Tell your clients never to do these 15 things

Q: I am in my third year as an agency owner. We have five employees, and I am really trying to differentiate our firm. We are concentrating on communications with clients. Is there a way to humanize the process so we are not just sending them sales pitches and deals?

A: There are many ways, but let’s start with one: May I suggest that you and your staff put together your own “never list,” a series of statements designed to highlight advice they may not have heard before. This can go a long way toward establishing credibility while also highlighting several areas of expertise. 

Here are just a few excerpts from my current “never list.”

• Never book air with any entity that will not assume responsibility for getting you home in the event of an “event.”
• Never purchase a travel insurance policy that provides less than $500,000 in emergency evacuation coverage.
• Never assume that a hotel booking site is truly the actual hotel or can legitimately represent the hotel. Fake hotel sites number in the thousands and remain largely unchallenged by law enforcement.
• Never offer your credit card details and personal information to anyone at toll-free number or an unverified company website (look for “https” and the “lock” on the left side of the URL that indicates the site is secure, though that alone doesn’t guarantee legitimacy, security and authenticity).
• Never use public WiFi in an airport or elsewhere without activating a VPN. It is an invitation to steal your information and your identity.
• Never attempt to save money on an airport transfer.
• Never pass through a crowd, airport or train terminal or venue where people are shoulder-to-shoulder without wearing an N95 or KN95 mask. Studies about their effectiveness against airborne particles is not controversial.
• Never book an airline ticket with a third-party vendor online. They operate out of cubicles, often in countries abroad where it is difficult to resolve conflicts to a consumer’s satisfaction, and you will frequently find the task impossible if you need to make changes or request a refund. Not all online seller-issued tickets will be accepted by other airlines, so if your flight is canceled, they cannot put you on another carrier. Book exclusively with the airlines directly or with a certified air expert in the U.S. who provides world-class flight-monitoring services.
• Never travel abroad wearing hats, shorts or jackets that feature names or logos of teams or companies that would easily identify you as an American tourist. Assume that your country of residency is no one’s business unless you choose to tell them. And as a corollary, never reject the concept of just “blending in” when traveling abroad.
• Never forget that all hotel, tour, cruise and travel package pricing includes a travel advisor commission. You are always paying this commission even when you do not use a travel agent. If booking on your own, always ask for a refund of the agent commission so you are not charged for services you did not utilize.
• Never travel without making sure that you have baggage tags that show exactly where you will be during the first several nights of your stay and the number where you can be reached.
• Never check luggage unless you have photographed its contents on your phone.
• Never sit down in your aircraft seat without first using bacterial wipes on the seatbelts, tray tables, armrests and the back and side of your seat near the head.
• Never travel without at least one change of clothing in your carry-on.
• Never travel without understanding how to work the panoramic photo feature on your smartphone.