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May 2007
Supplement to Travel Trade

What is it that separates top cruise specialists from their competition? More importantly, what can you start doing today to become one? After working with hundreds of travel agents, Home Based cruise-only consultants, and professional sales people throughout North America, Cory Andrichuk, Norwegian Cruise Line’s manager of channel business development, has identified five top secrets that all successful cruise specialists share.
Nothing happens in business until someone sells something! Either you sell the customer on YES or he/she sells you on a NO. However, the old way of selling really doesn’t work anymore. It went out with the arrival of commission caps and the invention of something called the Internet. We must now change the way we sell or we won’t make enough to meet our quotas, much less reach our goals and dreams. We must understand how to maintain our value as professionals in the face of such rapidly changing times.
While reading the five top secrets, ask yourself how many of these strategies are you practicing in your business, or could be practicing, to move you into that elite group.
Secret #1: Top cruise specialists possess a Foundation of Product Knowledge that is invaluable to everyone that knows them. They are experts in their field (s) and tell the world in a way that keeps their clients coming back for more. Trust is key to these elite individuals, as they are not a website or a commodity. They cannot be replaced. They never stop learning or reading. They create worth! Their knowledge was meant to be shared and distributed. These students of business realize that the more they give, the more they get in return. For example, are you an NCL Specialists PLUS? If not, you should be, and if you are, you should advertise via a press release to announce your expertise in your local market.
Secret #2: Top cruise specialists know they have to set themselves part. I personally call it Brand “U” Marketing. They know how to create a positive and memorable experience when selling and are rewarded with loyal referring clients, versus sales agents focused on selling only the bottom line. They leverage their R.O.A. (Return on Attention) showing the customer that they appreciate their business.
Secret #3: Top cruise specialists are Customer Service Professionals. Compassion is another key trait that that helps define their sense of success. They have the ability to “be human.” The real pros know the payoff of customer satisfaction versus gross sales or profit. Elite salespeople understand buyer’s habits and know that they do not want to be ‘sold’. To quote a professional coach, “To make a sale, you must join them on their buying path.”
Secret #4: Top cruise specialists are Positive, Passionate and Professional. Nothing new here! Attitude is not just everything, it’s the only thing! Solution oriented. Action oriented. People oriented. Their enthusiasm begets success. And the new breed of salespeople rely on truth and product knowledge with a minor in sales skills.
Secret #5: Top cruise specialists are CLIA designated and members of professional cruise and travel marketing organizations like OSSN, NACTA and NACOA. No secret here. Walk the talk with fellow members of our trade to increase your knowledge, expand your network and share your compassion.
These core strategies are the foundation for any successful cruise selling consultant. Implement them today and become a highly successful Home Based cruise specialist.
Cory M. Andrichuk, ACC, is NCL’s Manager, Channel Business Development. He is Home Based in Vancouver. For more information on NCL, visit the travel partners section of ncl.com.