Selling Up

Ken Shapiro This issue’s cover story, “Selling the Life of Luxury” (page 14), examines an important topic to all travel agents, especially as the luxury market continues to grow. The story, however, is not just about selling to the wealthy, which, no surprise, is a profitable course for those lucky, dedi

By: Ken Shapiro

This issue’s cover story, “Selling the Life of Luxury” (page 14), examines an important topic to all travel agents, especially as the luxury market continues to grow. The story, however, is not just about selling to the wealthy, which, no surprise, is a profitable course for those lucky, dedicated, hard-working few that are in that market. Instead, we’re referring to a technique every agent regardless of clientele should already be practicing. “Selling up,” or “up selling,” should be the standard operating procedure for every agency.

As many of you have probably already witnessed, sometimes clients are willing to pay a bit more for a certain experience or service. Sometimes it’s to celebrate a special occasion, other times it’s just because they have a particular interest or hobby that makes them want to splurge for the right vacation at the right time. A good agent will discover this mind-set, and a less successful agent will never know the opportunity for greater sales even existed until it’s too late.

As Mark Belles, of Virtuoso, says in the cover story: “Never assume a client can’t afford a certain product or type of accommodation. Reading the client correctly & and engaging them in a consultative way, will lead to a more successful sale.”

So please, give this cover story a read, and because we want to make sure our readers are truly informed, we’ve also provided more information and a further reading list on our Web site at TravelAgeWest.com (click on Cover Story).

On another note, you will probably notice a different look to this issue’s pages. Art Director Tara Cole, along with Associate Art Director Deborah Dimond, has freshened up the magazine’s design. I think they have done a great job, and I hope you agree. K.S.

Adventure Travel JDS Africa Middle East JDS Destinations
>