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Become a Home Based Travel Agent
When is it time to “Just Say No” and “Let Them
Go”?
By Joanie Ogg CTC, MCC
Firing Clients in Today’s Economy! Are you nuts,
Joanie?
I recently fired a customer and it felt so good.
I know that sounds horrible to say, but I felt a certain
empowerment doing it. Low and behold I immediately had the
energy to focus and secure a new customer. Until I actually sent
off the “firing” email bullet, I had stressed over this customer
for some months. I was constantly reaching out to him and being
given the old "the check is in the mail story". Meanwhile, I
happened to know that this long-time customer had been investing
their resources in some advertising options that I know for a
fact, do not produce the results that ours do. I had just tried
hard enough and felt it was time to let the effort be placed
elsewhere.
I did some research after this enlightening
experience and found that companies big and small do this all
the time and their stories prompted me to come to some
conclusions about the subject.
When is it time to Just Say No and let them go?
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You realize that you cannot be all things to
all clients no matter how hard you try. At some point you
have to devote time and attention to the ones that will
bring you the business rewards and the personal satisfaction
of a job well done.
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You are aware that the sound of their voice
on the phone or the arrival of an email from the individual
puts you in a bad mood. This is a sure sign that the
negative energy you are feeling is bringing you down, and
when we are down it shows. Just imagine how happy you are to
speak with some clients and recognize the extra efforts you
put forth for them.
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They complain more than they compliment. If
they complain, they are likely not happy with you either and
you will be doing both of you a favor by letting them go.
Besides, dealing with complaints is time consuming and not a
productive use of your skills. That is, unless you are a
counter agent for an airline, where dealing with complaints
is pretty much a skill set.
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They are simply put “unprofitable”. Some
"good clients" are unprofitable to serve if they take too
much time, ask for unreasonable concessions and more.
Remember, the goal for your travel business isn't volume
it's profit. Being busy does not always equate to being
profitable.
Many times, in an economic climate such as the
current one, we tend to accept projects and take on more then we
can handle in hopes of bringing on more clients and getting more
business. It does not always work the way we plan though.
Sometimes we end up spending more time pleasing a fussy customer
who really is not a good fit for us and in doing so we alienate
other good clients because we do not give them enough of our
attention.
By reducing the number of current customers and
focusing on creating compelling experiences for the ones who
remain, you can create an army of evangelists bringing you more
terrific clients like themselves.
Find those customers who fit your clarity—and
fire some of those who do not! The result is addition by
subtraction and may be just the perfect calculation to help make
your profits soar and put a smile on your face.
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Joanie Ogg CTC MCC
Joanie Ogg Marketing Group
Editor
Joanie Ogg is a thirty-five year
veteran of the travel industry and has been involved with the
independent contractor evolution since 1988. She is the principal of
Joanie Ogg Marketing Group, which specializes in consulting and speaking
on the topic of Home-Based Travel. She also provides marketing and sales
for wide variety of products under the umbrella HomeBasedTravelAgent.com.
A demonstrated industry leader, Joanie most recently served as the
President of the National Association of Commissioned Travel Agents (NACTA)
and TravelSellers. She and her husband Tom acquired NACTA in 1996 and
sold it to The American Society of Travel Agents (ASTA) in 2000.
Joanie’s tenure in the travel industry includes owning and operating one
of the first successful host agency models. She has owned and operated
several storefront travel agencies (both commercial and leisure), as
well as a Hawaii wholesale tour company.
Her decades of success have garnered
her numerous accolades over the years. Her accomplishments have been
recognized by receipt of two Lifetime Achievement Awards from major
trade groups, being named as one of the “100 Most Powerful Women in
Travel” by Travel Agent magazine on several occasions, voted as “Travel
Agent of the Year” by the readers of Travel Trade magazine, and has been
recognized by many other industry organizations throughout her tenure in
the industry. In 2008 Joanie Ogg was inducted into the CLIA Hall of
Fame, an honor held by some of the most influential executives in the
travel industry.
Joanie is a Master Cruise Counselor (MCC)
and a Certified Travel Counselor (CTC). Joanie has co-authored two
popular travel industry books for cruise specialists and home-based
travel agents and has authored hundreds of travel trade articles. She
has inspired tens of thousands of travel agents attending her
presentations at trade events, cruise seminars, international trade
gatherings and numerous local educational venues throughout the United
States. With a time-honored background and forward-looking vision, she
is often featured as a speaker at many of the travel industry’s major
conferences and events. Joanie’s speaking talents are widely sought as a
travel industry emcee by the most recognized travel organizations. She
has emceed such events as Cruise-A-Thons, ASTA’s CruiseFest, The Trade
Show, The Travel Institute Forum and all of NACTA’s National and
International Conferences.
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