TRAVEL AGENT THE HOW-TO MAGAZINE FOR ICs, OSRs & HOME-BASED TRAVEL AGENTS JANUARY 2014 The ART of Selling Travel from HOME AN SMP TRAINING PUBLICATION
TABLE OF CONTENTS – IC JANUARY 2014 4 EDITORIAL: THE YEAR OF LUXURY SALES 5 ARE YOU ON THE LIST? 6 GOING FOR DELUXE 8 THE LUXURY TRAVELLER 10 DIY LUXURY FITS 12 LUXURY CONNECTIONS Selling travel from home does 13 LUXURY AFFILIATES not have to be a puzzle when you read IC! Find the host agency 14 6 SENSE SELLING that best suits your needs. TH 16 LUXURY WORDS 17 JIRO DREAMS OF SUSHI TRUE SUPPORT FOR TRUE PROFESSIONALS 18 LUXURY SALES PLANNING PAGE 19 THE BEST TRAVEL VIDEOS At Nexion Canada, we know that you are passionate about your travel business. So we provide you with the professional support and industry relationships you need to be more profi table and effi cient, 20 THE NEW RETAIL AGENCY giving you the freedom to run your travel business the best way: your way. 22 TOOLS: EMAIL SERVICES A full-service host agency combining decades of experience, Nexion Canada provides independent, 23 TOOLS: EMAIL SPAM TEST Share your money making ideas Canadian-based travel professionals of all experience levels with: in IC and help your IC colleagues. 24 TOOLS: CRAZY EGG • • Your choice of up to 80% of commissionsour choice of up to 80% of commissions Y CONTACT Top commissions with leading air, cruise and land suppliersop commissions with leading air, cruise and land suppliers 25 TOOLS: CRUISE PREP KIT Steve Crowhurst • • T Technology tools to better manage your businessechnology tools to better manage your business [email protected] • • T 26 TOOLS: SYSTEM RESTORE 250-738-0064 • • A Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo ccess to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo www.ic-travelagent.com GDS systems 27 TOOLS: INTERNET ARCHIVE • • Training, coaching and networking opportunitiesraining, coaching and networking opportunities T Publisher: • • Innovative marketing programs to grow your businessvative marketing programs to grow your business Inno 28 RESOURCES: LUXURY TRAVEL ADVISOR MAGAZINE SMP Training Co. • • Exclusive cruise block space and supplier offers clusive cruise block space and supplier offers Ex 31 SELLING TRAVEL WITH STEVE www.smptraining.com • • L Lead generation for qualifi ed agentsead generation for qualifi ed agents Vacation.com membership included at no additional charge!acation.com membership included at no additional charge! • • V 32 THE TRAVEL INSTITUTE Contributors Steve Crowhurst 33 LET’S TALK ABOUT TRAINING! It’s time to join a family of professionals that truly supports your independent business dreams. IC TRAVEL AGENT is owned and published It’s time to join Nexion Canada. by Steve Crowhurst, SMP Training Co. All Advertising in IC-TravelAgent reaches the serious business-minded travel agent. Rights Reserved. Protected by Promote your products and services via video, audio or generic text and images. IC International Copyright Law. IC TRAVEL AGENT can be shared, forwarded, cut and TravelAgent is marketed direct to over 4,000 travel agents plus thousands more via pasted but not sold, resold or in anyway social media channels such as Facebook, LinkedIn, SlideShare, trade contacts, monetized. Using any images or content Contact us today to learn more about our growing family of travel professionals. partners and educational institutions. Your ad includes a BONUS How-to-Sell article. from IC TRAVEL AGENT must be sourced as Visit www.Join.NexionCanada.com follows: “Copyright SMP Training Co. Full page rates range from $300 to $425 based on number of insertions. www.smptraining.com” SMP Training Co. Email [email protected] 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Call 866-399-9989 Crowhurst is not responsible for outcomes If it’s not yet 5pm where you live, you still have time to make one more based on how you interpret or use the call, close one more sale or send one more promotion! ideas in IC TRAVEL AGENT. T: 250-738-0064. MENTION THAT YOU SAW US IN IC AGENT MAGAZINE AND RECEIVE YOUR FIRST MONTH FREE! 10131503-Nexion_Ad.indd 1 10/29/13 2:18 PM
TABLE OF CONTENTS – IC JANUARY 2014 4 EDITORIAL: THE YEAR OF LUXURY SALES 5 ARE YOU ON THE LIST? 6 GOING FOR DELUXE 8 THE LUXURY TRAVELLER 10 DIY LUXURY FITS 12 LUXURY CONNECTIONS Selling travel from home does 13 LUXURY AFFILIATES not have to be a puzzle when you read IC! Find the host agency 14 6 SENSE SELLING that best suits your needs. TH 16 LUXURY WORDS 17 JIRO DREAMS OF SUSHI TRUE SUPPORT FOR TRUE PROFESSIONALS 18 LUXURY SALES PLANNING PAGE 19 THE BEST TRAVEL VIDEOS At Nexion Canada, we know that you are passionate about your travel business. So we provide you with the professional support and industry relationships you need to be more profi table and effi cient, 20 THE NEW RETAIL AGENCY giving you the freedom to run your travel business the best way: your way. 22 TOOLS: EMAIL SERVICES A full-service host agency combining decades of experience, Nexion Canada provides independent, 23 TOOLS: EMAIL SPAM TEST Share your money making ideas Canadian-based travel professionals of all experience levels with: in IC and help your IC colleagues. 24 TOOLS: CRAZY EGG • • Your choice of up to 80% of commissionsour choice of up to 80% of commissions Y CONTACT Top commissions with leading air, cruise and land suppliersop commissions with leading air, cruise and land suppliers 25 TOOLS: CRUISE PREP KIT Steve Crowhurst • • T Technology tools to better manage your businessechnology tools to better manage your business [email protected] • • T 26 TOOLS: SYSTEM RESTORE 250-738-0064 • • A Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo ccess to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo www.ic-travelagent.com GDS systems 27 TOOLS: INTERNET ARCHIVE • • Training, coaching and networking opportunitiesraining, coaching and networking opportunities T Publisher: • • Innovative marketing programs to grow your businessvative marketing programs to grow your business Inno 28 RESOURCES: LUXURY TRAVEL ADVISOR MAGAZINE SMP Training Co. • • Exclusive cruise block space and supplier offers clusive cruise block space and supplier offers Ex 31 SELLING TRAVEL WITH STEVE www.smptraining.com • • L Lead generation for qualifi ed agentsead generation for qualifi ed agents Vacation.com membership included at no additional charge!acation.com membership included at no additional charge! • • V 32 THE TRAVEL INSTITUTE Contributors Steve Crowhurst 33 LET’S TALK ABOUT TRAINING! It’s time to join a family of professionals that truly supports your independent business dreams. IC TRAVEL AGENT is owned and published It’s time to join Nexion Canada. by Steve Crowhurst, SMP Training Co. All Advertising in IC-TravelAgent reaches the serious business-minded travel agent. Rights Reserved. Protected by Promote your products and services via video, audio or generic text and images. IC International Copyright Law. IC TRAVEL AGENT can be shared, forwarded, cut and TravelAgent is marketed direct to over 4,000 travel agents plus thousands more via pasted but not sold, resold or in anyway social media channels such as Facebook, LinkedIn, SlideShare, trade contacts, monetized. Using any images or content Contact us today to learn more about our growing family of travel professionals. partners and educational institutions. Your ad includes a BONUS How-to-Sell article. from IC TRAVEL AGENT must be sourced as Visit www.Join.NexionCanada.com follows: “Copyright SMP Training Co. Full page rates range from $300 to $425 based on number of insertions. www.smptraining.com” SMP Training Co. Email [email protected] 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Call 866-399-9989 Crowhurst is not responsible for outcomes If it’s not yet 5pm where you live, you still have time to make one more based on how you interpret or use the call, close one more sale or send one more promotion! ideas in IC TRAVEL AGENT. T: 250-738-0064. MENTION THAT YOU SAW US IN IC AGENT MAGAZINE AND RECEIVE YOUR FIRST MONTH FREE! 10131503-Nexion_Ad.indd 1 10/29/13 2:18 PM
Are You On The List? Our mailing list is now open and ready to take your name and email address. If you’re on the list you’ll be notified in advance of store opening specials. Steve Crowhurst, CTC, Publisher HAPPY NEW YEAR… The Year of Luxury Sales The Year of Luxury Sales. Focused on selling deluxe. What a joy it is to make one or two sales and then take the year off! Now that’s living in the right lane. The challenge is, while you wait for your ship to come in, and that would be one of those honking great floating cities, the sleek around-the-worlder has slipped its moorings and left port. The message being if you try too hard to land the big one, you’ll miss the smaller sales and quite possibly starve in the process. Selling luxury is all about style, content, manner, etiquette in sales and marketing, pricing, value, features (wealthy clients already know the benefits) and looking like you can take a cheque for more than $5,000. The comment, “looking like” refers to everything about your presence in the market place. You need to exude luxury selling confidence. Look deluxe. Now’s the time to give your website a deluxe makeover. Your social media promotions too. Where you place your ads might need a revamp. If you like to dress in a refined manner, now’s the time. Put that pearl necklace on for your studio image shots. Same thing for any photographs taken of you onboard a cruise, gazing out from a hotel balcony and doing what it is you want to promote to an upscale clientele. Lose the pearls for the safari shot and go with mud on the face. Not all luxury travel is purchased by the rich and wealthy. Your ‘average’ client has saved for years to spend $20,000 on a dream trip. Some have benefited from the trickle down inheritance that www.thetravelagentsstore.com aging parents are leaving behind them. There’s money in the market and there are more than OPENING MID-JANUARY 2014 the rich who need your deluxe selling skills. So it’s down to revamping your presence in the local marketplace and also your international online presence too. Are you ready? Let’s go sell deluxe. Here’s to your continued success! Click me and Opt-in to the Best regards. NEW mailing Steve Crowhurst, CTC list for SMP. [email protected] www.ic-travelagent.com Page 4 Page 5
Are You On The List? Our mailing list is now open and ready to take your name and email address. If you’re on the list you’ll be notified in advance of store opening specials. Steve Crowhurst, CTC, Publisher HAPPY NEW YEAR… The Year of Luxury Sales The Year of Luxury Sales. Focused on selling deluxe. What a joy it is to make one or two sales and then take the year off! Now that’s living in the right lane. The challenge is, while you wait for your ship to come in, and that would be one of those honking great floating cities, the sleek around-the-worlder has slipped its moorings and left port. The message being if you try too hard to land the big one, you’ll miss the smaller sales and quite possibly starve in the process. Selling luxury is all about style, content, manner, etiquette in sales and marketing, pricing, value, features (wealthy clients already know the benefits) and looking like you can take a cheque for more than $5,000. The comment, “looking like” refers to everything about your presence in the market place. You need to exude luxury selling confidence. Look deluxe. Now’s the time to give your website a deluxe makeover. Your social media promotions too. Where you place your ads might need a revamp. If you like to dress in a refined manner, now’s the time. Put that pearl necklace on for your studio image shots. Same thing for any photographs taken of you onboard a cruise, gazing out from a hotel balcony and doing what it is you want to promote to an upscale clientele. Lose the pearls for the safari shot and go with mud on the face. Not all luxury travel is purchased by the rich and wealthy. Your ‘average’ client has saved for years to spend $20,000 on a dream trip. Some have benefited from the trickle down inheritance that www.thetravelagentsstore.com aging parents are leaving behind them. There’s money in the market and there are more than OPENING MID-JANUARY 2014 the rich who need your deluxe selling skills. So it’s down to revamping your presence in the local marketplace and also your international online presence too. Are you ready? Let’s go sell deluxe. Here’s to your continued success! Click me and Opt-in to the Best regards. NEW mailing Steve Crowhurst, CTC list for SMP. [email protected] www.ic-travelagent.com Page 4 Page 5
