK SPACE MANAGEMENT is
the name of the game!
Work space management is something you might want to There’s your measurement of whether or
explore as it can and does lead to more sales. The answer to not this pile is working for you or against
more sales lies in the efficiency and output capability of the you as some people connect messy with
area designated as ‘your space’. In a 21st century travel agency poor service.
your work area includes the real estate on which your desk sits,
where you sit, where your clients sit, the top of the desk, the THE WSM PLAN
1. Remove any and all fuzzy things from
run‐off and what’s behind that computer screen. So let’s
your computer and desk… look like a
explore how you can increase your sales through a work space
travel professional.
management plan. 2. Set up an customer A‐Z, or monthly
filing system.
The Desk
3. Use MS Outlook calendar, tasks and
This piece of furniture is what a mechanic would call a bench. It’s
reminders or a similar system to keep
where the tools of the trade are – they typically surround the bench so
yourself on schedule.
that they are in easy reach and once used they are put back in place.
4. Open and minimize the websites you
The tools are cleaned, corrected, sharpened and replaced before they
use and refer to most often.
become too old, obsolete and do any damage.
5. Have files you are working on today
stacked or stored on your desk.
Thinking about your desk as a mechanic would think about their bench,
6. Open a folder in your computer and
what tools of your trade can you see? Some obvious tools would be
name it Filing Cabinet. This is your
your computer (hard drive, monitor, keyboard, mouse…) pens,
electronic filing cabinet where you
notepads, brochures, take‐one brochure stands, files… anything else?
copy and past ‘everything’ in separate
and clearly named folders. For
The Desk Draws
instance you find a pricing chart for a
If you were to fall into any one of your desk draws how long would you
supplier – you open a folder named
be in there before finding your way out? Are they jammed with ‘stuff’
ABC Pricing Chart. Now it’s easy to
or are they tidy? Can you find what you need in an instant?
locate and view anytime.
The Floor Under The Desk
Overall, tidy your work space so you can
In a travel agency this area is usually used as a filing cabinet. This is
find things quickly, react quickly, respond
where you drop things from brochures to hotel manuals, cruise
quickly and process the booking quickly.
manuals to whatever it is you don’t want on your desk. It’s common in
These simple actions will help you better
the trade – the art of work space management however is this: can the
manage your workspace and your sales.
client see the mess?
Frontline Font: PlazaPUit

6. AS YOU ARE FREE TO DECIDE YOUR OWN NICHE
MARKET – HOW ABOUT GOING INTO THE
BUSINESS OF GENEAOLOGY, ANCESTRY AND
DEEP ANCESTY? THE HUNT FOR ANCESTORS IS
WORLD WIDE WHICH MEANS LONG HAUL TRIPS.
I have to admit I love the challenge of searching
for those long lost rellies. Mine are now
scattered from Australia to the UK to Ireland ,
Canada and one old fella holding his burial plot I’m looking for real‐time challenges that stop you from
in Borneo. My paternal grandfather’s brother being the best you can be. Be sure to include your email
George and former band leader of the police band and website links. Thanks!
there. Well that’s the story anyway. All this and
more came with a price tag over time of $3,000 as I
hired a genealogist to track down my maternal Here’s how you can get this ball rolling:
grandfather who left the UK in 1910 to homestead in You can open an account at any of the ancestry websites and
Canada – returning in 1914 and WW1. We had family even explore the online documents that the Mormon Church in
in workhouses, we found the church and some Salt Lake City make available for free. They have 4 Billion
original family members headstones, found out my records from around the world on file. Here’s the link to their
mother’s family name was a name recorded in the site: www.familylink.com
crypt at Canterbury Cathedral as being on the first
boatload of Huguenots leaving France. Our surnames Okay, assuming that you have found your lost Aunt… you can
traced back to the 11th century too. Not necessarily now start to prepare your tour to where she is located. She
our branch of those surnames – but still, fascinating could be buried within your own country or she could be
to find out. And that is what will help you enter this overseas somewhere. Tracing back further and further,
very lucrative niche market. It’s fascinating! chances are your relatives came from Europe if you live in
North America, Australia, New Zealand, Africa… then again,
going back to when the migrations started, you’d be back
‘home’ in Africa and this means you need to start reading up on
So why is this niche a good one? Well it’s all about
what is now called ‘Deep Ancestry’. Back to your tour.
timing and the time in many peoples lives, especially
those mid and late Baby Boomers who, like so many
Let’s say your ancestors came from Italy. You can now start to
people reaching mid fifties and sixties suddenly want
advertise that YOU are going to Italy to trace your relatives.
to know their family history. This is a world wide
You may even keep the tour reserved for people with your last
situation from Japan to Australia to Central Europe –
name… or you may open it to anyone seeking ancestors in
no matter where you live, this niche can work for
Italy.
you.
