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Krueger |
Travel Impressions makes a point to listen to its agent customers, and its business development strategy service can take an agent’s business to the next level. Melissa Krueger — the director of western region sales, who has been with the company for a decade — works one-on-one with agents in the West to evaluate and help grow their businesses.
Q. What do you like about working directly with agents?
A. Travel agents are our core business and what makes Travel Impressions successful. So, what could be more satisfying than working with our key partners to the benefit of both our organizations? We've always had strong operational support from our company so, as a business development team, we don't get bogged down in problem resolution. We can focus on consultation that builds trust and strong partnerships. And, we often find that these partnerships grow into friendships, which makes it even more gratifying.
Q. What is the number-one thing any agent can do to stimulate business?
A. Be visible! Communicate not only with your clients, but also with your vendor partners. And differentiate yourself — be clear about what sets you apart. Don't be afraid to ask for the business. Be available. Look at every shopper as a buyer and every buyer as a customer.
Q. What kind of tools can business development managers pair with agents?
A. Our business development managers and specialists are trained to help agents assess what works best for their specific situation. For example, we may note that an agency is doing 60 percent of its business on the phone. By moving more business online, this can speed transactions, plus earn additional commission from us. Our goal is to make sure that our partners are as profitable as possible.
Q. One of your services is getting agents acquainted with social networking sites. How can they use these sites to generate business?
A. We have a good example to show just how this can be done. One of our specialists was contacted by an agent who wanted to arrange a Beaches Resorts BFF (best friends forever) girls getaway group. She wanted to try promoting it first through Facebook but was unsure of how to handle it. Our specialist determined that she had a good presence on her Facebook site and advised her to start with contacting her existing base of friends, next target her repeat and satisfied customers, then reach out to family members. He also suggested asking everyone to spread the word to others who might want to participate. The results were 17 rooms within a two-to-three-week period. It definitely works!
Q. Do you actually make house calls? Even to small, home-based agents?
A. As a member of OSSN, NACTA and NEST, as well as having a large portfolio of network agencies, we look for innovative ways to reach these agents. For example, our business development manager in Colorado, Bernice Medina, recently held a casual evening of education and networking for home-based agents at her housing development clubhouse.
Q. What kind of education and training opportunities are available to agents?
A. Well, we are very aware of the time constraints agents are working with, so we try to offer both short-version as well as in-depth training to fit our customers' needs, whether they are related to eCommerce, sales, niche markets, destinations or technology. To go one step further, we have an on-demand series, Ready When You Are, that can be accessed at any time. We've also started a series of online ‘Coffee Breaks’ that provide information or discussion in 15-minute sessions. Agent reaction has been terrific.
Q. Why should agents utilize this service?
A. Our consultative approach is a different way to work with agents and one that can build rewarding relationships. Our staff includes some of the most experienced and longest tenured professionals in the business, and we are excited about sharing our expertise for the benefit of our partners. In short, we love what we do, and it shows!
