Buzz Builder

Does Marketing Trump Sales Training for Companies Seeking Sales Growth?

I will be recording a video discussion with Anthony Miller, founder of Guru Sales Training, about whether marketing or sales training is more important for companies seeking sales growth. Before meeting with Anthony, I’m using this post to share my initial thoughts and I hope to hear what you think so I can refine my points.

To be clear, I value sales training. Every company I worked for offered training of some sort—and I always signed up because I had a lot to learn. For many years, I thought that selling was an ability that some people had and others didn’t. I didn’t think that being a good salesperson was something that could be learned. But once I learned from sales training to think about selling as a process, I started to manage my efforts and saw my sales increase dramatically while feeling much less pressure.

Having thus benefited from sales training, I am the last person to denigrate its value. As far as driving revenue, however, marketing trumps sales training for many reasons. Here are my top three:

Opportunity

Before the Internet, buying choices were simpler. Whether we wanted a book, an airline ticket, an insurance policy or practically any other product or service, most of us knew where to go. If we wanted to expand the universe of possibilities, we turned to the Yellow Pages (a book that most people under 30 probably never open and are more likely to use as door stop).

With fewer shopping choices, the differentiator between successful and failing companies was often the ability to turn sales opportunities into actual purchases. Today, in contrast, we live in a world with many options. Buyers are one computer click away from discovering hundreds if not thousands of sellers offering the same or comparable products or services. The best sales people in the world will not be successful if their companies fail to break through the commercial clutter and attract prospects and past customers with effective marketing campaigns.

Credibility

Do you like having a sales person try to sell you something? Many people, myself included, are inherently suspicious when sales people tries extol the features and benefits of a certain product or service over others since we believe that they will say anything to close a sale.

In contrast, good marketing, such as a well-written, clearly organized, search engine optimized website with lots of third party veracity (i.e., positive press and client testimonials), provides us with valuable information that we can utilize to make an informed buying decision without any sales pressure.

Quality

As a salesperson, my pet peeve was spending time with somebody who was a poor prospect. Every day, millions of salespeople worldwide are expected to pitch their products or services to people who aren’t viable buyers. While some of these pitches will work due to the law of averages and tenacity, there is a lot of sales effort wasted on people who are unlikely to buy.

Successful companies take time to study their customers’ interests and behaviors and create products, services, and marketing that fulfills these needs. There is nothing better for creating a steady stream of outstanding prospects than excellent products and services which are communicated clearly in the right marketing channels.

Do you feel that marketing trumps sales training for companies seeking growth? If so, do you agree with my reasons or do you have others? Alternatively, if you don’t agree, please let me know so I can shore up my arguments before recording the video with Anthony that I’ll post to this blog.

Finding a Suit and Discovering Customer Service Best Practices at the Nordstrom Half Yearly Sale for Men

In my typical flurry of New Year’s resolutions, I decided to upgrade my look so I invited my wife Ellen on a mission to find a new suit at the flagship Nordstrom store in downtown Portland, Oregon running its Half Yearly Sale for Men. I wasn’t the only who made this resolution as the men’s department was packed.

After wandering about for ten minutes without even hearing a single “hello,” I finally located a salesperson and requested assistance in finding a two-piece suit that could accommodate my extra long arms. While he answered my questions directly, he didn’t give me reason to hope that I would find a suit in my size. I left the store feeling especially disappointed as I had a lot of luck at past Nordstrom sales and I was surprised that I couldn’t find anything in my size.

However, with the power of a freshly-made resolution coursing through my veins, I couldn’t give up the search. I cajoled Ellen to accompany me to Portland’s Lloyd Center Nordstrom to see whether I would fare better – a good call since I had a completely different experience which landed me great clothes and a valuable customer service lesson.

At the Lloyd Center Nordstrom’s, three people in the men’s department greeted us promptly in a friendly yet non-pushy manner. We requested time to look around and this was honored. When we asked a salesperson for help to find a navy blue two-piece suit, he suggested that we consider a charcoal gray one since it could serve me better in formal and non-formal uses and he thought the color would go better with my skin tone. He was right – the suit looked great. And, he reassured me that it could be altered to fit my frame. 

