Nurturing Your Groups To Success

By Phil and Doris Davidoff, CTCs, CTIEs, MCCs

Why sell groups? As notorious bank robber, Willie Sutton, said when asked why he robs banks - "It's where the money is!"

While groups do not develop overnight, payoffs are solid. A group of 50 people on a one-week mass market cruise can produce commissions in excess of $7,000 - even if you have to give the tour conductors to the group.

Some of the reasons why it pays to focus on groups for growing your business:

• High commissions (as noted above).
  
• Rates are locked in, usually at the lowest possible level.
  
• Successful groups create an annuity for future group and individual business.
  
• Group promotions can generate business during traditionally slower periods of the year.
  
• There are tremendous group opportunities, including family reunions, clubs of all kinds, celebrity hosts, corporate functions, incentive trips, theme groups and many more.

Here are some ideas for nurturing your groups so that they can develop to their full potential:

• Work together with representatives of the cruise line or tour operator as both organizations will benefit from success.
  
• Keep in contact with your group organizer, "pied piper," or anyone else who is helping you with your group.
  
• Be aware of where you are in relation to your goals and to the time line - the number of weeks or months before full deposits and final payments are due.
  
• If you are not on target, find out why. Work with your contacts to see what more can be done to convert prospects to bookings. Can adjustments be made?
  
• Even if you are on target, be sure to continue to contact your clients to show that you care about their business.
  
• Be sure to work with your sales representative and your supplier's group department. Plenty of assistance is available for the asking