Last week and this, we are looking at the process of establishing goals for your travel practice. It may seem a bit unusual that one of the most common failings of planning is a failure to start at the beginning. However, most of us have in our heads a general notion of what we want the end result of our marketing to look like. We know we want to be good at what we do. We know we want, in a general fashion, to increase our sales. We know we want more clients or we know we want to book more travel. We know we want to earn a living. We all have at least a fuzzy notion of the goals we have for ourselves. Read the rest of this entry »
Goals are a good thing. Without a goal in front of us, we tend to be far less directed in our actions. Without goals, it would be more difficult to measure our progress or the efficacy of our plans. Without goals, we would lack the strong motivation to succeed that is so important to our personal and business lives. Let’s take a look at how we might set goals into the next business plan we draft.
In the context of a marketing plan, the term “goal” refers to an achievable, positive action consistent with the company’s mission statement. The goal describes a desired outcome. Thus, a goal for ABC Travel might be to “increase the number of clients with which the company works.” Another goal may be to “achieve the highest level of client satisfaction.” Typically, the company will have no more than a few high-level goals. Read the rest of this entry »
Lurking around the corner of every attempt to set ambitious life goals is doubt, undermining our plans and shadowing our dreams. We want to be rid of its incessant nagging, but we are too often afraid it speaks the truth. How do we achieve our goals, business and personal, with this uninvited companion dogging our every step and threatening to shout at every point that the emperor has no clothes? We are not likely to be rid of doubt completely, so the plan is to make it an ally and to put doubt in its proper place. Doubt actually serves some vital functions important to our well-being. When you recognize doubt for what it is, a cautionary function, it becomes far less powerful in the face of your desire to grow and manifest a greater reality for yourself. Read the rest of this entry »
Learning how to set goals – and to then achieve them – is a vital skill for every travel agent to acquire – but not at any price. Far too many business people have learned the hard way that the costs paid for success can be too dear. Our physical well-being, our spiritual life and our families can suffer if we are willing to sacrifice too much and too often at the altar of our careers. Instead, let’s learn to set goals in a way that is not only balanced, but which will assist in achieving a well-rounded set of priorities. Read the rest of this entry »
One of my favorite comedians, Eddie Izzard, set the almost unbelievable goal of running all the way around the circumference of England and Scotland, the equivalent of 43 marathons in 50 days, for charity. He had never run a marathon before. I think it may be possible to learn something from Mr. Izzard.
Indeed, goal setting is a path to enhancing every aspect of your travel agency’s business plan. When applied to your sales efforts, goal setting assists you with focusing on the most important elements of the sales process and programs the unconscious mind to maintain the right attitude toward your work. Sales professionals years ago developed the “S.M.A.R.T.” acronym as a mnemonic device Read the rest of this entry »
In discussing the development of a marketing plan, this column has given a great deal of time to the concept of setting goals and objectives. Likewise, each travel consultant should set goals for their business and personal life as well. By setting goals, the travel professional can better focus on the necessary actions to take to achieve success in their travel practice. There are a few tips that will assist you in setting and realizing your goals, and the balance of this week will speak to establishing an intelligent and achievable set of goals for yourself. Read the rest of this entry »
Yesterday we looked at the importance of a SWOT Analysis to your 2012 marketing plan. So far, so good, but now our terminology becomes more complicated. The terms Objectives and Goals are both important in building a marketing plan, but differing experts and schools use these terms in varied ways. Some use them interchangably, while others reverse their meaning from the way I will use them here. For the sake of clarity, let’s define each.
For our purposes, the term “Goal” refers to an achievable aspect of the mission statement. The goal describes a desired outcome. Thus, a goal for ABC Travel might be to “increase the number of clients with which the company works.” Another goal may be to “achieve the highest level of client satisfaction.” Goals can refer to revenue, “To increase profitability” and to expenses “Trim unneccessary expenditures.” Typically, the company will have no more than a few high-level goals. Read the rest of this entry »