You could hire in the services of a genealogist who is
To truly understand the fascination and excitement
knowledgeable about tracing people in Italy and include this
you may want to start the search for your own
cost in the overall tour price. This not a cheap tour by the way.
ancestors and then, I guarantee, your tour ideas and
Collect all your costs and add a hefty commission for you.
groups will form.
The Edge Font: Baby Kruffy

7. At this stage you have your own ancestors to trace, you
have chosen an area or two in and around Italy to tour,
you have a genealogist on your team and you would
In the USA, looking for ancestors is the
have by now arranged tours of certain museums and second most popular hobby. Gardening is
historic sites. Now don’t forget to include areas of cities first. Looking for ancestors online is the
and towns that perhaps haven’t changed in centuries. second highest search activity.
This will add to your clients tour as they step back in
Source: NG
time and almost experience how their ancestors lived.
They could even touch a wall that their ancestors
touched, sit on the same steps and walk the same
How many of your clients would like to ‘go deep’ and have
pathway. This is powerful stuff.
you arrange their personal ‘out of Africa’ tour? Hard to
say – and well worth checking into.
Check the map on the previous page. That’s the route my
There is also a way to sell the services of your ancestors took. Seems my DNA and my genetic markers
genealogist and have some revenue flow to you. A took me to Central Asia, then for some reason turned left!
typical fee might be $25 ‐ $50 per hour… so mark it up So off “we” went to Europe, France, Spain and finally to
accordingly. This pre tour activity can help build the the UK.
excitement for booking on your tour.
FIRST NATIONS JOURNEYS
You might consider hosting lessons on how to search for If you happen to be a person of Aboriginal ancestry then
one’s ancestors… these ideas simply put your name out imagine the journey you will piece together for your
there plus you have a chance to close anyone who clients.
attends your workshops, to take your tour.
DECISION TIME
You can lead your own tours or you can promote the fact So what do you think about this niche? Could you get
that your niche market is Ancestry Tours and book your excited about it? Could you sell it? It will take some work
clients to wherever they want to go hunting for their lost and obvious research – and it won’t come easy. However
Aunt. These arrangements would be an FIT of course and there is probably not one agency selling this type of travel
no doubt heading off in all directions. in your area. That’s for you to check out.
DEEP ANCESTRY CHOOSING YOUR SUPPLIER
This is more than fascinating. Not sure if there is a word Yes there are suppliers already offering ‘Out of Africa’
to cover this off actually… you just have to experience it. tours. Check your preferred supplier list and make the
I am talking about the National Geographic project called call. If nothing there – go online and research.
Genographic. To participate you purchase a kit from the
NG store and that will cost you $100 USD. You’ll submit
two DNA samples (swabs inside your mouth) and then
Here’s the link to the National Geographic website.
you wait for a few weeks as your DNA and markers are https://genographic.nationalgeographic.com/genographic/index.html
analyzed. The outcome is the journey your ancestors
took out of Africa to get to where you now live. Now if
A good place to start your
you emigrated from where you were born then your research would be right
journey will end there. here… read this book and
many others you can find
Now let’s explore what there is to sell here. How about a online. Remember, each
tour to Africa and then working your clients ‘out of migration route is a new tour
Africa’ tour back to where they were born. If you are for you to plan.
wondering if this can be done – it’s already on the books.
One American chap, had his Genographic journey map REPORT BACK IF YOU
MANAGE TO TURN THIS
and then set off to find the peoples and cultures that his
NICHE IDEA INTO SOME
gene markers say he belonged to. One African tribe
SERIOUS ANCESTRAL COIN!
welcomed him “home”.

8. THE EITHER OR CLOSE
We carry on with our series of closing techniques and
this month we’ll explore the EITHER / OR close. Parents
use this closing technique every day with their kids and
more than likely, you had it used on you too when you
where growing up. The Either / Or close has many uses
that range from setting and securing an appointment to
using it as intended, to close the sale and generate that
new business we keep talking about. So let’s go.
The Either / Or Close is based on your ability to ask,
“this… or this?” Not “this, this or that…” Just “this or
The Principal Behind The Technique
this”. The Either / Or close is also known as The The Either Or close works by offering more than one, but
Alternative Close and the key is to control your desire not more than two clearly defined alternatives to your
customer.
to lay every possible travel combination on the table.
The number of choices you put before a customer in any
selling situation should be a maximum of three. Beyond
There is a slight difference between the Either / Or
that you will confuse your client and set yourself for an “I’ll
Close and the Alternative Close and that is one
think about it…” response as they now face a more
additional item. The Either / Or Close works when you complex decision – choosing from multiple options.
present two offers, and the Alternative Close works
An extra technique that can be effective is to add a slight
when you have two to three offers on the table. nod when offering the preferred choice. This can be
accompanied by subtle verbal emphasis on the words.