Going For Deluxe Luxury Travel Websites In the following video (6 minutes) the topic is not travel but trends on engaging luxury clients. One Here’s a selection of luxury websites where you of the key phrases was “soul less” purchases will find not only travel related information but also what other brands in other industries are online compared to a luxury customer who could Sounds wonderful does it not? Deluxe. Luxury. Upscale. Top notch. Bespoke. This just has to doing to boost awareness and sales. name the person they deal with and have a be the niche segment to service. And with that thought in mind, many a travel agent has waited meaningful relationship with. This customer spent the most money. to land the big one and gone out of business doing so. Going for luxury requires more than a tour with a huge price tag. Here’s HOW you can enter this incredible segment of selling travel. Luxury Is In The Eye Of The Beholder Website: this too must look luxury. You can Today luxury does not always mean what the explore other websites for ‘the look’ the colour word might entail. Someone’s cheap is another combinations, the graphics, the words and traveller’s deluxe and vice versa. It’s a good thing phrases too. to check with your clients to ascertain just what luxury means to them. If you don’t do this survey The “Are You Looking Deluxe” Checklist you might be selling yourself short – or, you Take a look at this checklist and make notes as to might be way above what the client can actually where you believe your deluxe image might afford. need some improvement. If you are not attracting too many luxury sales then there Some comments may not make sense right away What’s Your View of Luxury? would be some tightening up to be done. You or relate to travel as the speaker represents the might need a business makeover. Here’s where the rubber meets the road and it’s Luxury Institute - the key connect however is very important you explore your level of luxury. 1. Your Agency Name luxury. Some travel agents are very wealthy and can 2. Your Agency Window actually afford to experience what they sell to 3. Your Content Sourcing Luxury Suppliers their clients. We’re talking staying and paying for 4. Your Dress Code It’s almost safe to say that there are luxury the penthouse suite and even with an agent 5. Your Email Signature suppliers in every segment of the trade. You will discount the rate is still $900 a night! Ouch. 6. Your Email Style The Luxury Channel offers so much insight if you most certainly know about luxury cruises that 7. Your Featured Brands are prepared to dig deep. The text is a little tough range in pricing from “cheap” at $50,000 to For the not so wealthy travel agent, you must do 8. Your Fees to read, however stay with it and check the travel affordable at $150,000 and expensive coming in everything in your power to look like and act like 9. Your Follow Up pages. around $500,000. you could travel at that level IF you chose to. 10. Your Frontline 11. Your Knowledge Also check out the Programmes. There are 12. Your Logo There are also luxury escorted tour companies The key component here is to ‘look like’ and that 13. Your Marketing Style always interviews and commentary from leaders and luxury safari companies and then there’s means everything you do, say, write and market 14. Your Newsletter of luxury products and always a gem to learn and your very own luxury FIT product that you could has that luxury tinge, flair, feeling about it. If you 15. Your Promotions apply to selling travel. create by yourself and go ‘old-style’ by adding are operating from a home-office you can 16. Your Response Times the commission you want versus the supplier’s understand why it is important to make sure no 17. Your Service Model 10 per cent. When you add commission, your home-related noises are in the background 18. Your Social Presence pre-tax profit margin that is, you add hundreds when speaking to a potential luxury client. 19. Your Telephone Voice of dollars not a percentage of anything. 20. Your Video Your Luxury Image 21. Your Website Could you become your own luxury FIT supplier? Anyone can look luxury. All it takes is that black 22. Your Words Of course you can and you should as that’s dress and a string of pearls for the ladies and a The Luxury Institute works with luxury brands where you are in total control of the product, the tux for the guys. Own or rented, doesn’t matter. Asking your clients about their deluxe travel and often delivers reports, surveys and white promotion, the pricing and: the suppliers and Dress up and go for the professional head shots. preferences might help you create your deluxe papers. Once again – the overall theme is luxury tourism associations will be working for you. Look like a million bucks and you’ll attract the marketing plan and all-round upscale selling and you’ll need to apply what you read to your Read on – there’s more about FIT coming up. same. program. own business. Page 6 Page 7
Going For Deluxe Luxury Travel Websites In the following video (6 minutes) the topic is not travel but trends on engaging luxury clients. One Here’s a selection of luxury websites where you of the key phrases was “soul less” purchases will find not only travel related information but also what other brands in other industries are online compared to a luxury customer who could Sounds wonderful does it not? Deluxe. Luxury. Upscale. Top notch. Bespoke. This just has to doing to boost awareness and sales. name the person they deal with and have a be the niche segment to service. And with that thought in mind, many a travel agent has waited meaningful relationship with. This customer spent the most money. to land the big one and gone out of business doing so. Going for luxury requires more than a tour with a huge price tag. Here’s HOW you can enter this incredible segment of selling travel. Luxury Is In The Eye Of The Beholder Website: this too must look luxury. You can Today luxury does not always mean what the explore other websites for ‘the look’ the colour word might entail. Someone’s cheap is another combinations, the graphics, the words and traveller’s deluxe and vice versa. It’s a good thing phrases too. to check with your clients to ascertain just what luxury means to them. If you don’t do this survey The “Are You Looking Deluxe” Checklist you might be selling yourself short – or, you Take a look at this checklist and make notes as to might be way above what the client can actually where you believe your deluxe image might afford. need some improvement. If you are not attracting too many luxury sales then there Some comments may not make sense right away What’s Your View of Luxury? would be some tightening up to be done. You or relate to travel as the speaker represents the might need a business makeover. Here’s where the rubber meets the road and it’s Luxury Institute - the key connect however is very important you explore your level of luxury. 1. Your Agency Name luxury. Some travel agents are very wealthy and can 2. Your Agency Window actually afford to experience what they sell to 3. Your Content Sourcing Luxury Suppliers their clients. We’re talking staying and paying for 4. Your Dress Code It’s almost safe to say that there are luxury the penthouse suite and even with an agent 5. Your Email Signature suppliers in every segment of the trade. You will discount the rate is still $900 a night! Ouch. 6. Your Email Style The Luxury Channel offers so much insight if you most certainly know about luxury cruises that 7. Your Featured Brands are prepared to dig deep. The text is a little tough range in pricing from “cheap” at $50,000 to For the not so wealthy travel agent, you must do 8. Your Fees to read, however stay with it and check the travel affordable at $150,000 and expensive coming in everything in your power to look like and act like 9. Your Follow Up pages. around $500,000. you could travel at that level IF you chose to. 10. Your Frontline 11. Your Knowledge Also check out the Programmes. There are 12. Your Logo There are also luxury escorted tour companies The key component here is to ‘look like’ and that 13. Your Marketing Style always interviews and commentary from leaders and luxury safari companies and then there’s means everything you do, say, write and market 14. Your Newsletter of luxury products and always a gem to learn and your very own luxury FIT product that you could has that luxury tinge, flair, feeling about it. If you 15. Your Promotions apply to selling travel. create by yourself and go ‘old-style’ by adding are operating from a home-office you can 16. Your Response Times the commission you want versus the supplier’s understand why it is important to make sure no 17. Your Service Model 10 per cent. When you add commission, your home-related noises are in the background 18. Your Social Presence pre-tax profit margin that is, you add hundreds when speaking to a potential luxury client. 19. Your Telephone Voice of dollars not a percentage of anything. 20. Your Video Your Luxury Image 21. Your Website Could you become your own luxury FIT supplier? Anyone can look luxury. All it takes is that black 22. Your Words Of course you can and you should as that’s dress and a string of pearls for the ladies and a The Luxury Institute works with luxury brands where you are in total control of the product, the tux for the guys. Own or rented, doesn’t matter. Asking your clients about their deluxe travel and often delivers reports, surveys and white promotion, the pricing and: the suppliers and Dress up and go for the professional head shots. preferences might help you create your deluxe papers. Once again – the overall theme is luxury tourism associations will be working for you. Look like a million bucks and you’ll attract the marketing plan and all-round upscale selling and you’ll need to apply what you read to your Read on – there’s more about FIT coming up. same. program. own business. Page 6 Page 7
