Addressing fears as a marketing pitch

07/16/2013 | Travel Weekly

One strategy that travel agents can use in their marketing campaign is to present themselves as the solution to whatever unexpected problems may crop up during the client's vacation, Arnie Weissmann writes. "It's important to remember that you're not actually selling fear when you raise potential problems; you're selling peace of mind. It might seem counterintuitive to introduce fear into discussions about honeymoons and vacations, but be assured that the fear was already present. When you bring it to the surface, you're actually beginning the work that prevents a dream trip from becoming a nightmare," Weissmann writes.

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