Читать книгу Selling With Noble Purpose - McLeod Lisa Earle, Lisa Earle McLeod - Страница 30

Make no mistake, G Adventures is a sexy company (no offense, banking, basements, and IT). As the global leader in adventure travel, they take people everywhere from African safaris to cycling in Tuscany to trekking the Inca Trail. Their team is committed to changing lives through travel. The company had experienced 20% year‐over‐year sales growth for over two decades.

Yet as exciting as G Adventures is, they needed to translate their passion to their resellers: travel agents who book trips for their clients. The sales team knew their trips were life‐changing, but the travel agents often saw G Adventures as just another vendor.

To help you understand the business model, many travelers still turn to travel agents for advice about where to go and for help with complex trips. Agents direct a large number of travel decisions and dollars. Because of this, every tour company, hotel, and travel vendor on the planet wants agents to love them. The agents themselves typically join the industry because they are passionate about travel. Yet as they progress in their careers, agents often find themselves booking dream trips for others while they sit at their desks.

The sales team at G Adventures wanted to do more than sell trips: they wanted to help their agents rediscover their own sense of purpose. They landed on their NSP: We help people discover more passion, purpose, and happiness.

In this case, “people” extended to agents. This required transforming the sales process. Instead of showing agents photos and videos of trips, the team created interactive sales experiences. They used everything from inspirational card decks and music to an actual magic trick to help their agents, people sitting at their desks, reconnect to the power of changing lives through travel.

The sales team even went so far as to change their job titles from account executives to Global Purpose Specialist, or GPS for short. They wanted to make it clear that their job is to help agents discover more passion, purpose, and happiness in their jobs, so they can help people discover more passion, purpose, and happiness on trips.

G Adventures' impressive year‐over‐year 20% sales growth has now become 35% growth. Their annual event, the Change Makers Summit—held for the agents who change the most lives—has garnered international recognition as one of the most innovative events in the industry.

G Adventures

We help people discover more passion, purpose, and happiness

20% sales growth → 35% sales growth

Industry leadership