When you're a new travel advisor, the hunger for new business is undeniable. And if you’re an experienced advisor with growth goals, you too want to land as many new clients as you can find. Each ping signaling a new inquiry sends adrenaline rushing, and the prospect of turning every single one into a lasting customer relationship seems not just ideal, but necessary. However, as any seasoned travel agency owner can attest, not every prospect should become a customer, and not every existing customer should be retained at all costs.
Developing the sense for when this is the case is a skill that can be honed over time. Here's some tips and advice for sharpening your skills and maximizing the time you have in running your business.
Recognizing When to Walk a Customer
The adage "the customer is always right" has permeated the service industry, but is it always true for the health of you and your travel business? As you mature in your business journey, you learn that some relationships are more costly than they’re worth—monetarily, emotionally, and in demand of time. Remember, time is your most precious asset, and your return on time invested is the hallmark of a successful travel professional.
Recognizing When It's Alright to "Walk a Customer"
Financial Implications: If a customer’s demands consistently outweigh the profitability of their business, it may be time to reassess the relationship. Are you investing too much time for too little return? Is this customer hindering your ability to serve others more profitably? Know your target revenue per hour to hit your annual profit target and track your time to make this an objective decision.
Business Alignment: Do the client's expectations align with your business model? For instance, if you specialize in luxury travel and a prospect is looking for the lowest-budget options, it might not be the right fit.
Respect and Treatment: Mutual respect is paramount. Consider the stress certain clients cause you and your staff. Persistent stress can lead to burnout and clients who are consistently unrealistic, disrespectful, or devalue your expertise can harm your morale and detract from your ability to serve other clients effectively.
Quality of Service: Can you realistically fulfill the customer’s needs while maintaining your service standard? If their demands are too demanding or outside of your control, it might be better to walk away.
The Practicality of Walking a Customer
Once the decision is made to "walk a customer," approach the situation with professionalism.
Communicate Clearly: Have an honest, tactful conversation with the client. Explain why you cannot meet their needs and, if possible, refer them to a colleague who might be a better fit.
Document Your Reasoning: Keep records of your decision-making process in case you need to reference the reasons for parting ways.
Learn From the Experience: Identify what can be learned from the situation, and use this knowledge to refine your client acquisition strategy moving forward.
I've seen firsthand how parsing good fits from bad can make or break the satisfaction and success of an advisor. Remember, saying no can often lead to a healthier business state and open the doors to clients who are a joy to work with, appreciate your expertise, and contribute to a prosperous, fulfilling career in the travel industry.
A Half Step
When a client is really difficult to deal with and not very profitable, that makes for an easy decision – cut them loose. However, oftentimes the most lucrative clients are among the most demanding. This presents a difficult decision. How much are you able to withstand?
A technique that you can employ to attempt to bring a high-revenue client back into the realm of reasonableness is the take-away sale. This technique is remarkably simple and effective. It works best with clients who want to do business with you, but are constantly searching for something to complain about or are simply asking for too much from you. "
When dealing with this type of problematic client, simply tell them above all else, that you want them to be satisfied and happy with your service. You really do care. Then, let them know that you’ve tried everything in your power to meet their needs, but you can't seem to make them happy. This is the proverbial, "it's not you, it's me" method. Suggest that another travel advisor may be a better fit.
One of two things will happen. They will either realize that they’ve been a real pain to work with and moderate their tone and demands, or they will double down and take you up on your offer of separation. I’ve found that most people will take this cue and moderate their behavior. This often can restore the balance of power in the service relationship and work to elevate your value. Most people don’t like being dumped. If they take you up on your offer to separate, believe me, you are better off without them.
Acknowledging the signs when it is okay to walk away from a client is one thing; acting on those signs is another. Have courage. Believe in yourself. You are valuable and you deserve great client relationships—that's never too much to ask.