brandUcoaching e-Newsletter Issue #7

You cannot read a travel trade publication these days without some advice as to how survive in these uncertain times. As your business coach, I felt the need to not only write about the importance of traveling in the next 3 months to help sustain the industry that gives us so much, but to also point out some tangible pieces of business brand development you can learn while enjoying some time off. Allow me to offer you 4 reasons why I think you need to pack your bags and take your own professional travel advice:

#1 - Prices have never been better! Some say better than post 9/11. I read this offer and just about fell off my chair... from a premium cruise line sailing to Europe this summer: "We are pleased to present you with our newest offer on 17 of our 2009 European Collection sailings: $1,000 Price Reduction off 2 for 1 Cruise Fares with Free Airfare per stateroom. 3rd and 4th guests are 50% off and single supplement is just 25%". How can you not take advantage of these rates for yourself and family? They are better than travel agent rates!!!

#2 - Develop a new niche! Got niche? If not, then you better start thinking of one. Maybe yours is a little old and stale, like just selling cruises? Take advantage of the pricing out there to better brand yourself in your market. It's not enough to be a cruise-specialist anymore. You need to become a destination-specialist and ultimately a cruise-line expert that fits your target market. Many agents want to sell luxury travel, yet have never experienced a 5-star ship or hotel experience. Take the first step in developing your new niche by experiencing it firsthand. Not only will your sales confidence grow, your customers will thank you, value you and pay you for your expertise.

#3 - Become even more specialized! Do you sell Holland America? Most agents do. Do you want to specialize on their cruise-tours to Alaska? (a great niche idea - especially with groups...) Holland America had some incredible FAM space on their Alaska cruise-tour, mid-season itineraries. My advice would be to take advantage of these highly-discounted prices and kick-start into high-gear by becoming even more specialized in your knowledge of this rich destination.

#4 - Lead by example. Instill customer confidence by letting them know that you're taking your own advice and enjoying some valuable time off! Yes, you're in the business of selling travel, but you're also in the people business. The business of people means connecting with other people. You cannot connect effectively and profitably when you are stressed out, burned out, or flat out too tired! Most people take a vacation for a break from the everyday. We holiday to rest and recover from a long year of working 9-5 every day... (he he - when was the last time you only worked 7-8 hours in a day?). My point exactly! Take the time, to make more time. Tell your customers in as many ways as you can (word of mouth, email, website, blogging, texting, or in a flyer) that you're taking your own advice and taking a much needed break - that should inspire them to call you and try it themselves, hopefully, sometime soon!