add leverage (i.e. use systems to make running your business a lot easier and more efficient)

I have interviewed lots of travel agents about this topic, and "specialization" is THE secret weapon of the industry's top-producing agents.

Of course, becoming a "specialized travel consultant" requires a lot more than just "saying that you are specialized":

It requires setting up a separate BUSINESS for each of your specialties. (You will need a separate "business plan", separate "marketing plan", unique web sites, etc., etc.

But it's all well worth it!!!, because, when you specialize, when YOU focus, YOU determine:

*

The kind of customers you will attract *

The kind of clients you will retain *

How hard you will have to work *

How much money you will need to spend on marketing *

Your brand identity *

How competitive you are *

The marketing strategies that work best *

and best of all, YOU will determine how much money you make.

So, do YOU understand why, in order to create a SUPER travel business, you MUST specialize?

Just in case, let me add:

As common sense would tell you, ONLY by focusing on a couple of good SPECIALTIES will you be able to accumulate the knowledge and experience required to deliver "EXPERTISE".

Ask yourself:

If I’m a travel agent and the information I have and offer my potential clients is the same (or less) than what they can find on the internet by themselves…why would anyone need my services?

The super evident reason to specialize can be summarized with this question:

What travel agent could possibly become AN EXPERT (a real expert that is) AT EVERYTHING, EVERY DESTINATION, EVERY COUNTRY, EVERY CRUISE LINE, EVERY RESORT?

The thing is, 10 YEARS AGO THIS WAS NOT A BIG ISSUE because travel agents monopolized travel-related info. If you wanted to travel, you HAD TO go see a travel agent.

But, today, any 14-year old can book a cruise while chatting on MSN and downloading MP3's.

Wishing you lots of success, Image Preview

Eddie Rodriguez Business and Marketing Coach

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