p40 Jenny feb13 10/2/09 11:13 Page 40
knowledge
ttglive.com
Jenny Ley-Meek “Even when trading
is buoyant, companies need to keep
reinventing themselves – but surely
not to the detriment of others”
I
s it me or have other agents noticed and reputations for starters!
the increased petty bickering going Whatever sector of the market we are
on between travel companies lately? working in, marketing our brands effec-
Don’t get me wrong, I am all for tively is key to our success and this has
healthy competition; but is it really never been more true than in this
necessary to publicly declare war using difficult year ahead.
demeaning and degrading methods, At Superior Travel we’re
such as comparing competitors’ improving our knowledge
prices? of existing customers to
One example that really extract new business
got my goat recently was from them. These are
a transfer company whose the clients we don’t
advertising campaign took on have to spend money
other transfer suppliers in a price finding, introducing our-
battle. selves to, demonstrating
For me it smacks of desperation. the quality of our service to,
The only thing I personally get from or convincing them to book
these displays in the trade press is the feel- with us over another agency.
ing that the product is obviously not strong These are the customers we should be
enough to sell itself on its own merits. – and are – nurturing and looking after.
I am not telling such companies how to Even when trading is buoyant, compa-
run their businesses, or how to spend their nies need to keep reinventing themselves,
marketing budget, but I do feel some of the but surely not to the detriment of others.
money spent on such damning advertising Is there really any need to revert to cow-
would be better spent on providing a more ardly underhand tactics just because we
superior after-sales service and supporting have hit turbulent times?
their customers, i.e. us agents. Survival will always be of the fittest – not
These companies should revert back to the ones running scared.
basics, by spreading the word about their
unique selling points and concentrating
more on delivery, core values and taking
care of those of us who sell their products.
They shouldn’t assume that by publicly
proclaiming they are pennies less than
their competitors, that we will automati-
cally jump ship. There is far more at Jenny Ley-Meek works for homeworking
stake than tuppence – our livelihood company Superior Travel
40 13.02.2009
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72