Are You Sure You Want to Specialize?

Whether you’re a new or experienced agent you often hear you need to specialize to succeed. There are compelling arguments for making that career choice, however I strongly recommend you go down that path with your eyes wide open.

Let’s look at some of those compelling arguments.

• If you specialize, your brand is clearer, people will know where you can add value.
• It will be easier for clients and prospects to remember you and referral others.
• You will become an “expert” with more in-depth knowledge than your competitors.
• As a specialist you will have better information than a consumer can find for themselves.

However, by positioning yourself as a specialist:

• You’ll have established expectations and will need to work hard to stay ahead of the game.
• Several factors can shrink your target audience. Things outside your control like crime, politics, supplier changes, and trends can diminish the appeal of your specialty.
• Now you’re a “one trick pony” and clients will go elsewhere if they think you’re not qualified to help them on other travel.
• It will take longer to build a base of business.

What’s an alternative? Become a generalist. Many opt for this path because:

• You cast a wider net because you haven’t excluded any prospective customers.
• You broaden your industry knowledge.
• You aren’t stuck with one customer type, you enjoy a variety of clients.
• In the long term, you’re better prepared for managing others.

Of course, there are drawbacks to this approach.

• It’s harder to establish your brand. How are you different than other agents?
• Prospective customers find it difficult to believe you have anything to add to what they can do themselves.
• You’ll have more competitors and as a result, more easily lost in the shuffle.
• To be really good at all aspects of travel is a daunting challenge. Will you be good enough to close the sale? To earn repeat customers?

Clearly neither path is easy. Your challenge is to determine what you can do to make sure you’re well-positioned, really good at your job, and most importantly, happy in your job. The right path for you needs to be uniquely personal.

My advice is to take the long view. Picture your career as path, there’s a starting point and many waypoints. Your starting point can lead to future growth. For example, you may start out as a generalist and find early on that you have a growing passion about one aspect. Let’s say it’s family travel, you’ve helped several families select the right all-inclusive destination and resort. That could lead to multiple destinations and vacation types for families. You find enjoy helping families’ vacations memorable and it becomes your passion. You’re so passionate you go all out to exceed their expectations. Your reputation is spread through word-of-mouth and soon you’re known as a family travel expert and that’s your brand.

I believe the ultimate solution is to be a specialist with generalist capabilities. You have experience and a remarkable depth of knowledge in your specialty, and yet you’re capable of meeting a broad range of customers’ needs. A career you can be passionate about.

A short summary is to follow your passion. Passion is what drives success. It energizes you, builds confidence, and fuels diligence. Working at a job you’re passionate about can reduce stress and lead to better overall health. Clients will feel your passion and that strengthens your relationships. And finally, imagine how fun it will be to plan your own travel to supplement your interests.

About the Author

Brian Robb is founder and principal at The RobbAspect. His career spanning several decades has provided him a 360-degree, and an international view of the industry having held positions at airlines, tour operators, travel agencies and in travel technology. Throughout his career, he has demonstrated a firm belief in the value of travel agents. Brian is currently board chairman of The Travel Institute providing him the opportunity to address his firm belief in the value of continuing education and in pursuing one’s passions.