“Target what you want, and you can always take what comes!”
DO IT! MARKETING– David Newman, page 231
Your 21-Day Marketing Launch Plan
The nature of the travel industry lends itself to practitioners (travel agents) believing that they are in position to handle ALL incoming opportunities. On face value alone, this appears to be a logical positioning statement. But…
When giving it clarity and some focused thought, the “all things for all people” posturing does not prove to be the most effective strategy.
Successful entrepreneurs have come to endorse the concept of “target marketing.” This implies that a tightly defined prospect pool pays higher dividends than randomly “spraying and praying” that you stumble upon a profitable opportunity.
The “all-or-nothing” approach is not recommended without amendment. A better idea is to focus your attention on your specified market, and decide on non-target opportunities as they present themselves.
It would be foolish to blindly turn your back to profitable business if you are qualified and capable of handling it. The danger comes when you get caught in a “take-what-comes-regardless-of-the-consequences” wheel of futility.
Your new strategy: Focus on your target; evaluate all opportunities.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version. firstname.lastname@example.org