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‘Sell the sizzle not the sausage’
‘Sell the sizzle not the sausage’ was the advice from Katy Hill, former Blue Peter presenter and now life coach, when she spoke to travel agents at this week’s Global Travel Conference in Orlando.
Referring to the need to sell the feeling of a holiday rather than the product, Hill said an agent’s job is all about creating amazing memories for customers.
"You’re selling a feeling, not selling what they can read in a brochure. You’re selling what they’re going to do when they get there, how they’re going to feel," she explained
She urged agents to get to grips with Instagram, saying it’s a vital selling tool for their business.
"Instagram is massive. It’s a free shop window for your business. You can post photos or quotes. I urge you to get on board and can put you in touch with people who can offer training," she said.
"It’s amazing for business. I’ve got friends who run their whole business on Instagram and when I am looking for inspiration for a holiday I will always look at Instagram."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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