Course curriculum

  • 2

    First Considerations

  • 3

    The Marketing Mindset

    • The Marketing Mindset: Introduction
    • Developing a Marketing Mindset
    • Authentic Emotional Appeal
    • Understand Your Clients' Needs
    • Building a Rapport and a Relationship
    • Staying Engaged With Clients
    • The Travel Profession and Storytelling
    • What Travel Agencies Can Learn from Other Professions
    • Eliminate What Stops You
    • Keep Learning Your Craft
    • Thinking Backwards
    • Consistently Persistent
    • Knowing and Doing
  • 4

    Branding Your Travel Agency

    • Branding Yourself as a Travel Consultant
    • Developing Your Brand Message
    • Positioning and Your USP
    • What's Your Story?
    • Communicating Your Brand Message
    • Maintaining Your Brand Message
    • Integrity and Your Brand: Promises Made
  • 5

    A Business Plan Overview

    • Essentials for a Business Plan
    • Campaign Marketing
    • An Overview of Tactics for Achieving Your Goals
    • Budgeting for Your Marketing Tactics
    • Your Marketing Calendar
    • Pulling a Business Plan Together
    • The Importance of Action
  • 6

    Marketing Tactics

    • Understanding the Classic Marketing and Sales Funnel
    • A Marketing Funnel Example
    • Advertising for Travel Professionals
    • Advertising – Buying the Right Media
    • Advertising – Generating Effective Creative
    • Advertising – Great Copy and Graphic Design
    • Advertising: Final Tips
    • Advertising - What consumers Mistrust About Travel Advertising:
    • Public Relations - Media
    • Public Relations - Networking for Your Travel Practice
    • Public Relations - Speaking Opportunities
    • Public Relations - Events and Sponsorships
    • Public Relations - Writing for Travel Professionals
    • Public Relations - Blogging
    • A Year of Content Ideas for Your Blog
    • Cross Marketing
    • Word of Mouth Marketing
    • Implementing a Group Leader Program
    • Digital Marketing: Expanding Your Digital Footprint
    • Digital Marketing: Websites
    • Digital Marketing - Travel Agency Newsletters
    • Digital Marketing - Social Media
    • Tactics - Market Your Way
  • 7

    Marketing and Innovation

    • New Mindsets: Blue Ocean Strategies
    • Niche Marketing
    • Guerrilla Marketing
  • 8

    The Sales Process

    • Deconstructing the Sales Process
    • Selling Like It's 1985
    • Essential Skills: Client Knowledge and Asking the Right Questions
    • Choosing the right setting for meetings
    • Visualization
    • Making Good First Impressions
    • Speak First to the Explorer Within
    • Speak to Walter Mitty
    • Speak to Benefits
    • Making Presentations to Clients
    • The Psychology of Closing the Sale
    • Dealing with Objections
    • Selling to Family and Friends
    • Why Consumers Book Elsewhere
  • 9

    Customer Service

    • Your Brand and the Promise of Value: Being Client Service ec-Centric
    • How accessible are you?
    • Training Your Clients
    • Demystify Travel for Your Clients
    • The Extra Mile
    • A Client Retention Program
    • Customer Satisfaction and Loyalty
    • Setting the Stage for Exceptional Customer Service
    • Know Your Clients
    • Respect Your Clients
    • Make Clients Feel Important
    • Educate Your Clients
    • WOW Your Clients
    • Sweating the Details
    • After the sale...
    • Active Listening
    • Problem Clients
  • 10

    Motivation and Essential Skills

    • Essential Skills: Persistence
    • Essential Skills: Enthusiasm and Confidence
    • Essential Skills: Empathy and Attitude
    • Essential Skill: Time Management
    • Essential Skills: Organization
    • Essential Skills: Establishing Supplier Relationships
    • Essential Skill: Picking Yourself Up
    • Essential Skills: Learning from Mistakes and Accepting Criticism
    • Essential Skills: Creative Thinking