As the tailor measured me for alterations, Ellen recommended shirts that might go well with the suit. She said that I should consider a trimmer cut in a color (purple) that I never seriously thought about because my grandmother had loved dressing in it from head to toe as often as possible.

The salesperson, who certainly heard our conversation, suddenly appeared holding three dress shirts with purple elements. To my surprise, I actually liked two of them. The store didn’t have either model in the extra-long size I needed but the salesperson called around to other stores until he found my size while we waited. Then, he arranged to have the shirts shipped directly to our house at no additional charge.

Now, one suit and two shirts later, my confidence in Nordstrom as a place for quality goods and great service has been restored. However, if I had given in to my initial inclination to give up on the brand after my disappointing experience in the first store I visited, I’m sure that a lot of time would have passed before I shopped at Nordstrom again – especially since I’m moving to more online shopping.

Special sales and offers are effective at attracting past customer and prospects; however, they don’t guarantee success. The key is to have well-trained employees with friendly attitudes who treat buyers well and show them how to find what they want even if it means doing little things like tracking down shirts to fit a guy with excessively long arms.

 

A Simple Recipe for Business Success in 2012

The following is from the December 2011 edition of my Buzz Bulletin eNewsletter (subscribe for free here to get monthly stories, tips and strategies for building your business with word of mouth marketing - I promise that I'll never share your email address)...

"As we express our gratitude, we must never forget that  the highest appreciation is not to utter words, but to live by them." - John F. Kennedy

Have you demonstrated to your customers how much you appreciate them?

This time of year, it's typical to develop plans to attract new clients to meet your growth objectives. Yet evidence suggests that focusing on those who have made you successful will have a bigger payback.

The American Society for Quality found that businesses are simply not serving their customers adequately as reflected in a survey about why individuals and companies stop purchasing from a particular provider: 

• 1% die
• 3% move away
• 9% switch to competitors
• 14% leave due to dissatisfaction with a product or service
• 68% quit because of a perceived attitude of indifference

The 68% figure jumps out due to its enormity and how easily it can be avoided. For many businesses, simply doing the job for which it was hired is enough to keep most customers satisfied. 

But why stop with providing the minimum acceptable level of service? Companies that commit to the good care of their customers and partners will not only retain their current customer base but also expand through positive word of mouth.  

In the words of football great and accomplished businessman Roger Staubach, "There are no traffic jams along the extra mile." 

November and December is a time when companies send out holiday cards thanking customers. It is equally important to demonstrate gratitude to those who support your business throughout the year.  

As I write this on a cold day, I'm keeping warm with a fleece jacket that I received from OCSC Sailing, the country's largest single-location sailing school and our client for the past five years. I love that the words "Team Member" are written underneath the OCSC Sailing logo on the front. This year we landed outstanding publicity for OCSC Sailing in both mainstream and social media, and it feels wonderful to have our efforts recognized.  

OCSC Sailing's example has inspired me to reach out to our clients with greater consistency to let them know how important they are and how much we value and appreciate their business. The feedback that I receive in return is uplifting and motivates me to provide even a higher level of service.  

With the support of your satisfied customers and those who will rave about you, may you have much success in 2012!

Garbage Company Executive Picks Up After His Driver's Mess and Generates Goodwill

Poor service is the principal driver of negative word of mouth. However, companies can turn a detractor into a promoter with simple words said with sincerity at the right time. The following guest post from Ellen Galvin, my wife, business partner, and author/writer illustrates this point beautifully.

By Ellen Galvin

Sixteen. That’s the average number of people a customer will tell about a bad experience, according to American Express. Personally, I think that number is low. Once a business has gone out of its way to lose my trust, I’m not shy about voicing my displeasure.

That said, I do believe in giving a business an opportunity to address the problem at hand. We all have bad days—days when our technology crashes, the weather doesn’t cooperate, an employee wakes up on the wrong side of the bed. But it is how a company addresses the problem that determines whether customers speak positively or negatively about the experience.

Take our local waste management company. We’ve been on Portland Disposal & Recycling’s residential route for seven years. While I’m not thrilled about the rate hikes, I’ve been about as happy as a garbage customer can be.

That is, until a few weeks ago when a surly new driver roared up the street. I knew right away he was not digging his job—and so could my 3 year-old daughter, who has decided it is her duty to identify grouchy people and make them smile.

“Hello, Mister Garbage Man!”

