I do not know many travel agency owners that don’t want to sell ultra-luxury travel. So, if you are among the thousands who want to sell luxury travel, I highly recommend you begin with targeting the 1%-ers. These are the Americans whose net worth is greater than 99% of the rest of the population. These are the multi-millionaires and billionaires of our country.
OK – what now? In his book, No B.S. Marketing to the Affluent, business coach and consultant Dan S. Kennedy shows you how to re-position your business to attract customers for whom price is not a determining factor. And one of the most fascinating points he makes in his book is that the super affluent love to find service providers they TRUST. Why? Because they don’t have time or the energy to waste on service providers that don’t do a good job, or follow through, or are mediocre. And when they find a service provider they trust, they are super loyal to them.
Thus, the next steps in attracting the 1%ers to your business are 1) to establish yourself as an expert, 2) go to where they are and 3) build “know, like and trust.”
1. How to Establish Yourself As An Expert
The simplest way to establish yourself as an expert is to claim it. For some reason, people have such a hard time with putting their stake in the ground and claiming their expertise. Figure out what you are an expert at – making sure it’s not product or features based, but instead benefits based – and then go create content on your expertise and sprinkle it everywhere. For example, let’s say you love to sell Sandals and you are a Certified Sandals Specialist. Rather than claim your expertise in Sandals Vacations or Romance Travel, establish yourself as an expert at “keeping love alive through romantic escapes.” Then, write articles about this topic, post on Facebook about it, post on Instagram about it, get articles published by your local newspaper, or a national magazine, etc. The key is to claim the expertise and then deliver consistent content on it.
2. How to Go Where They Are
The irony in attracting the wealthiest Americans is that the grand majority think it’s the most competitive space and yet it’s the least competitive space. I believe it’s a mindset. Lots of travel planners simply don’t have the confidence to target the uber affluent. In addition, many think they are hard to find because they reside in secret, undisclosed locations. Let me remind you that privacy in America is dead. We have the ability to know exactly where they live AND what they are buying. There are many businesses that have gone through a great deal of trouble to spy on them, dig up data on them, monitor their behavior, and compile lists of them on endless “selects.” So, begin with adjusting the mindset. Realize that you are likely to be alone in marketing your travel services to them, develop your confidence in your value, and then go where they are. It might be as simple as investing in a few mailing lists and creatively and consistently marketing to them.
3. How to Build Know, Like and Trust
Dale Carnegie preaches in his book, “How to Win Friends and Influence People” that one of the easiest ways to get people to like you is to let them know you. As human beings, we are far more likely to like an acquaintance than a complete stranger – because we know the acquaintance more. So building Know, Like and Trust begins with letting people know you by letting them in. The most effective tool for building Know, Like and Trust for travel agency owners is the weekly electronic newsletter. That is, as long as you follow the ezine formula GIFTE teaches in their Make Money Selling Travel Blueprint. The formula includes beginning with a friendly greeting where you let your prospects get to know you. It’s where you share some fun, interesting personal tidbits so that they get to know your personality. Then, the trust factor is developed by sharing your wisdom in a feature article. One of my favorite things to say is: “when you give them the best (for free), they will pay for the rest.” So use your weekly electronic newsletter as your platform for sharing your BEST wisdom … every week. I guarantee you can’t develop trust with your prospect list in a more effective way.
In summary – when it comes to attracting multi-millionaires and billionaires as clients, there’s a perception that there is some complicated formula or extensive and expensive market research required. It’s actually far simpler than most think. But it’s not necessarily easy. If it were easy, everyone would be doing it. So make the decision today to target them and commit to these 3 simple steps.