The Sales Resource Magazine for Travel Agents

1. THE E-MAGAZINE THAT FOCUSES ON THE REALITY OF SELLING TRAVEL
Are you ready
for when
opportunity
strikes?

2. TABLE OF CONTENTS – ST MARCH 2013
3 Editorial
4 What Is Opportunity?
5 How Do You Prepare For Opportunity?
6 The Certified Travel Industry Executive Program
7 Just Published – The Travel Agency Manager Magazine
8 Waking Up To A World Of Opportunity
10 Recent Opportunities
12 The Grand & Luxurious Opportunity
13 New Tools
14 Looking For Opportunity
16 Thriving Opportunities In Travel – Steve Gillick
18 Promoting The Opportunity To Have You As Their Travel Agent
20 Creating An Environment For Opportunity
Publisher
23 The Infographic Opportunity SMP Training Co.
www.smptraining.com
24 Giving LinkedIn Love = Opportunities – Cory Andrichuk
Contributors
Steve Crowhurst
26 The Lowly Business Card Or Has It Just Morphed? Steve Gillick
Cory Andrichuk
29 The Humour Opportunity in Selling
Copy Editor
Lisa McDougall
30 Have You Got Your Copy Yet?
31 Connect And Contact Information
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outcomes based on how you interpret or use the ideas in Selling Travel or on the Selling Travel website.

3. EDITORIAL – MARCH 2013
The Keys to More Opportunities
Some say there are opportunities coming at us each and every minute; the trouble is we just don’t
recognize them when they are staring us in the face. We’ve all experienced two or three opportunities
recently ranging from a crippled cruise ship, to a Changing of the Guard at the Vatican, to a meteor
crashing into our planet, not to mention airline mergers. The question is: Were you a spectator or a
creator?
All too often an opportunity is a wolf in sheep’s clothing. It is not ANNOUNCING
what it seems to be and it could be your mind that’s telling you A New Sister Magazine
that this is ‘the one’ – this is going to be big. But it’s not true in
terms of generating commission at this point in time. You’ll need
to measure the opportunity against your past experiences and
use certain business tools to help you judge the opportunity for
what it is.
You will hit and miss and eventually strike it lucky. Others will
notice your hard won success, which will look as if you are
blessed with the magic touch. Only you will know the truth.
In this issue of Selling Travel we touch base on what this thing
called opportunity really is and how you get ready to exploit it
when you finally see one, find one, create one and when it
actually lands in your lap.
You’ll need to create a working environment where ideas
and opportunities are discussed and expected. Key word
here is expected. If you do not believe in the laws of You can find it HERE.
attraction then you may want to read up on the topic.
So much of what ‘comes to us’ is brought about by the very vibes we put out and circulate
around ourselves. You know this to be true. When you expose a happy, vibrant, interested and
relaxed personality, people will warm to you. You will attract people like you. It’s a universal
law, or so it seems. The opposite will not garner many opportunities. Trust me. Read. Enjoy and
switch on that opportunity you.
Want to write for Selling Travel? Share your
Here’s to a very successful March. successes with your fellow travel agents and
submit an article based on an idea that has
All the BEST! made you money. Spell out the idea and the
Steve Crowhurst, CTC, CTM steps you followed. Submit to me here:
Publisher and New Business Generator steve@sellingtravel.net

4.
Opportunity in the travel & tourism industry product you have purchased. This is
is ever present. Many times it will seem that something the typical street front retailer is
in order to capitalize on it, you’ll be going used to doing – not so much retail travel
against a few universal laws that generally agents. Usually the supplier takes all the risk
and inwardly tell us that you, we, me, and the travel agent simply promotes the
should not make money from someone supplier’s product.
else’s misery. According to Business
Dictionary, their definition of opportunity is Now, what if a supplier offered up a deal
this: An exploitable set of circumstances that required you to invest and purchase up
with uncertain outcome, requiring front X number of seats, beds, berths –
commitment of resources and involving would you jump on it? It’s an opportunity
exposure to risk. that you know few of your competitors will
www.businessdictionary.com
follow through on, meaning YOU might just
be one of a few going for this deal.
That definition is enough to scare many
travel agents away from taking on any new That’s what an opportunity in travel and
opportunities – however, the wording is tourism is. Generally an opportunity in this
right on the money. Exposure to risk is not industry does not go mass market across all
something that comes easy to travel agents travel agents. More so, just those that are
in the general sense, which is why only positioned to take it on and make it happen
those with a Type A risk‐seeking personality – committing resources, which are time,
seem to take advantage when that money, human effort and judging the risk as
opportunity presents itself. to be worthwhile taking.
The term ‘going on risk’ in our trade means Then there are ready‐made opportunities
that you would have bought seats, paid a that simply require you to stand up and say,
deposit on beds and berths and, in essence, “Over here!” These are the opportunities
invested in your ability to turn a sale on a you must learn to recognize early. 

5. HOW DO YOU
PREPARE FOR
OPPORTUNITY?
FIRST THINGS FIRST… do you want to know Here are the four elements that are
about opportunities when they happen? If associated with preparing for an
your answer is yes, then you must prepare opportunity:
for them. You’ll remember from the
previous page the words, commitment and 1. A need
resources.Here we’ll explore four elements 2. The means to fulfill the need
that you’ll also need to think about and 3. A method to apply the means to fulfill
make sure they are embedded in your the need
plan. 4. A method to benefit
Generally an opportunity has four elements The more control you have over each
that are integrated and present, given the element, the better. There will be a variety
timing/time frame of the opportunity.. The of situations that, in order to become an
timing, often referred to as a ‘window of opportunity, require someone to see ‘the
opportunity,’ might be a few days or it need’ and then fulfill that need.
could be a few months. A short time frame
can sometimes result in knee jerk reactions Keep this in mind: “Out of Crisis, Comes an
and mistakes being made in the rush to Opportunity” – which means whenever
profit. something drastic happens in the world,
there is a tourism opportunity to be had. 

