As It Has Been Said in Many Industry Publications, New Clients Are Important, but The

Basic Business Principles

As it has been said in many industry publications, new clients are important, but the communication and relationship with clients (booked or not) who have come to you for a quote or advice, are even more likely to book with you after having started a relationship. Below you will find a checklist of ideas and strategies that we are confident will help you to maintain an ongoing relationship with potential clients that will eventually result in sales. We go over this very thoroughly in training but it bears reminding.

Remember the goal of marketing is not always an immediate sale (although we would like it to be), but rather making sure that when that client is ready to book their travel plans – YOU are the first one that comes to mind. Maybe you lost a sale to another agency that was $X cheaper last time. Does that mean that client is lost forever? Not at all. If they had a bad experience, or didn’t feel that the lower cost was worth a less-than-memorable vacation, and you continue to market to them – guess what – they’ll be coming back! Don’t let those unbooked clients go. Something brought them to you to begin with: they want to travel. Keep them in the loop!

Don’t be intimidated by this list – but rather commit to taking one step each week – and add it to your routine. Isn’t your business future worth it? 1. Get to know your potential clients – call, email or send a piece of snail mail - ASK them what they are looking for in travel now and down the road – what are their interests, hobbies, expectations. You are a sales person – and they want to talk travel – don’t be afraid to reach out and ask! 2. Look at, learn and implement the no-cost tools/resources available to you – on CCE, Signature, www.DisneyTravelAgents.com and all our preferred suppliers. The resources are endless and user- friendly. 3. Use Client Base to input the information you’ve learned about your clients by entering their marketing preferences, making notes and filling out email addresses for e-blasts, newsletters, and specials. If a client wants our Disney newsletter or information on cruises – completing the appropriate marketing tabs and checking the box for “Permit Marketing” will ensure that they are getting a weekly email FROM YOU. 4. Sign up and become of fan of our Facebook pages – and then participate. Take 5 minutes a few days a week - give a “like it” or add a comment to one of the postings or the discussions tab. We have over a huge fan base there and some may be your potential clients – let them see you’re active here. 5. Learn how to use Mail Merge through Client Base, send your questions to [email protected] for instructions. Spending 60 minutes of your time to investigate and play with this feature will then allow you to touch base with large amounts of your clients at one time. Since it is not advised to blind copy clients (BCC:), this is a very useful and easy tool. This is the way to contact a client who doesn’t want your weekly email marketing – but that doesn’t mean that you can send them an update or touch base via email 3 or 4 times a year. Build the rapport with each client and put all your notes into Client Base in their profile, Res Cards, and keep your files in good order so you can make the most of your data base. 6. Tell your clients what you are learning/where you have been! Using Mail Merge – let your clients know when you will be out of the office because you are sailing or traveling. Tell them how although you will be unavailable to them – you will be coming back with first hand experience on ABC cruise line – or experiencing a new ride at WDW. Did you take a new supplier class or do research on a destination? – Tell them about it! Don’t wait for them to come to you – go to them and sell yourself! 7. Become visible! Re-read The Idea Machine – GO OUT and make yourself known in your community. Sponsor a local sports team, put your business card in the school, church, community, or school alumni newsletter, set up a talk with the local mom’s club, B2B or rotary club. Or even host a travel “open house” for your neighborhood. How many of us go to those “home parties” and feel obligated to buy something we may not need or want? Here your friends (and their friends) can come over for the cost of a few snacks/beverages – and not be pressured to do anything but learn about the travel knowledge you have to share in exchange for maybe their marketing permission. Do people really know what you do or what you know? Don’t sit and wonder – tell them! 8. Review your marketing budget -- Do you have one? Every good business person owes it to themselves to take some time and review their plan once or twice a year. Set funds aside and then decide the best use. Maybe you will choose to send every one of your unbooked clients a snail mail letter re-introducing yourself, recognizing their interest in travel and then tell them why you are the one to contact for all travel! Set yourself ahead of the pack! Maybe their email address has changed and if so, that tip of the week you were counting on as a marketing opportunity is a dead end. Reach out and show you are interested...chances are very good they might contact you back! Communication and Marketing is not optional in this industry – it is a vital part of success. There are so many ways to market using our resources for little to no cost. If you stop marketing, you will have a lag in business. Now is the time! You can view the last year as an obstacle or an opportunity. Making sure you’re being seen when those clients are ready and comfortable to travel again – will be time well spent and your business will be more solid because of it! Invest in yourself – you are worth it!