Public Relations - Networking for Your Travel Practice
Networking, the art of generating new clients through social and business contacts, is easier for some travel agents than others. Extroverts have it made – meeting and talking with others at social functions, volunteer opportunities and community gatherings is a cinch to some outgoing souls. Others find socializing a bit more difficult, however. Regardless of our personality type, taking the time to meet new people, outside of the confines of your home or office, is a key tactic for any marketing strategy. Indeed, widening your “sphere of influence” is an absolutely crucial component to growing a business.
Networking is all about forming relationships. The people closest to you, your inner circle of family and friends is one layer, your most intimate layer of influence. Your business associates, clients and employees are another layer within your sphere of influence. Then there are the people you know socially, casually, perhaps from church, school or a club to which you belong. Each of the people in these closest layers of relationship to you know people that you do not. They have their own acquaintances, friends and professional relationships. Still further removed are people with whom you have no direct connection. They are separated by the infamous “six degrees” from you. The closer the relationship you have to someone in your sphere of influence, the easier you can market to them, and the less expensive it is to market |
to them. Conversely, it can be very expensive to market to people with whom you have no connection.
The schematic of relationships that we have just outlined suggests that by widening our sphere of influence, marketing becomes easier and less expensive. Properly planned and executed, networking can be not only a valuable part of building your business, however, it can be rewarding personally. Ideally the process of building a network is a process of forming relationships that are both give and take: the more you put into the process of creating relationships, the more we derive from that same process in return. Because networking is all about forming relationships, it is important to develop the appropriate attitude. Relationships have to be built on trust and mutual respect – people buy from people they respect and whose opinions they value. Some networking will result in direct business for you. You will meet people who will ask you about a cruise or a tour they have seen. Sometimes the business will be indirect – you will receive a referral. On occasion the business will happen quickly and at others after years of knowing someone.
Whatever the course of the relationship, networking lays the groundwork for a continual stream of business activity, and its importance to a travel agency in a community is paramount. Some networking is inevitable every time you speak to someone, each time you are introduced to a new person. However, as part of a business strategy, networking is far from accidental or haphazard. Networking, properly situated, will be planned, monitored, fine-tuned and amplified in a very conscious way. A good networker has decisions to make with regard to which venues to focus their effort, knowing who at the event to target as an opportunity, how to tell their story as a travel agent and how to establish trust. A good networker will then follow up with their contacts and grow the new casual acquaintance into a business relationship. The good news is that the qualities required to network well you already possess. No matter how introverted, you can learn to network and to widen your sphere of influence to encompass many more business development opportunities that you ever thought possible. If you are a natural “people person”, you can learn to better organize and more methodically develop your casual relationships into business opportunities.
The schematic of relationships that we have just outlined suggests that by widening our sphere of influence, marketing becomes easier and less expensive. Properly planned and executed, networking can be not only a valuable part of building your business, however, it can be rewarding personally. Ideally the process of building a network is a process of forming relationships that are both give and take: the more you put into the process of creating relationships, the more we derive from that same process in return. Because networking is all about forming relationships, it is important to develop the appropriate attitude. Relationships have to be built on trust and mutual respect – people buy from people they respect and whose opinions they value. Some networking will result in direct business for you. You will meet people who will ask you about a cruise or a tour they have seen. Sometimes the business will be indirect – you will receive a referral. On occasion the business will happen quickly and at others after years of knowing someone.
Whatever the course of the relationship, networking lays the groundwork for a continual stream of business activity, and its importance to a travel agency in a community is paramount. Some networking is inevitable every time you speak to someone, each time you are introduced to a new person. However, as part of a business strategy, networking is far from accidental or haphazard. Networking, properly situated, will be planned, monitored, fine-tuned and amplified in a very conscious way. A good networker has decisions to make with regard to which venues to focus their effort, knowing who at the event to target as an opportunity, how to tell their story as a travel agent and how to establish trust. A good networker will then follow up with their contacts and grow the new casual acquaintance into a business relationship. The good news is that the qualities required to network well you already possess. No matter how introverted, you can learn to network and to widen your sphere of influence to encompass many more business development opportunities that you ever thought possible. If you are a natural “people person”, you can learn to better organize and more methodically develop your casual relationships into business opportunities.
