As travel agents growing your agencies, you may have concerns about the competition. Are other agencies offering a better deal? Are clients booking with them instead of you because their prices are more competitive? Or could it be a personality conflict?
Whatever the reason for your worries about other agencies, you must remember that you cannot change anyone but yourself. If you’re offering the best possible price on a trip and the client chooses to go with another agency because they are cheaper, accept it and move on. After all, what’s the alternative? You certainly can’t grow your business by losing money.
The key to being a successful travel agent is not necessarily offering the best deals all the time. Sure, you want to be diligent in getting your clients the best value for their money, but that is secondary to establishing good and lasting relationships with them. Building a good rapport with each client is the highest priority in getting and keeping clients.
How to Build Good Client Relationships
There is no real science to building good relationships with anyone but here are some suggestions on establishing a good client/agent relationship.
Be Your True Self
Don’t try to portray yourself as someone you’re not. If you try to fake it, most clients will see through your façade. Be upfront and honest in all your communications and dealings with clients. They may not like the information you give them, but at least they’ll know you aren’t hiding anything.
Get to Know the Client
Get to know your customer on a personal level. Discover their likes, dislikes, hobbies, activities, preferences, etc. Ask lots of questions. Don’t assume anything. First impressions aren’t always the most accurate ones, so don’t pass judgment or make decisions until you know all the details.
Give Them Your Best Service
You, as an experienced travel agent, have lots to offer to clients. You have the tools and resources to find the best travel solutions for them and they are counting on you to do so.
Advertise Yourself
You have something special to offer your customers, so don’t sell yourself short. Most people don’t shop around for the cheapest haircut in town. They want a barber or hairdresser they can trust who does a good job and knows their likes and dislikes. People are willing to pay a little more for expertise and premium service. The advice and support from an agent who cares if their trip is a great time or not means more than saving a few dollars and getting lackluster service. And, just like their favorite hairdresser, they’ll appreciate a travel agent who knows their preferences well enough to plan future travel without a lot of hassle.
Communicate!
Don’t leave your customers hanging, waiting for you to contact them for days. Give them frequent feedback and updates; ask them questions on travel options and preferences. Let them know all the details. Answer their questions. Follow up with them after a trip. What did they love–what was a disappointment if there was one? What would they do differently if they went back? Would they never go back? Why? What probing questions can you ask to get to know your customers better?
In Summary
The bottom line is that establishing personal relationships with your clients will go a long way in building a successful travel agency. The cost of travel is secondary to knowing that your travel agent is looking out for your best interests.
No one wants to feel like a transaction, like they are just any other John or Jane Doe calling to ask for a travel quote. They want you to invest in them and their travel. In the previous example with the hairdresser, the best ones usually ask you what you’re looking for in your hair style. They’ll give you advice based on their professional knowledge and expertise, but they will still ask the probing questions to get to know you and your preferences.
As a travel agent, you should do the same with your clients. It’s not all about the bottom line. Let them know what the experience will be like. Give them a vision of their trip by describing the benefits in great detail. Let them picture it with your words.
Your goal is to get your customers to fall in love with the idea of the vacation. When you know their likes and dislikes, it makes your job easier. How can you help them get the trip they will meet their current needs? Do they want adventure? A stress-free, relaxing experience? A family trip or adults-only vacation?
When you know your clients on a personal level, the chances of them becoming a lifelong customer are much more likely. Building and maintaining solid relationships with them is key to achieving that goal.
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