Stop Sending Quotes. Do This Instead.
It’s a chaotic world and an even more chaotic travel industry. People are finally going places!
It’s what we’ve all been waiting for. It’s an exhilarating time that should feel incredibly rewarding.
Then why do we feel out of control and completely drained by the end of the day? An advisor shared this with me this week:
"I’m so busy and that’s a good thing. I’m grateful but also, not sure why am I so overwhelmed.
I’m not getting back to people, work feels endless, and I’m not in control.”
When I asked for more about that she replied.
“Customers are reaching out for quotes. I send it to them and don't hear back. It’s SO frustrating.”
“Why are you sending quotes?” I asked.
She looked back at me in an “are you kidding me kind of way.” Which is understandable after going so long without any leads.
Let me explain.
We all know how important it is to be responsive.
We also know that we are making up for the lost time, therefore we want to act quickly.
However, what you may not know is that the level of uncertainty has generated a much higher level of inquiry that may not lead to a booking.
Covid has taught travellers that it is a smart decision
to USE a travel advisor.
We have not done as good a job teaching them
to BOOK with a travel advisor.
Proof in point, supplier and direct bookings are the fastest growing segment.
The gap is between inquiring and booking. Prior to the pandemic, we called it shopping. Now, let’s call it “covid-backlash research”. The long lag since anyone has travelled has dramatically increased the number of unknowns. People are searching everywhere for answers, sending multiple requests for information.
The bottom line is that the reason people don’t book is that they haven’t found what AND who they are looking for.
You cannot control the level of research a client needs to do in order to feel well-informed.
You can only control one thing: The benefit of booking with you!
Why YOU?
Once a client is sold on you, everything else becomes easier or unnecessary. Their unmet need for information is satisfied because they have you to look after them!
The challenge is we assume people know what we do! Clients are not mind-readers.
Start with why YOU. Before you launch into product knowledge or dig into research just because you are asked, take a moment, and explain your service.
You are the most important investment of their vacation. Booking with you is a gift that gets them dreaming of their trip, instead of endlessly searching for something or someone better.
Stop sending quotes or diving into getting their questions answered before you have agreed that you're "the one".
When you have the conviction that clients are far better of with you than without you, and the client agrees, the travel planning can begin!
“The first sale is to yourself.”
Peter Cook
Once a client agrees that you are “the one”, it gives you time and space to do what you do best.
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Introducing 30 on Thursdays! A Masterclass in High Performance in your Travel Business!
I'm thrilled to announce exciting new resources for TRAVEL ADVISORS who want to embrace the rebound! Join me as I share my best tips for growing your travel business!
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We roll up our sleeves and work ON your business, not in it! I promise you'll walk away with at least one key insight and inspiration to take action!
Enjoy the journey!