The Luxury Traveller vacation investment. We recognize that luxury want to purchase “smart” luxury that means very different things to different people. demonstrates importance while not leaving A trip anywhere is in itself a luxury. Luxury themselves open to criticism. Smart Luxury is a travel comes in all shapes and sizes, for all tastes and at a very wide range of prices and phrase you can use too when marketing to this group. Marketing messages that communicate some are surprisingly affordable at off peak acceptable exclusivity resonate with this group. times. Therefore, we also assist visitors on modest budgets to plan their dream trips maximizing the value of their vacation 3. LUXURY is INDULGENCE investment. We'd be delighted to help you This group is the smallest of the three and tends make your dream trip a reality. to include younger consumers and slightly more males than the other two groups. Their purpose A report from SRI Consulting Business for luxury goods is to lavish themselves in self- Intelligence (issued some years ago but still indulgence. They are willing to pay a premium relevant today) found there to be three main for goods that express their individuality and luxury groups: 1. Those who felt LUXURY to be make others take notice and are not overly FUNCTIONAL. 2. Those believing LUXURY is a concerned with product longevity or possible REWARD. The 3rd group’s definition of LUXURY criticism. They enjoy luxury for the way it makes was all about INDULGENCE. them feel personally and therefore have a more emotional approach to purchases. 1. LUXURY to be FUNCTIONAL ATTRACTION MARKETING Consumers in this segment, the largest of the You will attract your luxury clients through your three, tend to be older and wealthier and are promotional activity and by targeting where willing to spend more money to buy things that upscale clients go for their news. You might also will last and have enduring value. They tend to reach them at their club or association. Publish buy luxury products for their superior your press releases and social media promotions functionality and quality. They buy a wide array and make sure every form of marketing carries From a survey come these keywords that you may want to embed into your emails and newsletter and of luxury goods, from artwork to vacations, and an upscale travel message. The results will blogs and social media. Let’s review: we have the words: escape, experience, new and different. How’s depend on how well you use words and phrases that so far? Check your promotions to find out if any of these words were used. they conduct extensive pre-purchase research, making logical decisions rather than emotional that mean something to the upscale traveller or impulsive. and attracts them to go to the next step which is to contact you. Marketing messages that highlight product quality and information-intensive are powerful with this group. Regarding product quality: can you articulate the quality of the products you intend to sell, and do you have access to this The Luxury Institute information so that you can package it and promote it and forward it to your clients? Your next step is to survey your clients and how 2. LUXURY to be a REWARD they feel about luxury travel, what luxury means Turn that into a CTA call-to-action line and it could read like this: “When you feel the need to escape, These consumers tend to be younger than the to them, the type of trip they feel would be a experience something new… call us, we make the difference.” luxury trip for them and then sift and sort your first group but older than the third. They use luxury goods as a status symbol to say “I’ve made data and respond with the appropriate type of it!” They are motivated by their desire to be promotion to the segments you filter from your Luxury is now mainstream, addressing the desire Affordable Luxury. Here’s a very well worded successful and demonstrate this to others. responses. Treat everyone as a potential luxury to live a luxurious lifestyle without having to be statement found on a website to which I’ve lost Luxury brands that have widespread recognition customer and that natural confidence will pay in the highest income brackets. Another the URL, however they had it written right: off. keyword comes to mind and you’ll find it used in Luxury travel is expensive. We work with you to are popular, however they don’t wish to appear many supplier promotions: Affordable and assure you of getting the best value for your lavish or hedonistic in their appearance. They Page 8 Page 9
The Luxury Traveller vacation investment. We recognize that luxury want to purchase “smart” luxury that means very different things to different people. demonstrates importance while not leaving A trip anywhere is in itself a luxury. Luxury themselves open to criticism. Smart Luxury is a travel comes in all shapes and sizes, for all tastes and at a very wide range of prices and phrase you can use too when marketing to this group. Marketing messages that communicate some are surprisingly affordable at off peak acceptable exclusivity resonate with this group. times. Therefore, we also assist visitors on modest budgets to plan their dream trips maximizing the value of their vacation 3. LUXURY is INDULGENCE investment. We'd be delighted to help you This group is the smallest of the three and tends make your dream trip a reality. to include younger consumers and slightly more males than the other two groups. Their purpose A report from SRI Consulting Business for luxury goods is to lavish themselves in self- Intelligence (issued some years ago but still indulgence. They are willing to pay a premium relevant today) found there to be three main for goods that express their individuality and luxury groups: 1. Those who felt LUXURY to be make others take notice and are not overly FUNCTIONAL. 2. Those believing LUXURY is a concerned with product longevity or possible REWARD. The 3rd group’s definition of LUXURY criticism. They enjoy luxury for the way it makes was all about INDULGENCE. them feel personally and therefore have a more emotional approach to purchases. 1. LUXURY to be FUNCTIONAL ATTRACTION MARKETING Consumers in this segment, the largest of the You will attract your luxury clients through your three, tend to be older and wealthier and are promotional activity and by targeting where willing to spend more money to buy things that upscale clients go for their news. You might also will last and have enduring value. They tend to reach them at their club or association. Publish buy luxury products for their superior your press releases and social media promotions functionality and quality. They buy a wide array and make sure every form of marketing carries From a survey come these keywords that you may want to embed into your emails and newsletter and of luxury goods, from artwork to vacations, and an upscale travel message. The results will blogs and social media. Let’s review: we have the words: escape, experience, new and different. How’s depend on how well you use words and phrases that so far? Check your promotions to find out if any of these words were used. they conduct extensive pre-purchase research, making logical decisions rather than emotional that mean something to the upscale traveller or impulsive. and attracts them to go to the next step which is to contact you. Marketing messages that highlight product quality and information-intensive are powerful with this group. Regarding product quality: can you articulate the quality of the products you intend to sell, and do you have access to this The Luxury Institute information so that you can package it and promote it and forward it to your clients? Your next step is to survey your clients and how 2. LUXURY to be a REWARD they feel about luxury travel, what luxury means Turn that into a CTA call-to-action line and it could read like this: “When you feel the need to escape, These consumers tend to be younger than the to them, the type of trip they feel would be a experience something new… call us, we make the difference.” luxury trip for them and then sift and sort your first group but older than the third. They use luxury goods as a status symbol to say “I’ve made data and respond with the appropriate type of it!” They are motivated by their desire to be promotion to the segments you filter from your Luxury is now mainstream, addressing the desire Affordable Luxury. Here’s a very well worded successful and demonstrate this to others. responses. Treat everyone as a potential luxury to live a luxurious lifestyle without having to be statement found on a website to which I’ve lost Luxury brands that have widespread recognition customer and that natural confidence will pay in the highest income brackets. Another the URL, however they had it written right: off. keyword comes to mind and you’ll find it used in Luxury travel is expensive. We work with you to are popular, however they don’t wish to appear many supplier promotions: Affordable and assure you of getting the best value for your lavish or hedonistic in their appearance. They Page 8 Page 9
DIY Luxury FITs The Travelogue The Initial Consultation Fee Believe it or not there are some travel agents This word, travelogue, was created and made who make it onto the Conde Naste Top 50 travel famous by the one and only Burton Holmes. Here’s the fellow that travelled the world during agents list who charge from $125 to $600 for the As an independent contractor, home-based agent, OSR or virtual, mobile travel agent you have the late 1800’s, was one of the first to film what initial consultation. At those higher rates you can the right and be your own supplier of your own luxury products. You can and you should always he saw, and also took a box camera with him to bet your boots the clientele can afford it, they want the best and they’ll pay for it. You can also work with your preferred suppliers however in this case you will request your suppliers to shoot glass plates that were hand coloured in bet that the travel agent being consulted is Japan. With that material now called content, he create the program you want to own and sell. You can also deal direct with the destination put on fantastic travel events, travelogues, that extremely knowledgeable about their chosen tourism board and local suppliers to create the program you want to market. Setting up your the black-tie group paid to attend. Imagine, he niche market. As and when you read about these own products is termed going ‘on risk’ and it’s the speculative method of selling travel. It can could fill Carnegie Hall talking about travel. top fifty travel agents and start to circle key be a dangerous road if you are not aware of the potholes along the way. The better way to words in their bios, you’ll discover that they have selling DIY Luxury FITs is to promote your Luxury FIT services versus the products. Burton Holmes was not a travel agent, he was developed an inside track when it comes to making his money sharing his knowledge of the contacts. They can arrange for their clients to get world he had just travelled. in, to see, to meet, to do and to experience what FIT= Customized Flexible Travel Plans Learning from those that went before and most other tourists can’t. The term FIT has always be translated as Foreign bringing that knowledge to the present day, you You on the other hand have it all wrapped up. Independent Travel. That’s now old-style and should have at least travelled to the destination You can travel at a moment’s notice to anywhere The Ongoing Hourly / Project Fee great for travel schools and travel veterans to you plan to sell more than once. that recognizes your passport and using just your You have two options here. One is an hourly use when chatting about the good old days. Use smartphone can record what you see and bring charge and the other is a one-time fee for all of this acronym with fellow travel trade colleagues Let’s