The Technique Behind the Either / Or Close:
The technique is very simple and it works. The key once More Examples
again is to curb your enthusiasm to showcase all your Did you prefer the outbound or the reverse itinerary?
products. By questioning your client properly and Which insurance coverage best suits your needs,
defining their needs, you should be able to qualify and package A or B?
identify the best product for the vacation they want. How will you be paying, cheque or credit card?
How it works
This or This:
It’s this simple! “Would you prefer the cruise departing Each time you ask the question, “this or this” the customer
is choosing from two options – eventually settling on one.
on the Saturday or the Monday?” “Which dinner sitting
is best for you, the first or second?” “Okay you have
Now you practice until you can use
two choices on the hotel room, ocean front or ocean
this technique and apply it in all situations.
view…?” It’s simple because you keep the offers down
to two. Let’s explore how else you can use this close.

9. The Either / Or Close can be used very efficiently when THE EITHER OR CLOSE FOR MORE
arranging to meet your clients. It works person to
person, over the telephone and in text via email.
THAN TWO OPTIONS
Here’s how it might sound over the telephone:
Yes you are right, many times there are more than
two choices, it’s true, but then again you must be
“Hi Mrs. Gottago… thanks for your voice mail… yes I
careful not to let the choice go beyond three and
know, that cruise sounds wonderful… now, when can
here’s why.
we meet… I’m checking my calendar (it’s empty by the
way…) well I think I can fit you in on Tuesday or
Believe it or not, we as in you and I have been
Wednesday, which day (Either/Or) works for you?
somewhat brainwashed over the years to think in 3’s.
Tuesday, terrific, now let’s set a time, morning or
Long ago we learned our ABCs. In sports we always
afternoon which do you prefer, afternoon, good so
wanted to be first out the first, second, third options,
how about 2 or 3 pm, which works best for you… 3pm,
we know we could win gold out of the three options
done, I look forward to seeing you on Tuesday next at
of gold, silver, bronze. The Three Musketeers, Three
3pm. I’ll send you a follow up email and I’ll confirm
Blind Mice… are you seeing the light… it’s a three‐up
with you the day before. Great, see you then. Bye.”
world. We are conditioned to three. Your customer,
whether they know it or now, thinks in three’s.
Don’t forget what was mentioned in the July issue of
SELLING TRAVEL when we explored the Assumptive
So now, your Either / Or… will sound like this:
Close. On the telephone – it is the tone of your voice
and then the words as to what the customer is
“Well Mrs. Gottogoback, here’s what I’ve found for
responding to. So when you “this or this?” to your
you – your choices are these three itineraries and they
customer, make sure your tone of voice is up beat,
range in price from low, to mid to high meaning luxury
inviting and sounding interested in ‘seeing you soon’.
hotels are used by this company (pushing the brochure
forward with your finger directing the client’s eyes to
the glorious views from the luxury room balcony) –
isn’t that gorgeous! Now the other two companies
offer less attractive accommodation in hotels that are
slightly out of the old city centers. So let me ask you
first, which would you prefer (Either / Or) being in the
old city areas or close to them? Okay, I think that’s a
good decision being able to walk out of your hotel and
being right in the heart of 16th century buildings. So
that means we’re going with this company, now they
do offer three levels of pricing for their luxury hotels…
let’s review the categories together and then you can
tell me which of the three you prefer…”
As you see, “we” had to mix in an Either / Or Close
This or this? This or that? with a slight touch of the Alternative Close, but
managed to cut to the chase using the Either / Or
Close to focus the client on the luxury supplier. Then it
But what if there ARE more options? was a matter of selecting which luxury category.
_________

10. On this page we enhance the sales relationship
between supplier BDMs and the travel agent.
Outcome: faster, quicker, larger, higher revenue sales!
GETTING A RETURN ON YOUR TRAVEL 1. Practice Selling:
This is perhaps the most crucial element and
AGENT AND MEDIA FAM TRIP INVESTMENT hardly ever conducted during a fam trip, so
you might get some pushback, but stick to
your guns and follow through. You want your
Putting on a fam trip for travel agents and or media costs fam participants to become your ‘sales team’
upon return to home base – and so will the
money, a lot of money. Those costs mount up in terms of
agency owners paying the bill.
time and energy invested in the planning, the cost of
rooms that hotels and resorts donate, same for cruise 2. Offer a Sales Incentive:
staterooms, same for sightseeing, food and beverage etc. Many suppliers refund the agency the cost of
the fam if the agent who took the fam
Something that a BDM may not know is the cost to the agency produces X number of bookings. That ‘X’ is
owner who is sending one of their team on that fam. The cost to yours to decide and should form part of the
the agency owner for one agent to be away for one week can original criteria for accepting the fam.
