For an industry based on sales, it’s crazy that so many of us hate to sell. “I hate being pushy.” “Hard-sell is just not my style.”

If you that sounds like you – if you “hate sales” – then here are some great ways to subtly toot your own horn.

1. Always remind clients when you are upgrading your skills and knowledge for their benefit. Instead of an out-of-office email response reading “I am away until June 24,” how about “I’m experiencing the charms of Ireland on a familiarization tour until June 24 and happy to tell you all about it when I return!” Ditto your voicemail.

2. Be sure to recap travels, seminars, trade shows and webinars you have participated in when you write your newsletter or other regular communication with your clients. Share the knowledge you have gained during the three hours you spent doing a specialist course.

3. Appear like an insider with links to online trade publication articles that your clients don’t have access to. Sending an interesting link is bound to create a conversation.

4. Stay in touch with your clients when you are away using your favourite social media. Maybe even send postcards to your top 10 clients who would be interested in that destination. Now that’s a great personal touch!

Every day we fight the Internet. As wonderful as it is, it is never personal and caring, the way you are. Which is why your clients love you!

Lynda Sinclair, CTM, is the Senior Vice-President – Leisure at Vision Travel Solutions, which has an ever-expanding and vibrant program for independent agents. With over 30 years in the Canadian retail travel industry, Lynda says she “lives and breathes what goes on at the front line.” She can be reached at lynda.sinclair@visiontravel.ca.