The vast majority of consumers leave one business for
another not because of one particular incident of poor service but simply
because they are ignored, says Carol Parsons, owner of Virtual Sales, which
specializes in travel industry education and business coaching.
“Studies show that the main reason businesses lose the
loyalty of their customers is because of indifference,” Parsons said during a
webinar for the Travel Institute. “They don't feel appreciated, valued or cared
for.”
Travel agents who pay attention to their customers' needs
and desires have an important edge over competitors, especially those who don't
offer a human touch, she said.
“You can consult psychologists, and they will tell you that
the need to be appreciated is a key human need,” Parsons said. “Everyone is
starved for personal attention that validates their existence. You can actually
do some very simple things that [set you apart]. You are well equipped to
create a meaningful relationship [with your clients], more than a digital
message can.”
One important step, Parsons said, is to make sure you gather
information from your client during your first contact so that you know their
travel likes and dislikes, their hopes and dreams for vacations. “The better
you understand them, the better you can keep them as a client for life.”
As the relationships with clients evolve, make sure that you
“take ownership of them” so that they come back for trips over their lifetime.
One step, she suggested, is to help them make a “bucket list,” such as a
five-year plan for their vacations.
However, the best way of fostering a long-term relationship,
Parsons said, is to simply follow up. Make sure to keep in touch with customers
after the sale.
Some agents choose to also interact with their clients
during their vacation, either through emails or social media, answering any
questions.
When they return, communicate to them that you are their
advocate and adviser for travel and let them know you appreciate their
business, she said.
“Ask them: What else can I do for you?”
And, ask them if there are family members or friends that
you can help.
“The best leads come from current clients. Referrals are the
best return on investment,” said Parsons.
The Travel Institute's Advice from the Expert series
continues through April.