Seeking Out Opportunities
Almost without exception, your community will provide many more opportunities for networking than you could actually attend or utilize. Most travel agents that are expert at networking activities confine themselves to a choice few venues where they feel confident of obtaining the greatest benefit both for themselves and for others. Further, not every event is an appropriate networking venue. It is important to emphasize again that networking relationships flow two directions – you get out of the process what you put into it. If you are perceived as being a “taker” and not a “giver” most relationships, both personal and professional, will diminish fairly quickly. Thus, focus your networking energies on those activities where you feel most comfortable giving of yourself to the organization or cause. When choosing among opportunities, decide on the characteristics of demographic you want to reach. If your agency is primarily a corporate travel agency, then Chamber of Commerce functions seem highly appropriate. If, however, you are seeking family travelers, networking at social clubs, school functions and church will probably be a better tactical decision. Keep your networking goals at the forefront of your decision making process. Study the members of the organization sponsoring the networking opportunity. Also study the nature of the function. |
Most networking opportunities at social functions will not afford, nor even tolerate, overt networking activity. At such events your networking will be a much more relaxed study in getting to know the other people involved and letting them get to know you in something other than a business context.
For example, one of the best ways to network is to volunteer. In most communities, volunteer opportunities abound – so you should be able to identify at least one that you relate to and are passionate about. From “Race for the Cure” to charity work or participation on committees for organizations such as your local United Way, PTA, Hospice, the Humane Society and more, you contribute and thereby widen your circle of acquaintances. By joining others for good causes or civic committees, you not only work toward a positive goal in your community, but you also earn the opportunity to let new people know about your travel practice, your attention to detail, and the personality behind your skill set. As the other participants get to know you in a volunteer setting, their understanding of you in a charitable context serves to create a bond that can translate in a very positive way into a personal or business relationship. Importantly, you will discover that much of the pressure is off of you to “market” as you provide your services to the community. Knowledge of you and your business is a happy by-product of your central mission of giving to others.
Join organizations in your community that have goals and interests that are compatible with your networking goals and travel business. Participation in the committees and event functions of organizations involves you more fully in their inner workings and increases your odds at accomplishing the goals you have set for your networking strategies.
Not all networking opportunities involve joining an organization or attending an event. Many of the people in your everyday life most likely fit your core client demographic. However, you know them as “hairdresser”, “plumber” or “teacher”. Your associations at school, church and the social clubs to which you belong might all be untapped networking resources if you are not fully engaged in a networking mindset. Make sure that those around you know what you do and identify you with your travel practice. Again, being overtly commercial is not necessary. Simply be truly interested in other people and it is highly likely that they will express an equal degree of interest in who you are and what you do. Smile and be approachable! You will almost certainly find yourself being approached.
For example, one of the best ways to network is to volunteer. In most communities, volunteer opportunities abound – so you should be able to identify at least one that you relate to and are passionate about. From “Race for the Cure” to charity work or participation on committees for organizations such as your local United Way, PTA, Hospice, the Humane Society and more, you contribute and thereby widen your circle of acquaintances. By joining others for good causes or civic committees, you not only work toward a positive goal in your community, but you also earn the opportunity to let new people know about your travel practice, your attention to detail, and the personality behind your skill set. As the other participants get to know you in a volunteer setting, their understanding of you in a charitable context serves to create a bond that can translate in a very positive way into a personal or business relationship. Importantly, you will discover that much of the pressure is off of you to “market” as you provide your services to the community. Knowledge of you and your business is a happy by-product of your central mission of giving to others.
Join organizations in your community that have goals and interests that are compatible with your networking goals and travel business. Participation in the committees and event functions of organizations involves you more fully in their inner workings and increases your odds at accomplishing the goals you have set for your networking strategies.
Not all networking opportunities involve joining an organization or attending an event. Many of the people in your everyday life most likely fit your core client demographic. However, you know them as “hairdresser”, “plumber” or “teacher”. Your associations at school, church and the social clubs to which you belong might all be untapped networking resources if you are not fully engaged in a networking mindset. Make sure that those around you know what you do and identify you with your travel practice. Again, being overtly commercial is not necessary. Simply be truly interested in other people and it is highly likely that they will express an equal degree of interest in who you are and what you do. Smile and be approachable! You will almost certainly find yourself being approached.
Artful Networking
The reason it’s called “networking” is that there is work involved! Networking, to be successful, is more than joining organizations, attending events and meeting people. For networking to be a strong tactic in building your travel planning business, concerted planning and on-going effort are key ingredients to add to the mix. Networking without a good set of planned objectives can work, but more often will not yield the results that a stronger effort would produce.
