PTN Blog

At retail, they call it the final foot before closing the sale. The consumer is alone on a shopping aisle. Just 12 inches away from the product on the shelf, and anything will help close the sale.

In travel, agents have a far greater advantage - you can close the sale with even a minor incentive. It can be an extra tour. A cabin or room upgrade. Wine with dinner on a tour. Even a special car service to the airport to start the trip.

In this environment, a consumer really wants the vacation this year. So agents really have to be entrepreneurs in closing the sale.

Price is not usually a place you want to move. Sometimes you can’t discount. But you can offer special value that catches the client at the right moment.

This is what closes bookings and makes great agents.

At our Cruise-A-Thons, industry experts and executives of resorts, cruise lines and tour operators tell agents to stay positive, stay in touch with clients and service them.

Your knowledge is what makes you special. You know the tours. You know the ships. You have had fam trips to the resorts. Or you have taken the tours.

Your client is waiting to be sold. Take money out of the equation, replace it with pure value and watch your bookings grow.

Travel providers have never been more promotional than they are now. Many are offering incentive payments to agents to sell their cabins, rooms and tours. They are also seeking more bookings from you.

Be creative and catch your clients off guard.

Be in constant touch with them regarding special opportunities - great special cruises or hard to find resorts with great deals.

Think of the last time you bought or leased a new car. What happened to close the sale for a specific brand at a particular dealership?

Usually, the salesperson helping you found a key incentive that closed the deal - pricing on an extra, premium sound, smaller interest payments, whatever.

What separates good salespeople from great salespeople is that touch of an entrepreneur and perhaps a surprise - a special that finally closes the sale.

Think the same way about all the travel you sell.

First of all, your product is very special to the client. What you are selling the client is fun, a vacation, just a great time. Time is a key factor. So the client does not want to get this decision wrong. If they only have a limited budget in terms of time and dollars, you are very special and important to them in making this decision and booking a trip.

Andy Stuart of NCL said something intriguing about the difference in the way an agent sells travel vs. the Internet. At a Cruise-A-Thon last fall, he said that head-to-head the Internet wins on upgrading the client bookings because the page offers the client all the options. It can be from the most expensive suite or cabin or tour down to the lowest priced option.

“The Internet asks the consumer to upgrade to a more expensive trip,” Stuart declared. “While the agent too frequently is afraid to ask for more.”

Think of the luxury travel market, and agents successfully selling large commission trips. Offering special incentives like the airport limo ride, an upgrade, more spa - all of these incentives work with the highest spending consumers.

But the same strategy works in the mid-priced level, and even for the first-time traveler.

Surprise them with a special incentive - not just with a wine bottle or other amenity in their rooms.

Suggest special tours that meet their needs. Some clients want the basic walking tour. But others are more athletic, and want to mountain climb or try another challenge.

I just sailed in Europe last week and at one port the young passengers embarking in front of me were literally jumping with excitement because they were going river rafting.

They didn’t want to see churches or retail stores. They couldn’t wait to get off the ship for a day of really exciting white water rafting - the more dangerous, the better.

Not for me. But their agent should go to school regarding their excitement and be constantly suggesting to this young couple special trips that focus on physical activities so appealing to them.

Industry study after study shows us how so many agents fail to even remain in touch with their clients. You need to not only remain in touch, but also to build on the relationship.

That is what will separate you from all other competing agents. You want this client and their friends for life.

Be an entrepreneur. You are already knowledgeable and price competitive. Now be a special part of their lives by being the super agent they rely on who recommends unique and special vacations just the way they like them.

This is what will make you special as you grow your clientele base.

Win the business by being attentive. Ask for the next booking. Be aggressive but creative to have a winning year in any economy.

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