Travel agents have two types of competitors; other travel agents and online sites.

Your competitors should  be viewed as more than just rivals to contend with. They set the standards you must surpass, becoming the inspiration that shows the various possibilities of your field.  I’ve previously written how being a “someone rather than a something” can be hugely advantageous.

But excelling among the best, probably other travel agents,  takes more than inspiration.

Pricing is not the only factor that gives you leverage. In fact, research shows customers value other factors more than pricing such as the reputation , value for money, the range of "extras" available but probably most importantly, the service they receive.

Having a clearly defined Client Value Proposition (CVP) will allow you to focus on what makes you stand out from your competitors and price this accordingly.  Turn the CVP into a mission statement and build your business around it.

The next step is to determine the most appropriate road to get to your potential clients. Evidence shows that social media has become one of the most effective routes to market. In fact, many businesses today consider social media a very important way to collect feedback through sites like Facebook, LinkedIn and other industry specific locations.

Recent statistics suggest Google and Facebook may account for up to 15% of what was once traditional television advertising.

Once you have reached your target market, form relationships with them that cannot be found elsewhere. Showing loyalty to a good customer increases their loyalty in return.  Your product or service  must be important to the customer, integral to their functioning and more approachable than others they look turn to.

When you are known for integrity, efficiency and uncompromising commitment, your company will have the advantage needed to rise above the competition.

Strive to be more than an organization that simply exchanges money for a product or service; be the benchmark others look to base themselves on. After all, that extra 1% you do may the difference between winning a new client, or losing an existing one.

This article was co-written with Samina Yip, CEO and director  of www.bpgroup.com.au. The business professionals groups  was established in 2003 and brings together a variety of professionals and trades under a single umbrella supporting sustainable growth.