By Mary Brutscher

In November’s issue, I devised a questionnaire for travel agents, publishing the answers for Questions 1 to 6 in the December issue. Below is the answer to Question 7: “If I had a choice at another career, I’d pick the following.”

The answer? Surprise! As a travel agent you are well qualified to work in any of these fields. (Well, maybe not a ventriloquist (z), but....maybe so.)

a) Waitress - Most of us cringe at being referred to as an order taker, but with some clients that is exactly what you have to be. Case in point: I hit the jackpot one day. A new client not only knew exactly what she wanted, but had contacted Delta Vacations, got the flight schedules, had the rooming list together, knew the exact pricing and had the deposits ready. All I had to do was take her order and payment! Too bad there aren’t more clients like that!
b) Maid - Many of us have felt like a maid at one time or another. A client has researched and tried to handle everything themselves, but instead of a good clean information package, they’ve brought you a mess that you must clean up. As soon as you’ve finished cleaning up one project, they’ve created another little mess for you. This is the type of client you finally must become firm with, but do so in a professional manner. Unless this client is booking a very low end product, you may not want to lose their business or have them bad mouth you to others.
c) Information operator - Not only are you required to know everything about the products you sell, but sometimes even more. One person I dealt with was adamant about knowing the name of the cruise director on a particular ship. To this person that was a very important consideration in making the final decision. On a more serious note, many clients will ask questions from the time they first contact you until the time they arrive at their destination or on board ship. You won’t know all of the answers, but you need to be as knowledgeable as possible.
d) Teacher - Not only must you sometimes teach your clients about the products you sell, but there will be times you will have the opportunity of teaching another travel agent the ropes. You may also have the opportunity of teaching a supplier about the operations of your agency, or about special issues facing the travel agent industry.
e) Consumer Advocate - Sometimes a client, for whatever reason, just gets a raw deal on their vacation package. They tried to resolve the problem during their vacation, but were unable to. Now you must come to the consumer’s aid — not just because you want to keep their business, but because it is what we as travel agents do.
f) Printer - I would not be able to estimate all of the times I have created and copied special handouts for special groups, or designed special flyers to mail out for promotions. Of course, many co-ops and suppliers have implemented some wonderful programs that will create customized flyers for you, saving you both time and money! Even so, I am sure that the opportunity of creating and printing flyers will still be around for years to come.
g) Secretary - No offense to anyone, but I did my time as a secretary many, many years ago — and what a tough job! A good secretary is often solely responsible for keeping the office not just running smoothly and efficiently, but keeping it running period! If you are running your own agency, congratulations! You are a competent secretary!
h) Negotiator - You are probably much more of a negotiator than you realize. Not only do you negotiate with clients for their business, but you continue to negotiate to keep their business. You negotiate with your BDM to gain their support in assisting you with marketing their products. You negotiate for amenities for large groups with the group department. This comes naturally to so many, yet for others this is a difficult process. Check with your local SBA office or local college or trade school to see if they offer business negotiating skills classes. The costs are usually quite affordable and definitely worth it.
i) Counselor - A good travel agent goes beyond taking orders or even just recommending a product to a client. A good agent will counsel the client on the products and features and guide the client through the decision making process based on the client’s particular needs and desires.
j) Referee - Unfortunately, many is the time that a travel agent will find him or herself in this role. Usually, the issue is between a client and supplier, but there are times you may find yourself down to the wire and have a problem arise between the traveling clients. In order not to lose the booking, you must referee the situation and come up with a solution. Case in point: I had two ladies who booked a cruise months ago. Two weeks before the cruise date, Lady #1 called me to cancel the cruise. It turned out that Lady #2 became angry at Lady #1 and proceeded to physically attack Lady #1 resulting in a restraining order against Lady #2. This was a booking that took a little extra work from day one. I wasn’t about to lose the booking, if I could help it. I first asked Lady #1 if there was someone else she could get to replace Lady #2. There was not, but at that point she was willing to travel alone. Next, I contacted Lady #2 and told her that I had received a request to cancel her from the cruise. I told her not only did I need her permission to do so, but that if she completely cancelled, she would lose the money she had paid. I then advised her that if she was willing to change dates and get someone else to cruise with her, I would work toward having her payments transferred. She was willing. I was able to negotiate with the supplier, based on the legal issue at hand, and I not only saved my booking, but increased my profits by getting an additional booking!
k) Personal planner - Normally, doing personal planning is reserved for your luxury clients, incentive and meeting groups, or your special promotion groups. An example can be as simple as selecting a tour for your promotional group, or as complicated as planning on a variety of activities for the different demographics and interests of a large incentive meeting group.
l) Personal shopper - On occasion, you may have a client who wants to surprise someone who is traveling with them with a little gift or two and the client may ask you to select that gift to be placed either in the hotel room or stateroom. You may also get a request from someone who has chartered a yacht or a luxury villa to have groceries stocked up prior to their arrival.
m) Wedding planner - Today destination wedding planning can be a lot easier to accomplish than it was a few years ago. Many destinations have wedding coordinators who will work with you and even handle most of the details. Getting married onboard ship is so popular these days that there aren’t many times we cruise when there isn’t at least one wedding scheduled. Planning and selling these wedding packages can be quite lucrative, especially when family and friends accompany the bride and groom. Be prepared, however, to be meticulous. After all, this is a very special occasion and you will find the bride and groom will pay more attention to detail than your average client.