Have a well-defined set of goals and tactics that, combined, form a networking strategy. Decide early on in your networking planning how much time you will devote to networking and even how many new clients you hope to achieve. Determine the demographic of the core clients you are seeking. Once you have pinpointed the demographic you want to meet, spend some time deciding where the best possible venue is to find and meet them.
Because networking requires the personal presence of you or your employees, it is time intensive. Consider covering more ground by expanding your networking strategy beyond yourself personally to incorporate your employees or company business associates. In some instances you and those with whom you work may be involved in the same networking opportunities or you may head off in different directions. In either event, coordinate and plan out each opportunity and establish individual goals to decide how best to measure success.
If you can volunteer at a registration desk or on a committee, you will have an inside track on some key participants. It often helps to arrive early at networking events when the number of people is light and conversation can happen in a less competitive environment. Remember to circulate during the event. Too often, the temptation is to find a person who is comfortable to speak with and to remain attached to them the entire event. Move around and keep in mind your goal of meeting multiple possible contacts during the event.
Conversation at networking events should be planned. Remember that your goals are business goals and that you and the other networkers in the organization are representing your brand. Certain topics, such as politics for example, are typically “off the table” for such purposes. Note key talking points that you will want to introduce into your conversations. For example, you will want to make sure that the people with whom you speak know you are a travel agent, your areas of specialty and the important elements of your “story”. You will want to make sure they know how to contact you, perhaps via a business card or by whatever internal contact system the group uses. Know how you will respond when asked what you “do” – the most common of questions – make your answer memorable. Say it with a big smile and follow right up with asking your questioner the same question – always inquire for the same information from others, to give as well as take. Remember, being overtly commercial is not always appropriate, so keep the tenor of the group and the event in mind as you plan, but be friendly and genuinely interested in what others have to say as well. If you make others feel relaxed, they will respond in kind.
If you are new to the event or organization you have chosen, it often helps to have a “sponsor” – a person more familiar with the group dynamics – accompany and introduce you. Let your sponsor know something of your goals. If there are particular individuals you would like to meet, ask your sponsor for an introduction. In the absence of a sponsor, however, don’t hesitate to introduce yourself. Be nonthreatening in your demeanor, but also be direct and show enthusiasm. While you should certainly have plenty of your own business cards to provide to others, it is more important for you to collect the business cards of others so that you can take the initiative in following up with your new contacts. At formal networking events, such as Chamber of Commerce gatherings, it is perfectly acceptable to be very direct with your goals as such events are inherently designed as networking opportunities. In social situations, conversation tends to be more casual and less direct. Nevertheless, at some juncture it is almost always appropriate to ask for permission to follow up with those you meet.
Once the networking event is over, spend some time debriefing yourself and those who attended from your organization. Determine how well each individual met the networking goals of the group. Plan and calendar follow-up efforts and monitor follow-up to make sure that it is being effectively executed. Follow up is a matter of building on the relationship you began at first contact.
The reason it’s called “networking” is that there is work involved! Networking, to be successful, is more than joining organizations, attending events and meeting people. For networking to be a strong tactic in building your travel planning business, concerted planning and on-going effort are key ingredients to add to the mix. Networking without a good set of planned objectives can work, but more often will not yield the results that a stronger effort would produce.
Have a well-defined set of goals and tactics that, combined, form a networking strategy. Decide early on in your networking planning how much time you will devote to networking and even how many new clients you hope to achieve. Determine the demographic of the core clients you are seeking. Once you have pinpointed the demographic you want to meet, spend some time deciding where the best possible venue is to find and meet them.
Because networking requires the personal presence of you or your employees, it is time intensive. Consider covering more ground by expanding your networking strategy beyond yourself personally to incorporate your employees or company business associates. In some instances you and those with whom you work may be involved in the same networking opportunities or you may head off in different directions. In either event, coordinate and plan out each opportunity and establish individual goals to decide how best to measure success.
If you can volunteer at a registration desk or on a committee, you will have an inside track on some key participants. It often helps to arrive early at networking events when the number of people is light and conversation can happen in a less competitive environment. Remember to circulate during the event. Too often, the temptation is to find a person who is comfortable to speak with and to remain attached to them the entire event. Move around and keep in mind your goal of meeting multiple possible contacts during the event.