fast forward to the moment you have it home or conduct your own travelogue online the work you are going to do. In my own but lose it when discussing travel with your travelled extensively or enough to support your using the various live streaming options. consulting work, I always preferred the project clients. claims that you know all about a certain fee. It saves counting hours. Leaving you to just destination or type of travel. Now it’s time to Taking YOU to the Streets get down to work and finish the job as you Today you’ll be marketing your ability to arrange promote your services. We’ve fast forwarded again. You’ve travelled. promised. The hourly rate can become customized travel arrangements that are flexible You’ve made contacts and connections. You’ve challenging when you present twenty hours and too. You might use Affordable and Customized as Attraction Marketing set yourself up to look great online and in the client asks you to explain each hour. So, a your tag line. The majority of your business will come to you, person. All your collateral material is polished project fee might come in at $495 for instance. versus you knocking on doors with the hope that and meets today’s graphic standards. You are For this price you’ll research, book, arrange, The target audience, the deluxe, luxe, luxury, one may open. Attraction Marketing borders on online, on social, on blog… you are almost good make good on certain promises, add in a couple upscale traveller is most certainly looking for the the passive, however to get a result you’ll need to go sell your Customized Travel Planning of surprises and don’t forget you’ll also earn higher-end trip components however more than to repeat and repeat until that tipping point is services. The next step is to decide your fees. commission where your arrangements are not that they are looking for someone they can reached when someone thinking of having a trip net net to you requiring a mark-up. identify as the person who understands their created for them, automatically thinks of you. Customized Travel Planning Fees needs, has the connections to pull the right They have seen your name and credentials so As you well know there is a common phrase that No matter which pricing model you choose you strings and the overall experience to package often they are brainwashed. Consider the same goes something like, “You get what you pay for.” must be very confident in the amount of time it and produce a customized flexible travel plan. mental jump from hamburger to McDonalds, or And that applies to advice too. More than a few will take you to do everything you are books to Amazon. of your competitors will be shy about charging committing to. You could develop a criteria or Your Path To Becoming That Agent fees for advice, for service, for arrangements and schedule that charges a % of the overall invoice. Naturally when you wear this hat, the hat of the The result of Attraction Marketing is what we call it is however, how business is conducted. The So if your client’s arrangements came to $35,000 true travel arranger, you are rubbing shoulders inbound contact. Your prospective client calls only thing to focus on is that you dispense the you might charge a 10% fee of $3,500. with those very creative travel agents of the late you. Sounds good? Excellent. All you have to do best-of-best advice. 1800s. The men and women who literally went now is put yourself out there in the marketplace You’ll need to articulate and also have it in travelling to discover the world, establish their where the deluxe and upscale travellers go about The fees you’ll need to think about are: writing somewhere as to what your 10% fee contacts, select palatial hotel rooms, the ocean their business. includes. Now… any thoughts about what your view steamer cabins and the railway staterooms The initial consultation initial consultation fee, hourly or project fee, and then return with the knowledge to create an Some travel agents have done well with simple The ongoing hourly or project fee percentage might be? FIT for their esteemed clients. In those days classifieds. Others have taken to expensive ads in travel was only sold as an FIT. luxury magazines and others have gone social. Page 10 Page 11
DIY Luxury FITs The Travelogue The Initial Consultation Fee Believe it or not there are some travel agents This word, travelogue, was created and made who make it onto the Conde Naste Top 50 travel famous by the one and only Burton Holmes. Here’s the fellow that travelled the world during agents list who charge from $125 to $600 for the As an independent contractor, home-based agent, OSR or virtual, mobile travel agent you have the late 1800’s, was one of the first to film what initial consultation. At those higher rates you can the right and be your own supplier of your own luxury products. You can and you should always he saw, and also took a box camera with him to bet your boots the clientele can afford it, they want the best and they’ll pay for it. You can also work with your preferred suppliers however in this case you will request your suppliers to shoot glass plates that were hand coloured in bet that the travel agent being consulted is Japan. With that material now called content, he create the program you want to own and sell. You can also deal direct with the destination put on fantastic travel events, travelogues, that extremely knowledgeable about their chosen tourism board and local suppliers to create the program you want to market. Setting up your the black-tie group paid to attend. Imagine, he niche market. As and when you read about these own products is termed going ‘on risk’ and it’s the speculative method of selling travel. It can could fill Carnegie Hall talking about travel. top fifty travel agents and start to circle key be a dangerous road if you are not aware of the potholes along the way. The better way to words in their bios, you’ll discover that they have selling DIY Luxury FITs is to promote your Luxury FIT services versus the products. Burton Holmes was not a travel agent, he was developed an inside track when it comes to making his money sharing his knowledge of the contacts. They can arrange for their clients to get world he had just travelled. in, to see, to meet, to do and to experience what FIT= Customized Flexible Travel Plans Learning from those that went before and most other tourists can’t. The term FIT has always be translated as Foreign bringing that knowledge to the present day, you You on the other hand have it all wrapped up. Independent Travel. That’s now old-style and should have at least travelled to the destination You can travel at a moment’s notice to anywhere The Ongoing Hourly / Project Fee great for travel schools and travel veterans to you plan to sell more than once. that recognizes your passport and using just your You have two options here. One is an hourly use when chatting about the good old days. Use smartphone can record what you see and bring charge and the other is a one-time fee for all of this acronym with fellow travel trade colleagues Let’s fast forward to the moment you have it home or conduct your own travelogue online the work you are going to do. In my own but lose it when discussing travel with your travelled extensively or enough to support your using the various live streaming options. consulting work, I always preferred the project clients. claims that you know all about a certain fee. It saves counting hours. Leaving you to just destination or type of travel. Now it’s time to Taking YOU to the Streets get down to work and finish the job as you Today you’ll be marketing your ability to arrange promote your services. We’ve fast forwarded again. You’ve travelled. promised. The hourly rate can become customized travel arrangements that are flexible You’ve made contacts and connections. You’ve challenging when you present twenty hours and too. You might use Affordable and Customized as Attraction Marketing set yourself up to look great online and in the client asks you to explain each hour. So, a your tag line. The majority of your business will come to you, person. All your collateral material is polished project fee might come in at $495 for instance. versus you knocking on doors with the hope that and meets today’s graphic standards. You are For this price you’ll research, book, arrange, The target audience, the deluxe, luxe, luxury, one may open. Attraction Marketing borders on online, on social, on blog… you are almost good make good on certain promises, add in a couple upscale traveller is most certainly looking for the the passive, however to get a result you’ll need to go sell your Customized Travel Planning of surprises and don’t forget you’ll also earn higher-end trip components however more than to repeat and repeat until that tipping point is services. The next step is to decide your fees. commission where your arrangements are not that they are looking for someone they can reached when someone thinking of having a trip net net to you requiring a mark-up. identify as the person who understands their created for them, automatically thinks of you. Customized Travel Planning Fees needs, has the connections to pull the right They have seen your name and credentials so As you well know there is a common phrase that No matter which pricing model you choose you strings and the overall experience to package often they are brainwashed. Consider the same goes something like, “You get what you pay for.” must be very confident in the amount of time it and produce a customized flexible travel plan. mental jump from hamburger to McDonalds, or And that applies to advice too. More than a few will take you to do everything you are books to Amazon. of your competitors will be shy about charging committing to. You could develop a criteria or Your Path To Becoming That Agent fees for advice, for service, for arrangements and schedule that charges a % of the overall invoice. Naturally when you wear this hat, the hat of the The result of Attraction Marketing is what we call it is however, how business is conducted. The So if your client’s arrangements came to $35,000 true travel arranger, you are rubbing shoulders inbound contact. Your prospective client calls only thing to focus on is that you dispense the you might charge a 10% fee of $3,500. with those very creative travel agents of the late you. Sounds good? Excellent. All you have to do best-of-best advice. 1800s. The men and women who literally went now is put yourself out there in the marketplace You’ll need to articulate and also have it in travelling to discover the world, establish their where the deluxe and upscale travellers go about The fees you’ll need to think about are: writing somewhere as to what your 10% fee contacts, select palatial hotel rooms, the ocean their business. includes. Now… any thoughts about what your view steamer cabins and the railway staterooms The initial consultation initial consultation fee, hourly or project fee, and then return with the knowledge to create an Some travel agents have done well with simple The ongoing hourly or project fee percentage might be? FIT for their esteemed clients. In those days classifieds. Others have taken to expensive ads in travel was only sold as an FIT. luxury magazines and others have gone social. Page 10 Page 11
