The retail sales model has no place in this age of consumers who can get information at the touch of a button and who know an inauthentic sales pitch when they hear one, Richard Earls writes. Especially for travel agents, the key is to build a relationship based on trust, focused not on price but on fulfilling the client's aspirations in travel. "People do business with people and companies they like, companies that demonstrate an interest in them," Earls writes.

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