“It’s not what you know, it’s who you know—and how well you know when they are ready to buy.”
Ask yourself this simple question about your list of contacts: On a scale of 1-10, how ready are they to buy travel from you?
Most of us can’t confidently answer this for more than a handful of names. Why? Because we often don’t ask—or if we do, it’s not done consistently.
Leading sales is about consistency. A step-by-step approach to warming up your list will lead to seismic results—and it’s easier than you think!
Let’s break this question into two parts: Are they ready to buy? And, will they buy from you?
Are They Ready to Buy?
Unless you’ve spoken to a prospect recently, their interest cools off within weeks. Life gets busy, change is inevitable, and most importantly, their desire to travel shifts.
Your past customer who said, “Not this year,” might have a new perspective today:
They’ve been invited by friends to join an upcoming river cruise.
A viral post on the top ten destinations has reignited their wanderlust.
Their recent downsizing freed up funds, and now they’re ready to splurge on a dream trip.
The key is to ensure that when their perspective shifts, they think of you.
Will They Buy from You?
Knowing when someone is ready to buy isn’t easy. However, staying connected increases the likelihood that when they are ready, they’ll buy from you.
When was the last time you or your team took stock of your list? Was it this week, last month, or last year?
The best travel advisors love their list. They have a relationship with it. These aren’t just names in a database—they are the beating heart of your business. They are people with dynamic lives, travel dreams, and the potential to book with you. Each name represents an opportunity for a conversation that could lead to a booking.
Buying Signals
The other day, I started a new client. It was more than a sale – it was the beginning of a lifetime customer. She shared her story of taking over her father’s travel business, growing it into a team of 50 advisors, and her deep care for her team. We’ll be working together to help her take her business to the next level—I couldn’t be more excited! I did the happy dance because when you know, you know!
This client did not appear out of the blue. She read my newsletters, clicked on my links, attended webinars, and eventually booked a call with me. These digital breadcrumbs were her buying signals, showing she was warming up.
Your prospects leave clues, too. Your role is to create a clear path to you. Look for, recognize and act on the signs when they appear.
Hotter is Better than Bigger
The secret to keeping your list “hot” is simple: own the next call date. My first sales mentor explained to me, “It’s your job to keep the relationship alive—not your client’s.”
Pro Tip: End every conversation with, when should we speak again? Owning the next call is a hallmark of great service and ensures your name is top of mind when they’re ready to book.
What about social media you ask? Isn’t a list old school? Social media is valuable for building awareness, but it doesn’t replace a personal connection.
People don’t buy from influencers—they buy from the person they trust most.
Bigger is not necessarily better. We think we need more, more, more.
"Success in travel sales isn’t about having the biggest list;
it’s about having the most connected one.
Relationships, not transactions, build loyalty and drive repeat bookings."
Geraldine Ree, 10X My Travel Business
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