Luxury Connections Luxury Affiliates When you become a seller of high end brands and high priced travel arrangements and you can You can’t be all things to all people and you can’t sell all things travel either. One of the ways hold your own amongst your client’s luxury providers such as their jeweller, clothier, auto to overcome not trying to sell everything to everyone is to take a look at the various Affiliate dealer – then you’ll be moving amongst the elite brand executives of the travel trade. This programs that exist in the travel trade. You’ll discover that hotels, cruise lines, car rentals and means you will no longer be dealing with the local BDM. Your contact will be the Senior Vice pretty much every segment of the trade offer an Affiliate program. By signing up, you promote President of Sales for the working end of the day and you’ll be sharing cocktails with the CEO the travel company’s products via hyperlinked images or text and your commission is earned or President after the work is done. It’s these high level contacts you need to develop as you when a client clicks on that link and makes a purchase from the supplier. And yes, this is why start to sell luxury brands. a shoe store or pizzeria can make money promoting flights to Italy. Back to the page… Working The Room Choosing Your Luxury Suppliers Here’s one such Affiliate link and the company is Luxury Link. A snippet of their information is found You’ll find that the majority of people who hold The first question to answer is whether or not below, click the blue link to read the rest. the top executive positions, male or female, to there is a luxury brand that serves the niche you be ‘good guys’. They generally know their stuff, sell. Most package holiday suppliers offer a Affiliate Program Turn Your Love of Join Our Affiliate Program Today! are there to make things happen and do not mass-market product not a luxury level product. Travel into Extra Revenue tolerate fakes and fools lightly. They’ve seen it You could however ask your package holiday Join Luxury Link’s affiliate program and start earning and heard it all before. They like to mix with supplier to book the penthouse suite through Founded in 1997, Luxury Link is the world’s leading commissions every time your site visitors book a travel people who do what they say they are going to their connections. That’s one way to access a luxury travel website. With an outstanding hand- package. Become a member today and enjoy the do. mass-market luxury level option. selected collection of the world’s finest 4 and 5- following program features and benefits: star hotels, resorts, villas, cruises, lodges, castles Your way to their boardroom is always through The best way to go is for you to book direct with and cruise lines in over 60 countries, Luxury Link Great discounts of up to 65% off retail prices on sales. That’s it pure and simple - unless you have the luxury hotels and resorts to arrange what inspires passionate travelers to discover the more than a 1,000 extraordinary hotels, resorts, one of those “we’re so much alike” epiphanies – would become your ‘luxury FIT package”. When destinations they’ve always dreamed of, at the cruises and villas in the most exclusive “Hey we have the same boat, oh I love that same it comes to safaris and treks, escorted tours and highest standards of luxury and at exceptional destinations. hotel, my favourite sport, you shop there too?” rail journeys for instance then you will find more values — with savings of up to 65% off. Generous 4 – 6% Commissions You know how this works. It’s one of those than a few luxury brands to work with. people like people like themselves social situations. Same dog, same coat, same colour, The same approach applies – you book direct same… it means we’re in synch. If there is no with the luxury brand in order to build your trade immediate connection like this, then it’s always cred’. You need to become known to the What are you selling and what would you like to sell but down to sales. executive team. If there is a local GSA that not put too much effort into it, other than market it? represents luxury brands you may wish to book Affiliate programs can offer you additional luxury travel The best way to make the impression you need through them, and especially if they can offer a products and also luxury lines that include luggage, to make is to simply go about your business and higher commission. The only challenge here is watches, and clothing for instance. So while you are selling wrack up those sales. Then make the approach. the middle-man effect. You need to move the the trip, your emails and website are promoting the additional products. Some of the affiliate programs If you knock on the door with a story about what attention from the GSA to you. may conflict with your host agency / supplier arrangements so be sure to check with your host HQ. you are going to do, then you have no strength to negotiate with. You would be one more Start now to source the luxury brands you would Added Services Can Pay Off: Affiliate programs help you round out your luxury travel niche. You may do home-based agent advising a multi-million dollar like to work with. Make contact. Discuss your well and you may not. The return on subscribing to an affiliate program, which is usually free, will be as enterprise that you plan to boost their sales by ideas. Ask for nothing but training. Sell that one- result of your continual promotion, pushing out the links through your generic and social media an extra $100,000. million and at that moment if the senior exec’s promotions. are not knocking on your door, knock on theirs Set your sights on your sales, focus on one or two and do lunch. So, which brand will you contact specific luxury brands and then once you’ve sold first? a million plus, you have the credentials you need. Page 12 Page 13
Luxury Connections Luxury Affiliates When you become a seller of high end brands and high priced travel arrangements and you can You can’t be all things to all people and you can’t sell all things travel either. One of the ways hold your own amongst your client’s luxury providers such as their jeweller, clothier, auto to overcome not trying to sell everything to everyone is to take a look at the various Affiliate dealer – then you’ll be moving amongst the elite brand executives of the travel trade. This programs that exist in the travel trade. You’ll discover that hotels, cruise lines, car rentals and means you will no longer be dealing with the local BDM. Your contact will be the Senior Vice pretty much every segment of the trade offer an Affiliate program. By signing up, you promote President of Sales for the working end of the day and you’ll be sharing cocktails with the CEO the travel company’s products via hyperlinked images or text and your commission is earned or President after the work is done. It’s these high level contacts you need to develop as you when a client clicks on that link and makes a purchase from the supplier. And yes, this is why start to sell luxury brands. a shoe store or pizzeria can make money promoting flights to Italy. Back to the page… Working The Room Choosing Your Luxury Suppliers Here’s one such Affiliate link and the company is Luxury Link. A snippet of their information is found You’ll find that the majority of people who hold The first question to answer is whether or not below, click the blue link to read the rest. the top executive positions, male or female, to there is a luxury brand that serves the niche you be ‘good guys’. They generally know their stuff, sell. Most package holiday suppliers offer a Affiliate Program Turn Your Love of Join Our Affiliate Program Today! are there to make things happen and do not mass-market product not a luxury level product. Travel into Extra Revenue tolerate fakes and fools lightly. They’ve seen it You could however ask your package holiday Join Luxury Link’s affiliate program and start earning and heard it all before. They like to mix with supplier to book the penthouse suite through Founded in 1997, Luxury Link is the world’s leading commissions every time your site visitors book a travel people who do what they say they are going to their connections. That’s one way to access a luxury travel website. With an outstanding hand- package. Become a member today and enjoy the do. mass-market luxury level option. selected collection of the world’s finest 4 and 5- following program features and benefits: star hotels, resorts, villas, cruises, lodges, castles Your way to their boardroom is always through The best way to go is for you to book direct with and cruise lines in over 60 countries, Luxury Link Great discounts of up to 65% off retail prices on sales. That’s it pure and simple - unless you have the luxury hotels and resorts to arrange what inspires passionate travelers to discover the more than a 1,000 extraordinary hotels, resorts, one of those “we’re so much alike” epiphanies – would become your ‘luxury FIT package”. When destinations they’ve always dreamed of, at the cruises and villas in the most exclusive “Hey we have the same boat, oh I love that same it comes to safaris and treks, escorted tours and highest standards of luxury and at exceptional destinations. hotel, my favourite sport, you shop there too?” rail journeys for instance then you will find more values — with savings of up to 65% off. Generous 4 – 6% Commissions You know how this works. It’s one of those than a few luxury brands to work with. people like people like themselves social situations. Same dog, same coat, same colour, The same approach applies – you book direct same… it means we’re in synch. If there is no with the luxury brand in order to build your trade immediate connection like this, then it’s always cred’. You need to become known to the What are you selling and what would you like to sell but down to sales. executive team. If there is a local GSA that not put too much effort into it, other than market it? represents luxury brands you may wish to book Affiliate programs can offer you additional luxury travel The best way to make the impression you need through them, and especially if they can offer a products and also luxury lines that include luggage, to make is to simply go about your business and higher commission. The only challenge here is watches, and clothing for instance. So while you are selling wrack up those sales. Then make the approach. the middle-man effect. You need to move the the trip, your emails and website are promoting the additional products. Some of the affiliate programs If you knock on the door with a story about what attention from the GSA to you. may conflict with your host agency / supplier arrangements so be sure to check with your host HQ. you are going to do, then you have no strength to negotiate with. You would be one more Start now to source the luxury brands you would Added Services Can Pay Off: Affiliate programs help you round out your luxury travel niche. You may do home-based agent advising a multi-million dollar like to work with. Make contact. Discuss your well and you may not. The return on subscribing to an affiliate program, which is usually free, will be as enterprise that you plan to boost their sales by ideas. Ask for nothing but training. Sell that one- result of your continual promotion, pushing out the links through your generic and social media an extra $100,000. million and at that moment if the senior exec’s promotions. are not knocking on your door, knock on theirs Set your sights on your sales, focus on one or two and do lunch. So, which brand will you contact specific luxury brands and then once you’ve sold first? a million plus, you have the credentials you need. Page 12 Page 13
