FRONTLINE
CLARE DUDLEY managing director, Ponders Travel, Cambridge
We are all well aware that there are many
types of enquiries and bookings. There is the client who wants a three-night holiday with a budget of £200. Then there is the client willing to part with what some would consider a small fortune for an ultra-luxury trip, with no concern about budget. Having been in travel for almost 40 years, I have worked for many companies, each with their own idea of what a travel agent should sell. I have sold National Express coach tickets, train tickets, and even local day trips, all with such low value attached to them. The theory has always been that if a client purchased these lower-end products from us, our good service would rub off and they would consider us for their next holiday. Has it worked? Well, sometimes! On the flip side, however, I was often concerned that, while serving a client for a low-value product, the client waiting behind them could lose patience and leave – a client who might have more money to spend, meaning we lose out.
TARGETED MARKETING I like the idea of being a one-stop shop, but surely there is a limit. Where do we draw the line? We naturally attract a more affluent client at Ponders, and we’re relieved that we don’t have to spend a long time working on enquiries that
24 7 SEPTEMBER 2023 AGENT Take the honest
approach with clients looking for cheap
holidays and you may reap rewards later
earn so little. But how do you say no to a client who wants a cheap holiday and is sat in front of you? Are you brave enough to say, “I am sorry, but we don’t sell such cheap deals”? If I’m being totally honest, I am not that brave, and on the rare occasion we get such a client, I offer them the same service, but often to no avail. I would love to know how others handle these situations. Our marketing is now targeted
towards higher-value bookings, so this helps us receive the business we prefer, but it can be hard saying no to the client who you can see has no intention of booking. Please don’t get me wrong, I am
very aware you should never judge a client and we should certainly be mindful of everyone’s varying budgets. I have had some cracking stories over the years that prove to me over and over again that you should not judge a book by its cover, as you can be so wrong. I have also been that very person wanting a cheap holiday needing the help to find it.
FRESH APPROACH At Ponders, we have decided to take a new approach. If we feel the client is looking for the lowest price, we admit that they might find it cheaper to do the holiday search themselves, as we simply wouldn’t discount a cheap deal. We still give a courteous service and information to help them find the right deal, but draw the line at spending too long on such things. Quite often this leads to a solid
relationship with the client, with trust at its core, and we therefore feel confident to ask them to give us a go next time. Often, we find they do this. We know we need to be
braver and believe in ourselves. We feel this honest approach will help us be more profitable and successful, and lead to a healthier business in the future.
SERVICE CAN WIN OVER COST
While value is important, the price point isn’t always the most important factor of a client’s holiday. This week a new customer contacted us via a recommendation. They asked if we could price-match a holiday they’d seen in a brochure. We were honest and explained how we would have devised the holiday differently, putting a lot of detail together as to why we thought our ideas might work better. The original enquiry the client had found was for £9,000, but I’m delighted to say they booked with us today and the cost was £16,000. It turned out they weren’t looking for the best price: they wanted the best service and advice.
travelweekly.co.uk
SharonDavid Kim Colin Helen diary diary
Sharon David Kim Colin Helen
Clare
Clare
PICTURE: Shutterstock/NicoElNino
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