“By narrowing your market focus, you increase sales and profits. Not by a little, but by a lot.”
Selling to Big Companies by Jill Konrath, page 41
Chapter 5: Targeting: It Is Not a Numbers Game
This advice clearly endorses the topic I have been sharing with travel professionals for years. If you want to maximize your success, it is imperative that you don’t try to become all things to all people. I’m sure you’ve heard this advice more than once. Although it is sound advice, it is a tough pill to swallow.
Narrowing your market focus consists of two areas of concern. The first one is to decide what you want to specialize in. This requires commitment and openness to research and study on an ongoing basis. I can’t stress enough the importance of learning something new about your specialized area every day.
Your second decision involves deciding whom you want to do business with, or more specifically, defining a specific market segment. A good place to start would be to identify the type of people you enjoy being around, and the type of leisure activities you enjoy pursuing.
Mrs. Konrath reminds us that once you manage to accomplish this task you will not only make more money, but you will make a lot more money.
If you’re still scratching your head, allow me to give you an example that will prove to be in your best interest. If you elect to focus on baby boomers as your target market and promote European River Cruising as your specialty, your bank account is bound to grow.
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.
For information on Mike’s Fourth Annual Training Cruise, email Mike at firstname.lastname@example.org with the word “cruise” in the subject box.