Do You Have the Characteristics

For Sales Success?

By Sherri Funk

Have you ever been to a CRUISE-A-THON or other industry event and met travel agents who have as much personality as a doorknob? And, do you wonder how these people could possibly think of themselves as sales agents? The truth of the matter is that they don’t. They think of themselves as travel agents, not salespeople.
My background is in sales, and specifically in travel sales. I have been the director of sales at a hotel, the area sales manager for a chain of hotels, vice president of Gray Lines Tours in Nashville, district sales and marketing manager for a large hotel chain and, finally, marketing representative for the State of Tennessee Department of Tourist Development.
My father was vice president of sales for a large drug company. My grandfather was in sales. My brothers are both in sales. Even my uncle and a couple of cousins are in sales. To say that selling comes naturally to me is putting it mildly. I could sell people on coming to Nashville and going to the Grand Ole Opry (even though I would only go at gunpoint!). But, to hear my sales pitch, you would never have known that I disliked going there.
Today’s travel agent MUST be a salesperson. PERIOD.
Here’s a little list of characteristics that a good sales agent in a travel agency should have to be successful at what they do — sell travel.

Note: If you want to succeed, you’d better score between 8 and 10 (on a scale of 1-10) on these characteristics.
1. Smart. Sales agents have to be smart enough to think on the spot and deal with every kind of situation as it happens.

2. Self-starting. Great sales agents don’t need motivation. They have a built-in fire that’s somewhere between a double espresso and a Red Bull. Because you’re a Home Based agent, it’s sometimes hard to get out of your bathroom and into the sales agent mode. I know. I’ve been there. Nobody has to tell you what to do. You know what to do. And you do it. You make the first call of the day AND the last call of the day.

3. Great attitude. Great sales agents believe they will make every sale. They take a “no” as a “not yet.” They accept every lemon thrown at them by suppliers, clients and other annoyances (and yes, this can sometimes be your friends and family) and use those lemons to open a lemonade stand.

4. Excellent communication skills. Great sales agents are not good communicators; they’re great communicators. Their message is both compelling and trustworthy. Their passion in the travel industry and their belief system are as contagious as their enthusiasm. They love what they do, and it shows.

5. Physically and mentally fit. Uh-oh. I’m stepping on toes right now, mine included. The statement speaks for itself and implies that you work out your mind and body on a regular basis.

6. Computer literate. Because you’re Home Based, there’s no excuse for a lack of computer literacy. If you can’t touch type, take a course and learn how. It’s a must in today’s world.

7. Focused and goal-driven. Having a goal is a basic fundamental element. Having a plan is a basic fundamental element. Keeping your eye on the prize, and steadily working toward it, is what separates those who do from those who don’t. When we opened, we had one goal — to become Carnival’s Agency of the Year. Three years later, we did it.

8. Dedicated to succeeding. With great sales agents, it’s not just a matter of goals; it’s a matter of achievement. Multiple achievements lead to success and a self-confidence that keeps the momentum going from sale to sale.

9. History of success. Every time great sales agents make a sale, it remains in their self-confidence memory bank and can be called upon for positive energy in any situation. We have a BIG STUFFED DOG that we use in our office with our agents. Each week, the BIG DOG is awarded to the agent who has sold the most for that week. That dog has become a coveted award just to have it sitting on any agent’s desk for a week.
10. Looking for a career, not a job. If being a Home Based agent is a job to you, stop right now, grab the want ads and find another job. What you are doing is now a career. A person with a job wants a raise in base pay. The person with a career wants a raise in commission.

11. More interested in personal success and personal development than in money. Sales agents who work for money rarely achieve it. Great sales agents work to be their best and dedicate themselves to that process every day. And, as a result, they earn tons.
12. A constant student who’s willing to learn and adapt. Great sales agents know there is always more to learn. They dedicate themselves to being better, being best.

13. Take joy in serving others. This is the master quality.
Did you notice one characteristic missing? Sales skills. We’d rather have attitude and brains than selling skills any day. We can teach someone products and how to sell. We can’t teach them to be smart or happy.
Compare these qualifications to the best salesperson you ever knew. Compare them to the best salesperson you ever had assist you. Compare them to yourself.
Now that you know the criteria, you have some work to do.