Do you remember why you got into the travel business? Probably because you undoubtedly have a passion for travel. I can relate. It’s exactly why I began in the travel business. I love to explore, see new places, take the path less traveled, and I wanted to share this with others.
But can you honestly say you love your job? Have you found bliss in your career? The truth of the matter is, you can – it IS possible. Even better, when you find your bliss in your career by connecting with your true calling, you become a client magnet and the money follows. So, that is another way of looking at it….are you content with your existing client list and the income in your business? If not, then it’s time to dig deeper.
Yes, you have a passion for travel – we have established that. But what about your purpose, your calling in life? You are here for a reason and when you connect with that, you will feel your bliss. Perhaps you have felt glimpses of it, but just not on a consistent basis.
I believe that one of your purposes is to inspire others to travel – whether it be through your great ideas, the ability to critique a cruise ship, your thorough and thoughtful planning or your ability to connect with people in a way that they trust you with their vacation dollars. No matter what, there is a reason for your passion for travel, beyond just wanting to go on vacation after vacation to explore. You see, travel is a hugely important part of our lives. In fact, I think we under-emphasize the importance of travel in our society. So much happens to us when we travel. We unplug from the chaos and distractions of life, we meet new people, we eat different food, we learn about new cultures, we discover new shades of beauty. Mark Twain valued the importance of traveling when he stated “Travel is fatal to prejudice, bigotry, and narrow-mindedness.”
As a travel agent, you play a huge role in this. Have you ever considered how big and important your job is? You are here to change lives. Your individual life purpose will be more detailed than this, but it’s a great place to start. If you are having trouble identifying your life calling, I recommend that you turn your passion for exploration inward. Begin a self exploration of who you are. What are your natural gifts and talents? What can you do easily and willingly? What activity or activities take you away?
Once you are able to connect with your purpose, you will become much more passionate about what you do, AND you become a traveler magnet.
Tired of Price Shoppers?
How frustrating is it when a prospective traveler phones, asking you to quote on a cruise, and you spend half your day researching their request, get back to him with great options, and he goes and books his cruise online?
If this happens to you, I have one very simple reply. You are fishing with the wrong bait. In other words, your marketing message is attracting the wrong type of client. My advice to you is enhance your marketing message so that you are promoting YOU, not just the products you sell.
Your ideal clients don’t buy products, they buy solutions – and that’s the huge value you provide. There are lots of tire kickers, bargain hunters, and “do-it-yourself” vacation planners out there. They happily take all the free information they can get. When you only market the vacation product, which is what you do when you promote cruises, tours or vacation specials, you attract price shoppers. In fishing terms, the bait is wrong, because it’s appealing to the wrong types of fish. These are NOT your ideal clients, because they will never value your services. Stop trying to convert them.
All you have to do is change your bait. Create a marketing message that appeals to travelers that already value the services of a professional and willingly pay for them. Get clear on the solutions you provide, not just the products you sell. Everybody is tuned into WIIFM – What’s In It For Me? Show your prospective clients what’s in it for them when they work with you.
A great place to start is by focusing on common motivators. According to Jim Edwards and David Garfinkel in their book “Ebook Secrets Exposed” www.ebooksecrets.com, the most powerful motivators are (in order):
- Make Money
- Save Money
- Save Time
- Avoid Effort
- Get More Comfort
- Achieve Greater Cleanliness
- Attain Fuller Health
- Escape Physical Pain
- Gain Praise
- Be Popular
Not every one of these motivators fits your travel business, but I am certain you can choose at least 4 that do. Decide which motivators fit your business – then craft specific examples of how this has already happened with past clients. Weave these messages throughout your marketing. When you market yourself, the solutions you provide and the experiences you create, you will attract your ideal client. People silently want to be lead. When you show them the way to the memorable, life changing vacation that you can create, your ideal client will seek you out and willingly pay for your services.
Now this does not mean you should stop promoting vacation products, by any means! In fact, I urge you to use all the fantastic marketing materials provided by travel vendors. All it means is that your marketing message is missing a very important piece – YOU.
