Groups Are Everywhere!
That’s the usual comment and although
somewhat true – it takes experience to
identify them, make the right approach,
followed by listening, asking, responding,
presenting, answering and closing.
and let them guide you. You will learn so
much and you will be able to apply what you
learn directly to any and all groups.
Who To Look For
When you start pounding the Internet and
social pavement, you should be looking for
decision makers, group leaders, directors
and managers. They come in all shapes and
sizes and personalities and each carries a list
of what “they” demand from the agency that
arranges group travel for them.
Typically anyone, almost anyone, can round
up a few pals, couples, colleagues and
friends-of-friends to create a group with a
common purpose. Let’s make it a beach
vacation that’s an all-inclusive and the group
of Gen X & Y don’t really care about the
destination. They want beach and low price.
This group is looking to have a ‘great time’
for the best price possible.
If this is your first time to pitch then you have
already gathered that you’ll be at a
disadvantage when you are negotiating with
someone matching the above description.
This is the very reason why you work closely
with your preferred supplier who can help
with such negotiations.
Another prospective group belongs to an
association of book lovers (there are
hundreds of members across the country)
and this year they want to attend a specific
destination where they can explore the life
of one of their favourite authors. Next year
this same group is planning a reading cruise
for their members.
The Soft Sell Group
Looking around your local community you
will begin to identify a variety of existing and
potential groups. They range from church
groups to school groups to senior groups to
art groups and even incentive groups for the
local auto dealer’s sales force.
Try this one: a golf pro wants to arrange a
golf tour and sell it to the members of his
golf club. Thinking Arizona and the top five
golf courses.
A good place to start your group selling
career would be close to home and right in
your own community. Start by making a list
of local associations, clubs, memberships
and you’ll end up with a list that includes
churches, fitness clubs, fine restaurants,
clubs and associations. If there is a common
interest you will be sure to find that there is
generally a group opportunity.
Each of the more than 200 niche market
activities offer group opportunities. Most of
these groups would be pieced together by
you with your client advising their needs and
wants. Such groups are customized FITs.
The Build a Group Concept
You may be confident in your own niche and
feel comfortable in promoting your tour and
build a group, couple by couple. This does
take experience but then again you have to
learn sometime don’t you? The best way to
proceed, would be to select your preferred
supplier, chat with their group department
You next step towards selling groups is to
make an approach to the manager, director,
leader, group organizer or secretary which
means your next activity is to locate their
name and you do that by making a phone call
or checking websites and local directories.
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