6. The newly redesigned Certified Travel Industry Executive (CTIE) program is a bold collection of
courses and on‐line training focused on the critical skills that today’s travel professionals need
to succeed. Graduates will learn how to grow their business while earning recognized industry
credentials. The CTIE certification is parallel to the Certified Travel Counselor (CTC)
certification, thus, representing the pinnacle of travel industry professionalism for seasoned
travel professionals who are interested in advancing their career.
NEW: It is no longer a prerequisite to earn the  Internet travel executives
CTA designation or test out of CTA prior to  Back of office accountants
enrolling in CTIE.  IT support staff
NEW: While studying for your CTIE, you will The new CTIE curriculum covers these five core
enjoy Premium Membership benefits such as competencies:
white papers, expert webinars, podcasts, blog  Communication
posts and much more.  Leadership
 Management
NEW: All courses are completed online in The  Sales and Marketing
Travel Institute’s Communiversity.  Customer Service
NEW: Interest free 12 month payment plan is To earn the CTIE, travel professionals must:
now available.  Possess at least 5 years of full‐time
industry, management or business
The CTIE program is perfect for travel experience
professionals in non‐consumer sales roles such  Complete a 2000‐3000 word White
as:: Paper
 Suppliers  Commit to annual certification
 Host agency executives maintenance to retain certification
 Consortia leaders  After certification, commit to annual
 Marketers Travel Institute membership
That’s right. I’m giving two‐thumbs up
for The Travel Institute’s CTIE program
and recommend you check it out. At the
same time look for my management
webinars and workbooks that will
indirectly support what you learn by
studying the CTIE content. Click on The
Travel Institute’s logo for more
information. Read TAM here.

7. TAM is written for management
by management. Content
supports the management
role from executive to senior to
mid-management to supervisor.
Topics focused on overall
management soft skills
ranging from human resources,
coaching and leadership to
budgeting, public speaking &
PowerPoint presentations to
communication, planning, EQi,
CQiB, staff meetings and more.
A pure no-fluff how-to e-Magazine
with no trade advertising.
Click to Read
Steve Crowhurst, CTM
President, SMP Training Co.
TAM’s Direct to Desk
Webinars are in the
works. Train the T: 250-752-0106 www.smptraining.com
GREEN way!

8. AND

9. There is, believe it or not, a world of opportunity each and every day
and most of those opportunities are ready for the taking if you have
put certain events in motion. Here are 14 keys to help you wake up to
more than a few opportunities each day.
1. No matter what your niche may 10. Always end the year with a
be, ALWAYS promote a luxury phone call to each client asking
version of it. where and when they plan to
travel in the coming year.
2. Always promote a world cruise,
no matter what. 11. Always ask each client if they
belong to a group or association
3. Always ask for referrals. and whether or not they travel
as a group.
4. Always build your mailing list by
offering something to subscribe to 12. Always ask your clients in a
and detail the benefits. mass marketing format, “Where
are we going this year?”
5. Always host a consumer event
where you can meet and engage 13. Always post, “Now accepting
with 10 to 50 people, live and in new clients.” online, in your
person and all at the same time. agency window.
6. Always watch, listen to and access 14. Always follow up, follow up and
on‐line the morning news and the follow up.
trade news and look for the travel
opportunity. So there you have 14 keys for generating
new opportunities and if you activate each
one, they will build over time and
7. Always ask, “Is anyone else eventually it will seem that each day a new
travelling with you…?” opportunity has arrived. It will, however,
be as a result of your hard work and
8. Always ask your clients what they tenacity to sow the seeds for growth in
do for a living, if a staff vacation advance.
program is in place and who
Feel free to add to the list. Nothing is
manages the company’s carved in stone, as you know. Make sure if
corporate travel. you think it, ink it, and do it. 
9. Always, send your clients your
new brochure as soon as it arrives Good, better, best; never let it rest till your
good is better and your better is BEST!
with a letter asking them to call
you.

10.
Okay… here’s a good one! No, we’re The Pope has decided to Hadn’t seen this in my
not going to dump all over Carnival as call it quits and that lifetime until now, and I
that wouldn’t be how you create an takes guts at any time in tell you, it made me
opportunity. a person’s life. This man think how fragile our
just gave every travel existence really is.
Your cruise clients know what went on,
agent a huge opportunity Imagine a rock just a tad
they are seasoned cruisers and these
to cash in on his, The larger hitting a major
things happen, but, if this is a first,
Pope’s, departure and city. Well no, better not
everyone will now know how to handle
the arrival of his think of that. Think
it if and when there is a repeat.
successor. A double about the event, where
Turning this event into an opportunity opportunity. it was and what will
is what you must concentrate on, and come about because of
Check with your
although the mass media news it. That would be tours
suppliers NOW and find
channels were pitching disaster, they to the region. Not right
out who is arranging
were headlining cruising – and that’s away, but they will
what tours and when.
where you come in to promote… you happen.
This is a do‐it‐now action
got it, CRUISING! You still have time.
plan you must follow if You’ll need to start
If you wanted to go with the flow, you you want to be in at the knocking on the doors of
could also push RIVER CRUISING or you start. It will be a ‘Where your eco clients, star
could push any other type of travel – Were You When Pope gazers and UFO
especially land‐based tours. Benedict Stepped Down?’ followers, to mention a
event, for sure. few.
Take this slogan to heart. Live it and be sure that next
WHOEVER time the likes of CNN go after a travel related story, and
assuming they have it wrong, you stand up and start
pitching for yourself and your fellow travel agents.
OWNS THE
Better if you head‐up a large travel company, as you
NEWS, would be, should be noticed.
WINS!
Keep your eyes and ears peeled for any events that
could turn into opportunity, or take the reigns, as
stated above, and generate your own sources of spin‐
off revenue. 

