“You have to be more, better, or different to ensure your future success.”
Zap The Gaps! by Ken Blanchard, page 28
This is a reminder that needs to be emphasized, re-emphasized, and burned into your short and long-term memory bank.
The travel industry offers “easy entry”, which explains why there are so many home based agents to compete with. As hard as it is for me to comprehend, a good number of travel agents still do not charge a fee for their services. This muddies the water even further.
“I’m just saying …”
I hesitate to call them “travel professionals” since I do not know of many professionals who give their time and knowledge away for free. (I am preparing myself for a few scathing emails directed my way defending the “I am content working for commissions” scenario. I’m cool with that! Fire away!)
If you are one of the more competitive agents in travel land, you need to focus and refocus on specific ways to differentiate yourself from the others. In other words, you need to compete with “free.” You need to offer more, be better, or “stick out like a sore thumb” if you want to continue eating regularly.
It amuses me how many consumers feel comfortable playing the role of hypocrite. They truly want and expect something for nothing, yet they would not dream of giving “their shop away.” Just as interesting to me is the fact that so many travel agents still don’t believe they are providing a service worth paying for.
Let me beat some of you to the punch. I know how competitive it is out there. I happen to know more about your business than you think I know. Many of you (I stop short of writing “most”) are barking up the wrong tree. You are “demanding” to compete on price which I say to you, in all due respect, is a sure-fire way to accelerate your going out of business in a burst of flames. In case I don’t hear the news, let me say it now: “It was nice knowing you.”
I have a better idea. Why don’t you decide to stay in business? Why not work at becoming the best? Why not get paid like others who are the best? You can, you know. Yes, you can. Make up your mind today to become the best. Then, decide to pay the price before getting your price.
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 email@example.com with the word “cruise” in the subject box.