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training
Training is key to growth
by Craig Reid, Group Chief Executive Officer, Fuel Online
WHAT does it mean to be
competitive? To have an
advantage? Is it the quality
of the product you represent? Through the discount
you can tolerate? The exposure you are able to garnish?
And why do some companies out-perform others by
300 percent? How is it that
in a stable market, selling the
same products, we are forced
to slash earnings to differentiate ourselves?
The only true differentiator
a travel agent is able to offer
is a memorable, hassle-free
experience. Capturing hearts
and minds is the single biggest differentiator and is the
focus of this column.
Front line consultants
sell the value able to be
captured from the millions of
rands of advertising and marketing invested by suppliers
and their own retail organisations. Vast sums are spent
to mine this opportunity but
ultimately rely on two primary factors: consultants need to
want to achieve and need to
have the capabilities required
to extract as much value as is
available.
In retail, success requires a
clear, consistent and sustained message. High staff
turnover, scarce experienced
staff and an ever more diverse
audience means that creating
consistent performance is
increasingly difficult.
Being able to solve this challenge is only half the puzzle.
Once people are completely aligned to the goals of an
organisation, there is a need
ment changes;
B Ongoing updates on government skills development
requirements;
B Time, travel, accommodation, printing, food and venue
costs to reach all retailers
regularly enough to effect
change;
B High staff turnover;
B Frequent product changes;
B Legislative changes re-
and suppliers can cost effectively, secure commitment
and loyalty, develop skills and
drive the ability to earn more,
they will claim a bigger share
Fuel Online, South Africa’s premier online training provider is offering all TIR
readers a 15 percent discount off all of its retail, sales and customer service
titles, as well as 25 percent off all of its critical life-skills titles in order to
make them available to even the smallest businesses.
to ensure they are actually
able to execute the tasks
required effectively and
efficiently. If they are unable
to, business falls short. Capability is the driver.
Being capable of extracting
value is the means of growing
revenue – regardless of market conditions. If businesses
are more capable than their
competitors, they prevail.
Challenges shared with
competitors, including suppliers, are:
B Internal expertise to drive
alignment and capability;
B Ongoing BBEEE require-
quiring ongoing training and
communication to everyone,
all the time;
B Training material is always
out of date, inconsistent or
sporadic.
South Africa’s travel industry is highly competitive
and price sensitive but it is
a lucrative market. The only
question is how much market
share each business and consultant is able to secure.
The most effective vehicles
for reaching the market are affinity to a brand and product
and the capability to capitalise on marketing. If agencies
of the market.
Leveraging technology to
achieve this has been the
cornerstone of all Fortune
500 companies. Fortunately,
using new technology for
consultants to learn and for
companies to reach staff and
independents on a cost effective basis is now possible.
Congratulations to Jenny Voigt from The Travel Chain in
George, who was spotted with her TIR at the cave town
of Matera in Italy. Jenny wins an American Tourister
Soundbox 55cm Spinner valued at R2,299!
One look at American Tourister’s Soundbox range of
luggage makes you feel like travelling around the world!
Soundbox is the brand’s first expandable hardside
zipped case, offering maximal space and comfort,
offering a variety of special features to make your trip
even more legendary: integrated TSA lock, expandable,
and with cross ribbons on the top and bottom compartment. The fine matt texture offers more resistance
against scratches, ensuring minimal stress and maximal
fun. Your American Tourister Soundbox suitcase will
be the eye-catcher of the luggage belt. Available from
leading luggage stores nationwide or online from
www.houseofsamsonite.co.za
* Fuel has built online
training academies for
Toyota, GM, Sanlam, Engen, Coronation, Shoprite
and Mercedes Benz. For
more information call:
087 351 5222
With TIR
Email photo entries to:
dominic@tir.co.za
Travel Industry Review | April/May 2018 19