“How are you?”

“I’m over here!”

“Thank you for taking our trash!” she yelled loudly, from the front porch.

The response? Silence. After making eye contact, the driver added further insult to injury by slapping a red tag on the can to identify it as overweight (which was funny, since I had carried it to the curb myself. In fact, it was lighter than it had been in weeks thanks to a new recycling initiative by the City of Portland).

The red tag, I could live with. But dismissing a three year old who still believes in the magic of garbage trucks? Please.

I went inside and typed up a letter which, I concur, sounds old-fashioned. But again, I believe in giving a business a fair chance to make things right—which does not include slamming them on social media in the heat of the moment.

Two weeks later, the owner/manager of the company called me to apologize and explain what had happened. He didn’t make excuses and he didn’t deny the problem. He wasn’t in a hurry to get me off the phone, either. Instead, he acknowledged that the changeover to the city’s new recycling program had been a difficult one for his company and its 34,000 residential customers. Drivers had been forced to change routes and learn new procedures. Everyone was stressed, and I was not the only customer who had complained.

And, although the company owner said that he had already had a talk with his driver, he acknowledged that there was more training to do.

Then, he said what too few companies say: “Customer service is everything to us. It’s all that we can do. I will see to it that our drivers are better ambassadors of our company.”

His response reminded me that any company—even one that collects trash—can deal with customer complaints in a classy manner that instills loyalty and generates positive word of mouth.

Word of Mouth Neighborhood Bistro in Salem, Oregon Demonstrates the Power of Online Customer Referrals

I'm a sucker for great word of mouth marketing stories so I was excited about visting the Word of Mouth Neighborhood Bistro when I was in Salem, Oregon today. The restaurant's name is particularly appropriate as it's the top-ranked dining establishment in town according to influential consumer review websites Yelp and UrbanSpoon based on the number and quality of reviews it has received. In fact, it is so popular that all I got from stopping at the restaurant was a photo that my wife took of me standing by its sign since we didn't want to wait 30 to 45 minutes for lunch. I have no reason to doubt the quality of the food at the Word of Mouth Neighborhood Bistro because everything looked and smelled absolutely delicious. I definitely want to give it another try the next time I visit Salem.

Great food is rarely enough to rocket a restaurant to the top of influential consumer review websites. In fact, savvy restauranteurs and business owners are usually quite good at telling their fans where to submit reviews. There are many ways to do this without coming across as too pushy. I like how the proprietors of the Cricketwood Bed & Breakfast in Bend, Oregon, which I featured in the blog three years ago, asked me to review their place online. The Cricketwood Bed & Breakfast is still the #1 B&B in Bend (and Travelers' Choice® 2011 Winner from TripAdvisor) since its proprietors continue to provide great hospitality and service while continuing to direct guests to important customer review websites.

If you're a business owner, how important are customer review websites to your success? And, if they are, how do you make sure that you rise to to the top? I would love to feature your best practices in my blog which would help other entrpreneurs while creatig buzz for your business. 

Adam Bacher's Portraits of Haiti Project and Lessons in Word of Mouth Marketing

I’m proud of my friend Adam Bacher who has taken a month off each year for the past four years to do humanitarian projects, donating his time and talents in service of others. This year he’s going to Haiti to help three non-profits working to rebuild the lives of the Haitian people: Partners In Health, Mercy Corps, and the Haitian Caribbean American Organization of Texas. As a talented professional photographer, he’ll produce valuable photography and video content for the organizations to use in their media and fundraising campaigns. He’ll also travel with a portable printer to make prints for the people he photographs and has 60 soccer balls to give out to children.

Adam’s trip is entirely self-funded. The money he raises will only cover basic living and travel expenses. He’s donating four week of his time in Haiti and at least another three weeks back home for editing and writing trip-related material. Please consider donating to Adam’s Portraits of Haiti Project on his IndieGoGo fundraising page as he’s still a couple of thousand dollars shy of reaching his goal. To follow his trip, which begins on 11/6/11, visit his blog where Adam will post three to five times per week if technology in Haiti cooperates.

This interview with Adam will give you details about his Portraits of Haiti project as well as provide insights into how he has used word of mouth marketing to attract donors for this effort as well as build his photography business. 

Patrick Galvin (PG): Why is this project important? 

