Key Traits That Separate Top Travel Advisors From the Rest
Contributed By: Scott Koepf, Chief Strategy Officer (CSO)– Cruise Planners
Over the last couple of years, I have used musical theatre to provide sales, marketing and operational advice for travel advisor looking to grow their business. To change up the approach, I am going to share information from various books and resources I have come across that I think are relevant to travel advisors and can help you reach the level of success you desire.
A study completed at Harvard Business School determined there are common characteristics of the top salespeople in the country. The study was not focused on selling vacations, but as your income is directly related to your ability to sell, I believe each of these characteristics is applicable to you. The results of the Harvard study are in bold font and my additional commentary follows each one.
1. They Do Not Take “No” Personally
You will never close all of the inquiries you receive, and so hearing no is part of any sales role. In the case of selling travel, you may not actually hear the word no, instead you may get ghosted by a client who never responds back to you which obviously means no. For years this mantra of ‘don’t take it personally’ has been the rallying cry of motivational speakers. However, I think that is next to impossible and it is okay to feel a slight bit of pain when a customer walks away (figuratively, if not literally).
The key is to reduce the pain by taking every action you possibly can to make the sale so that you have earned that no. If you find yourself blaming the customer, then you did not earn the no. Ask yourself – Did I follow up enough times over the right period of time? Were my messages varied and compelling with a sense of urgency? Did I make it clear why the customer should book with me? Are all my emails and materials professional and personalized? If you answered yes to those questions, then you have earned that no and are closer to the next yes!
2. They Take 100% Responsibility for Their Results.
By answering the questions above you will continuously improve your results as it will lead to changes that will improve the chances of getting a yes instead of a no. Placing blame on the customer or suppliers or any other third party takes your eye off of what you can control. Be diligent at knowing and implementing every reasonable step to procure the sale so that you can look in the mirror and know that your results are up to you.
3. They Have Above-Average Ambition and a Strong Desire to Succeed
This is a hard element to teach. Like attitude it needs to be caught, not taught. Surround yourself with people and resources that inspire and motivate you to improve your skills and your success.
4. They Exhibit a High Level of Empathy
This is so important in travel sales and requires one thing: Listening. But listening is actually the aftermath to qualifying by asking the right questions. A travel advisor needs to know as much as possible about the customer and why they want a vacation before they determine the where and how and when. Empathy is a deeper level of understanding, so take your time with your customers before jumping to product descriptions or quotes. Your focus on your customers will create loyalty and strong relationships.
5. They Are Intensely Goal-Oriented
This characteristic may be the easiest to talk about and the hardest to do. It is not about just setting goals as there are three basic parts to all goals and all three are imperative to their achievement. First, you must set the goal, and I hope you have at least one if not many goals for your business that are related to sales.
If you are struggling to determine how to set goals look up S.M.A.R.T. Goals online and follow that approach. Second you need a written plan as to how you will reach that goal. If you set a goal of one million dollars in sales, you need the step-by-step approach of how you are going to get there. And finally, you need to implement the plan. This is where you move from the theoretical to the actual and sadly where most goals fail. Set – Plan – Do. Simple, but not easy.
6. They Have Above-Average Willpower and Determination
Another trait that is hard to teach as this is how all the other characteristics will come to fruition. Two suggestions may help elevate these attributes for you. One – write everything down. Every idea, thought, goal, plan and lesson learned. And secondly find at least one accountability partner or a coach who will ask if you are doing what is necessary to become a superstar travel advisor.
7. They Are Impeccably Honest With Themselves and Their Customers
I hope that you live this out with your customers, but it may be harder to be honest with and about yourself. Start by going through these characteristics and determine if you are doing everything possible to excel in each area. Not only good intentions (we all know where that path goes) but an intense evaluation of what you think, say and do which will have an impact on your bottom line.
These characteristics are not esoteric, and they do not require years of study. Now you are aware of what is common among the uncommon and you too can add your name to the list of top salespeople!