The missing ingredient I am referring to without a doubt is, (you guessed it,) follow up.
Question: Mike, are you implying that the simple practice of “follow up” is a skill?
Answer: Yes I am.
Question: Are you also implying that professionals in the travel industry do not know the importance of, nor practice on a regular basis, the simple task of following up?
Answer: Sort of.
Question: Are you questioning our professionalism?
Answer: Not at all. Kind of. Maybe. Not really. Well, yes I suppose I am.
Just this week I will be speaking to a room full of “professional” mortgage salespeople whose take home commissions I consider to be “significant.” They all work on commission and their reasons for failure are as predictable as any other sales professional.
When doing my due diligence in preparing for this program, I learned that selling mortgage insurance is neither harder nor easier than selling anything else.
You first have to find a prospect who has an interest in your product or service. You then have to initiate a relationship. Next, you have to create the appropriate value proposition for your price. And finally, you have to follow up until the deal is consummated.
Nothing new here travel people. I don’t care who you are or what you’re selling, the system remains in stone and the person who hones the skill of follow-up will win when the sun goes down.
You can take this to the bank. Follow-Up!
Note: Please do not confuse the professional skill of follow up with the very unprofessional habit of annoying your prospect to no end. The skill is not so much one of phraseology and cleverness but of sincere interest and acceptable and welcomed spaced repetition. In other words, bringing something of value and meaning each time you connect with your prospect or client is of paramount importance.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.