Adam Bacher (AB): Haiti is the poorest country in the western hemisphere. The island took direct hits from four hurricanes in 2008 and a massive earthquake literally leveled the capital of Port Au Prince in 2010. Over 200,000 people were killed in a matter of seconds and millions became homeless. 

To be of service to others is the greatest good I know, providing tremendous meaning to life. As a professional photographer for over 20 years, my work for these organizations will give them a heightened ability to bring resources to people whose lives are in the balance. The only difference between a Haitian barely able to feed a family, and myself, is that I was lucky enough to be born in one of the wealthiest countries on the planet. Their lives are worth every bit as much as mine. Showing solidarity with those in need and respect for their dignity is imperative.

PG: What do you hope to accomplish?

AB: My primary goals are promotion, participation, and provision. 

Enhancing the ability of the non-profits I’m working with to promote their programs and the condition of the people they’re serving is the primary objective of this project. The photography, video, and writing I do will be used for media and fundraising campaigns to show donors the needs to be filled and the results being achieved. 

Participation is what makes this project unique. By running a fundraising campaign to cover the costs of the project, I’m giving people an opportunity to participate in more tangible way than if they were to donate directly to the non-profits. As I’m recording and telling the stories of the Haitian people and the organizations helping them, I’ll be live blogging from Haiti. People who contribute to the campaign will be able to see exactly where their money is going to, giving them a sense of ownership of the project. For example, if you make a donation, and then see a doctor providing life-saving treatment to a cholera patient, or a relocated family in a home which replaced one that was devastated in the earthquake, you’ll know you’re part of an effort that is improving and saving lives. You’ll see, and hear, and learn about the lives of people being helped feeling a great sense of personal empowerment.

Provision is the natural outcome of promotion and participation. Promoting the non-profits and participating in the work they do will assist them in providing for threatened populations. 

PG: What online fundraising vehicles for trip financing did you consider? Why did you choose IndieGoGo to raise funds versus other platforms?

AB: The first fundraising platform I considered was Kickstarter. At the time they were the only one I knew about. I also had a few friends who successfully raised money using them and I had contributed to their projects. However, when I pitched my project, the Kickstarter team turned me down. I learned that they don’t fund “cause” related projects. I could have changed the premise of my project to an exhibit or a book, but I wanted to stay true to the original intent.

In researching other platforms, IndieGoGo was the next largest possibility. They don’t limit the types of projects you can do. Two other aspects which drove me to IndieGoGo were size and fund distribution.  There are other less trafficked fundraising platforms on the web, but the popularity of IndieGoGo (as well as Kickstarter) appealed to me because I knew I’d have higher visibility using their site, translating into a larger potential donor base. Another advantage with IndieGoGo is that if you don’t reach your established fundraising goal, you still get to keep the money pledged to your project. With Kickstarter, it’s an all or nothing proposition. If you don’t reach your goal in the time period open for fundraising, all pledged money is returned to donors. With IndieGoGo, if you don’t make your goal, the site keeps an additional 5% and you get the rest. Fees for IndieGoGo are 4% to the site plus 3% for credit card processing. If you miss your money target, IndieGoGo takes 9%. With Kickstarter, fees are 5% for the site and 3-5% for credit card processing. The reason Kickstarter does an all or nothing approach is because they believe it protects everyone involved. Creators aren’t expected to develop their project without necessary funds, it allows anyone to test concepts without risk.

An appealing aspect of both sites is a built-in reward system for donors. When setting up your project you assign progressive levels of rewards for progressively higher donations. With my project, a $25 donation gives the donor a signed 5x7 print from Haiti and a unique matching card. A $50 donation gives an 8x10 signed print plus the 5x7 print and card. A $100 donation gives an 11x14 signed print plus rewards for lower levels, and so on up to the $1000 level for which I’ll give the donor and their friends a full day private photography field seminar, a two hour talk and Q&A about my Haiti trip as well as a 16x20, 11x14, 8x10 and 5x7 print and card.

PG: How have you created word of mouth for your fundraising efforts? What’s working?

AB: First, I’ve been sending weekly emails to my friends, family and client lists. Along with asking for a donation, I also ask them to spread the word. Facebook and LinkedIn are two other sites I’m regularly posting on. I’ve also gone through my contacts to identify people who I think are key movers in my network. I emailed and called to ask if they could help spread the word to their contacts.