range from $3,000 to $10,000+. The difference is in salary,
benefits, cost of the fam and lost opportunities. It is therefore 3. Collect The Marketing Plans:
imperative that as a BDM you have a plan in place for both your During the marketing session have each
company and the travel agency owner / manager to recoup the member on the fam create a one‐pager that
joint investment and generate revenues exceeding that spells out how they intend to promote your
investment. product and the expected sales / number of
bookings. Make a copy and use this copy as
Here’s a list of ideas to help you get an ROI on your fam trip your coaching tool. Also, meet with the
investment: agency owner to get their buy‐in. Remember
they need a pay back too and to get that ROI
4. Establish a criteria for participating in your fam: they will need to support their agent with
a. If you accept an agent who already knows your marketing dollars.
product and taken this fam before then your offer is
not a fam, it is a thank you and a vacation – and that’s
fine too, you just have to know. Coaching For Sales
b. Accept agents that have the ability to produce for you Call and ask the agent how they are doing.
and that means they have access to promotional Offer ideas. Push for the sale. Ask the agent to
funds upon return, that they have a desire and a plan deliver a presentation to the rest of their
to sell your product, specifically the fam destination, agency team – ask them to help sell. Meet
they have an existing client base – PLUS the tools to with the agency owner / manager and ask
promote to that existing client base, and NEXT a plan them to coach too. It’s an all out team effort.
to attract new clients to your product / brand. Do this and you should realize a healthy ROI
which means the agency owner will be more
5. Establish a training plan whilst away on the fam: than pleased to invest in YOU again by
a. You should consider a minimum of 4 hours of solid, supporting your fams and products.
interactive sales & marketing training. The fam trip is
the product knowledge training in motion – the real
need is the knowledge on HOW to promote “this”
destination and product being experienced first hand.
Remember the BDM Mantra:
b. The next step is to show your fam participants HOW “If I can’t sell it to them…
to create a marketing plan and cost it out. they won’t sell it for me!”
BDM Font: Baily

11. CORPORATE
OPPORTUNITIES
There was a time when ‘the trade’ seemed to dump
the corporate travel segment as a loser. Just no point
selling into a low to no revenue generator. This was
good news to the agencies and agents that hung in
there and worked their magic as more and more
accounts came their way. Some agencies for‐went
the air, hotel and car services and opted for one or
two niche market opportunities. So here’s your
chance to re‐think the corporate market and perhaps
initiate plans to secure a piece of the corporate pie.
Here’s your opportunity list:
1. Air hotel car 9. Meetings
2. Conference 10. Relocation Services
3. Conventions 11. Trade Shows
4. DRP Consulting 12. Training
5. Groups 13. Travel Apps
6. Inbound 14. Travel Management
7. Incentives 15. T&E Consulting
8. Insurance 16. VIP & Vacation Club
By focusing on any one of these sixteen opportunities Big Fish Small Pond: This comment refers to the
you can generate revenue from commissions and also large account that is just one more large account to
from service fees or a combination of both. the agency of record. What this account is looking
for is that great service they experienced when they
The fee side of the equation means you know something a were the largest account an agency had. It makes a
corporate account or traveller is willing to pay money for. So great selling point to mention, “You would be our
what do you have up your sleeve that no one else has? largest account and we will service you beyond your
expectations…” In other words this account would
There’s another equation coming into the mix and it’s the return to being the big fish in a smaller pond.
recognition of the female executive, owner, manager,
traveller. For the male marketers out there – executive Know Your Limits: If you are going to go after
women don’t do pink! When selling to the female executive corporate in your area, make sure you know full well
keep it executive. your level of knowledge, service capabilities and
tools of the trade. If you are gunning for accounts
What you can do is consider the needs and wants of the worth multi‐millions then you will need high‐end
female traveller and if you happen to be a female travel management reports and a host of software
agent then you have a head start on your male counterparts programs that can select a special seat as soon as it
and the opportunity to start an Executive Women Only clears. If you cannot truly service these large and
division or niche market. intricate accounts – stay away.
Title font: Copperplate Gothic Bold

12. AIR, HOTEL & CAR: INSURANCE:
Every agency is servicing this segment however there are Sure, every agency sells it, but few are specializing in it. To do
niche markets within this generic need. You can book this means you know about Kidnap and Extortion insurance in
scheduled or you can offer private jet. Go one better and addition to the standard fare offerings. This level of insurance
especially in this day and age, you could offer emergency one‐ sale also includes that emergency private jet extraction service.
way private jets for when a CEO needs to get home urgently. Once again, given the generic state of the world – this is a
Same thing with the car requirement – could you not offer a timely segment to focus on.
certain brand, or be the agent that adds that pleasure
component to the business trip. Offer that gull‐wing thing for a MEETINGS:
day. Despite the fact most meetings are deemed boring and produce
nothing but the next meeting – the market remains huge! To be
CONFERENCE & CONVENTIONS: best in selling this service you can add a training component for
It’s important not to get the two mixed up. They are not the your accounts based on ‘how to hold an effective meeting”. It is
same. A conference is all about the group. They go to convene, a skill. It is an add‐on you can prosper from. Become a certified
to chat, to meet, to engage, to learn and above all participate. meeting planner if your intentions are focused on this
A convention is where people go to sit and listen to the person opportunity.