Conversation at networking events should be planned. Remember that your goals are business goals and that you and the other networkers in the organization are representing your brand. Certain topics, such as politics for example, are typically “off the table” for such purposes. Note key talking points that you will want to introduce into your conversations. For example, you will want to make sure that the people with whom you speak know you are a travel agent, your areas of specialty and the important elements of your “story”. You will want to make sure they know how to contact you, perhaps via a business card or by whatever internal contact system the group uses. Know how you will respond when asked what you “do” – the most common of questions – make your answer memorable. Say it with a big smile and follow right up with asking your questioner the same question – always inquire for the same information from others, to give as well as take. Remember, being overtly commercial is not always appropriate, so keep the tenor of the group and the event in mind as you plan, but be friendly and genuinely interested in what others have to say as well. If you make others feel relaxed, they will respond in kind.
If you are new to the event or organization you have chosen, it often helps to have a “sponsor” – a person more familiar with the group dynamics – accompany and introduce you. Let your sponsor know something of your goals. If there are particular individuals you would like to meet, ask your sponsor for an introduction. In the absence of a sponsor, however, don’t hesitate to introduce yourself. Be nonthreatening in your demeanor, but also be direct and show enthusiasm. While you should certainly have plenty of your own business cards to provide to others, it is more important for you to collect the business cards of others so that you can take the initiative in following up with your new contacts. At formal networking events, such as Chamber of Commerce gatherings, it is perfectly acceptable to be very direct with your goals as such events are inherently designed as networking opportunities. In social situations, conversation tends to be more casual and less direct. Nevertheless, at some juncture it is almost always appropriate to ask for permission to follow up with those you meet.
Once the networking event is over, spend some time debriefing yourself and those who attended from your organization. Determine how well each individual met the networking goals of the group. Plan and calendar follow-up efforts and monitor follow-up to make sure that it is being effectively executed. Follow up is a matter of building on the relationship you began at first contact.
Networking: Considerations
A key objective of strategic networking is assuring a flow of new clients through the door. Retention of your existing clients is absolutely necessary and challenging in and of itself, but the acquisition of new clients provides for growth. If you are not taking measures to acquire new clients, attrition of your existing base will mean your business will decline over time. “Filling the pipeline” is the phrase often used to describe the strategy of continually developing new contacts for your business. Networking as a marketing activity should be directed through a number of alternative channels:
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- The Business Community – other business people in your locality are excellent opportunities for new clients and for cross-marketing. Seek out opportunities to network with business people on a regular basis.
- Your staff – support your staff in reaching out to their spheres of influence and incorporate your entire company into your networking strategy. Make each employee and business associate a missionary for the company. Allow staff the freedom and the time for networking, and then hold them accountable for results.
Business people often do not network out of fear of rejection. Social situations can feel awkward and all of us want to make sure we are not inappropriately imposing ourselves on others. That is why networking needs to be studied, supported and promoted in your company. Becoming comfortable with networking and supporting your staff members in their efforts will make it easier to develop a mindset that is continually and creatively looking for networking opportunities.
Exercise:
Build a systematic networking strategy into your business plan. How will you build on and expand your network? Sit down with a sheet of paper and write down every civic and social group to which you belong. Decide which of those you could give more of your time to in a context that would allow you to come more into contact with potential clients.
Next, write down your hobbies and avocations. Are there groups that center around these activities with which you would enjoy socializing? What opportunities do you have for volunteer work? Are you participating fully in the opportunities that surround you? How can you give to each of the opportunities around you in such a way that you can truly expand your circle of influence?
Narrow down your choices to be efficient. In which of your opportunities can you build the most genuine relationships? Commit to being more “out there.” Your business will grow as a result, and so will you.
Build a systematic networking strategy into your business plan. How will you build on and expand your network? Sit down with a sheet of paper and write down every civic and social group to which you belong. Decide which of those you could give more of your time to in a context that would allow you to come more into contact with potential clients.
Next, write down your hobbies and avocations. Are there groups that center around these activities with which you would enjoy socializing? What opportunities do you have for volunteer work? Are you participating fully in the opportunities that surround you? How can you give to each of the opportunities around you in such a way that you can truly expand your circle of influence?
Narrow down your choices to be efficient. In which of your opportunities can you build the most genuine relationships? Commit to being more “out there.” Your business will grow as a result, and so will you.