11. When it comes to teaching new selling opportunities
there’s only one speaker that delivers the
WHAT TO followed by the HOW‐TO.
You know WHO.
Engage Steve for your 2013 Fall Conference,
Convention or Management Meetings.
For more information please contact
info@smptraining.com

12. THE GRAND & LUXURIOUS
OPPORTUNITY
You will read elsewhere in this issue that I suggest you always try to add a world
cruise to whatever it is you are marketing. Or if cruising isn’t your niche, then
how about pushing one of the Grand Tours of Europe? Need something more
grand than grand? Let’s go for the Around the World tour by Private Jet.
Actually, it doesn’t really matter what you choose as your grand and luxurious
opportunity – what does matter is the effort to include it in your basic
marketing plan.
And now to the nitty gritty and the usual Here’s a list of categories and pricing for
response to my advice to sell Grand and one cruise line. Surely you could handle
Luxurious. Yes, I hear you – “Our client’s asking someone, “How will you be
can’t afford to pay $100,000 for a trip.” Or, paying…?” and then mouthing the words
quite simply, “We don’t sell luxury…” one hundred fifty three thousand and
eighteen dollars.
If you were thinking that as you were
reading this – you’d be wrong on both
accounts. There is always someone who can
afford a luxury trip and all travel agents sell
luxury travel. If you don’t sell it because you
don’t know how, well that’s a different
story and one with a happy ending. You can
learn how.
So work with me and just do it. Just work a
high‐priced trip in amongst your everyday
offers. What are you selling? Let’s go All
Inclusive Caribbean. Now let’s add the most
expensive Caribbean resort into that mix.
Playing with numbers – let’s say that resort
or hotel comes out at $3,000 per night. A
10‐night stay = $30,000 and change. Not As I know you know, there are world cruise
bad. If you hadn’t placed that resort rates that are way more than a mere
amongst your regular offers you would not $153,018. At least you’ve given your client
have attracted any interest at all. If you do something to think about. Don’t be shy. Just
add the luxury resort into your promotional do it and you never know when someone
mix, you at least have a chance. will call or email for more information – or
to book an appointment with you.
From here on then, that’s your mission.
Look for the most expensive version of Study luxury travel – not every agency or
what you are promoting and work it into agent has the confidence to sell it. This
your advertising and promotional plan. makes you the luxury agent for your area.
Don’t chicken out now! Get it done. Can you do it? 

13. Well now, let me send you to this fabulous
webpage on the 123rf.com website. Glorious
images for you to choose from – not free, but
not expensive either. If you are producing a
quality digital brochure, then you’ll want to
invest here. http://www.123rf.com/travel
Screen capture software is
such a neat tool to have open
and ready to click. One of the
best is SnagIt and this app will
allow you to capture video,
logos, images and then shape
them, crop them, remove
unwanted space. Excellent.
www.techsmith.com
If your emails are not
resulting in many results,
replies or reservations you
should test your emails for
spam. Simple words in the
subject line can zap you into
the junk folder. Check here:
www.emailspamtest.com/

14. LOOKING FOR OPPORTUNITY
What have you got going for you So many times agents ask me questions
that will create opportunity? related to new opportunities they can sell
and what should they sell. I know it sounds
too simple but I always say start with
Where are you from? What’s your yourself. What have YOU got that you can
culture, personal journey, religion, sell me? After that we delve into the agent’s
special interest… what is it you’ve previous career, if they had one before
got, had, experienced that you can joining the travel industry, and look for that
use to attract, ME? opportunity they are seeking; we also look
at this agent’s personal interests. Many
times the opportunity is sitting right there.
If you are a Black American, can you
sell to white Canadians? If you are To tell you the truth, as a guy born and
Hispanic can you sell to First raised in the UK and now a Canadian citizen,
Nations? If you are here, but I can tell you that I have never received a
originally from ‘there’ – can you sell consumer promotional brochure, email or
invitation to visit any part of the US by a
your home country to all of us?
Black American travel agency/travel agent. I
have received brochures from an Indian
Answer: Yes. travel agency in Delhi though!

