Go Back to Main Street – Simply Sales with Scott

Step out, stand out, and get back to where the clients are—Main Street.

 

Contributed By: Scott Koepf, Chief Strategy Officer (CSO)– Cruise Planners

 

Throughout my travel career, I have spent most of my time in areas considered on the fringe or even radical by some. I began my career as a cruise-only travel advisor — a rare concept forty years ago. Over time, I became a strong advocate for home-based businesses, which many once viewed as less legitimate. Today, the good news is that specialized travel advisors and home-based agencies are not only accepted but now make up the majority.

 

Home-based advisors enjoy countless benefits, but the industry lost one cherished aspect of the “good ol’ days” when the home-based trend exploded. Many years ago almost every travel agency was located on Main Street (insert the name of your local high traffic thoroughfare here) which had two huge benefits that we lost by going home.

 

 

First, suppliers knew where to find you.

In person contact with Business Development Managers was easy and frequent. Today our supplier partners are still struggling to find the right approach to not only support you, but to find you! The analogy often used is ‘finding advisors is like herding cats’ but the truth is, it is more like herding worms as you can’t see them. Overcoming that challenge is fairly simple, but now the advisor—not the supplier—carries the responsibility of being found. It is up to you to reach out to your local representative and set up calls and meetings. You may be hard to find (and please do not take my comparison of you to a worm personally) but the supplier representatives are not. 

 

The second loss by leaving the brick-and-mortar.

world is rarely discussed but may present the biggest challenge advisors have today. If you are a worm (again, you are beautiful but go with me here) then it is not only hard for suppliers to find you, but consumers will have a hard time too. Finding clients without street front signage and other benefits of a physical location is hard. While we can extol the savings by not having to pay a lease for property on Main Street, advertising must be made up for in other ways. Sure, social media and other electronic media have picked up some of the slack, but typically they won’t generate enough leads. 

 

There are many great resources for marketing and advertising ideas in this publication and elsewhere but maybe the best opportunity is to head back downtown! I don’t mean you should sign a lease, but you may be able to get just as many leads by being creative. I suggest you go to the highest traffic (foot and car) street in your town and start walking. For each store you pass, ask yourself “How can I work with this store to create interest in travel and my services and also benefit the store owner?” The answers will range from “I got nothin’” to “Wow, this is a goldmine!”

 

 

Here are some simple ideas:

Is the window display hideous and out of date? Why not offer to take this over and add travel elements, your contact details and a QR Code. Integrate the items in the store into the travel theme. For example, you could display resort wear for a clothing store. The store gets an upgraded street front window, and you get the exposure as if you were paying rent! 

 

Are the shoppers at that store  people you would want to work with? A jewelry store could be a gold mine, pun intended. While enhancing the window display could be a good start, it can go much deeper. Consider some joint promotions.  You could send a coupon for savings at the store for every booking, and they could send a coupon for travel with every purchase. If they have a strong database this could bring in great clients.

 

Does this store have a strong loyalty?

Restaurants are the perfect example of this and can conjure up multiple ideas. Is the owner or chef well known and up for a hosted cruise or tour? Is it a perfect venue for a cruise or travel night featuring the specific typeof food they serve? For example, an Italian restaurant for a trip to Italy or an Irish Pub for an Ireland escape. 

 

You might jump to the conclusion that they want sales (just like you!) but most businesses, especially on Main Street, need customers to come in. Car dealers, for instance, thrive on getting people to test-drive their vehicles—anything that brings potential buyers into the showroom is a win. Advisors can host Cruise Nights, Destination Showcases, or other events right in those showrooms. Why pay for a location when you will also gain access to their database for promotions? You could even ask for a permanent display in the corner if they do a drawing each month or quart er among all test drivers for a weekend getaway or a cruise.

 

 

The list goes on and on, but it starts with you not being a home-based advisor but a Mobile Advisor. Get up, get out, go downtown, be a street walker and determine how to get back to Main Street!