Travel agents should not neglect the little details, such as smiles and choices of words, in interacting with clients, as these are the things that flesh out the character of a travel agent's business, Richard Earls writes. "Whatever your motivation, the details are what carry your brand message forward and shine through your business plan. It’s not what you say you are going to do that gives life to your business – it’s the things you actually do, the way you treat clients, your fairness and integrity that gives your business its personality," Earls writes.

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