hogging the stage and mic’ and then shout rah rah! What
you’ll be selling here is your creativity in terms of conference RELOCATION SERVICES:
themes and for the conventioneers, you’ll be selling pre and This service should be offered by the agency of record. Many
post travel services. times it is a forgotten feature. There is money to be made by
offering this as a stand alone service. Relocation services range
DRP CONSULTING: from house hunting to renting apartments to flights for the
We seem to be entering an era of wild weather and shifts in family. It is intricate and can be rewarding.
various tectonic plates. There are disasters on the horizon and
many of your accounts to be will need an education on TRADESHOWS:
business continuation if and when disaster hits them. If you Do you have a planning skill and competency? This might be for
like this opportunity start to explore how and where you can you. I’m sure you’ve attended many trade shows and have a
store and retrieve your data, find routes out of the city and decent understanding of what works and what doesn’t. Check
which city supports yours in terms of crisis – there is always a which corporations put on tradeshows, invite yourself to a
back up system. Imagine a massive earthquake. CEOs need to meeting and find out if there is a fit for your agency.
keep things going. Aircraft cannot use the runway. Roads are
damaged. How will you extricate your top account’s CEOs and TRAINING:
their teams and where will you take them. Sounds like a movie Around the world, corporations are engaged in more training
but it’s real and hopefully not coming to a city near you! and development. Continuing education is the route to being
the best, the sharpest. Employees and managers will be taking
GROUPS: courses in town and overseas. Ask the question.
So many group opportunities within the corporate account
market. If you deal in groups now, you could add a corporate TRAVEL APPS:
division too. Be ready to say to a corporate account, “There’s an app for
that!” and then be ready to show, tell and sell. It is the world of
INBOUND: techno‐travel. The senior managers in age range of 60 plus are
Many accounts deal overseas. They arrange to bring in their embarrassed to say they are not working at 100%. That they are
overseas partners. Some partners are based in third world deficient when it comes to new‐tech. This is your invitation to
countries and your account might be accessing local funding make a friend. Show them how things work and charge for it.
and government initiatives to pay for the inbound trip. This
opportunity requires knowledge of those initiatives. TRAVEL MANAGEMENT:
Can you write policy? Can you put a compliance plan together?
INCENTIVES: If so then here’s one more service you can market. There are
In corporate speak there are sales and non sales incentives still hundreds of companies without a proper travel
and rewards range from attending the conference or management plan. You can give it away in exchange for the
convention to visiting head office to going on a cruise, to account or you can be businesslike and charge for this service.
driving a BMW for a week, to a new laptop, to paid baby
sitting services for one year. There you go. A huge market in T&E CONSULTING:
any country. Takes study. Requires massive creativity and the Some companies have control over their T&E and others are
ability to present well. There are many ‘incentive houses’ dying! This can form part of your travel management schedule
already in the business. So the competition is strong. Work on of services.
a specialty and you could do very well.

13. VIP & VACATION CLUB:
Last but not least, an opportunity to pick up more vacation business from the corporate community. There are many corporate
agencies who do not bother with vacation travel. That’s their business model and it offers a non‐conflicting opportunity. If you
favour collaboration over competition then you make the call to the larger corporate agencies and discuss how you can handle the
leisure side of those accounts. If that’s a big step then simply start knocking on those corporate doors. Start building a Corporate
Travel Club and grow by the number of employees at each company. As you know some firms employ thousands of people. Imagine
after a few months of hard work, you call your preferred suppliers and say, “Hi… I have a qualified group of 20,000 customers, let’s
talk price.”
These 16 opportunities reside in almost every
account – the ones you are serving now as the
agency of record and those accounts you plan on
targeting. If you have not yet closed your existing
account list on the remaining 15 after Air, Hotel and
Car then chances are you are missing some serious
revenues, or, your business model just doesn’t roll
that way. It’s all good.
Just make sure you have covered off the thought as
some accounts are wondering why you have never
asked for their conference business, or offered ideas
for their annual incentive program.
Wherever your agency is located in the world, all of these Speak with your travel insurance provider for more information
16 opportunities are available to you and possibly more. and ask them to take you on and train you personally.
Make sure you have this list built into your corporate
service plan and be sure to ask the questions when You may not believe it, but back in the day, I even offered to
standing at that table and need something to put on it. provide leather briefcases and deliver them to the client. What
would that equate to today? I guess you would pick up an iPad,
It’s already been mentioned, that each of these visit your baby boomer senior manager and show him / her how
opportunities are in fact stand along business generators to use the travel apps etc. Yes someone in the firm could do
for those who would like to specialize. My favourite is the this, but that’s not considering the human element of being
Insurance Specialist idea. Come up with a better, more embarrassed to do so.
zippy title as you check the commission revenue of an
insurance sale PLUS your other services which can include So there is your sixteen routes to more revenue from your
health information, the private jet extraction and so on. existing accounts. Good luck!
