Jose Cofone, a senior account manager in the leisure travel division at recruitment agency New Frontiers, will be writing regular comments for ttglive.com. In his first piece, he discusses the importance of product knowledge and giving yourself the competitive edge

Before becoming a recruitment consultant, I spent eight years in the travel industry, five years as a retail travel agent, so I know how difficult it is to be a travel agent. You have to be a fountain of knowledge especially now that customers are much more educated on worldwide destinations.

In my day, the main way to improve your destination and product knowledge was operator brochures and "Wish you were here” on TV. I even taught myself to read upside-down so when showed a client a brochure I could read about the hotel to make out that I knew all about it, which made it easier to sell. I find that if you sound confident about a subject, even if you know nothing about it, people are more willing to believe you.

My destination and product knowledgeable was all important as we had three other agencies within half a mile of my office and clients would visit all the agencies before making a booking unless you could convince them to make the booking with you. Now the competition is fiercer with call centres and the internet giving clients more choice than ever.

For agents wishing to be successful, knowledge is the key whether you are looking to improve your sales margins or your career prospects.

I once interviewed a candidate with two years retail travel experience on her CV. Part of our interview process, is to test their industry knowledge. I would always start with an easy question to put them at their ease, the recruitment version of “Who wants to be a millionaire?” 

So for £100, name me three Balearic Islands and their airport codes. She had a long thought and replied “Ibiza and Tenerife!” Stunned I explained that Tenerife was a Canary Island and that I had asked for three Balearic Islands. She couldn’t think of any others. Still stunned I decided to give her a second chance and asked her to name three Canary Islands. She couldn’t think of one. I reminded her that she had just named one. She eagerly replied “Ibiza”. I still don’t know how she lasted two years in travel.

It is easier now than ever to improve your product & destination knowledge. TTG Knowledge and Onlinetraveltraining are two excellent sources of information, a one-stop shop to self improvement and free to use!

Now, more than ever, it is imperative that consultants are as knowledgeable as possible to maximise earnings and career prospects whether it is with their current company or future employers. Why just sell a holiday to Florida when you can add on theme park tickets, airport hotel and parking, car hire, etc. Why just get a new job at the standard salary when you can get the top bracket? 

For those seeking new employment, in a time where clients have a wider choice of applicants, it is up to everyone to improve their own chances of landing that dream job. Your destiny is in your own hands, and knowledge is power and confidence is key.