Best Practices for

First Response Email

Table of Contents

1. INTRO TO FIRST RESPONSE EMAIL

2. THE FIRST MESSAGE TO TRAVELERS a. Goals of Your First Response

3. SAMPLE FIRST RESPONSE

a. KEY POINTS i. Email Length ii. Trip Structure iii. Personalized recommendations iv. Build Relationship v. Added Value vi. Timing and Efficiency

4. FIRST RESPONSE EMAIL EXAMPLES

a. Example 1: Italy b. Example 2: South Africa Honeymoon c. Example 3: Itinerary Outline Approach

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INTRO TO FIRST RESPONSE EMAIL As with all new travel specialists on Zicasso, I'd like to share some Best Practices on what has worked well on Zicasso. These are based on observing and analyzing thousands of messages on Zicasso and benchmarking the best of the best travel companies we partner with. Please review the info below when you get a chance, preferably before our training call. Many partners have found this very helpful. As I share Best Practices like these from time to time, please consider them as Zicasso confidential information to be shared only with you and your team. Brian Tan Zicasso Founder & CEO

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THE FIRST MESSAGE TO TRAVELERS Based on observing and analyzing thousands of messages on Zicasso, we've found that the first response to clients -- that first impression -- is critical to good sales conversion. Thus, we obsess over the quality of it! At the same time, it's important to have an efficient process that does not take too much time. Here are our Best Practices tips. With practice , quality-first client responses can be done in less than 10 minutes.

Goals of Your First Response

1. Impress with Promptness ● It's very important to send your first message within one business day in

order to a) impress with promptness and b) be the first to get client's mindshare and the first to talk to client on the phone.

● A 2011 Harvard Business Review study confirms the importance of prompt replies: "Firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead (which we defined as having a meaningful conversation with a key decision maker) as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that waited 24 hours or longer."

2. Establish Credibility ● Introduce yourself and your company -- and why you are an expert for that

destination ● Tell clients that you have traveled all over that country and know it very well

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3. Build Relationship: Personalize Your Response ● Clients are not ready to read itineraries yet -- they want to first see some

suggestions specifically for them

● Our analysis shows that messages which get the most responses are those that provide a few personalized paragraphs of thoughtful suggestions that flow like a conversation and sprinkled with some questions to invite interaction.

4. Establish a Time for a Phone Call ● Your ideal goal: Client is so impressed that s/he wants to speak to you first,

before speaking to any other travel specialist ● If the client has provided their phone number, specify a time and date

that you will call and ask if there is another time they prefer. If they did not provide a number specifically invite the client to call you. Always provide your US phone number.

Please Note: It is NOT a goal in the first response to give a detailed custom 10-page itinerary with pricing! That overwhelms the traveler… and there is no relationship built yet, so travelers tend not to invest an hour to review a 10-page itinerary. It is also not the most effective use of your time as a sales consultant. This detailed itinerary should come later in the sales cycle.

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SAMPLE FIRST RESPONSE Here are key points to keep in mind when putting together your First Response email. Keeping your email professional, concise, and well worded is the key to successful business correspondence.

KEY POINTS

1. E-mail Length ● Length of about 600-700 words works well -- not too short, not too long.

Caveat: Content must be well written; otherwise even 100 words would be too long!

2. Trip Structure ● Provide a recommendation on how the trip might be structured (the

"flow"), this is best given as a brief sketch itinerary. For example: ○ 3 nights in Rome ○ 4 nights in Florence ○ 2 nights in Venice

3. Personalized Recommendations

● How to get the client’s attention: PERSONALIZATION and UNIQUE EXPERIENCES -- it’s a proven formula: When a travel specialist provides really good personalized recommendations of unique experiences, clients write back or call.

● Examples of personalization with unique experiences: ○ For a family trip request to England: "I think your children will love our

private Harry Potter tour in England -- they can see where Harry actually disappeared at King’s Cross Station through the wall to Platform 9 3/4, and much more."

