Silence Breaks Trust – When customers stop calling, it’s time to pick up the phone!

It’s been another challenging week in tourism, and my heart goes out to all those who have been impacted by the disruption in the world.

Advisors, suppliers, and the hospitality industry once again are stepping up. When crisis strikes, we are at our best.

Yet another hidden truth arises whenever there is a travel disruption – leads slow down as travel planning takes a back seat. History proves that those who get proactive the moment things begin to slow down reap the biggest return.

The attitude towards travel varies between booked travellers and those intending to travel.

For booked travellers, most won’t give it a second thought if their plans are in the future, to another part of the world. Some will panic and cancel, especially if the disturbance is a little too close for comfort (although geography is not always correct).

For the intenders group, the advisor’s role is to be proactive and build trust, especially in slower times. Often, the intenders simply need to be prompted.

The mistake many advisors make is playing the waiting game with their database. That silence breaks trust. Clients expect to be contacted as an important part of the service.

The research is clear: RAIN Group Center for Sales Research found that 82% of buyers accept meetings with sellers who proactively reach out. Their prospecting research also found that 43% of buyers are comfortable with sellers contacting them five or more times before responding.

The goal is not to convince reluctant travellers. It is to find those who are ready to open a vacation conversation on why now may be the best time to get their travel booked!

The leader’s role is to lean into these times and encourage proactive business development. There are many gems hiding in your pipeline, including:

• New bookings that simply need a nudge to move forward

• Future travel credits waiting to be re-planned

• Unclosed bookings

• Add-on experiences that enhance an existing trip

• Referrals from happy clients who already trust you

It does not take much to find a compelling reason to pick up the phone, and it is especially important to do so at the early signs of a slowdown. Your clients will thank you for it!

What activities do you initiate with your team when the leads go quiet?