I believe it is very important to avoid the temptation to rely solely on digital marketing. There is and never will be a substitute for face to face meetings and phone calls. This will remain part of any marketing strategy. Finally, I have cards with the campaign information printed up and with me at all times. I’m always networking and handing out cards, even at a Halloween party last week.

PG: Is social media important to marketing your photography business? If so, which social media platforms and techniques are working the best?

AB: It’s hard to gauge. I think of social media as more of a compliment to traditional marketing as opposed to a primary tool. I use Facebook and LinkedIn the most. IndieGoGo itself is a good social media outlet.  My best marketing, however, is networking at events where I think there’ll be concentrations of potential clients. Portland has many trade organizations and award banquets. Two years ago a $60 dinner ticket resulted in the acquisition of two regular clients who are now doing thousands of dollars of business with me each year. Word of mouth and asking for referrals from existing clients is also invaluable. For now, social media seems best for reinforcing business visibility.

PG: Please provide and additional information about the trip, interesting social media marketing best practices for your business, or anything else that you think people would find interesting.

AB: The process of running a fundraising campaign and asking people for donations has been an unexpected boost to my business repertoire. In the excitement of setting up the IndidGoGo campaign, I was focused on the monetary goal, not the process of asking people for donations. You really have to stretch yourself into new mental territory to ask people to give money which isn’t directly related to a job you’re doing for them. It was uncomfortable at first. I felt like I needed to look into a mirror and tell myself, “I’m worthy, this project is worthy, and people won’t think less of me if I ask them for money.” The personal growth from learning to “ask,” has been invaluable.

The photo that accompanies this post shows Adam visiting an orphanage in Rwanda on a month-long humanitarian trip to that country in November 2009. Learn more about the image, the orphanage, and Adam’s Rwanda trip on his blog.

My Three-Year-Old Marketing Guru

The following is the lead article from the November 2011 edition of my Buzz Bulletin eNewsletter (subscribe for free here to get monthly stories, tips and strategies for building your business with word of mouth marketing - I promise that I'll never share your email address)...

It’s wonderful being a father. There’s nothing that compares to the joy that I feel from a hug, kiss and an “I love you” from my three-year-old daughter Anya. To my surprise, I’ve also discovered an unexpected fringe benefit of fatherhood. My daughter provides me with daily reminders of powerful marketing truths.  Here are two recent lessons:

Meet the Needs of Your Market

According to my mother, a longtime preschool teacher and my go-to resource for all things toddler, Anya has highly-developed “play skills” for her age. One of her abilities is observing children before she interacts with them to figure out what they need. Thus, she greatly increases the likelihood of making a positive first impression.

When Anya sees a child digging in a sandbox with his hands, she’ll look for a shovel or tool that will make the task easier. Then, she’ll offer the implement making sure to adjust her presentation style to match the personality of the recipient. For instance, if the child is shy, she’ll present the item gently; however, if the kid has exuberant tendencies like hers, she’ll shriek with delight while sharing her find. Whether Anya engages with an introvert or extrovert, the result is generally the same. She makes a friend.

Too often, businesses fail because they push their products and services without taking the time to observe and understand their customers. Business owners need to spend more time watching and listening to their prospects so they can tailor products and marketing approaches to people’s needs and personalities.

Go for No

My friends and authors Rich Fenton and Andrea Waltz wrote a great book called Go for No that illustrates why it’s unproductive to focus on the word “yes” during the sales process. They suggest just the opposite. By increasing your failure rate, you create more selling opportunities and accelerate your movement toward ultimate success.

While I have to remind myself about the need to pick up the phone and “go for no” in following up with prospects, Anya doesn’t worry about rejection. After spotting a bowl full of multi-colored tortilla chips in the grocery store, here’s how Anya navigated the situation: 

Anya: Daddy, I want a chip.

Me: No sweetie, it’s almost dinner.

Anya: But, I really want a chip.

Me: I said “no.”

Anya: But I need a chip. I’m sooooo hungry.

This conversation continued for about 15 minutes. Finally, worn out from her insistence, I relented and gave her a few chips. While I understand that it’s not good parenting to cave to toddler demands and I usually resist Anya’s plaintive requests, I must confess that they do work at times.