th 6 Sense Selling citizen one minute and a grumpy business natural state if you haven’t already and going with it and for the simple reason that this you is person the next and a younger traveller the next. the real you. Others will pick up on it and Positioning and Body Language As our focus is on selling deluxe, luxury travel to approach you. The fake you, if there is one, will push people away. The 6 th Sense has been written about from a spiritual approach, demonic, philosophical, clients who are reasonably well off and also to th intuitive and intuitive and many more. Here, it means that all of your normal senses are someone who has saved their entire lifetime to 6 Sense Marketing heightened to such an extent that when combined with your natural talent and dedication to go on this trip. Here too, it takes practice and it takes training in selling travel, what you do reaches the next level, the highest level of action, implementation, The way you sit, stand, move, speak, present will various software programs, design and layout, follow through and follow up. You may have experienced this feeling in another part of your change according to how your client reacts and words, fonts, colour schemes and more. You may life. A sports activity for instance when mind, body and spirit were fully connected. It is the how they sit, stand and speak and the words well be fantastic at selling travel, but if your marketing is off-base then getting people to same when you sell travel and everything you do is correct, perfect. It just seems to happen. they use. Synching with your client would inquire will prove to be tougher than expected. Once this happens to you, you should be able to invoke the mental state anytime you wish. normally come naturally and without hesitation if you are well practiced. Otherwise, you will Learn about white-space, discover black and stumble and fumble and appear to be a novice in The 6 Sense and Having a Great Day Flow white versus colour, know the colour trends, th This level, this feeling is real. I have experienced The state of flow means to be doing what you do such wealthy company. study the colours of nature and of course, today it during a selling situation and during a sporting without any forethought. You just do it. Your Being confident amongst wealthy people when you must study social media and how it fits into activity. When it happens to you, you cannot mind, body, spirit have been conditioned over you are not wealthy comes from knowing your specific sales plan. explain it. You’ll not know how it happened. time to become one and react at a point where yourself, your talents and being well practised in th More often than not it seemed to you, that you you lose yourself in what you are doing. You may manoeuvering within these circles and Here’s the 6 Sense Checklist: Circle the box that were mentally in a bit of a fog. be researching a destination and in doing so you situations. describes your level of knowledge. Anything are lost, someone calls you, yet you do not hear okay and below needs further study. After the fact you realize that whatever it was It is not a joke then to practice moving about a you were doing, you had done it to perfection. them. Suddenly when you check your watch, the room, an office, getting up and sitting down, Product knowledge of what I sell hours have flown by. You were immersed. You Zero Enough Okay Good Excellent This mind, body, spirit trio plus your words, your were in the flow. picking up a cup of coffee and placing it back body language, your presentation skills – th down. For I have witnessed chairs being flipped I have visited my niche destination more than 5 times Over 10 Got 5 Plan to Got 3 Nope everything came together at the right time. Getting to the 6 Sense Selling Level backwards caused by a purse strap catching a It’s too easy to say ALL you have to do is practice, chair leg. Also a suit jacket pocket being ripped Sales from Prospecting to Closing to Follow Up to Referrals When this moment happens, you must, after the however that’s pretty much it once you know as the salesperson stood up, not realizing his Nothing Enough Okay Good Excellent fact, try to recall the mental state and emotional what it is you need to practice and you have the pocket had caught on the armrest. I have state and if you can, then you can usually knowledge or a coach to support you. witnessed a briefcase unlocking itself as it was Social Media Marketing Okay Good Excellent Enough Nothing replicate the moment anytime you want. It’s a picked up, scattering documents across an office type of self-visualization technique (a method of floor with the sales person on their hands and Graphic Software Okay Good Excellent Enough Nothing positive imaging that lets you experience a Sukiyabashi Jiro is the 85 year old proprietor one of the knees chasing after the pages. The all-important most successful sushi restaurants in the world. His formula successful outcome to any situation ahead of for success is a great lesson for all. In his own words: “Once close, finish and exit was a masterpiece of Marketing layout, placement and alignment time) where you see, sense and feel yourself you decide on your occupation, you must immerse yourself unintended slapstick comedy. Nothing Enough Okay Good Excellent completing the same actions as before. in your work. You have to fall in love with your work. Never Email Marketing complain about your job. You must dedicate your life to To practice your arrival and your departure and Nothing Enough Okay Good Excellent The foggy mindset does not mean you are ‘not mastering your skill. That's the secret of success and is the everything in-between, is how you reach the there’ more so it means you are 100% there and key to being regarded honorably.” state of flow. Its practice makes perfect. The I can present to 20 or 200 people I will I do I might I could Won’t your entire being is in synch. more role plays you do the better you will be. Having a great day, a fantastic day is what it’s all Assuming you have all the product and Just like being a film star. Take 129… I have an excellent list of luxury travel contacts Excellent Nothing Okay Enough Good about. When you work for yourself most of the destination and geographic knowledge you time you work alone. You may have a support need, now you can practice selling it. To do that Body Language Can Be Read I am very confident amongst wealthy people Comfortable I’m fakin’ I’m okay No way I shake group and they themselves might be struggling you’ll be required to write out your scripts and Your body language tells the story. No need to versus leading, or coaching or being able to show repeat them time and time again until you get say anything. Your eyes and facial expressions To help you sell more deluxe travel - what would you a new way forward. One of the ways forward them right. You will need someone to work with also tell a story. When your eyes, facial be your Top 3 things to upgrade by practicing to your 6 Sense Selling Technique is to practice who will challenge you and throw you a couple expressions and body language do not match, them over and over until you get them right? th everything you do, and want to do, time and of curve balls. Your coach could be a senior then your aura within the room will emit the time again. There is no other path. wrong vibrations. It’s a matter of finding your Page 14 Page 15
th 6 Sense Selling citizen one minute and a grumpy business natural state if you haven’t already and going with it and for the simple reason that this you is person the next and a younger traveller the next. the real you. Others will pick up on it and Positioning and Body Language As our focus is on selling deluxe, luxury travel to approach you. The fake you, if there is one, will push people away. The 6 th Sense has been written about from a spiritual approach, demonic, philosophical, clients who are reasonably well off and also to th intuitive and intuitive and many more. Here, it means that all of your normal senses are someone who has saved their entire lifetime to 6 Sense Marketing heightened to such an extent that when combined with your natural talent and dedication to go on this trip. Here too, it takes practice and it takes training in selling travel, what you do reaches the next level, the highest level of action, implementation, The way you sit, stand, move, speak, present will various software programs, design and layout, follow through and follow up. You may have experienced this feeling in another part of your change according to how your client reacts and words, fonts, colour schemes and more. You may life. A sports activity for instance when mind, body and spirit were fully connected. It is the how they sit, stand and speak and the words well be fantastic at selling travel, but if your marketing is off-base then getting people to same when you sell travel and everything you do is correct, perfect. It just seems to happen. they use. Synching with your client would inquire will prove to be tougher than expected. Once this happens to you, you should be able to invoke the mental state anytime you wish. normally come naturally and without hesitation if you are well practiced. Otherwise, you will Learn about white-space, discover black and stumble and fumble and appear to be a novice in The 6 Sense and Having a Great Day Flow white versus colour, know the colour trends, th This level, this feeling is real. I have experienced The state of flow means to be doing what you do such wealthy company. study the colours of nature and of course, today it during a selling situation and during a sporting without any forethought. You just do it. Your Being confident amongst wealthy people when you must study social media and how it fits into activity. When it happens to you, you cannot mind, body, spirit have been conditioned over you are not wealthy comes from knowing your specific sales plan. explain it. You’ll not know how it happened. time to become one and react at a point where yourself, your talents and being well practised in th More often than not it seemed to you, that you you lose yourself in what you are doing. You may manoeuvering within these circles and Here’s the 6 Sense Checklist: Circle the box that were mentally in a bit of a fog. be researching a destination and in doing so you situations. describes your level of knowledge. Anything are lost, someone calls you, yet you do not hear okay and below needs further study. After the fact you realize that whatever it was It is not a joke then to practice moving about a you were doing, you had done it to perfection. them. Suddenly when you check your watch, the room, an office, getting up and sitting down, Product knowledge of what I sell hours have flown by. You were immersed. You Zero Enough Okay Good Excellent This mind, body, spirit trio plus your words, your were in the flow. picking up a cup of coffee and placing it back body language, your presentation skills – th down. For I have witnessed chairs being flipped I have visited my niche destination more than 5 times Over 10 Got 5 Plan to Got 3 Nope everything came together at the right time. Getting to the 6 Sense Selling Level backwards caused by a purse strap catching a It’s too easy to say ALL you have to do is practice, chair leg. Also a suit jacket pocket being ripped Sales from Prospecting to Closing to Follow Up to Referrals