Travel Provenance
I know you know about antiques and the need to show the paperwork, the history, the
provenance of the item or artwork. It’s the same when it comes to selling your services and
marketing your experience, yes, you too must also disclose the facts on where you’ve been and
what you’ve done. It’s called Travel Provenance and it must answer the “So what?” question.
There is a well-known statement often used to
help you question your marketing ideas and
actions and it goes like this: “So what?”
What Have You Achieved?
If you’ve been a home-based travel agent for
some time you will be well aware of the initial
skepticism that travel trade suppliers, the trade
in general and the consumer had about travel
being purchased from someone not located on
main street, selling from a retail store.
“I’ve been in the travel industry
for over 27 years…”
“So what?”
Today, home based travel agents are well
accepted by suppliers and travel trade alike. The
average consumer and especially the younger
generation of travellers are still in the dark about
what a travel agent can do for them. Here’s
where and why you must promote and sell your
achievements, each time asking yourself the “So
what?” question.
“I’ve sailed on 55 cruises…”
“So what?”
The “So what?” comment is often silent but
believe me it’s there in the client’s mind and
what they’re waiting to hear or read is
something more relevant and tangible. They
need to know you know and the fact you’ve
spent 27 years in travel doesn’t say too much
other than you’ve spent 27 years in travel.
“I have successfully arranged dream trips
for 8,499 clients – and I can arrange your
dream trip too!”
“Wow! That’s impressive…”
Selling Your Achievements
A mountain climber could say something similar
to the 27 years such as, “I’ve been climbing
mountains for 27 years…” and he or she receives
the same question: So what?
“Click here to read my customer’s
testimonials from our recent tour of Europe
where we cycled 1,500 km, drank 50 litres
of beer, witnessed beautiful sunrises and
sang songs to the locals!”
Now if that climber had said, “I’ve been climbing
mountains for 27 years… and summited the
Matterhorn, the Eiger North Face and reached
the South Col on Everest… here’s a picture of me
taken with my guide…” well now, here’s a
climber who can prove their climbing
provenance. This is someone you would trust
your life with.
“Sounds like me – when is the next tour?”
CREATE YOUR TRAVEL PROVENANCE BIO
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