Rich has witnessed many similar scenes involving parents and children. “Kids know that it pays to go for no. They understand that ‘no’ usually means ‘not now’ instead of ‘not ever.’” In contrast, most adults get discouraged by the rejection of their ideas, products or services. In fact, most salespeople give up after hearing four ‘no’s’ from somebody…even though research indicates that most customers will say some form of “no” five times before making a buying decision.

Have you received marketing or business wisdom from children? If so, I would love to hear your examples and possibly share them in a future newsletter or blog post (with your permission).

I Love My New iPhone 4S and Chefs Lead the Way in Intriguing Uses of Smartphones for Building Repeat and Referred Business

I just received my iPhone 4S yesterday and couldn't be more thrilled. I'm amazed at its speed compared to my iPod Touch (third generation). The quality of the camera and video recorder are stunning. Even better, the phone works. Apparently, that's no small feat as I've heard many complaints from friends who have AT&T service for the iPhones. I'm so glad that I went with Verizon! 

I'm intrigued with how smartphones in general are revolutionizing the ways in which businesses interact with customers. I highly recommend the "@Foodies: Peek into My Kitchen" article in The Wall Street Journal which describes how chefs are taking tweeting to the next level and using it as a powerful tool to connect with their dining fans and drive repeat and referred restaurant visits.

Are you using a smartphone to build stronger customer relationships? If so, I would love to hear how you're doing this and perhaps share your story in a future case study on this blog.

How Scott Avery Is Using Social Media to Grow His Hardwood Floor Refinishing and Installation Business and His Content Marketing and Consulting Company

The in-home services sector has been slower to embrace social media than many other industries. However, this interview clearly demonstrates that social media offers tremendous advantages for companies in this niche.

Patrick Galvin (PG): What do you do for a living?

Scott Avery (SA): My primary business is Modern Tech Floors, a hardwood floor refinishing and installation company in Portland, Oregon. The success of the marketing practices I’ve used to grow the business has spawned Momentum Agents which is our content marketing and consulting company for service trades.

PG: How are you using social media to build your businesses?

SA: We started engaging in social media activities in early 2009 and maintain a presence on LinkedIn, Facebook, and Twitter.

I’ve used LinkedIn primarily to ask for warm introductions. I’ve not invested much time yet in the other arena of answering questions in my area of expertise on LinkedIn.

Our primary marketing focus is blogging which allows us to educate our prospects and customers and it pays huge dividends in establishing our expertise. The amount of content in our blog has positioned our wood floor business at the top of organic search rankings. I would advise anyone interested in drawing in clients who like to research prior to purchasing to focus first on blogging.

An overlooked area in social media for some businesses is also Flickr because we have seen queries about our projects originate from there.

PG: Which social media platform(s) do you find most useful?

SA: Blogging is where I cast my vote for effectiveness. Because a large part of winning in the game of SEO is the number of indexed pages matching a particular keyword or phrase, blogging allows you to outpace the market for ranking if you just keep adding good, keyword-rich content. In addition, blogging provides a real window into the mind of the writer and establishes credibility. It also provides a great forum to engage your prospects and customers in a valuable Q&A format.

PG: Does social media give you a competitive edge?

SA: In this tough economy, I’ve found that consumers are still spending but are cautious and want to ensure that they are getting good value and dealing with reputable businesses. Consumers believe that companies that maintain a regular social media presence are more likely to care about their reputations than businesses that haven’t embraced the digital world. I’m no longer surprised to hear customers tell me that they have checked out our Facebook fan page in addition to our website when they evaluate our services.

PG: What general advice would you give to a small business owner who hasn't embraced social media?

SA: The hardest part of engaging in social media is starting which isn’t that difficult. Investing the effort in producing a well-written blog will build customer confidence. Furthermore, once a blog is well populated and produces leads, the content is valuable intellectual property and can add tremendous value when determining the sale price of a business. As for specific content advice, I strongly suggest that new business owners mix up the type of blog posts using video, audio, or written content to make things more interesting.

PG: What would do differently with social media knowing what you've learned through experience?

SA: I simply would have started sooner. A well-executed social media strategy has been the equivalent of adding a goose that lays golden eggs to our payroll.