15. It’s ALL About YOU!
Here’s where the opportunities can be
found. The reason they are overlooked is
that most of the time we take ourselves for
granted and assume either no one would be
interested in what we’ve got, or that my A wise person makes more
neck of the woods would not appeal to
anyone, or perhaps you, we, me lack the
opportunities than they find.
- Francis Bacon
confidence in ourselves, our culture our
anything.
The North South Travel Route
All North American travel agents have
clients they have not yet met across the
49th. American agents now have 34.5
million Canadians to attract and Canadian
agents have 314 million Americans to
chase.
Be a consumer for the moment. If you live
in the southern USA, have you ever been
invited to visit the Northwest Territories by Your Self Inventory
a First Nations travel agent? Chances are Time to take stock and find out what it is
the answer is no. you bring to the opportunity table. Here we
go.
Here’s The Opportunity
As that sinks in, you will quickly come to  Who are YOU really?
understand that where you live has  Why would I buy travel from you?
something others want to see. Most of the
 What have you got that’s new and
time travel agents are seeking local clients exciting?
to send overseas and that’s good. Everyone
 What’s on your bucket list I’d like to do,
is doing it so the opportunities are limited visit, experience?
to perhaps you offering a better price and
 What would attract me to visit your area,
that’s about it. Sure you can offer better
city, town, village…?
service and perhaps a value add – however,
 Are you creating a trip based on your own
when it’s the same vs same, the price will
interests? What’s happening?
factor into the deal.
 Where have you been? What have you
seen?
The key word I have used is “invitation” –
 How many miles have you travelled?
that doesn’t mean free. Use it the way
tourist boards do. The most recent form of  What’s happened to you along the way?
invitation extended to the world was that of
the US Tourism and the Land of Dreams You get the idea. No matter who you are,
promotion. That was great. Now ask colour, race, creed, location or nation, there
yourself, if you are an American travel is always an opportunity waiting to be
agent, what did you do to ride on all that discovered within that you should let out.
buzz to generate inbound travel
opportunities from Canada, Mexico, Let’s go! 
overseas and even state to state?

16.
Guest Article by Steve Gillick, CTM steve@talkingtravel.ca
Playing with “Structured Experiences”
In 2004, the robotic rover ‘Spirit’ landed on the planet Mars, to be joined
three weeks later, by ‘Opportunity’. Spirit became immobile in 2009 and
stopped communicating with NASA shortly afterward, but Opportunity
thrives to this day, moving around the planet and sending back scientific
reports. You could not ask for a better analogy to the travel industry if you
tried.
Spirit is what keeps us driving—the enthusiasm, values...and then of course the various edicts
the energy, the curiosity, the customer would be issued forcing each team to crystallize
greeting; and it is opportunity that keeps us their thoughts about what travel counselling is
thriving—the wherefore and why—the reasons all about. And at a conference with perhaps 25
why we are enacting that spirit in the first place. teams of 4 people each, the answers would be
as varied as there are stars in the universe. But
In a game that we use to train staff, called for some, that word “opportunity” would be ‘up
‘structured experiences,’ we choose a theme there’.
and then ask for a list of values associated with
that theme. Each team ranks the values in order Opportunity in travel is the ability to see
of 1‐10, with 1 being the most important. To beyond what is in front of you. It is predicting a
use a non‐travel example, the theme may be client’s behaviour or travel patterns based on
‘personal comfort’ and the values contributed what they have related to you in an interview
by the players may be: family, love, home, before or after they travel. For example, a client
security, money, health, happiness, friends, who loved the free upgrade at the all‐inclusive
warmth and peace. We then make an resort may not be able to go back to garden
announcement that an edict has been declared view rooms anymore and may want to embark
whereby each team can only possess 7 values— on a more luxurious vacation next time.
which means they have to eliminate 3. A further
edict will reduce the number of values to 5 Opportunity is watching the news and
(thus eliminating another 2) and a final edict projecting trends of the future in the industry—
will reduce the number to 3. It’s a tough, and then seeing how these trends will affect
challenging, sometimes heart‐wrenching play‐ your clients in each generational demographic.
exercise, but the purpose is to get people to For example, if the trend is toward experiential
think, to work in teams, to discuss ideas and travel then you have to consider what you can
concepts amongst themselves and to clearly do to add in that ‘experience’ component for
define the values so that each team member is your senior travellers, boomers, Gen X’s, Y’s and
on the same wavelength. Z’s. Each experience may be different but
again, interviewing your clients, holding
If we were to set up a travel ‘structured surveys, contests, focus groups and more, will
experience,’ we might pick the theme of ‘travel help you ascertain what they are looking for
counselling’ and collect the following values: and indeed, how much ‘experience’ they want
opportunity, knowledge, spirit, confidence, (cooking classes in France? Language lessons in
people, service, competence, team, money, Japan? Working on a ranch with Gauchos in
FAMS. We would then ask each team to go Argentina? Catching fish with Cormorants in
through the exercise of ranking these Vietnam? Bungee jumping in New Zealand?)