○ For a client who’s interested in history: "At the Great Wall, I can arrange for you to spend the night inside there, just like what the ancient guards did..."

● Develop your templates: ○ A lot of these experiences can be templates that you write up and then

copy and paste, so with practice, the initial client response can take less than 10 minutes. For example, you can create a template for culinary experiences, a template for romantic experiences, for

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child-friendly activities, for art and architecture, etc. It is also worth creating templates for the most commonly requested destinations in your region. Depending on the client trip request, you can select the right templates to copy and paste, so your response is personalized.

○ You can also write up template descriptions of the various destinations (or safari lodges) and perhaps highlight some major attractions and charm -- even better, describe a little bit about your favorite places/activities, or demonstrate your own personal connections to the people. (e.g. “I know one of the best chefs in Tuscany, and I can arrange a wonderful cooking class with him.”)

4. Build Relationship ● Share something in common, or share something about yourself. Sharing

helps you build relationship, and it helps clients get to know you better. For example:

○ Thank you for bringing up food as one of your interests. Enjoying great Italian food is one of my biggest passions too! I know a wonderful chef who can take you to a market in Rome, introduce you to the local ingredients, and then give a cooking class. I also have a list of great, non-touristy restaurants in each city, and can help you make reservations....

5. Added Value ● Explain how you’ll provide additional added value beyond typical bookings.

For example: ○ Mention that you can recommend and book preferred local

restaurants, provide insider tips on activities that clients can explore on their own, provide 24/7 support throughout the trip, etc.

6. Timing and Efficiency ● One of our travel specialists told me that when she first started working with

Zicasso clients 2 years ago, it took her 40 minutes to write responses like these; however, with practice, she found that she can quickly re-use a lot of material/templates and now, it takes her less than 10 minutes!

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FIRST RESPONSE EMAIL EXAMPLES Here are few examples of the First Response Email. To save time, you can save your “company introduction template” and “signature” (blue color in Example response below) as templates on Zicasso. Please use your own words for your custom Client Response!

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➳Please do not copy the exact words!

Example 1: Italy (Response: 647 words) Trip Request scenario: 2 adults, aged 31-50, 13 nights, $5K budget per person, with this client input: “We love great food and we’re curious about history and culture. We’re interested in Rome, Florence, Tuscany, Venice, and the coast.” Dear <Client Name> , Zicasso has matched your <Destination> Trip Request to me, and I’m delighted to help! My name is <Your Name> and I am <your position> of <Your Company Name> . I grew up in Rome and continue to travel all over Italy to search for and test out new travel experiences. My company integrates the iconic highlights of Italy with its unique and often hidden experiences into a singular experience. Using strong connections with the country's boutique travel suppliers, we focus on creating vacations that are unique and life enriching, customized just for you. Your Trip Request mentioned interests in food and history, Rome, Florence, Venice, Tuscany, and the coast in 13 nights, traveling in October. That’s an excellent month to travel although you should consider earlier in October for better weather on the Amalfi Coast. Here’s my recommended itinerary:

● Rome - 3 nights ● Florence - 2 nights ● Tuscany - 3 nights ● Amalfi Coast - 3 nights ● Venice - 2 nights

While there’s plenty of information online about these wonderful destinations, I wanted to introduce you to some unique experiences that I can customize for you: Italian Food

● Thank you for bringing up food as one of your interests. Enjoying great Italian food is one of my biggest passions! Did you know that there’s no one single “Italian cuisine”? Every region in Italy has its own cuisine and I’d love to help you discover them! I know a wonderful chef who can take you to a market in Rome, introduce you to the ingredients, and then give a cooking class. I also have a list of great, non-touristy restaurants in each city, and can help you make reservations. Or you can visit small producers of excellent cheese, balsamic vinegar, etc.

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History ● Rome is a living museum. I know a private guide who’s a former history professor.

He narrates the hidden chronicles of world-famous icons while also taking you out to forgotten memoirs along the ancient Appian Way.

