Focusing on your Clients’ Needs and Wants Goes a Long Way
Written By Anita Pagliasso, KHM Travel Group’s Vice President of Industry Relations – KHM Travel Group
Gone are the days when only celebrities and rock stars could build a raving fan base. In today’s times, everyone, including YOU, can build a fan base that will have clients eagerly awaiting news about travel products and your services.
Do you want to build your fan base? Then build a platform. A platform is media lingo for having a solid base from which to pitch your business. It’s about numbers, and about how many people know what you do. It’s about building a following that you can use to then build it even more.
Like Apple or Harley Davidson, you can create a group of extremely loyal customers. These people will buy everything related to the brand and will do it forever. This is what you need to do with your travel business as well. To put it simply – try to build a brand culture.
How do you go about building a brand culture that develops a loyal following?
Make the focus on people
People are the heart of a fan base. If you continually focus on your clients, what they need, and connect with them in a genuine way you will strengthen your bond. Acknowledging people for being a valuable part of your business goes a long way.
I like to send personal handwritten thank you notes to my clients on a regular basis. And if they refer someone to me, I send them a credit towards their next cruise or vacation as a way of recognizing their confidence in me. Word of mouth grows business enormously.
Share your story
How are you relaying your story to your fans? Newsletters and emails are a great way to stay connected. But are you boring them to tears with only sending out travel ads and supplier promotions? Or are you taking them through the exhilarating world of travel through your eyes and what you’ve personally experienced? My best-received newsletters have been those where I have shared both good and bad travel experiences. Find ways to incorporate the element of storytelling in everything you create.
Use imagery
Being a very visual person myself, I know the power of images. Whether it is through a static picture or moving image, you should be using imagery to relay your message. Start off by sharing travel photos and make sure your headshot is on every message you send out. People connect more deeply to you when visual elements are added to your marketing materials.
Be specific in your targeting
If you’re trying to reach everyone, your message is likely to fall flat. Instead, imagine yourself writing or speaking directly to only one client. The old adage, “you can’t be everything to everyone” really is true; however, we sometimes try to do it anyway. Focus on your strengths and be okay with only speaking to the people who belong to that audience.
Whether you’re an actor, singer, or travel agent, building a fan club isn’t hard, but building your platform takes consistent effort. Getting your message out there frequently, increasing the number of people who know about you and your offerings, and constantly adding value for your fans will position you as an expert, which will help you immensely when you want to find new customers.
More About KHM Travel Group:
KHM Travel Group is an award-winning host travel agency, currently supporting independent travel advisors across the United States. With an innovative education and support program, the KHM Travel Group team works to empower, educate, support, and promote independent travel agents in their journeys to build successful businesses. KHM Travel Group is driven by a passion for sharing knowledge and helping others experience the world. Sign up to receive the Travel Advisor Today newsletter at https://khm.io/newsletter and learn more about our program at https://KHMTravel.com.