You need to understand and implement the strategy of preeminence.

What is the strategy of preeminence?

The strategy of preeminence simply means that you will not let your clients buy more or less than they need to, to get the results that they seek. It’s a powerful yet simple strategy that distinguishes a good travel agent from a great one.

I’m always amazed at how many travel agents will say and do whatever it takes to make a one time sale, rather than taking the time to understand the client’s desired outcome. In the travel world, we see this all the time and most times, it results in unhappy clients and a negative reputation ripple effect.

As travel professionals, it’s our moral obligation to tell the client what they really need. Sure, you may end up with a smaller initial sale but you will have made a new friend and they will buy again and again and send you referrals.

In our industry, consumers often try to commoditize us. It’s our responsibility to add value with a refreshing and distinctive alternative to what a consumer may have experienced in the past.

Remember, consumers don’t want to book with the average, mainstream travel agent; consumers want a preeminent authority, someone who they know and trust has their best interests at heart.

So the next time a potential client leads with price, exercise your strategy of preeminence, slow them down and produce the outcome they are looking for.

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