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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.