Richard Turen
I want to welcome all new independent contractors to our profession -- whether you are affiliated with a host agency, a major consortium or you come from a just-completed "become a travel agent" online scam.
Today I would like to modestly offer some unsolicited advice that may be a tad different than what the sales gurus on YouTube are telling you to do in order to be successful.
• You are an independent contractor. That means you are in business for yourself, no matter what agreement you signed. As an independent businessperson, I imagine you have a business plan that sets you apart from other ICs. I would hope you could summarize it in a few sentences.
• The "we do it all" travel agent is no more. Our 40-plus-year-old business model disappeared, in part because consumers have figured out that no single person can know the world or its major travel products. So I imagine you have given this a lot of thought.
• Surveys tell us a majority of travelers consult social media before booking a vacation. Do you have a PR firm advising you on strategy? How will your social media be unique and engaging? Who designed your business card, and how does it stand out?
• May I suggest that you reserve the best table at the best restaurant in town every Tuesday and Thursday at the same time? Invite potential clients for lunch. Nothing you could do will yield a higher return if you are gracious, knowledgeable and let your guests do most of the talking.
• Have you learned to sell up? I hope not. Travel should never be sold. In case no one has mentioned it, you will be dealing with some of the most important and cherished moments in your clients' lives.
Your doctor is not a salesperson, nor is your accountant. Your lawyer does not sell up, nor do educators. You are not a salesperson. Always place your clients' needs ahead of any profit considerations.
• Are you an agent, a consultant, or an advisor? Let's define these terms (based entirely on what I say they mean).
An agent wears a headset, sits at a computer and takes orders, much like the local pizzeria that delivers. The consultant communicates with the client and seeks to understand their travel preferences. The trusted advisor essentially does what the consultant does but on a far more personal and in-depth basis.
A trusted travel advisor needs to be as close to the family as its physician or attorney.
If I hear you are not taking this part of the job seriously, I will be very upset.
• Never process airline tickets on your own. Air is a unique specialization and requires a great deal of time for extremely modest returns. This is where 90% of all travel-related problems will originate. Outsource your air.
• Plan to start your own business within a few years. Splitting commission is fine in the beginning, but please design a plan to achieve true travel independence.
• Never charge a client to use your services. Instead, work exclusively with those products that produce a satisfactory commission on every sale. You might think about starting with a minimum transaction requirement of $5,000 and raising it from there.
• The old IC line to suppliers -- "How do you expect me to know your product if I haven't experienced it?" -- is totally out of date. A few hours touring a hotel or a cruise ship online, reading all of the credible reviews and seeing every portion of the property or vessel in great detail will likely tell you more than enough about a product to discuss it intelligently.
It should not take long before someone suggests you ignore this advice. A sincere welcome to our profession.