Check locally for these services.

14. YOUNG, OLD, HIKING, BIKING, SINGLES, MARRIEDS, FAMILIES, COACHING, TOURING, CRUISING… DOES IT
EVER END? SHORT ANSWER: NOPE! THE POTENTIAL FOR GROUP BUSINESS IS HUGE – ALWAYS WAS,
ALWAYS WILL BE. IT’S JUST A MATTER OF YOU GETTING SORTED TO GET YOUR SHARE AND ONCE YOU ARE
GOING FOR GROUPS, WELL WHY NOT GO FOR MORE GROUPS!
You know it to be true. Every BDM that visits your Speculating in groups can be a dangerous business if you
agency or calls by phone suggests you sell more groups. have not cut your teeth on organizing ready‐to‐go
Everyone can tell you to sell more groups what they groups such as the church group that travels every year
don’t give you is the how to. One of the reasons is this: to visit religious sites. After three or four of those you
they don’t know how. They know ‘what’, they don’t may have learned your craft to a sufficient level.
know how. In fact there’s the rub, few BDMs have ever
sold their own product and many more have not yet To get you going for groups the suggestion here and is
experienced their own product. Bit of a Catch 22. Here that you package yourself and your experience plus the
then are a few ideas to nudge you forward. experience of your team and pitch yourselves as a team
of group planning extraordinaires. From this point on
then, you are no longer scheming to gather 16 people
To focus on groups you have a couple of ways to go for a minimum cruise group sale of 8 staterooms. And
about it. You can sell your group planning experience you are no longer trying to fill a 46 seater coach. What
and service the business you attract – and that means you are trying to fill is your schedule with meetings that
planning whatever type of group comes your way. Or, include the director of a club, a corporate meeting
you could create the group package, itinerary, etc., on planner, the tour leader of the local art club and so on.
spec and then market it. Usually the later requires that
you know about the destination or the type of group you Now all you need is your promo’ kit to send or hand out.
are planning, and you’ll need deep pockets too.
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15. Here are the sources of your non‐speculative groups: If you like to plan events then your talents can be
pitched to arrange corporate meetings and on the
Advertise for tour leaders who have their own other end of the scale, group weddings. That would
customer following. These tour leaders can do it be the bride and groom and 50 relatives. Sure you
themselves, however, sometimes they prefer to let could go the all‐inclusive resort route, or, you can
someone like you make the arrangements and share go extreme – to the desert, jungle, mountain.
commissions or go for free with a small spiff for
bringing in the business. Check out this website for As you know, the baby boomers are fading away
ideas: www.grouptravelleader.com over the next ten years… many have a bucket list –
things they want to do before they kick that
Then there are the ‘official’ group leaders such as ornament! Before You Die groups can happen. It’s a
directors or leaders or anyone who heads up the niche market for sure – once again, you do not go
organization, club, membership and so on. A prime on risk. You pitch your talents as the one who can
example would be the vicar! Obviously the head of “…take you and your life‐long friends on a memory
the congregation, there’s probably a body of people that will last even beyond your life time…”’
who assist the vicar… and this is the group you’ll need
to impress when selling religious groups. If you have a speciality – you may be an Aussie
Specialist, you might be a professional
We can move on and up the ivory tower to the photographer, an oboe player… who knows what
corporate world and here you would be dealing with a you have working for you. So, promote yourself as
few hard cases. People who really do know their way the Australia Group Specialist. Whatever camera
around group planning. Chances are they have dealt you use, a Canon 60D for instance, be the
with an external meeting planner and know the photography group travel specialist for owners of
questions to ask. Canon 60D’s – then everyone can help everyone
else re the same camera.
Point to note: there’s always a reason why such
companies start to look over the fence for new talent.
One reason is that the creativity of their current group Okay one more… sports car lovin’ couples, a
arranger has run out. The suggestions are tired, old, convoy, grouped, travelling the road together. You
been done before. Other companies are off the wall could even arrange a rally.
and slightly whacky. To win this account you would
need to be well grounded, highly creative and able to
deliver what you suggest in terms of destination and
events.
If you have a previous life and career prior to entering
the travel industry then take a look back and ask
yourself if your previous industry ever travelled in
groups, held meetings, hosted training events and
conferences etc. We know accountants do, we know
that manufacturers do, sales based companies do… so
chances are your previous industry would be a great
place to start promoting your group travel services. Over to you. Going for groups should be time well
And besides, you speak the language and some of spent and very lucrative for you. Spending huge sums
your old clients may just want you to handle their of money marketing a speculative group is not the way
next conference. to go at the moment. Market your talents and push the
word out there through press releases, workshops,
Social media = social groups. Yes you can use social webinars (to the consumer) Skype sessions and all
media to suggest to your clients, ‘get a group of social media. Wear branded clothing and have your
friends together’… and head south, or north… to Asia, logo imprinted on the bottom of your sneakers!! Okay
to the beach… you might offer a few suggestions to just kidding… but hey, ya never know. Some have.
assist the gathering of friends.