n) Event planner - You have a corporate client come to you with a request for a very special meeting event. There is even an awards ceremony thrown in. With this type of very lucrative booking, not only are you planning the destination, be it land or sea based, but now you have to make sure there is a venue for accommodating the awards ceremony as well as any special equipment needed. You will also need to develop a program for special activities for the attendees, see to dining plans to include arrangement of tables and seating. You may also need to provide some sort of entertainment for the evenings. This is can be a very challenging task, but can also be fun!
o) Cheerleader - If you never made the cheerleading squad, cheer up; now’s your chance! We all have those grumpy customers who book their vacations with us and they are so sure they are going to have a lousy time that you can’t help but wonder why they are going in the first place. Grab those mental pompoms and lead these folks to the victory of looking forward to having a good time on their trip. Get them excited with your excitement and enthusiasm. Who knows, you may be in for a surprise. Mr. or Ms. Grumpybottom may come back from vacation raving about the fun he or she had and ready to book their next vacation!
p) Motivational speaker - Just as a woman’s work is never done, a good travel agent’s work is never finished either! Just when you think being a cheerleader has finished your job description you find out that now you are expected to be a motivational speaker! You have always hated getting up in front of people and speaking. Don’t worry, it can be easier than you think. Do a draft presentation and then put the key points on index cards. Know your subject and get excited about it. Don’t pace, but it is ok to move around somewhat. Throw some humor in and remember, these are people just like you and me. They are there because they want to hear what you have to say. And, here’s a little tip that may make it easier — provide them with a handout that you refer to often. As they are following along, they (and you) will relax a little more.
q) Writer - Most people have a little more talent than they give themselves credit for and writing is one of those talents. Tap into that well of knowledge and write something catchy on your next mailer or E-mail newsletter. It can be a personal experience or a little humor. Make yourself a little more personal to your audience by writing a little something extra in your next marketing piece.
r) Advertising executive - Why would a travel agent need to be an advertising executive? You need to be one when you sell yourself and your business to your clients and let them know what they are getting in return for placing their travel and time with you. You need to sell your expertise and determination to grow your business to suppliers while you seek their support as you advertise and market their products to the public.
s) Interpreter - I am definitely a graduate of the Academy of Client Interpretation. Here’s an example of what I have learned.
Client: I want to go on a Southern Caribbean cruise for seven nights. This is for two people.
Agent who is a successful interpreter: We have some pretty good rates available right now and you will visit ports such as Key West, Jamaica and Cancun.
Client: Wow! That sounds great.
Agent: When would you like to go?
Client: Around the first week of June.
Agent: Ok then. I will put together a couple of options for you and call you right back.
Agent: Hello, Mrs. Client. I have a fantastic deal for you sailing June 24. The total stateroom cost, to include cruise, port charges, taxes, and insurance for three people is $2,700.
Client: Perfect. Our daughter is out of school by then and the timing is great. We’ll take it.
Had you not been an interpreter, you would have priced a Southern Caribbean cruise for two at the beginning of June, when the client really wanted to visit Jamaica and Cancun and wanted her child to go.
t) Accountant and/or bookkeeper - This is where I throw a necklace of garlic around my neck and hope to ward off, what to me, is the life sucking task of bookkeeping. No offense to any of you who are competent or enjoy this task, but it is a killer for me. Yet, it is also a task that must be done. My friends and family know that I have a motto, “Let’s do it, get it done and over with and get on with our lives,” but this task taught me how to procrastinate as much as possible. However, this just makes the job tougher and longer to get through by the time you actually do it. In addition, it can create costly mistakes that you might have been able to catch if the task had been done sooner.
u) Matchmaker - You may have a group that suddenly has a single person who needs a roommate. The group members have asked everyone they can think of but no one can find anyone, It turns out that if Cousin Lily doesn’t go, Uncle Bob and Aunt Sue won’t go, either. The daunting task of matching up Cousin Lily with someone now stares you straight in the eye. You can employ your previously discussed negotiation skills and get someone already in the group to share space with Lily, or start networking to find out if any other agents have someone looking for a travel partner — or even contact existing customers, friends and relatives or send out a newsletter. I’ve found traveling partners through existing clients and agent friends.
v) Librarian - With all of the brochures and information most of us keep on hand for not only our own reference, but for providing our customers as well, we all have excellent librarian skills.
w) Insurance agent - I am thrilled to hear that most agents are now offering travel insurance to their clients. In fact, you may even go as far as including it in the original quote that you provide to your client, for their protection as well as your own. But, just as not all shoes fit all feet, the same can be said for insurance. You may have a client who has experienced some serious health issues in the past and they may need a policy that covers pre-existing medical conditions. Or, they may be healthy individuals who are on a tight budget. Knowing the coverage of the different products you sell can save some research time in the future.
x) Fashion Advisor - I don’t believe I ever had a new client who has not come to me for advice as to what types of clothing they need to pack. Sometimes I’ve even been asked what colors to take and what colors to avoid. For example, a lady traveling to Alaska was afraid she would be attacked by a grizzly bear if she took her favorite red jacket.
y) A comic - A little humor, a little joke and a shared laugh can calm nerves and tempers. It won’t always work, but I find it’s usually worth a try.
z) Ventriloquist - Ok. I have to be honest. I didn’t come up with anything for ventriloquist. I just wanted to use as many letters in the alphabet as possible for this article. However, I can truthfully say that a travel agent is not only a jack of all trades, but a master, as well, If we really put our minds to it, one of us will come up with a time or two where we have spoken for a client who wouldn’t or couldn’t speak for themselves — thus giving us experience as a ventriloquist, as well.