When this moment happens, you must, after the however that’s pretty much it once you know as the salesperson stood up, not realizing his Nothing Enough Okay Good Excellent fact, try to recall the mental state and emotional what it is you need to practice and you have the pocket had caught on the armrest. I have state and if you can, then you can usually knowledge or a coach to support you. witnessed a briefcase unlocking itself as it was Social Media Marketing Okay Good Excellent Enough Nothing replicate the moment anytime you want. It’s a picked up, scattering documents across an office type of self-visualization technique (a method of floor with the sales person on their hands and Graphic Software Okay Good Excellent Enough Nothing positive imaging that lets you experience a Sukiyabashi Jiro is the 85 year old proprietor one of the knees chasing after the pages. The all-important most successful sushi restaurants in the world. His formula successful outcome to any situation ahead of for success is a great lesson for all. In his own words: “Once close, finish and exit was a masterpiece of Marketing layout, placement and alignment time) where you see, sense and feel yourself you decide on your occupation, you must immerse yourself unintended slapstick comedy. Nothing Enough Okay Good Excellent completing the same actions as before. in your work. You have to fall in love with your work. Never Email Marketing complain about your job. You must dedicate your life to To practice your arrival and your departure and Nothing Enough Okay Good Excellent The foggy mindset does not mean you are ‘not mastering your skill. That's the secret of success and is the everything in-between, is how you reach the there’ more so it means you are 100% there and key to being regarded honorably.” state of flow. Its practice makes perfect. The I can present to 20 or 200 people I will I do I might I could Won’t your entire being is in synch. more role plays you do the better you will be. Having a great day, a fantastic day is what it’s all Assuming you have all the product and Just like being a film star. Take 129… I have an excellent list of luxury travel contacts Excellent Nothing Okay Enough Good about. When you work for yourself most of the destination and geographic knowledge you time you work alone. You may have a support need, now you can practice selling it. To do that Body Language Can Be Read I am very confident amongst wealthy people Comfortable I’m fakin’ I’m okay No way I shake group and they themselves might be struggling you’ll be required to write out your scripts and Your body language tells the story. No need to versus leading, or coaching or being able to show repeat them time and time again until you get say anything. Your eyes and facial expressions To help you sell more deluxe travel - what would you a new way forward. One of the ways forward them right. You will need someone to work with also tell a story. When your eyes, facial be your Top 3 things to upgrade by practicing to your 6 Sense Selling Technique is to practice who will challenge you and throw you a couple expressions and body language do not match, them over and over until you get them right? th everything you do, and want to do, time and of curve balls. Your coach could be a senior then your aura within the room will emit the time again. There is no other path. wrong vibrations. It’s a matter of finding your Page 14 Page 15
Luxury Words Jiro Dreams of Sushi Each segment of travel, and each niche too, has its own set of words and phrases that the Sometimes, unexpectedly a metaphor for selling travel as a highly skilled practitioner of the art traveller uses, the supplier uses and therefore it only makes sense for you to use the same comes around and here it is: Jiro Dreams of Sushi. I could change the title of this page to Jiro words and phrases. They are top of mind in the minds of your luxury clients and they are Dreams of (Selling) Travel and wonder: if Jiro had been a travel agent, and applied his formula somewhat programed to respond to certain words. Even the one word of luxury, will cause for success, what he would have accomplished. Here’s the video trailer. Click the image to them to turn and look, read further, read longer. watch it. The words and phrases you need can be found in The Big Pull your preferred supplier’s brochures, videos and Following the pull / buy principle would mean websites. The same thing applies to the media that you present gorgeous imagery and perhaps produced by non-travel luxury brands. an image of your luxury representative / client embedded on the image. No words that sell, When you study how non-travel luxury brands only words that tell. market their watches, fashions, cars and technology you will gain further insight as to what will create a connection between the luxury traveller and yourself – a seller of luxury travel. Harish Bijoor of Harish Bijoor Consults speaks the language of luxury and what he suggests fits very In the article 6 Sense Selling, the words practice realize their dream to sell travel as Jiro makes his th nicely into marketing luxury travel. and natural talent, dedication, mind-body-spirit sushi. If Jiro owned a travel agency, it would be Hand selected luxury hotels… are mentioned as a route to becoming a true clear from the story about his life that any He has coined the term: \"nichevertise vs artisan of selling travel. To practice and study apprentice agent would be hard pressed to massvertise\" and according to him: “…the luxury and to repeat scripts and various actions are part impress. However, if that apprentice watched, brands are not for mass consumption and Now you need a list of luxury words: of the strategy for 6 Sense Selling success. listened and practiced, they would eventually th shouldn't be mass advertised.” The largest selection of… become a great artisan at selling travel. A place with such extraordinary… As I watched the full 90 minute program about \"Luxury brands like to be bought, not sold,\" he Incredible luxury vacation experiences… Jiro and his dedication to his work, I could relate I receive more than a few emails from struggling says. \"Sell is a top-down strategy which involves Relax in your private paradise… every word to a career in selling travel. ICs and I can feel their frustration. For many an element of 'shout' - you asking consumers to there is little to no training at the level that consider you. Buy, instead, is a pull-oriented Try these: As more and more people become IC’s, OSRs and would elevate their craft to a point where they strategy. Luxury brands love pull not push.\" Lavishness Sumptuosity sell travel from home, the trade is filling its ranks can start to understand the selling of travel as Luxuriousness Sumptuousness Opulence Voluptuary with newcomers to the trade. They come from a Jiro creates sushi. Sensual Luxuriant variety of backgrounds and join for any number The suggestion that luxury brands can best be Sensuous Simplicity of reasons. Just like you. Your next move: locate the full length version of marketed, pulled verses sold, is to have someone this video. It has played on TV under the who moves in the right social circles represent The drop-out rate for home-based agents is very Independent Lens label. There is also a DVD your luxury travel products. high. Failure to understand the enormity of the available on Amazon. I suggest you gather From this point on remember to push not sell your luxury travel products. Study other luxury effort, skill, talent and knowledge that goes into around the TV with fellow ICs and discuss how Do you have any clients who would like to be the brands and then put on your Sunday best and selling travel at the highest level is generally the you might interpret what you see and hear and face of your luxury travel products? They should head to the photographers. Look like a million downfall for most home-based agents that give invest the knowledge into your IC career. look somewhat fabulous, and have the right bucks in your own ads and attract the right client up. Only the dedicated stay on and work their More about Jiro here. personality to match the look. 80 Minute Video here. for you. way through to the time and place where they Page 16 Page 17
Luxury Words Jiro Dreams of Sushi Each segment of travel, and each niche too, has its own set of words and phrases that the Sometimes, unexpectedly a metaphor for selling travel as a highly skilled practitioner of the art traveller uses, the supplier uses and therefore it only makes sense for you to use the same comes around and here it is: Jiro Dreams of Sushi. I could change the title of this page to Jiro words and phrases. They are top of mind in the minds of your luxury clients and they are Dreams of (Selling) Travel and wonder: if Jiro had been a travel agent, and applied his formula somewhat programed to respond to certain words. Even the one word of luxury, will cause for success, what he would have accomplished. Here’s the video trailer. Click the image to them to turn and look, read further, read longer. watch it. The words and phrases you need can be found in The Big Pull your preferred supplier’s brochures, videos and Following the pull / buy principle would mean websites. The same thing applies to the media that you present gorgeous imagery and perhaps produced by non-travel luxury brands. an image of your luxury representative / client embedded on the image. No words that sell, When you study how non-travel luxury brands only words that tell. market their watches, fashions, cars and technology you will gain further insight as to what will create a connection between the luxury traveller and yourself – a seller of luxury travel. Harish Bijoor of Harish Bijoor Consults speaks the language of luxury and what he suggests fits very In the article 6 Sense Selling, the words practice realize their dream to sell travel as Jiro makes his th nicely into marketing luxury travel. and natural talent, dedication, mind-body-spirit sushi. If Jiro owned a travel agency, it would be Hand selected luxury hotels… are mentioned as a route to becoming a true clear from the story about his life that any He has coined the term: \"nichevertise vs artisan of selling travel. To practice and study apprentice agent would be hard pressed to massvertise\" and according to him: “…the luxury and to repeat scripts and various actions are part impress. However, if that apprentice watched, brands are not for mass consumption and Now you need a list of luxury words: of the strategy for 6 Sense Selling success. listened and practiced, they would eventually th shouldn't be mass advertised.” The largest selection of… become a great artisan at selling travel. A place with such extraordinary… As I watched the full 90 minute program about \"Luxury brands like to be bought, not sold,\" he Incredible luxury vacation experiences… Jiro and his dedication to his work, I could relate I receive more than a few emails from struggling says. \"Sell is a top-down strategy which involves Relax in your private paradise… every word to a career in selling travel. ICs and I can feel their frustration. For many an element of 'shout' - you asking consumers to there is little to no training at the level that consider you. Buy, instead, is a pull-oriented Try these: As more and more people become IC’s, OSRs and would elevate their craft to a point where they strategy. Luxury brands love pull not push.\" Lavishness Sumptuosity sell travel from home, the trade is filling its ranks can start to understand the selling of travel as Luxuriousness Sumptuousness Opulence Voluptuary with newcomers to the trade. They come from a Jiro creates sushi. Sensual Luxuriant variety of backgrounds and join for any number The suggestion that luxury brands can best be Sensuous Simplicity of reasons. Just like you. Your next move: locate the full length version of marketed, pulled verses sold, is to have someone this video. It has played on TV under the who moves in the right social circles represent The drop-out rate for home-based agents is very Independent Lens label. There is also a DVD your luxury travel products. high. Failure to understand the enormity of the available on Amazon. I suggest you gather From this point on remember to push not sell your luxury travel products. Study other luxury effort, skill, talent and knowledge that goes into around the TV with fellow ICs and discuss how Do you have any clients who would like to be the brands and then put on your Sunday best and selling travel at the highest level is generally the you might interpret what you see and hear and face of your luxury travel products? They should head to the photographers. Look like a million downfall for most home-based agents that give invest the knowledge into your IC career. look somewhat fabulous, and have the right bucks in your own ads and attract the right client up. Only the dedicated stay on and work their More about Jiro here. personality to match the look. 80 Minute Video here. for you. way through to the time and place where they Page 16 Page 17