17. Opportunity is reviewing the hundreds of lists of in your agency newsletter how tourism may
‘Top Destinations for the Coming Year,’ help a country get back on its feet?
choosing some of the ‘new’ countries, then Can you lead a campaign for your agency or
learning about them, and asking your clients if community to adopt a child or a village or send
they may be interested in travelling to them farm animals to those in need?
(after you have pointed out the benefits). Part
of this opportunity is appreciating that clients in Opportunity is taking the beginning of this
all generations are looking beyond the article and saying to yourself,
mainstream to the ‘what else’; the ‘I can’t “Hmmmm....games at my national conference
believe I’m going to...’ mentality. And this list or training meeting...what a unique idea to
could include such places as Suriname, Bhutan, engage the participants, have some fun but at
Uruguay, Ethiopia, Myanmar, Albania and more. the same time, drill down on some basic
destination skills.” In fact, many organizations
Opportunity is taking the idea of are looking to ‘gamify’ their training sessions to
communicating with your clients and seeing make them more memorable. It’s one of those
how THEY want to keep in touch. leadership‐by‐example scenarios
Social media affords a variety of where you use a game to train
ways, but don’t discount the and then the managers in the
traditional methods of telephone, audience take the concept back
fax and email (some would argue to their agencies to work on skill‐
that they are once again coming sets that need review or
into vogue). Cloud technology enhancement. Are you game for
allows you to be anywhere on the this opportunity? If not, then play
planet (Earth) and communicate with the idea a bit.
with anyone else on the planet. What do your
clients want? And is there an opportunity for The travel industry has opportunities galore and
you to learn something new along the way (e.g., all you need to do is keep your eyes and your
think back to when you first heard about Skype) mind open to ideas, trends, statements, news,
and then suggest this to other clients who may client feedback, new products in the
want to communicate in this ‘innovative’ way? marketplace, technology trends, etc. It’s no
more difficult than what you do now when you
Opportunity is seeing what else you can do with read the newspaper or listen to the radio or
your travel counselling skills. Can you write a watch television. You know how your personal
column for the local newspaper and become antenna perks up when something interesting is
the authoritative voice of travel? Can you covered on TV? Well, as the consummate travel
interest the radio station in a weekly 15‐minute professional, your antenna should be picking up
Travel‐With‐Me program? Can you start a blog ideas that will accrue to the value of your
about your own experiences in travel? Or turn services now and in the future.
your experience in dealing with clients into a
customer service blog? Want to grow your career? Step one is to
embrace that career on a 24/7 basis and to use
Can you take inquiries about a destination or a all your senses to build up your knowledge and
niche market and turn them into a community feed your curiosity. Take the concept of
information session with the goal of putting ‘opportunity’ as a guideline for success. Grow it,
together a group of like‐minded travellers? Can nurture it, exploit it and enjoy it. Just like on
you learn about countries in trouble and discuss Mars, opportunity thrives...but in travel, it’s
YOU who is in the driver’s seat. 
Steve Gillick’s first article appeared in the Dunera Ship Newsletter in 1967. Since then he has written extensively about travel. He
authored the Scam Watch column in Canadian Traveller Magazine for many years, wrote and edited CITC’s industry and consumer
newsletters from 1995 to 2012, authors the ‘Travel Coach’ column in www.TravelIndustryToday.com, composes travel blogs at
www.talkingtravelblog.ca, contributes articles to www.travelmarketreport.com and www.sellingtravel.net. Many of Steve's blog‐articles
have been posted to www.broowaha.com where over 10,500 consumers have enjoyed his thoughts on destinations and travel trends.
Steve is the creator of the live Conference game called ‘Are you Smarter than the Average Traveller.’ Test your knowledge with the
sample quiz at http://bit.ly/gillickquiz4u. ‐steve@talkingtravel.ca

18. PROMOTING THE OPPORTUNITY
TO HAVE YOU AS THEIR
TRAVEL AGENT
This might come across a slightly presumptuous and that’s because, well it is!
Yeah. Rock on and let the world know you are the BEST! Someone has to do it
and why not you? There are ways to do this and do it right, so let’s explore
those moves you need to make and crank up the Book With Me opportunity.

19. You are the BEST are you not? I thought so. Now we must study your website, the way
But let me ask that again. The BEST means you dress, your agency décor and so on.
the BEST and so when you market yourself Does it, do you, does everything shout loud
as being the BEST, your existing clients and and clear as BEST?
clients‐to‐be will want to know why, how…
and what makes you the BEST. TAKE IT TO THE STAGE
Time to step up your game plan. Time to
Would it be your travel experience? Can strut your stuff. Now if you really do want a
you drop a few names of powerful people key to an opportunity, this is it. To turn the
that you have served? Do you have any key in the right direction means you must
photographs of you standing right where be a powerful presenter, be able to hold
you say you have stood? You need backup – your audience and mesmerize them with
then you can use a slogan like: your oratory skills and storytelling.
TALK TO THE REST BUT
BOOK WITH THE BEST!
Oh I know this slogan might cause a
challenge in the local travel agent
community, however, they do not buy from
you. So no need to worry. This type of
headline will draw attention to you, which
is what you want, and it has to be for the
right reasons, as mentioned above. You
cannot come across as boastful and with no
depth to your statements or claims.
Research Burton Holmes, the man who
If you have a niche market then you’ll want came up with the word Travelogue and the
to attract big spenders within that niche. man who, back in the day, delivered six
Let’s talk about wine tourism as it covers so thousand Travelogues at black tie events
many countries and so many types of wine. held at Carnegie Hall. So eloquent in
You could actually, if this was a niche for delivery and a style all his own. A one‐of‐a‐
you, start what I call a ‘niche within a kind. BEST of the BEST.
niche.’ Select a bottle, a maker, a label, a
region, a type of wine… you know more Here’s your mission: work on your BEST
than I do. Make sure it’s a wine that wine‐ side. Secure a theatre, invite your upscale
lovers would fly to the ends of the earth guests, make it black tie if you can, charge
just to get a taste. But only YOU are offering for the event as wealthy people will pay to
the tour to that place where your wine enter, it’s a privilege PLUS they are coming
clients can taste that taste. to listen to you and to be enthralled about
their next trip booked with you. Now what
You have to go big, you have to be first and could you promote? Why not start with
you have to be best. That means you know National Geographic’s Around the World by
the people who own and run the vineyards. Private Jet. You make commission. The NG
It means you know the best way to get logo is a seller. No one else is selling it. You
there and you know the local cafes and could, because you are what? A:_____ 
anything else that being BEST means to a http://www.nationalgeographicexpeditions.com/expeditions/aro
client paying a high price for their travel. und‐the‐world‐jet‐tour/detail

