Striking Gold with Sandals

By Laurie Beckmann, MWV™, The Appel Inn andA Gracious Event, Altamont, New YorkPhotos Courtesy of Sandals Resorts“Choose a job you love, and you will never have to work a day in your life.” - ConfuciusSelling Sandals as a destination is a perfect embodiment of this sentiment. That’s what it has felt like in less than four years “on the job” and, as a result, I’ve been able to enhance my income and reach “Gold” status in less than four years. Sound appealing? You can do it, too, by using the tools provided through the valuable partnership between the Association of Bridal Consultants (ABC) and Sandals Resorts. Selling the Sandals Experience to couples you already have as qualified clients is the best way to increase your income. Whether you are a consultant or a vendor member, almost all of your couples will be taking a honeymoon to start their new life together. Some may be seeking a destination wedding. By being the go-to-person to assist your couples in adding their wedding journey, you open the door to continued bookings with baby moons, anniversaries and other special events in the future. Here’s how to get started on the journey:Step #1—Become an ExpertTake advantage of the extensive knowledge base, information, and tools that Sandals Resorts provides through brochures, DVDs, websites, and classes. In the process of researching the best-in-class destination wedding and honeymoon resort experiences for my clients, I was intrigued by the sincere commitment that Sandals Resorts has to its communities, education, and the environment through its philanthropic arm, the Sandals Foundation. The commitment that Sandals Resorts International has to the people of the Caribbean is inspiring. The foundation shares the philosophy of sustainability within the Caribbean community as a whole and in each of the Sandals Resorts. This was a key selling point for me and one that inspires many clients.Step #2—Experience SandalsYou are far better equipped to sell what you believe in and know personally. Kim Sardo, a senior director of business development with Sandals Resorts, provides amazing support in offering ABC consultants the chance to have the Sandals Experience, put their toes in the sand, drinks in their hands, and indulge in all that Sandals has to offer. ABC FAM (familiarization) trips typically require that attendees pay only the price of an airplane ticket to the location. While on your FAM trip, be sure to share your photos and experiences via Facebook and your other social media sites. Let your friends and connections know about your adventures—whether climbing the Piton in St. Lucia and the Falls at Dunn River, riding horses in the surf, enjoying two single-tank scuba dives a day, relaxing on the beautiful beaches of White House, playing a round of golf on the Greg Norman-designed Emerald Bay course, or indulging in a special candlelight dinner for two at any one of the resorts. Your Sandals FAM experience means you will learn more about the destination and familiarize yourself with the process so you can better present the Sandals experience to your clients. Step #3—Make a RecommendationAttending FAM trips gives you the confidence to recommend Sandals Resorts wholeheartedly, which means your clients benefit from your knowledge and enthusiasm. As with any vendor you personally endorse, be confident in your Sandals recommendation. Step #4—Know Your ClientsFor many clients, this will be their first island experience; as a result, it is likely that they will be looking for new adventures based on what you know. Knowing the locations and activities along with your clients’ likes and dislikes helps you connect the right place with the right client and design an experience best suited to their needs and desires so you can exceed their expectations. Establish a baseline of their expectations, wants, and needs, and then develop an all-inclusive requirements list to ensure you meet your clients’ expectations. Step #5—Prepare a ProposalPrepare a custom proposal for your clients’ experience. Include a description of the resort and activities based on your travels and building upon the Sandals literature. Provide several options—from the bare bones to the butler experience.Step #6—Book the TripTo make the booking process efficient, Sandals has a special ABC booking office line (1-855-ABC-7060) with designated team members Jessica and Olga, who make the process smooth and pleasant.Sandals Resorts have something for everyone. The more your clients learn about Sandals, the more excited they will be about this all-inclusive experience and the more likely they are to find the place that’s right for them, whether it’s the boutique style of Halcyon, the glamour of La Source, the beauty of Emerald Bay’s pristine waters, or the full private island of Fowl Cay.Get out there and offer Sandals Resorts to your clients and "Gold" will soon follow. ••