Several years ago, Macy’s closed a number of stores for declining profits. This came as no surprise (retail is tough), but the fact that a major department store with a long and storied history in my neighborhood was potentially closing… that was big news indeed.
Why? Because I didn’t even know it still existed.
I drove by the store hundreds of times, but I never remember actually seeing the store. How could Macy’s management expect me to shop there if I didn’t know there was a Macy’s there? No wonder it had to close.
So, what does Macy’s have to do with travel? For years I have been telling my clients that their biggest problem was that not enough people knew they were alive. If I am going to do business with you, I need to know you are one of the choices before I can make a choice. If you are going to do business with me, you have to make your presence known.
But even after you tell people you’re alive, you have to remind them… and then remind them again.
Despite your best efforts, you likely are not a priority for most people—unless they are buying travel, and unless they know you exist. People are marching to the beat of their own drummer and concentrating on the crisis du jour. As soon as you are out of sight, you are out of mind. Sorry, it’s true!
When you woke up this morning, did you think to yourself, “Hey, I wonder how Mike Marchev is doing today?” See my point?
So don’t become the Macy’s in my neighborhood. Be relevant. Let people know you are there. Start today and shout from the rooftops, “I am alive, well, and ready to help!”
Mike Marchev has lots more to share with you. Email him today to receive a Special Report titled, “THE BEST ADVICE I EVER GAVE TRAVEL PROFESSIONALS” at firstname.lastname@example.org Be sure to write the word “advice” in the subject box, and while you’re at it, include what you enjoy about reading Mike’s column.