20. If I had it to do again, I would travel
lighter next time.
I would go to more dances.
I would ride more merry‐go‐rounds.
I would pick more daisies.
I WOULD CREATE MORE OPPORTUNITIES!
Okay one thing is for sure, when you retire what’s going on with you and your agency
from the travel trade you do not want to and the world of travel. You are putting
be thinking woulda coulda. This poem, said yourself ‘out there’ where the opportunities
to have been written by an 85 year‐old live.
woman, puts it all in perspective when it
comes to going for it. The rest of the poem Some opportunities have not yet
can be found here at this link: materialized but, like rogue waves, they are
http://www.wunrn.com/news/2007/03_07/03_12_0 coming soon. They are just in the process of
7/031707_poem.htm building the momentum when they will
come crashing into your life, and in a good
way.
Opportunities will find you IF you make
yourself available to them and you can do Much of that has to do with creating
this by creating a favourable environment in anything that comes on the heels of
and around your agency, your team and of personal experience and how you position
course yourself. yourself and your agency to be found. The
laws of attraction are at work here, too, not
This ‘creating’ means that you are doing to mention the universal laws of asking for
new things, trying new things, posting new what you want. For that to transpire,
things, going with social media and blogging however, you’ll need to know what you

21. want and how to ask for it – and right there century, around 60 km south from the city
is the creation app! of Chennai in Tamil Nadu.
When ideas are suggested in your agency or The fishermen reported a complex
in your own mind, what happens to them? consisting of ancient temples. Some
Are they shunted off to a dark place or a mention seeing at least 20 distinct temples
folder or simply left to whither and die a and hundreds of refrigerator‐sized blocks.
lonely death? Do you have an idea file, hold The walls were covered with barnacles,
idea meetings, use any form of on‐line coral and mud. Local folklore tells of an
collaboration tools that allow your team, ancient port in the area.
other agencies within your company and
even suppliers to participate? On the shore, three structures consisting of
elaborate carvings in the shape of animals
If you can tap into collective experience, were uncovered. The structures appear to
this will help when you have an idea and have been covered in sand, which had been
need the input from more experienced wiped away by the force of the tsunami. The
agents and management. structures appear to belong to a port city
built in the 7th century. The sculptures,
Without a doubt, almost anything in the representing an elephant, a lion and a flying
world can be turned into a travel and horse, were commonly used during the
tourism opportunity. Remember the 2004 Pallava dynasty, which ran from the 4th to
Asian Tsunami (and can you believe it was the 9th century, archeologists say.
nine years ago) and the total devastation it
caused? Of course you do. Do you The temples along the shores of
remember the ancient coastal city found in Mahabalipuram are already a famous
India as a result of the waves pulling back feature of the city, and have been declared
tons of sand to reveal parts of the ancient a UNESCO World Heritage site. Legend has
structure? That is what happens in the it that the city was home to seven pagodas.
world of tourism and that is what an Underwater excavations of the area by the
opportunity looks like. The outcome of a archaeological society, run by the Indian
death dealing tsunami creating jobs and government and Navy divers, began on
tourism dollars. Thursday.
There were many travel agents who felt sad
about this event, others donated to the When something of this nature is found or
cause and others thought, ah discovered by the forces of nature, then
ha…OPPORTUNITY! Here’s a report that you have, in tourism terms, a unique and
appeared in 2005: one‐of‐a‐kind opportunity. In this case the
outcome had to grow into the opportunity
Friday, March 18, 2005. Probably one of the it’s become.
first good things to come out of the 2004
tsunami in Asia, ancient ruins were The area had to be excavated, catalogued
discovered in India. Fishermen along the and prepared. The UNESCO stamp also
shores report seeing the ruins along the helps. If you were interested in ancient
shoreline near Mahabalipuram when the temples you would have followed this event
waters receded just prior to the arrival of to the point where you learned tourists are
the tsunami. Mahabalipuram is a port city allowed to visit. That’s when you rise up
of South India, dating back to the 7th and seize the day and attempt to be first at
monetizing this event. You would have

22. contacted the Indian tourist board to appearing on talk shows, writing newspaper
discuss the opportunity. columns and pumping up the volume about
what it is you actually do and sell. Then, as
The Laws of Attraction you hit the airwaves, the opportunity will
Have you read, The Secret? It’s pretty good be able to sense you and head in your
and it deals with the law of attraction which direction. You’ll know the saying, “When
can be applied to so many life events. your ship comes in, do not be standing at
the airport!” This is telling you to be very
careful and attentive for when that law of
attraction works, and your signal is strong,
that opportunity will come whizzing past
and you will need to grab it or lose it.
How Fast Can You React?
As an independent IC you have, or should
have, a faster reaction speed to that of an
agent working for a major travel agency
Life experience will tell you that you are chain. Within the chain agency is red tape.
drawn to some people more than others This prevents quick decisions when the
and vice versa. You are drawn to a certain opportunity requires commitment and
destination more than others. There is an resources. The decision‐making speed here
attraction that is more than ‘good looks’ might be a week or more. So what is your
and for some people perhaps hard to grasp. reaction speed? You need to know.
The laws of attraction work in the selling of Creating the environment where those
travel, too, and if you want opportunity to opportunities can flourish means you have
find you, you must prepare yourself and put into place a series of steps that allow
your agency, your marketing and in general, for quick decisions. It’s a matter of who
put yourself out front and centre so that does what and when. Document your
opportunities, the right opportunities, can methods so that everyone in your agency
indeed locate the beacon you are understands the protocol for when
transmitting and hone in. opportunity strikes.
Niche Opportunities Don’t Miss Another Chance…
We can focus on your niche here as no If you have watched others in the trade
doubt you would love this segment of your reach a certain level of business and/or
business to grow. If you sit quiet nothing launched a new tour, website or made
will happen. To create opportunity means millions by simply being first, then you
you must actively sow a few seeds, do a know what you have to do if you want to
little more promoting than usual, send out seize the next destination that’s going to
the vibes that you are open for business. sell out. Make sure your name becomes a
You may think you are doing this, but household name related to your niche
chances are you are not creating as much market. Anyone thinking of ancient temples
buzz as you think you are. should immediately think of you. Same for
scuba diving, hiking, wine tours… you must
When you want niche‐based opportunities initiate those laws of attraction, keep your
you will need to stand taller than the rest office environment open to all ideas and
and that means promoting yourself on‐line, process them properly. 

