“I'd like to start my travel business but...” When I get the chance to talk to agents about this statement in person, often they respond that they're afraid of failing. They say things such as “I'd like to start a travel business, but I don't know enough people to sell to.” Or “I'd like to start a travel business, but I’m not very good at selling.” Or even “I’d like to start a travel business, but I don’t know if I could make enough money to live on.” And the one I love to challenge is “I don’t know enough about a destination or geography.” Most get buried in the belief that to start a travel business they need to have a complete knowledge of the travel industry, all destinations, and completed a multitude of certifications. When in truth, there are many other factors to consider before deciding whether entrepreneurship is right for them. Failure to Understand Business Basics: It’s important to understand at least the most basic business principles. Investment in time and money, cash flow, customer base, potential for growth, and a basic business plan are all key to launching a travel business. Although taking destination and specialization courses are important, courses or webinars on business, sales and marketing are just as – if not more – important for success. Failure in Not Having Discipline: If you treat your business like a hobby, it will pay you like a hobby. If you treat this business like a real business, then that is what you will have. In doing so, you absolutely must set boundaries. Allow for your own spiritual, mental and physical health, family obligations, but also schedule time for your business and stick to it. Failure to Understand Customers’ Buying Motivations: People tend to buy from people who understand their problems or concerns. With a new prospective customer, be sure to listen more than you speak. Before offering solutions, know their buying motivation. Let the customer tell you what they want and why they want it. Simple as it sounds, if you repeat back what they’ve just said, then answer their concerns, you’ll win them as a new customer. They’ll see you as a problem solver rather than a salesperson. Failure to Create Customer Loyalty and Obligation: In today’s market, there is more competition than ever for every consumer dollar. The best, most effective way to protect your business from competition is to increase the loyalty of your existing customers. Customer loyalty is the golden shield that protects your client base from being nibbled away by your competitor’s latest low price. Customer loyalty prevents your business from suffering drastic revenue ups and downs as consumers become more aggressive bargain shoppers. In your selling process, provide extra services that create a sense of obligation in the mind of the consumer. Let the customer see you go out of your way in locating that perfect hotel or stateroom for their cruise. Offer to drop off brochures or destination information at their home or office. Copy them on any correspondence that you send to suppliers and hotels requiring complimentary upgrade requests. Provide information unique to a buying situation to help clients better decide between product A or product B. The principle of reciprocation encourages buyers to “pay you back” with their loyalty. Failure to Believe: You will never have the drive to do what is necessary to succeed if you don’t have complete belief in your ability, and your ability to create success. If you don’t fully believe in yourself, it will come across to your clients. For those who know me know that the word “believe” is plastered all over my office. The minute that you stop believing in yourself, you will fail. Failure to Be Committed: Being interested but not having a meaningful commitment to your business will never see you to success. You must build your business with purpose and intent rather than just interest. It takes drive, persistence and commitment to reach your goals. Just like any major event in life, you can always find a reason not to move forward. Starting a family, buying a home, making a major purchase or launching a business will take courage and conviction. There’s never enough money, time or any other perfect circumstance. And along these same ideals, is there ever a best time? So here is the million-dollar question: What are you waiting for? What’s keeping you from hitting the launch button and saying: “All systems go!” Anita Pagliasso’s passion has always been about all aspects of educating travel advisors, especially in the areas of marketing. You will find her columns relevant since they come from her own personal journey of turning a one-person home-based agency business into a thriving enterprise. She provides inspiration, encouragement, motivation and, most of all, shows how to keep the fun alive while selling travel. She is the author of “From Home Based to POWERHOUSE!” She currently serves as vice president of industry relations for KHM Travel Group, the large host agency; president of PATH (Professional Association of Travel Hosts); vice president of CCTO (California Coalition of Tourism Organizations, CLIA STARBoard and trade relations co-chair; and is a member of the ASTA Board of Directors. To contact her, email apagliasso@khmtravel.com.

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