Become a Home Based Travel Agent

Does this question offend you… confuse you… or can you relate?
By Cory Andrichuk

I ask you this candid question as I listened to many travel agents at a recent home based travel conference admit that they spend too much time learning and not enough time putting their knowledge into action (meaning marketing and then helping people buy their new personal specialization!)  All good business development conferences and seminars provide content that address the current market’s needs.  It is obvious that the home based travel industry is focusing on a better understanding of personal branding, business education, and niche specialization. 

Let me first define what I mean by a ‘Product Knowledge Junkie’ before I explain how to take some steps to work away from it.  In my opinion, if you spend most of your time on travel supplier webinars, or product specialization/ accreditation courses, month in and month out, and then don’t see a return on your investment as far as revenue goes, then you can claim this ‘Junkie’ title.  Whether you are new to the industry or a veteran, the need to specialize sooner than later is critical to your success!  I want to emphasize as well that I am the first to encourage all travel agents to grow their product knowledge and professional development, but only to the point that it helps grow your personal brand, and then the revenue in YOUR business.  Trying to become a specialist in everything to everyone, eventually positions your brand as nothing to nobody! 

Many experts will agree that a good and even a great understanding of your target market is more important than accreditation and industry specialization.  Your WHO is critical to YOUR business…  I highly recommend taking the time to specialize in YOU and YOUR target market than investing in any further webinar, and or product specialization/ accreditation course.  The need to know YOU and your customer base will directly determine your businesses success in 2011.

In summary, you only have 24 hours a day!  Be conscious of your time spent on your product knowledge versus the critical time spent on knowing YOU and YOUR target market.  Specialize and position yourself as the product specialist giving value up-front (online and off!) and grow your business one customer/ one referral at a time.