23. THE INFOGRAPHIC OPPORTUNITY
Here is a quick and easy way you can
enter the world of infographics without
having to study programming, software
or struggle with tech’ stuff.
You can use good old PowerPoint that
should be resident in your MS Office kit,
no matter which version you purchased.
Click on File, Page Setup and then select
Custom to set the width and length of
your infographic. As you can see below,
I have selected 10 inches wide and 20
inches long (height).
Now you create your infographic that
could promote features of a certain
destination, the value of cruising or the
numerous golf courses around the
world ‐ the options for information are
numerous. The main point here is that
the information you provide is based on
solid facts and figures that will cause a
client to say, “Aha!” and respond with a
booking. The example I am displaying
here is an infographic I’ve been working
on for the travel trade. It’s not complete
as yet ,however, you get the idea of the
flow. Once you have finished your
infographic slide, click to view it in
SlideShow format and then use a screen
capture program to capture and save
your work as a JPEG. Now you can share
it, email it, post it, etc.
There are quite a few sophisticated infographic software programs you can use, however, for
the quick and easy way, power up your PowerPoint and give this a try. 

24.
when you give Linked In recommendations.
Giving Linked In LOVE = Opportunities
I told myself to write something that did not Make it a practice to grow your Linked In
touch upon business social media in this Connections daily (yes daily!), and then set
month’s article and failed… sorry! I hope a goal to connect with all clients (search for
you can understand why as my combined them in the people search graph daily),
professional passions of sales coaching, supplier DSM, BDM, DOS, VP, CEO and
everything entrepreneurial, and business Presidents you can think of. Once
social media simply is pouring out of me connected, give them a brief or extended
these days! recommendation. I recommend you get
sincere, personal, and grateful for their
Steve has done another super‐fantastic job relationship and HOW they helped you,
of defining and helping you understand a supported you, and provided you with some
business topic labeled ‘opportunity’ and personal attention to detail. See some
then provided countless resources within examples (48) of HOW I write them for my
this issue to begin implementing such ideas friends and professional connections here,
as soon as your coffee buzz kicks in (don’t and what they have written for me (80).
drink coffee? Then go grab a soda and
Get proactive, and hustle a little more in the
business social realm like Linked In and
make it a good habit to check IN 2‐3 times a
day with Linked In. Post, re‐post, tweet,
update, and add more information to your
profile. Linked In is great at telling you
HOW to update and make your profile even
better!
Such proactive entrepreneurial hustle
makes a HUGE difference in your online and
offline opportunities. Gone are the days of
waiting for the phone to ring from your
clients, never mind from prospects in your
community.
watch your sales grow!). I now want to Give Linked In LOVE and watch your brand
enhance it with a cool proactive idea to go grow in the right direction at the same time.
for gold in 2013!
Coach Cory
Give To Get On Linked In.
Want to learn more about Linked In Love –
Opportunity knocks and presents itself on
watch these great videos. 
Linked In, and then shows up in person

25.
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26.
Business cards create opportunity and that’s why I am a proponent of them. I collect them. I
look at them. I learn from them. But things are changing. Times are changing. Technology has
changed how we communicate and leave our name behind. If you want to be leading the
pack then you may want to take a hard look at that business card you do or don’t hand out.
When you start to use a new and unique idea to build business, you’ll also have something
worth blogging about. Something to post to your social networking outlets. You can add an
image to your website with a comment, “Don’t forget to ask me for my business card…” and go
on to describe what it is you’ll be handing over across the desk.
The Vidioh Business Card
Try this concept. The Vidioh range of video
business cards. These 50 x 90mm cards come
with 2.8” screen and integral speaker which
auto‐runs the video on opening. The video
business cards can be charged using
standard USB to mini USB cable. There are
two options available: Side opening and top
opening. Now that would make an
impression, at least for the first couple of
views before you close the sale. Starting
prices: 50 cards $31.50 each.
The WiseStamp Signature http://www.vidioh.co.uk/products/business_cards/
An email signature today should also be a
business card and do more than just list your name. The
WiseStamp technology lets you create an email signature
that links to your social networks, such as displaying your
most recent Tweets. You can check this out here:
www.wisestamp.com
Icon.Me
Moving up in terms of technology, this business
card is fantastic. Share with anyone, anywhere.
Your icons live in the cloud and are easily shared
through email, smart phone, on‐line or in person –
assuring your contact information is always
current and accessible. https://www.icon.me/

