Jamie Biesiada
ORLANDO — Specialize. Listen. Be available.
These are some of the tips offered to advisors by David Locke, who, alongside his wife, Cindy, owns Avoya Travel leading agency, Seize the Seas. David addressed his fellow Avoya advisors Wednesday afternoon at the host agency's press conference. Million Dollar Showcase at the Waldorf Astoria here.
So far this year, Seize the Seas has grossed $6.4 million as of July 22. Cindy's personal sales are $2.9 million and David's are $2.6 million.
What made them so effective in sales? They know how to sell the right product, qualify customers correctly and always be available, while taking time to devote to their personal lives, explains David.
“You don’t have to work 24 hours a day, but you have to be responsive 24 hours a day,” David said.
“Specialize and focus”
The Lockes don't really have a set schedule for their day. They have to both take on new leads and serve existing clients.
While David acknowledges that it's difficult to keep up with the number of new travel products coming online today, that's exactly why he encourages his fellow advisors to specialize in something.
“You have to specialize and focus,” he said. “You can't do everything for everyone.”
Cindy originally worked at Oceania Cruises as a home-based reservations agent. When she was told she could no longer work from home, she decided to leave and turned to Avoya on Oceania's recommendation.
Today, the cruise line still represents a significant part of their business.
“Sell what you are good at selling,” David said, “not what you love to do or sell.”
He added that it was important to listen to customers. Some, for example, might want to book all-inclusives because they never want to sign a drinks bill. Others might want to avoid all-inclusives altogether because they don’t drink and don’t want to pay a price that includes alcohol.
David also encouraged agents to be knowledgeable about the products through training and experiences. They should also get to know their business development managers, the first stop if a problem arises, as well as their executives.
Leveraging technology and education
He also uses technology to help him do his job. He said he and Cindy always buy Wi-Fi on cruise ships to stay connected — and they never hesitate to use it, even if they have to email a client during dinner.
David also uses a Samsung Galaxy Fold phone, which unfolds to the size of a tablet. He can work entirely from this phone.
Finally, David encouraged customers to continue their education, including by attending events like the Million Dollar Showcase. In one-on-one meetings with suppliers on Wednesday, he said he found three or four new suppliers he hadn't worked with before who could likely meet some of the customers' needs.
“Enjoy the trip. It’s a blessing,” David told his fellow advisers. “You work in your pajamas, you don’t have a boss, and then you go on a trip — and you make money.”
