Top 25 All Stars: Sue Ratliff

sue ratliffSea the World Cruises & Tours

Athens, TX

“All Star” Sue Ratliff is a designated specialist for nearly every major cruise line, as well as the South African Tourism Board, German National Tourism Board, Baltic Association and Tourism Australia, and in 2013 she received Avoya Travel’s highest honor, the Chairman’s Club.

“Sue always goes the extra mile for her clients and her travel agent peers, and she is most certainly an All Star,” says Scott Koepf, SVP of sales for Avoya Travel. “I know Sue personally and Avoya Travel is extremely fortunate to have her and her independent agency in our network.”

True to the praise she has received, Ratliff once made a Crystal booking while in pre-op for surgery. But her results speak for themselves; in 2013, Ratliff produced over $4.1 million in sales, landing within the top 1 percent of agencies.

To achieve this, Ratliff says she works on the relationship aspect of the business in order to build trust, making the act of selling easier down the road. Ratliff focuses on the soft sell, giving clients what they initially ask for before upselling gradually.

“My business model is the reason I’m successful,” Ratliff says. “I’ve incorporated technology and high-touch service to stay connected to clients. I’ve purchased in-flight Wi-Fi to make a booking while at 30,000 feet. However, technology never replaces personal relationships; I take time to form a friendship with clients. I’m available anytime they want to talk, and want them to think ‘I’ll call my friend Sue.’”

Return to the full list of Top 25 All Stars.