Become a Home Based Travel Agent

Service Fees and You
By Laura Frazier

Of all the questions I get asked by agents, the one that comes up most often is “how do you get people to pay upfront for your services?”  Many agents have found themselves feeling discouraged and frustrated after working with a client for hours on end, only to have that client book elsewhere. And while many believe that discounting or rebating will combat this, there’s an easier, smarter way to build your sales.

Many agents want to be treated as consultants, but are still behaving like retailers by focusing on packages and price points. This is confusing to consumers, and will only lead to mediocre results. If you truly want to be regarded as a consultant, then you’ve got to learn to sell you, and your services.

So let’s take a look at your services. What do you have to offer your potential clients? Have you traveled to the destinations that they are considering? Do you have a special relationship with a hotel or resort in that area that will provide your clients with some additional benefits that they may not be able to obtain on their own? Do you have testimonials from past clients that you’ve sent to these destinations that future clients can view?

Next, what kind of assurances can you offer? Do you have 24 hour emergency assistance while they are traveling? Do you understand the kind of insurance necessary for the trip they are considering? If it’s a group, are you able to travel along with them and guide the tour? What about flight delays and arrangements for excursions? Are you able to assist with those as well?

Lastly, what kind of an outcome can you offer this client? Will they have an amazing vacation? Have a life changing experience? Or will they have an unforgettable family reunion without having to deal with any of the stress of planning it? What are the results that the client will receive by using your services? 

Once you’ve determined what your primary services are, we can create a package based on those services. Here’s an example:

With Steve’s Super Services you’ll get the benefit of our years of experience with the Greek Islands, so you’ll be assured of the best possible package tailored to your particular travel needs. And because of our exclusive relationships with select local resorts, you’ll experience V.I.P. treatment, private tours, and the best rooms available. With Steve’s Super Services, you’ll always have unlimited access to us should you have any questions while you’re traveling. For a Greek Island get-away, Steve’s Super Services can assure you that your trip will be the trip of a lifetime.

Wow! Wouldn’t you want Steve to handle your Greek Island get-away? Look at all the things he’s including! Now ask yourself, what would you be willing to pay to have Steve plan your trip? Based on what he’s providing, would you really expect it to be free? Of course not! The benefits and outcomes of Steve’s Super Service package are clearly defined. So now, rather than focusing on selling a Greek Island package, Steve can sell his services as a Greek Island consultant. And since the client is purchasing a service package rather than a trip, Steve has no need to try to get into a pricing game with another agency.

Take a few minutes to consider your services. If you created a package of your services, what would it be called? And what would be a reasonable price to charge for it?

Once you get the hang of selling you, rather than selling travel, you’ll wonder why you ever did it any other way!