How Travel Agent Laurie Landers of Cruising.com Is Using Social Media to Build Her Business

When it comes to travel agents, Mark Twain's famous quote is particularly appropriate: "The reports of my death have been greatly exaggerated." While many have written off travel agents since so many people plan their own trips online, Laurie Landers is a great example of how savvy travel agents can use the Internet in general and social media in particular to be relevant, valuable, and successful.

Patrick Galvin (PG): How would you describe your job?

Laurie Landers (LL): I’m a travel agent with an online company (Cruisingco.com and its division MouseEarVacations.com). I help people plan and book their dream vacations. My services don’t cost clients anything.

PG:  Then, how are you paid?

LL: When the travel industry began, people had to book through a travel agency to which suppliers (airlines, hotels, cruise ship companies, etc.) would pay commissions. Although the commission percentages have decreased, this practice still exists. In other words, no matter how travel is booked there is usually a small amount set aside for a travel agent.  If you call the Marriott and book directly, for example, you’ll pay the same price that you would get through me—but in this case the Marriott keeps the commission.

PG: Do you work full or part time? 

LL: I work full time plus - about 60 hours a week.

PG: Have you been in the travel industry a long time?

I have been with my current company for one-and-a-half years.  I used to work for Southwest Airlines but left to start a family and become a stay at home mom.  When my kids got older and went to school, I returned to the travel business. 

I’ve always loved to travel. I received a BA in International Business with a minor in Japanese from Linfield College. I was lucky to have had the chance to live and travel in Japan for about six months. Also, when I was in college, I would organize spring break vacations for fellow classmates and really enjoyed putting these trips together.

PG: Why do people use your services instead of booking directly through travel websites?

LL: Many people are overwhelmed with choices when trying to plan their vacations online. They choose me to help narrow down the possibilities based on their likes, dislikes, and financial resources.  In other words, I’m a personal travel shopper. Instead of feeling overwhelmed and confused, my clients feel confident and relaxed when they depart knowing that I’ve gotten them the best possible deal and taken care of all the details.

PG: When did you start using social media? 

LL: I was slow to embrace social media. I started using it for business purposes in March 2011 but now I’m hooked.

PG: How is social media important to your business?

LL:  I mainly use Facebook and Twitter to post vacation promotions or other items that I feel my clients and prospects would find interesting. It’s amazing how many people see these posts and forward them to friends or co-workers. Although I have just 189 Facebook “likes” and a handful of Twitter followers, I receive reports showing that nearly 700 unique visitors are checking me out through social media every month and many have booked trips with me.

I keep trying new things in social media as well. For example, I’ve just started using LinkedIn to connect with my clients.  I’m also on Google+ - actually I was a beta tester before it launched publicly. I can imagine that someday it might be more important than Facebook given its cool features and the popularity of Google. I haven’t yet started blogging. But I write articles for our company and these are published regularly in the weekly newsletter that we send to clients. I’m also active on several online Disney forums which helps people get to know me while increasing awareness of my travel expertise.

PG: Which social media platform is most useful for growing your business?

LL: So far, I’ve found Facebook to be the most useful. I like how it allows me to “talk” to my audience through short conversations that generate interaction and awareness.  I appreciate how Facebook posts are easy to share with others.  Also, I like how simple Facebook makes it to share links.  When I find articles my clients will enjoy, I use Facebook to share them quickly and easily. And, last but certainly not least, since more users are on Facebook than any other platform, that’s where I spend the bulk of my social media time.

PG: How does social media give you a competitive edge?

LL: It helps me deepen connections with clients and prospects.  Through social media, I’m able to boost my visibility and credibility as a travel agent since I use it to share interesting travel information and respond quickly to clients. Also, friends and clients recommend my social media sites to people they know creating a continuous stream of qualified new prospects.

PG: What advice would you give to peers in the travel industry on whether or not they should use social media? 

LL: If they’re willing to commit to social media, it can be extremely useful. But they have to stay current with what’s happening, such as supplier promotions, and know what they want to sell and promote. There are too many travel agents who have experimented with social media and haven’t been able to keep up. Then, when their social media efforts fail to generate business, they give up. It certainly takes time to have a strong social media presence but the results I’ve gotten have convinced me that it’s time well spent, and I’m sure that other travel agents could enjoy similar good results.