“Wealth is the ability to The Best Travel Videos fully experience life.” videos out of the top ten you Here’s the top three travel The #1 video: Travel Alberta Canada (1,884,616 views) can find here. Henry David Thoreau The #3 position was held by Tourism Australia (1,395,680 What are your next steps to get you started on your UPSCALE journey? views) – however the video was locked and shown as What do you have to do personally and professionally to start on this journey? Private (note to self, IT and What are the start dates and deadlines? Who is involved? Training? Planning? Tech department – always check if your YouTube video is playing.) LEVEL OF LUXURY / CLIENT PRODUCTS 1. 1. So #3 on this page is actually #4 a video from New Zealand. The #2 video: Visit Finland (1,558,665 views) 2. 2. You can learn from reading and watching the top ten of 3. 3. anything and more so if what you are reading or watching is geared to travel. TO DO PERSONALLY TO DO PROFESSIONALLY As we’re focused on luxury 1. 1. for this issue of IC, why not hunt down the videos of luxury travel companies and 2. 2. once again, watch for the words and phrases, the content and although you The #4 video: Tourism New Zealand (1,346,289 views) 3. 3. should be able to use the supplier’s videos – try to produce your own. 4. 4. All you need is your video camera, smartphone or point 5. 5. and shoot that shoots HD. You can edit it right on YouTube too. Here’s the OTHER: Editor. Page 18 Page 19
“Wealth is the ability to The Best Travel Videos fully experience life.” videos out of the top ten you Here’s the top three travel The #1 video: Travel Alberta Canada (1,884,616 views) can find here. Henry David Thoreau The #3 position was held by Tourism Australia (1,395,680 What are your next steps to get you started on your UPSCALE journey? views) – however the video was locked and shown as What do you have to do personally and professionally to start on this journey? Private (note to self, IT and What are the start dates and deadlines? Who is involved? Training? Planning? Tech department – always check if your YouTube video is playing.) LEVEL OF LUXURY / CLIENT PRODUCTS 1. 1. So #3 on this page is actually #4 a video from New Zealand. The #2 video: Visit Finland (1,558,665 views) 2. 2. You can learn from reading and watching the top ten of 3. 3. anything and more so if what you are reading or watching is geared to travel. TO DO PERSONALLY TO DO PROFESSIONALLY As we’re focused on luxury 1. 1. for this issue of IC, why not hunt down the videos of luxury travel companies and 2. 2. once again, watch for the words and phrases, the content and although you The #4 video: Tourism New Zealand (1,346,289 views) 3. 3. should be able to use the supplier’s videos – try to produce your own. 4. 4. All you need is your video camera, smartphone or point 5. 5. and shoot that shoots HD. You can edit it right on YouTube too. Here’s the OTHER: Editor. Page 18 Page 19
The New Retail Agency Change the Window/Website Often Are You There Yet? How’s the thought processes for your New Retail A fatal flaw when marketing travel is simply this (At-Home) Travel Agency going? Does it make – the agency window / website are left ‘as is’ for months. Sometimes for years. Ouch! And you sense? Can you see yourself marketing your Even though you are running a home-based business you are in fact on the cutting edge of the know what happens of course – your clients and services like a main-street agency does? Do you NEW retail agency model and with that comes the documented plans for operating a retail prospects become oblivious to your window / make the connection between window and website. They pass it by & bye and don’t buy! website? store - only your store is on-line versus main-street. Your website is your store front. You are They click ahead because they’ve seen it all the All-In-One sales, support, service, IT and marketing team and instead of your client coming before. Nothing new to say “Hey! Look here!” Social Media is Your Agency Team to you – you go to them. The New Retail Agency is taking shape. Here’s the rest of the plan: As a home-based owner-worker for over 20 Take a stroll around your shopping district and years I know the team-of-one concept. It’s a To get the best from yourself you’ll need to come To do this, your website should look like a million especially the department stores. They change tough road to haul unless you have a plan and to grips with the running of your store and think bucks with images, words and phrases, font style their windows often and that devote an entire plan to use the latest techno-help available. about your business as a retail location with an and colours that say “Book your deluxe travel team of window dressers to the task. Learn from online presence. with ME!” what they do. Take what they do and apply it to Social media can be your agency team if you let your website. Still thinking your website is your it. Some agents I know can’t abide social media The Retail Window Building Your New Retail Agency window make the changes that PULL traffic. however, here we must break that mold and tap The window for a home-based agent like Your At-Home-Retail-Agency concept requires into the business concepts that social media yourself is your website. This digital view on the you to have a clear and stated vision of what Promote the Change offers. Social media can be all things marketing, world is your window through which you can and your concept is based on and a concept your Once your website has been updated and promotional, sales, service, follow up and more. should market yourself and your services. intended customer can relate to quickly. looking WOW! – now you plan to promote it and You can even post an image of your new website drive your existing clients and their friends look and hyperlink it to your website for easy For many home-based agents the website has What is your focus? Will it be a unique travel (referrals and prospective customers) to view it. click’n’go view by your clients. become a major challenge in so many ways. You type, or destination? Price related – high or low? may be using a website template and by way of Will it be a different level of service than what is This push/pull to view your website echoes what You can add a Share It button. You can ask your the host agency you belong to, you might have offered by your competition? the department stores do to attract you and me clients to share the image. You can pay $30 to one of those booking engines slap dab in the to their windows. boost your Facebook post and reach an middle that produces little to no business for What is your financial goal? No travel agency additional 3,000 people. you. goal can be anything other than financial. That’s From viewing the window, it’s a quick click to the goal #1. Get that decided first. How much money online catalog and then to shop online and fill Skype Is Your New Retail Agency Desk If this was an actual retail location you would do you want to generate this year? Focus on the cart before checking out. If you have not yet factored Skype into your New have made the change already – removing take-home commission. You can round up to the Retail (At-Home) Agency plan now is the time. anything that’s not pulling the outside traffic to sales total once you know how much Play that back for your retail, at-home agency. Skype is FREE and it allows you to chat online your door, phone or email. Same applies to your commission you want and need. If you wish to Your website is now sparkling. Looking grand. face-to-face with existing clients and their website. generate $50,000 in pre-tax take home then There is a reason to call you, to view a video, to referrals. Sign up for Skype now if you have not your sales should be close to $500,000 or more arrange an in-home presentation, to attend a yet done so. You’ll need an excellent webcam Your “At Home” Retailing Plan depending on your average commission earned consumer travel function. As most online and the recommendation is the Logitech 920. Just like running an actual retail store you need and your commission split. Now everything else booking engines do not work for home-based One tip: keep the lenses of your webcam a retail sales and marketing plan. Hopefully your in your plan focuses on HOW you will generate agents as they do for OTAs, what you’ll be doing covered – nothing to do with a spy agency host agency has provided you with that and you that $500K in sales. here is attracting your clients to book an checking up on you – simply that you might not fill in the blanks based on the type of travel you appointment with you. You want them to be fully dressed when someone Skype’s you! intend to sell. Prospecting for New Customers arrange a face-to-face session where you can sell Could be embarrassing or the start of a One of the hardest activities for a retail travel and close the sale. wonderful friendship! Our theme for this issue of IC is luxury travel, agency whether on main-street or run from a deluxe travel, higher-priced-than-normal travel. home-based office, is the continual search for Is this face-to-face session, worthy of being the Okay. You’re up to bat. Start planning your If you wish to sell into this market segment then new customers. focus of your at-home, retail agency marketing home-based business as you would a main- your retail marketing plan must adopt the very plan? I think so. Ponder this some more. What street retail outlet. Start with that website. Get theme and through the channels available to you Your prospecting goals must be realistic based does your current marketing plan do? What is it it done ASAP. If you need help you can email me show that you can and do represent deluxe. on your time, energy and finances. meant to accomplish and is it measured? for a Skype chat. Page 20 Page 21
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