Travel Agent Professional

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	Scott Koepf Vice President of Sales Avoya Travel/American Express www.JoinAvoya.com

See things not as they are But as they could be! I recently saw a production of "The Man of La Mancha" and not only was it a fabulous show but I realized there were exceptional lessons that can be learned from the story. Now if you are not a musical theatre fan and tend to the more intellectual pursuits then ignore my first sentence and replace it with — I was recently reading the most famous novel from the Spanish author Cervantes and realized…So if you are right or left brain leaning I should have you! The story is about Cervantes being in jail and pleading for his very life. However right from the beginning he knew that he could not make his case by presenting facts and figures but instead needed to create a story. So he sings "I am I, Don Quiote, the Man of La Mancha……" As he sings he pulls in his jury to actually be stars of the tale he begins to weave. No longer are they listening to information but instead are drawn in to the emotions of the characters and begin to experience, not just observe, the story. Herein is one of the best examples of what a true travel professional can and should do. Years ago travel agents could make a living by dispensing data that they had the exclusive access to. Today, the consumer can get all the information they could ever want and more. What they need is someone to create a compelling story! You can learn from Cervantes to begin to paint the picture of an extraordinary vacation by pulling your clients and yourself into the story. Now I do not mean that you need to describe yourself sitting on the beach with them as that is a bit creepy. However, so often I hear agents wax eloquently about the product or destination and they are not even a part of the story at all. Even if your role is only as storyteller you must be so much a part of the yarn that the customer can't tell it without you being prominently featured! Product knowledge is only as valuable as what you do with it and simply dispensing it no longer has value. Get to know your customers so you can craft the story that will excite them and they can see themselves in. If they love food then feature scrumptious meals, if they like water sports then take them for a swim and if you are not sure then go back and ask more questions so you can connect emotionally with them. I actually tugged on my wife's sleeve to give me a pen during the show so I could write down the line that really resonated with me. "Facts are the enemy of truth!" Brilliant! At first it sounds contradictory but when you understand that people do not take vacations because of the gross registered tons of a ship or the square footage of a room or even the price of the trip. They take a vacation to fulfill a specific emotional need. Your job is to determine that need and then build the story just for them, not just give facts. Remember facts tell but stories sell! This is a radical approach to selling and I know it is not easy. No doubt you are thinking of various customers of yours and how they might react to this. The two extremes of clients are both characters in the story of the Man of La Mancha. First there is Sancho. He is like your best clients who trust your every word and wait with utter anticipation for each chapter of your tale. When asked why he was attracted to the Man of La Mancha and followed him he sang: "I like him, I really like him…" Pretty simple but at the root of all of this is that when you tell the story and you are a part of it then clients can get to know you and they will like you! However, on the other end of the spectrum are those who will not warm up to you or your story. They may question your motives, be rude and want to cut to the last page before you even start the prologue. In Cervante's story that client is represented by Aldonza, a fairly unsavory character who is bitter and not ready to embrace a happy story. But as the Man of La Mancha always did, he saw not what was but what could be. So he changed her name and treated her like a queen: "Dulcinea, Dulcinea, I see heaven when I see you Dulcinea…" She fought being enchanted by the story but with time she too saw the beauty of it and was swept away. I don't necessarily suggest changing the names of your resistant clients but I do recommend looking for the best in them, turn their focus to the story and you will have them falling in love with you in no time!
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Auto Europe Car Rental Recommendations Before
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Auto Europe Car Rental Recommendations Before

You Leave For Europe

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"Best of the Best Globe Award"

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This website is dedicated to the memory of Joel M. Abels
"HE CREATED A VOICE, NOT JUST AN ECHO"