| Journal: TWUK | Section: |
| Title: | Issue Date: 06/11/00 |
| Author: | Page Number: 3 |
| Copyright: Other |
Burris says ‘fun factor’ is key to success
TRAVEL agents that specialise and make the buying process fun for customers are the ones who are most likely to survive cuts in commission, according to consultant Nolan Burris.
During an ABTAseminar chaired by Travel Weekly editor Jeremy Skidmore, Burris said:”Specialisation is the key. We are comfortable about buying from people who know a lot about a few things, as opposed to a little about lots of things.”
He added that agents should take a leaf out of the Holiday Hypermarkets’ book.
He said:”Holiday Hypermarkets has created a different buying experience. It is fun.
“The most brilliant comment I have heard is from one agent who told me: ‘We are successful because we believe that the holiday begins the moment we pick up the phone or the customer walks into our branch’.”
Burris added:”Leisure travel should be about fun. If it’s not fun, it’s just a transaction.
“Create an environment that makes it exciting, where people want to buy what you sell.”
He advised all agents to know their way round the Internet.
“You have to know the Web better than your customer.Not as good as. If that is the case, they won’t pay you a fee,” said Burris.
Burris: create a fun environment