Art

● If you're interested in Renaissance art we can not only arrange visits to the great museums of Florence (with skip-the-line tickets), but also to some private galleries and the chance to meet the collectors over a glass of wine.

Tuscany

● A beautiful region! If you're wine connoisseurs, then I'd recommend staying in the Chianti area, both for its scenic opulence and easy access to Tuscany's prominent vineyards. I have personal connections with many local wineries and can arrange closed-door tasting as well as overnight stays at historic farms. A private driver can take you door to door.

Venice

● This is one of Italy's most-loved destinations but there remains countless opportunities to escape the tourist trail. Think glassblowing, private gondola rides, and exploring private galleries of 13th century art. The beauty is very much in the details and I would love to introduce you to these experiences.

Italian Fun and Adventure!

● For something a little different, you could drive through the Roman streets in a classic 60s Fiat 500, with the tour culminating in wine and cheese tasting just steps from the Colosseum.

● How about hiking and cycling? There are many sublime trails along the coast that can be tailored to your interests and fitness levels.

● The Amalfi Coast is spectacular, with hairpin turns and endless panoramas over the twinkling ocean. Would you be interested in driving there in an Italian sports car?

Hotels

● To give you a more authentic experience, I recommend boutique luxury accommodations that reflect the character and charm of their settings; like 16th century Venetian palaces, romantic Roman palazzos, and ancient convent-turned-guesthouses surrounded by flourishing grape vines.

These are just some initial ideas! I would love to discuss your interests further so I can tailor this proposal to your exacting interests. When would be the best time for me to contact you by phone or via Skype? I’m flexible either morning or evening so please let me know what suits you best. Thank you and I look forward to speaking soon! Best regards,

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<Your Name Your Title Company Name Address Company Website US Phone Number Skype ID>

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➳Please do not copy the exact words!

Example 2: South Africa Honeymoon (Response: 654 words) Trip Request scenario: In this example, the client requested "We will be on our honeymoon and can travel between May - Aug. We plan to fly in and out of Johannesburg, we would like to visit Cape Town, the winelands, experience safaris. I know some names of luxury lodges like Royal Malewane, Singita and at the end of the trip would like to spend 4 nights at a luxurious beach resort." Total 14 nights. Dear <Client Name> , Congratulations on your upcoming wedding! Many thanks for submitting a Zicasso Trip Request. South Africa is such a vibrant and enchanting destination, combining the raw brilliance of an African safari with beautiful Cape Town and world-class vineyards. I think it’s the perfect honeymoon destination, and it’s where my wife and I also celebrated many years ago. I’m <Your Name> , and my company <Your Company Name> , has been organizing luxury South Africa honeymoons and private safaris for 12 years, and revels in the opportunity to customize a dream romantic getaway. I have been traveling to Southern Africa for over 20 years and have personally inspected all the safari lodges and camps that I recommend. Due to our relationships with the best travel providers, we offer some of the region's most unique experiences: Everything from rhino walking safaris to tasting with vineyard owners, private hot air balloon rides to exclusive villas on white sand. I recommend May as the best month for your honeymoon: The weather is excellent (not too hot, not too cold!) and it’s not peak season. I suggest this rough outline:

● Safari at Royal Malewane - 3 nights ● Safari at Singita Ebony Lodge - 3 nights ● Cape Town and the Cape Winelands - 4 nights ● Beach resort in Mozambique - 4 nights

