Home Based Travel Agent - November 2008 - (Page 14)

YOUR Lifeline Continued from page 12 born between 1983 and 1997, has grown up having access to what they want because they know how to get it cheap on eBay. They don’t hesitate getting something they want and they have tremendous buying power. Don’t assume because they are young, they don’t have money. Trying to “sell them down” to an all-inclusive or mass-market brand can be a costly error. These people are hedge-fund managers who want to spend $15,000 to $25,000 on a vacation. Of course, what this means is that you might not always know who your prospective wealthy clients might be. You’ll have to dig a little deeper as you speak with them to find out if they are affluent travelers. How do you do this? Ask questions—find out where they spent their last trip. What is their preferred hotel brand and cruise ship brand? Remember, these clients know a lot. They are on the Internet and they are also comparing notes with their peers. They will question you along the way. They’ll go online to compare hotels or they’ll get advice from their friends who have just returned from their vacation. They will call you to tell you what they have found out. Rules of Engagement People can buy virtually anything online, but they still choose to shop in stores because they enjoy the ritual of purchasing something expensive. Think of going to Tiffany’s or Cartier, of being greeted by name, being given a glass of champagne, sitting in a comfortable chair in a sophisticated environment. Who wouldn’t want to do that? This is what they are paying for. And that is what luxury clients expect from their travel professional—to be kept engaged and involved in the process of planning the trip. If they can walk away excited every time they interact with you, you are providing them with value. — Ruthanne Terrero and Michael Browne 14 FOR THE AGENT The Royal Suite in the Al Qasr tower of Madinat Jumeirah in Dubai is an example of what to sell luxury clients TIPS FOR WINNING THE LUXURY CLIENT I Don’t think with your own pocketbook. Just because you think something sounds extravagant, don’t be afraid to quote a price to your client. If a client asks you how much it costs to charter a private jet and you find out it’s $50,000, tell them that’s the price. Maybe they want to impress their friends. Maybe it’s their 30th birthday. I Dress the part. People feel comfortable doing business with people who remind them of themselves. They don’t want to hand over a $25,000 check to someone wearing jeans and sneakers. Dress as if you are a financial advisor or an attorney. Be sure everyone in your office does, too, or send them home. I Push experiences to them. Don’t assume a 68-year-old frequent cruiser doesn’t want to go whitewater rafting. They might have a “bucket list” of experiences they’ve always wanted to enjoy, but haven’t articulated to you. I Manage their trip portfolio. Interview them to find out what their wish list for travel entails and keep a file on them. Keep in touch with them and notify them when there’s a good time or opportunity to start pursuing one of their “wish-list” trips. I Keep them engaged—even after you’ve taken the deposit. The anticipation of the trip is sometimes the best part. E-mail them articles on the destinations they’ll be visiting. This keeps your relationship with them alive. You can even stay in touch with them during their trip via e-mail if they’re BlackBerry users. Home-BasedTravelAgent NOV EMBE R 2008

Table of Contents Feed for the Digital Edition of Home Based Travel Agent - November 2008

Home Based Travel Agent - November 2008 Contents Editor’s Note Publisher’s Note Your Lifeline Agent Spotlight New Technology Industry News Hot Deals Cultural Tourism Luxury Hotels For the Traveler: Luxury For the Agent: Luxury For the Traveler: Latin America For the Agent: Latin America Hawaii For the Traveler: Provence For the Agent: Provence For the Traveler: Florida For the Agent: Florida Home-Based Agent Expo New Products

Home Based Travel Agent - November 2008

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