“The first thing you have to do is to make your current position with each account visible.”
Strategic Selling: The Unique Sales System Proven Successful by America’s Best Companies by Robert B. Miller and Stephen E. Heiman with Tad Tuleja, page 43
This book definitely calls for some focused attention in that I classify it as a Sales 201 read. (Maybe even Sales 301 – Advanced.) Just the same we can learn a number of things that relate to the travel industry and our small businesses.
Here we are talking about your current clients. It is a human trait (not a good one) to take our customers for granted with the feeling that they love us and what we do for them. This is simply not always the case.
You need to reinforce your position with your customer base regularly, especially when there is no current itinerary on the drawing board.
Today’s quote reminds us to list our better clients and determine where on the satisfaction curve they currently are positioned. It is calling for a benchmark of sorts. A place to begin our customer relationship campaign.
After documenting your better clients and listing them on paper, a few questions come to mind:
- When was the last time you spoke to them? (Not emailed. Spoke)
- When did you last send them non-travel related information?
- When was the last time you thanked them for their business?
- Have you ever asked them how you could improve your value to them?
You will soon have answers for each of these questions, and you now will have an action plan for moving forward.
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