16.
Guest Article by Steve Gillick, CTM Meditation, Gestalt, Credentials,
President & COO, CITC steve@citc.ca
Motherhood Statements and YOU!
‘Being’ something, means owning it, In fact, we live in a credentialized society where
empathizing with it, identifying with it and, in a zen‐ quantifiable expertise trumps motherhood statements
like sense, becoming ‘one’ with it. Your mantra for of “we’re the best” of “we’re the cheapest” or “we
this article is “Be the Sale…Be the Sale…Be the Sale….” care’ or “we provide genuine travel experiences” and
on and on.
The first time I heard one of those “Be the…” statements,
was on a trip to Seoul in 2002. The Reds—the beloved And how exactly do you quantify your expertise?
South Korean FIFA Club‐‐ had made it to the semi‐finals and Hey! This is where your credentials come into play—
were about to play Germany to determine the 3rd and 4th those career achievements that make you who and
place positions in the tournament. From our 20‐something what you are (part of your own gestalt) and allow you
floor in the Lotte Hotel overlooking the central downtown the ability to stage or orchestrate a successful sale.
area of Seoul in which large screens had been set up for Credentials include the travel program from which
everyone to watch the match, we could see a virtual sea of you graduated; the specialist designations or other
red shirts, each emblazoned with the directive to “Be the continuing education programs you have completed
Reds”. But it was more than just a slogan as the whole city on your own time; the professional industry
seemed to stop to embrace their team and ponder the designation you achieved by matching your skills
possibilities of South Korea standing on the world stage. against accepted occupational standards; and the
While the Reds eventually lost the match, the thrill of seeing actual experience you’ve acquired through client
their team do so well was enough to keep the collective interaction.
endorphins of thousands of fans in high gear for days
afterward. Shirt sales continued to rise! (and I still have “Being” the sale means owning the sale. Remind
mine tucked away in a drawer) yourself that you possess three (3) things that the
client does not have—that give Y‐O‐U a tremendous
You may already be saying to yourself that ‘Be the Sale’ is advantage in managing the sale. We call these things:
not quite the same thing as ‘Be the Reds’ and getting caught
up in a wave of shared enthusiasm. But I would argue that it
is this and more. Being the sale is your livelihood in terms of
the immediate impact of your sales experience. It is
evidence of a return on investment in terms of satisfied
clients who will refer your services to others, and it As a professional solely dedicated to the provision of
epitomizes the bottom line gratification of contributing to travel products and services, you have the TIME to
the revenue of the agency and putting commissions and research and provide counsel and advice to your
bonus dollars in your own wallet. clients. (They don’t. They get frustrated. They book
by themselves because they are worn out and just
In the study of philosophy, the word ‘gestalt’ refers to the want to get it over with. Then they hope for the best).
whole picture; the complete story. In selling, the gestalt
includes such familiar concepts as features, benefits, closing, As a travel professional you have, in front of you, the
objections and more, But in reality, the largest component TOOLS to perform your job effectively, whether it is a
of gestalt is Y‐O‐U—the person orchestrating or staging the GDS or intimate knowledge of where to find
sale. information efficiently ‐‐and based on the experience
you have acquired. (Your clients don’t have these
You obviously bring your experience into play in seeing a tools—they have incomplete web based tools and
sale to success but more often than not, it is you and your even then, they lack the knowledge and experience to
experience that are relegated to the background. use them effectively).
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17.
As a career‐oriented professional you have the TALENT to respond to travel inquiries and turn them into sales.
This is where your credentials come in handy.( Clients don’t have this talent—they did not follow a career path as
you did. Oh come on—if you actually sat down and made a list of everything you do—just for one booking—you
would be overwhelmed by how talented you are.)
“Being” something, can turn into an exciting exercise for you and your staff, especially if you have not thought about
sales in these terms. It can lead to all kinds of creative thematic goals as far as staff training is concerned: Be the
destination! Be the all‐inclusive! Be the niche market! Be the cruise! But you know that if you don’t start with “Be‐ing
the Sale” then you have no basis to claim expertise in the other fields. It becomes window dressing for your agency
without any substance.
You can still be the best, but be the sale first and foremost and the best will follow, along with clients and referrals in
tow. The successful travel counsellors and agencies are those who differentiate themselves from the masses selling
travel. Don’t get caught up with meaningless motherhood statements about how you and the agency would like to be
viewed by clients. Turn on to reality. Be the sale and enjoy success.