27. Prestoh.com
Prestoh Mobile Business Cards also leverage on‐line
tools that you probably already use! Your Prestoh Card
comes with a free personalized QR (quick response)
Code and advanced vCard to download your contact
information. Encourage new connections via LinkedIn
and also broadcast your business card information.
http://prestoh.com/
Alright. You are getting the message. With more and more of your clients and clients‐to‐be, as
in prospects, carrying tiny computers in their pockets, the traditional travel agency business
card has some competition. They are static and don’t do anything for you until someone, a
client, reads it to reconfirm something or passes it on to a friend. In contrast to the old, tried
and true card, the new business card applications can bring together all of your social media
locations, your website, your email, your promotional video and more. The old card has
morphed into the interactive business card.
The traditional business card still has a
place and it, too, can be updated to
represent the current you. What’s
happening here is a reduction of text.
Some cards are now simply a name, an
email address and a social media
contact. The telephone is still the #1 steve@sellingtravel.net
channel for clients making contact with
their travel agent so, for the moment,
best to keep that phone number on your card. This refined type of card works well for home‐
based agents who do not have a physical street‐front operation.
The Boris Smus Minimalism Business Card
Very clever. Invented by Boris Smus, the
concept is simple, but only he thought of
it! Secure your email address, your
Twitter handle and website as you see
here. In one line of text Boris gives us
three addresses in one.
(http://smus.com/minimal‐business‐card‐design/)
The Mini Moo Card
Last but by no means least, this is a neat idea that
presents your client with a glorious travel image
on one side and just enough space on the other
side for the Boris Smus style address. Click here
to view the moo: http://us.moo.com/
Two more ideas coming up. A Facebook styled
business card and a flash drive concept.

28. The Facebook Business Card
Come on, you know it’s all the rage. Got to be there even if you don’t agree with it, understand
it or don’t believe your clients are using it. Facebook. Chances are you are right. Chances are
you might be wrong, too, so better to ride a winning horse. What a great way to promote your
Facebook site than to use a Facebook business card. And what’s that, you ask? Well, it’s a very
clever take off on the Facebook look. Here’s a sample based on my own Facebook page.
Use this space to tell and sell what you do.
On the front of your Facebook business card, add text related to what you do and sell, list your
niche market and so on. On the reverse, add your contact details and your social networking
links. This idea is wonderful if your Facebook page is the one element you use to communicate
your travel products to the world. Who needs a website? Some people don’t.
Flash Drive Business Cards
You have seen this type of business
card at travel trade shows. They are ABC TRAVEL
being handed out by suppliers to
YOU! This business card has a USB
connection built into the card. On it is
the supplier’s information, brochures,
etc. You, too, can use this type of
card. Your content would promote
your agency and what you sell. You
might be able to negotiate with a
supplier to co‐op with you, share the
cost and have their logo and content
added to your card.
AND FINALLY… a USB key to opportunity! One
more style of flash drive business card shaped like
a key. There are many companies producing
these flash drive business cards so search on‐line
for the one closest to you. 

29. The
When you add a touch of
good, clean humour to your
selling you can, by most
accounts, boost your sales.
The art is to not tell jokes
but to include humourous
stories about your own
travels, something you’ve
witnessed or you could
relate something that your
clients told you about.
A recent Air New Zealand
video is a classic and uses
the star power of Bear
Gryllis to explain in‐flight The post 5pm exercise most agency owners and managers enjoy.
safety.
Selling with humour can and should roll While other brand actions – e.g., discounts,
over into your social media marketing, too. free offers, contests – have a stronger effect
Here’s a blurb from Ipsos Global telling us on brand and consumer connections,
how something of interest posted on‐line injecting interesting and funny posts can
can help keep clients attached to your help keep interested consumers coming
brand. back to your social networking sites to see
what’s up. That’s why it makes sense for
Socialogue: A Clever Brand Keeps Fans on marketers to be hands‐on when it comes to
Hand. One‐third (34%) of those who follow social networking content.
a brand’s social networking page say fun or
interesting posts make them feel more So there you are. More trips to the bank
connected to that brand. where you can share a humorous thought
or two. Look for funny quotes, stories,
The younger the demographic, the more videos and make sure they are clean,
effective these kind of posts are as tasteful and travel related – and of course,
connection boosters: 39% of those under 35 relate your own stories. Here’s the AIRNZ
claim a stronger connection is forged when link you can pass along to your clients as
a brand’s posts interest them, 31% of those you promote New Zealand in this case. 
between 35 and 49 and 28% of those
between 50 and 64. http://www.youtube.com/watch?v=LnM7xuhzjWY

30. Have you got your copy yet?
When you need marketing ideas, how-to tips, tools
and techniques PLUS over 700 links to additional
resources, this 9” x 7”desk-sized soft cover
412 page book is for you.
Order Soft Cover from Order e-Book from
www.bigbarkgraphics.com www.thetravelinstitute.com
www.citc.ca
www.travelagentrevolution.com

31. Here are the current outlets for SMP and SELLING TRAVEL’s publications and webinars.
Click on this link and you’ll be able to join the ST and SMP
JOIN ST MAILING LIST mailing list. You can unsubscribe at anytime. Emails are only
sent when there is something of interest to advise.
Many of you are fans of the ST Facebook page and quite often
this page receives more instant access, do‐it‐now ideas to help
you generate new commissions. If you are looking for that type
of information, click on the FB logo.
CITC sells e‐Books and manuals published by SMP Training
Co., so be sure to check out the CITC Store – always new
items being added.
The Travel Institute carries SMP Training Co., e‐Books
and manuals and also presents webinars produced by
Selling Travel. In addition, they offer many more
publications in their on‐line store.
The Travel Agent Revolution sells SMP publications and
hosts Selling Travel webinars.
 Training you to go beyond destination specialist
to the next level of Destination Mastery.
 Book Steve Gillick for your next conference to
drive home the importance of destination skills.
 Let Steve help BOOST your profits by energizing
your staff to sell travel like they really mean it.

32. A division of SMP Training Co.
TIME TO CONNECT!