You are the integral link to re-starting travel. And you have everything you need to be the hero of this comeback.
It’s both exciting and daunting. On the one hand, the research shows that the pent-up demand is creating a surge of business at a higher price point. This means your opportunity as an advisor is more lucrative.
On the other hand, safety, both personally and financially is now the top consideration, topping price!
In a recent survey by Expedia Group, price is no longer the deciding factor. Ariane Gorin, president, Expedia for Business shares this key takeaway:
“These insights show people want to book with
trusted travel providers that will deliver on their experiences, keep them safe, and protect their financial investments.
The weight of this responsibility is leaving some advisors sitting on the fence.
Is this your inner voice: Will I be able to handle the new demands that require me to be the “go-to” that I’ve always been, or wanted to be for my customers? Will things change, only to change again?
Uncertainty stops your flow and sets you on the fence.
You ask yourself, "Can I get to the other side?"
The answer is yes you CAN!!
You have been ready for this moment for a very long time. Don't stop. Keep going! Even the smallest step forward keeps your momentum alive!
Here are three steps to help keep you in forward motion:
Step 1: Identify WITH your ideal customer
This goes beyond deciding who they are. It means looking at your own values and purpose.
Who do you want to serve? People care deeply about what you stand for in an even greater way since the pandemic.
The Expedia survey revealed that a whopping 59% would choose sustainable experiences and 65% would choose travel providers with inclusive policies. This includes properties that are owned by women and/or people of color, a pro-LGBTQIA stance, and those that are supportive of people with disabilities.
Tip #1: Choose your people.
Step 2: Take action and pick up the phone.
This is a confusing time for consumers. They want to travel, but they are not sure it’s safe. Everyone is an armchair expert, and we are getting numb to the daily barrage of news – both good and bad. Calling is the kindest, most important thing you can do for your customers.
Calling is also a key business strategy. It’s one thing to say you’re in touch with your customers. It's another to call frequently as a means to improve every aspect of your business.
Taking a pulse every week – whether it’s 5 calls a day or 10 calls a week – helps you make better decisions, builds new business, and establishes long-term relationships with your most valued customers.
Tip #2: Call your people.
Step 3: Find your support crew.
This comeback is not a solo sport. You need to surround yourself with people who care about your success.
In the past, you may have gotten away with staying in the comfort of your familiar circle. You had the same team, the same suppliers, and the same network of resources. When everything changes, everyone changes.
You need to find people who have belief in what you’re going after. Perhaps they’ve already achieved the success you seek, or they have something you need to straighten your path and lighten your load.
One of the things I’ve learned over the pandemic is how critical it’s been to surround myself with positive role models who are going after their dreams and making a difference in the world.
Role models aren’t just sitting around waiting to give you all the answers. They need support too. Consider, what you can do to share generously, and give before you get.
Tip #3: Expand Your Circle
These three steps: choose your people, call your people, and expand your circle will lead you to come back strong and get back to a business you love even better than before.
