The most successful advisors are those who are “extra ordinary,” media personality and author Claire Newell told some 300 travel advisors attending the Travel Market Place West conference, which wrapped up on March 6. Newell, who is also president of host agency Travel Best Bets, was a featured speaker on day one of the two-day conference that featured dozens of panels, workshops, and hot seats, along with a packed trade show.
“Be that advisor that does something over and above what is expected of you, doing the extras that make them come back to you as a long term repeat client, and also share with their friends and family about what I great job you did,” she said.
To achieve extra ordinary status, Newell offered eight actionable tips for advisors.
1. Get organized
“In this industry, especially when you have a big book of clients, it is hard to stay on top of everything,” Newell said.
Whether it’s reminding a client about final payment or checking back in with client that just returned from a vacation, each little thing is important to remember.
Find the organizational system that works for you. It can be writing a list down on paper, creating digital to-do lists, or using your phone’s calendar app. The system you use doesn’t matter so long as it works for you and you use it every day.
Additionally, prioritize the tasks that are most important. Even if something more important comes up, “it doesn’t mean that you shouldn’t not get to what is on your list. It can be dropped down in priority but don’t take it away. If you’ve written it down, it’s important.”
“Once you get good at it, then you’ll get fast,” she added.
2. Use social media
Social media has one of the best, if not the best, return on investments a travel advisor can take advantage of, Newell told the audience.
“There’s no real trick to it, other than you need to be consistent about it and you need to be professional about it… I encourage every single person to have a timeline for what it is they want to do and do it consistently, if that’s once a week, if that’s every other day, if that’s twice a day…”
She recommended using the social media resources that suppliers and consortia/hosts offer, which can include fully written social media posts or just photos and videos that you want to feature.
She also said it shouldn’t take longer than five or 10 minutes to do.
3. Show your passion
Passion and excitement are contagious and the way advisors speak to their clients, particularly new clients, can make a huge difference.
“A person makes a decision, if they’re speaking to more than one travel advisor, it’s the passion that makes the difference,” Newell said. “Your enthusiasm will translate into more bookings and more deals closed. There is no question about that.”
4. Ask questions the right way
Newell emphasized asking open-ended questions, adding that the most important piece of asking questions is listening to the answers.
“Let them talk. You’ll get what hotel it was or what cruise line it was, whether they had a balcony, whether they had a gym or an ocean view. All of those things are their gift to you, because they are telling you what you need to put in front of them to make them happy.”
Questions she said she likes are: what is the best vacation you’ve ever taken and what made it special; what lasting memories do you want from this particular trip; and what are the top three things that are on your wish list for this trip.
Newell also suggested advisors tend to ask one particular question wrong, that question being: what is your budget?
“I like to ask ‘what are you comfortable spending?’ That one little word lets them know that you’re prioritizing their comfort,” she said.
5. Do what you say you’re going to do & be patient
Doing what you say you’re going to do is a tenet that Newell said she built her business around.
“Most of you in this room have been told that someone would do something by a certain time and they didn’t. We kind of get cranky waiting,” she reminded the audience.
Just as important is giving your clients the time to think over your proposals.
“Patience is a skill that a lot of people miss when it comes to sales. You need to trust yourself that you’re putting together a proper proposal, that is includes everything they need to make an informed decision, and then give them time.”
6. Upsell like a pro
Upselling is important, but Newell believes many advisors go about it wrong by focusing on the cost of the upgrade without emphasizing the value proposition that the upgrade provides.
“Be descriptive about what they’re going to be getting for paying the upgrade cost,” she said, whether that’s an ocean view instead of a parking lot or the swim-up suite that includes butler service.
Additionally, keep in mind that many clients don’t even know that these upgrades are available. Advisors are doing their clients a favor but letting them know.
“They can always say no, but they might just take that upgrade to take whatever it is you’re describing to them. Your words matter, your description matters to them.”
She also reminded advisors that every single part of the trip has a possible upsell, whether it’s air, cruise, private transfers, or something else.
7. Never stop learning
Another core tenant, Newall said she built her business around was continuous learning.
“I think we could learn something in the travel industry every single day and you’d be learning until you’re 100,” she joked.
Take advantage of supplier and consortia/host training, and then let your clients know you’ve done the work.
“When I go into my doctor’s office or my dentist’s office and I see the credentials on the wall, it matters. It shows that you’re investing in yourself and they trust you more,” she said.
8. Take pride in your profession
Newell equates charging a booking fee with having pride in yourself and your professionalism as a travel advisor.
“You are a professional and because of that you should be charging a fee,” she said, adding she believes the minimum for a fee is no less than $50.
Similarly, Newell told the audience never assume that they have to price match what a potential client has found on their own.
“Ask the question, what was it that piqued their interest in that package. And if it’s just price, thank you very much, you might not want them as your client and that’s okay.”
