Research has shown that spendthrifts make up about 15% of the consumer market. But just because they tend to spend more than the average person does not necessarily make it easy to sell to them. After all, there is a good deal of competition out there, so you need to be clear about the value you offer compared with other options on the market. Read the rest of this entry »
Posted In: Luxury Travel Tips
I’m not sure how it all began, but the fact remains that people have a tendency to believe the written word more than they believe the spoken word. This may stem back to the days when salespeople were known for their “gift of gab.” Even today some salespeople tell me they can talk their way in or out of any given situation
Being a seasoned sales professional for nearly 30 years and speaking for a living for 25 of those years, I am the first to acknowledge that in today’s marketplace talk is still cheap. So what is a salesperson to do? How can they continue to feed their families on a regular basis if what they say is questioned, and often in doubt?
My next three columns will be focusing on different buying types. I will refer to them as “shoppers,” but I want to get something clear right here and now. There is NOTHING wrong with shopping. You do it. I do it. He, she and they do it. Lose the term. The majority of shoppers eventually make a purchase. Shoppers are good things. Let’s begin.
Marketing research has divided consumers into three groups, with approximate percentages for each:
- Tightwads = 25%
- Spendthrifts = 15%
- The average consumer = 60%
The trouble is, how to determine which type of customers you have? Read the rest of this entry »
Posted In: Point-to-Point
Safari companies often tout seeing the Big Five – Cape Buffalo, lion, African elephant, leopard, and rhinoceros. Did you know there is also a “Northern Five” of iconic creatures that are primarily found in the national parks and conservancies north of Nairobi?
Posted In: Supplier Profile
Xiamen Airlines is not only the first airline operated in the course of modern enterprise in China, but a company that genuinely cares about the comfort and well being of both their customers and their employees. Their mission is to contribute to society, while creating loyal customers and employees in the process. For your Chinese air travels, look no further than Xiamen Airlines.
In marketing, we have two “pains:” pain points and price pain.
One of the reasons why some agents are more successful than others is that smart marketers know their niche; that is, their prospective customers. In particular, they know their pain points – the things that cause them the most concern. Knowing their pain points allows you to offer them meaningful solutions to their issues through the services and destinations you recommend.
Posted In: 1:1
Lea Diele is a 26-year travel industry veteran who started out as a corporate travel agent. Now, Lea currently develops and manages the Independent Contractor Programs for Travel Leaders Network. It is here that she developed a program specifically designed for current Host Agencies that are committed to working with an elite peer-group toward greater growth and profitability, as well as talent acquisition and IC recruitment. In addition to her role with Travel Leaders Network, Lea works closely with Universities and Colleges that offer certifications and degrees in Travel and Hospitality Management. She is a Certified Travel Associate, Certified Adventure Travel Specialist, and a Certified Travel Industry Executive. Based in Arvada, Colorado, Lea enjoys her time with her family and finds solace at their mountain cabin on the weekends. Read the rest of this entry »
One of the reasons Internet marketing has been so successful in the past twenty years is that it allows agencies to tap into customer interests and concerns on an unprecedented level. Instead of the “scattershot” approach to marketing of TV ads, for instance, online advertising is very targeted – especially through pay-per-click (PPC) networks like Google AdWords, and Facebook and Twitter ads. They allow companies to connect with people who are already searching for what they sell. I want to remind you of my Two-Step Marketing Strategy, but the specifics will have to wait for a future article.
Posted In: Editorial Musings
Last week I mentioned the new Facebook feature where you could include a video on your cover image. This week, I want to suggest another sense to explore with travel. Audio. Sure, there is an audio component to any video (or at least there should be), but it also requires complete concentration. Have you considered a Podcast? Read the rest of this entry »
Posted In: Publishers Corner
Trust is the basis of every relationship and in a one-on-one business like travel planning, all the more so. When a client trusts you, they are more likely to use your services repeatedly. Loyalty is founded on trust and will often convince a client to work with you over any alternative. It is trust that induces a client to take your suggestion over their own initial impulse or to try something just because you indicate you think they should. Trust is a powerful motivator for a client.
So how do we build trust into our marketing plan? Read the rest of this entry »
Posted In: Deck Plans
Looks can deceive. Rarely, for example, will Scenic appear as the lowest-priced operator when comparing river cruises on similar itineraries. In my story, What Scenic Does Differently In Bordeaux, Scenic’s per diems for eight-day Bordeaux itineraries were considerably higher than AmaWaterways (by 28 percent), CroisiEurope (by 90 percent) and Viking (by 45 percent). On some sailings, Scenic’s per diems in Bordeaux approach $700 per person, compared to Viking at $481 per day. At first, I thought, “Wow, Scenic is over-the-top,” even though Uniworld came in higher (nearly $750 per day in staterooms that are a third smaller). A closer look at the numbers, however, reveals a much different picture than what I saw at first glance.
Further to yesterday’s article, here are a few sound bites to make it all make sense.
There are a number of different phrases and statements that help demonstrate that you have empathy for your target audience. Empathy is important, because it offers the “human touch” in business dealings and marketing. You don’t have to act like a pushy used car salesman to seal the deal if you master these empathetic words and phrases and use them in face-to-face meetings and in your sales letters online.
Posted In: Spotlight
A voyage with Windstar Cruises evokes the feeling of being on your own private yacht. Large enough to pamper and indulge cruisers yet still small enough to anchor in secluded coves or dock in the heart of tiny Old World villages that larger ships cannot reach, Windstar Cruises offers the best of both worlds.
Sail with Windstar and discover not just Old World villages, but the remote coastline of Costa Rica, the incredible Panama Canal, and the secluded islands of Tahiti and the Caribbean. Windstar Cruises is even offering a new lineup of itineraries that will take travelers to Alaska, Asia, Arabia, and Canada & New England.
Posted In: Departures
For the last 30 years GT Tours, one of the leading providers of Latin America based tours, and their marketing and sales staff have specialized in designing and operating innovative and unique nature, adventure, and culturally oriented travel experiences. This goes hand in hand with the professional and knowledgeable customer support GT Tours offers. From large families to small groups, GT Tours provides not only the itinerary, but excellent international and regional airfare in combination with the tours offered. Let GT Tours be your partner in travel today!
Posted In: Luxury Travel Tips
I attended the University of Georgia (Go Dawgs!) back in the mid-1980s, but as my Uncle Howard once told me – my real education was the summer of my freshman year I spent selling books door-to-door. In those short two and one-half months, I developed many of the life skills that have become an integral part of who I am today.
Posted In: Point-to-Point
If you were to walk into my home office the first thing that you might notice is that I have a collection. Oh yes, I have the standard collection of tourist tchotchkes and travel photos, but I also collect a word…BELIEVE. Right now as I glance around my office, I smile at my collection. The most noticeable is a carved wooden sign that sits seven inches high and sprawls across the top of my desk that spells out “BELIEVE”. Over the years good friends started noticing my fondness for this word, so I have been sent various gifts including the word believe, such as an engraved notebook, a rock, a picture frame…okay you get the picture.
Everybody wants to feel as if they are getting a good deal on their vacation investment. Thanks to the ease of Internet shopping, customers can research the destination in detail, and compare prices to try to get the best bargain. However, in some cases all of this research can lead to what is termed an “analysis of paralysis”, in which the customer is spending so much time trying to make a decision that they fail to take action.
Posted In: Supplier Profile
For an airline who’s priority is excellence and customer satisfaction, look no further than Aircalin: the official airline of New Caledonia. Not only do they have services that extend to other countries, but Aircalin offers comfort and safety on board all of their flights.