Travel Agent - August 27, 2007 - (Page 40) Cruises Cruise Views & News tised in the “adult personals,” saying: “Friendly travel agency looking for a group of interesting people to travel to the Greek Islands.” I Build “Wow” into Bookings: “Agents need to build a few ‘wows’ into every customer’s vacation experience,” says Sweat. “These ‘wows’ [whether it be a free limo to the airport or a special onboard or shoreside experience] are key in creating repeat business, as well as the very important referral business.” I Promote via Postcards: One agent cited in The Idea Machine wrote a cleverly worded promotion on a postcard and four mail carriers came in to book! Use cruise line postcards prolifically. Send clients hand-written postcards from exciting foreign locales. Clients feel special, they’ll tell others, and they’ll know you’re the “expert” who’s “been there, done that.” I Go Crazy, Be Visual: Hire a student posing in a moose costume with a sign that points to your business and reads: “We’re your Alaska vacation experts!” Dress up in safari attire to attend a casual Chamber mixer and hand out an African tour flyer. But don’t show up at a black-tie event in this attire. Know when it works, and when it doesn’t. I Dive Into Your Database: “It is more important to go to market with what I call the ‘rifle approach’ instead of the old “shotgun approach,” says Sweat. His agency group collects data at every turn and develops precise customer preferences. “This information helps us immensely with consumer events, catalogues, e-mail contact, and extremely creative direct mail pieces that position the agency and cruise/tour product in the best possible way,” Sweat says. I Scatter Your Cards: Leave business cards with secretaries, receptionists, grocery clerks, convenience store attendants and so on. Leave both a good tip and your card with a waitress. Continued from page 38 monthly. Cruise lines should also have e-mail options for agents. I Advertise in Unique Spots: Run an ad in the sports section touting such voyages as MSC Cruises’ baseball-themed cruise or Carnival Cruise Lines’ Rusty Wallace NASCAR cruise. Stockert found one agency that successfully adver- Our agents receive the membership benefits The difference is best CLIA CLIA’s abi to bring travel agents and cruise lines together ability through open communication, in combination with all the essential training techniques, is instrumental in increasing cruise sales and greatly facilitates agent-cruise line partnerships. – Gary Pollard, Ambassador Tours, Inc. “There will always be a need for travel agents within the cruise industry because our products are not a commodity. It’s all about choices and qualifying the customer for the perfect cruise for them. It’s imperative to have trained professionals to explain the ins and ’ r r outs of cruising to the consumer, and by joining CLIA, agencies ensure that their personnel will have access to that training and resources.” r r – Vicki Freed, Senior VP Sales & Marketing, Carnival Cruise Lines Get the industry’s best benefits, training, recognition and marketing support with CLIA membership. How? I CLIA’s seminars, online programs and video training are all rated the best in the industry. I Receive exclusive Bonus Commission Coupons, supplier recognition for reservations and commission processing, and new business through consumer promotion and a Cruise Expert Locator listing at www.cruising.org. I Participate in CLIA Certification program, and become a profitable cruise seller. Always Have Marketing On Your Mind Most of all, though, vigorously adopt the attitude that you never know where your next sale will originate. Approach each task with an eye toward marketing. Promote yourself. Continually update your marketing plan. Keep your focus on the customer’s satisfaction. Be proud of your skills. Demonstrate how your expertise can deliver a fantastic vacation experience. For complete membership information visit www.cruising.org, call 754-224-2200 40 TravelAgent August 27, 2007 http://www.cruising.org http://www.cruising.org http://www.cruising.org
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