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Safari provides a very authentic and intimate start to the honeymoon. The privacy and exclusivity is elevated by the thrill of encountering big game. Are there any safari activities you're specifically interested in? How about a hot air balloon ride? Or an evocative night game drive? Royal Malewane is situated in its own private reserve and has some of the most knowledgeable guides and trackers in the industry so you can expect excellent game viewing. But for that extra special first night...how about a moonlit bush dinner, with the silver service complemented by giant silhouettes wandering in the distance? Singita Ebony enjoys elegant panoramas over the Sand River and is ideal for spotting the big cats, especially leopards. It's one of my favorite African lodges, effortlessly merging the untamed atmosphere of safari with an unbridled luxury. A sunset couple's massage with views over the river is a wonderful way to round off your time on safari. Cape Town is coated in color and charm and I would recommend a hotel in the Waterfront area, both for the sunset views and the walking proximity to the city's best restaurants. Diving penguins, vibrant markets, boutique food tours, helicopter rides over Table Mountain… there's so many unique experiences to enjoy in this city and our team of skilled local guides are experts at customizing your itinerary. If you're interested in history then you'll love the opportunity to be guided around Robben Island by ex-inmates of Nelson Mandela. The Cape Winelands is arguably South Africa's most exquisite destination. Over the years we've built strong connections with various boutique vineyards and we can arrange a very personal tour of the farms that includes tasting with the owners. I personally know one of the best chefs in Franschhoek – South Africa's culinary hub – and can arrange a fun cooking class for the two of you. For a luxurious beach experience, I recommend Mozambique. What are your interests for this part of your honeymoon? White sand beach tranquility? Or something more active like snorkeling and hiking in the luscious interior? If you're interested in sailing then we can tailor everything from overnight yacht cruises to sunset dinner excursions. I have attached a sample itinerary to give you a few ideas -- but this is just a sample , as everything we do is tailor-made to your requirements. It’s only a starting point for our planning.

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I'd be delighted to hear your feedback on the suggestions above. I’ll plan to call you tomorrow at 11 am EST -- if there’s a better time, please let me know. I'd love to hear more about your interests and preferences so I can fully craft you dream honeymoon! Thank you and kind regards, <Your Name Your Title Company Name Address Company Website US Phone Number Skype ID>

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➳Please do not copy the exact words!

Example 3: Itinerary Outline Approach NOTE: The itinerary outline approach is recommended only if a client specified exactly where s/he wants to go in the Trip Request. That’s because the client has already researched the trip and knows what they want to do. We recommend this approach only if client already knows specifically where s/he wants to go. Dear <Client Name> , Greetings from <Your Company Name> and how wonderful that you’ve chosen <Destination requested> for your holiday! Many thanks for submitting a Zicasso Trip Request! My name is <Your Name> , and I'm a travel consultant specialized in exactly the type of trip you’re looking for! I’m Kiwi by birth and have lived in New Zealand for decades, but I am also an American by heart as my family has been living in the States for the last 10 years. I have over a decade's experience planning customized travel itineraries to New Zealand and the South Pacific. My company <Your Company Name> understands this area like insiders and we personally visit the destinations to experience activities, tours, and hotels. I also draw on many memorable experiences of visiting Australia and New Zealand with my husband and three children. I would be delighted to assist you in planning your trip to New Zealand! In order to develop the best itinerary for you, I like to start with an outline to ensure that I am on track with what you are thinking. This provides a starting point and can give you ideas as well. When I receive your feedback, I’ll put together a more complete itinerary proposal, along with a price based on your budget guidelines. The following is based on 10 nights in New Zealand: Day 1: Depart the U.S.A Day 2: Lose this day to the International Dateline

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Day 3: Arrive into Auckland. Your Trip Request mentioned an interest in Lord of the Rings. From Auckland, it's just a short drive through weaving volcanic scenery to the perfectly preserved movie set of Hobbiton. Your children can enter hobbit holes, have lunch in the famous Green Dragon Tavern, and even dress up as their favorite characters. …… (content for Days 04 - 12 removed in this example) …… Day 13: Depart Queenstown to fly back to the USA via Auckland. I hope this itinerary outline gives us a good starting point, and I’d love to get your feedback for any changes. Once I receive your feedback, my next step will be to provide you with a detailed itinerary proposal. Often, it’s best to have a quick phone call so I can understand what’s really important for you, and I can share more ideas of unique experiences. When would be a good time for a call? I look forward to your feedback! With Kind Regards, <Your Name Your Title Company Name Address Company Website US Phone Number Skype ID>

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