Travel Agent Business Development Tip

Price is NOT an advantage!

Selling travel experiences is not all about price! This is a rampant excuse that many will use to explain away not getting a sale. Low price is not essential to closing a sale! Does price matter? Of course it plays a role: however, it's only essential if travel agents allow it to be.

Price becomes essential when we haven't provided anything else as criteria for buying. In other words, price is essential when we haven't sold any value. Pricing is only a component of the sale and can't be allowed to be the predominant one.

It's not unusual to lose a sale and find yourself thinking, "If only my price was lower, they would have gone with me." In most cases, that simply isn't true. If it were, every time someone made a purchase they would buy the lowest priced product or service. In a retail environment stores would carry one brand of every object because there would not be anyone that would buy a different brand. In reality, we have a multitude of choices because people see value in products that are more expensive. As travel agents we are living, breathing, and speaking ways of adding value to a destination or travel experience. To use price as an excuse is equivalent to saying, "I utterly failed to sell this travel package because I was unable to show any value in my product or service to the caller."

Bring value to callers, not price. Ask questions and discover the compelling reasons why someone wants or needs your travel package. Price will not be essential if you offer value. It will become one of many details. If you are offering the best solution for their situation and are savvy enough to help them realize it, price fades away. Focus on value and don't trick yourself into the price cutting game. Selling Travel is about selling value!