IDEA # 216 SKYPE – VOIP SALES & SERVICE
This idea discusses the use of SKYPE, your web cam So there it is. Finally someone has made the move. I
and how you can use all of this technology to boost know many of you use Skype, and hopefully you have
your sales. If you are going to BE THE SALE then using explored all the add‐ons, perhaps upgraded to the 10
SKYPE means you can also Be There and Be The Sale video feed version for your group sales & service – or
simply to chat with 10 clients about your next tour.
too. I do push Skype when I can as it is a terrific tool
Skype allows you to stay in touch and service those
for home‐based agents. It is also a tool for bricks and
clients who move away from your community. Even
mortar agents, however, some owners and managers overseas, you can work with them face‐to‐face.
and executive teams don’t see it that way.
Unfortunately. The idea in the book explains in more detail about
setting up your Skype, the camera to use and so on. Just
an FYI, I have upgraded my webcam to Logitech C910.
I was so happy to read about Geoff Monk in the UK who Full 1080 HD, 10 mp images. This works well for when
has started seeyourtravelagent.com. A home‐based travel you record your own videos for uploading to your
agent and now entrepreneur has opened up a service that website too.
links clients with travel agents via Skype. A supplier too,
Condominium Connections, their res’ staff also use Skype Right. Get Skype. Get face‐2‐face with anyone in the
and they use it to engage you, the travel agent. world and BE THE SKYPE SALE!

18. That good old kids comic has grown up and become an adult book that has now become a
graphic novel that is now used in schools and universities. Yes business books are published
as graphic novels too. You know that saying, “A picture is worth a thousand words” ‐ well
how about a cartoon is worth a thousand sales!
I have tested the Comic‐All method and it worked. I
inserted a one page Manga styled cartoon in a
workbook to show a sales scenario. The younger
people around the table were drawn to it
immediately, “saw” the scenario, understood it and
were onto solving it in a heartbeat.
Previously it would have been a page full of text
requiring each person to conjure up their image or
picture of the stated scenario and getting it wrong.
Images work. Cartoon‐ish scenarios work. Comical Sam Urai’s Sales Training
School… a cut above the rest!
situations and humour works.
…and that’s
There are over 30 different
closing techniques that will help
you close the sale. The Don’t
Take No For An Answer close is the ‘Don’t take
quite physical as you can see.
no for an
Some agents prefer the “Rugby
Tackle Close” which requires the answer” close!
agency front door to always
remain open in order to get a
good head of steam up!
Sam Urai’s technique here
show’s that he never throws
away business, just the clients!
How could Sam keep the business
AND the client in a situation
where the customer demands a
discount?
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20. BY NOW I’M SURE YOU’VE SEEN THEM, SCANNED THEM, SHOT THEM WITH
YOUR IPHONE AND FOLLOWED THEM BACK TO WHERE THEY END UP TAKING
YOU AFTER THE DIGITAL RIDE. THEY LOOK IMPOSING. THEY ARE HARD TO READ
IF YOU STARE AT THEM TOO LONG, BUT QR’s ARE A GREAT TOOL FOR YOU.
There are websites where you can create your own QR code and in
The latest thing in barcodes would be the seconds have your barcode HTML and graphic ready to use on your
QR or Quick Reply code, tag, barcode – marketing pieces, on your website, on your body (!) on someone else’s
most are referring to them a QRs. Rather body (!!), as a decal on your agency window and on brochures too.
than use them as an inventory sticker or Wherever it can stick, you can stick’em! Print them. Email them.
an image to scan at a store checkout,
they are now being used to market for
instance your website, your email, your
Facebook page… what else, hey how
about your next tour. You’ve got it!
Anyone with a Smartphone and a QR code
reader app can read your QR by taking a
picture of the QR image – the app and all
that marvellous technology will whip up
the website, the coupon, the daily special
on the screen of said Smartphone, iPad,
or gizmo.
That’s the basic information and all very
exciting, good, great and wonderful. But
what do you do with ‘em? As a travel At a special event you could sport Here’s one place to play! It’s free
agent that is. Where do you stick ‘em? the QR in a convenient place on and you can enter your website
your person, hands, feet, forehead address and receive in return
your QR code.
or you rent a number of bald heads
and stick the QR on the back of http://qrcode.kaywa.com/
Hard to say if this is a marketing activity
to attract Baby Boomers but never say said bald heads. There are QRs that
You can use a number of tracking
never. It certainly is a way to prospect for come in chocolate wafer style too. tools to identify who clicked, when,
younger travellers – “younger” meaning Imagine a Chocolate Lover’s Tour where etc. www.beetagg.com
50 and down! The more tech savvy the of Belgium and the marketing
audience, the better ‐ especially in the 20 piece is a wafer of Belgium There’s a lot more info waiting for
and 30 something range. chocolate with a scannable code you – just Google QR Code
that zaps the client to the e‐ software.
brochure. YUM!
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