Eagles don't flock together, they soar. So much emphasis on marketing and social media, it is easy to forget that the retail travel agency channel is, in fact, the commissioned sales force of the industry. Its sole function is to SELL travel. It is not even a chicken or egg debate. Everything you and your company does (marketing, operations, public relations, training, etc.), should be to support the sales strategy of the business. This is where we as an industry fail. Unfortunately, in our lexicon “Sales” and “Marketing” have taken on the same meaning. Agencies and advisers (especially independent contractors) expect their marketing programs to sell for them. However, the role of marketing is not to sell, but to produce prospects. If you aren’t practicing the fundamental mechanics of selling and sales management – no amount of marketing will help. I share based on personal experience and expertise learned as a travel professional, agency owner, and luxury cruise line sales executive.