“As a teacher I have learned that one of the most delicate matters to attend is the students grip.”
Harvey Penick’s Little Red Book: Lessons and Teachings From a Lifetime In Golf by Harvey Penick with Bud Shrake, page 30
How hard can it be? You pick up a golf club with both hands and hold on tight. But based on most people’s scorecard, there must be more to the game than grabbing a stick and whacking a ball towards a pole with a flag on it.
This quote immediately had me thinking about the importance of fundamentals. What seems so basic at first, simple and non-important, soon becomes the foundation that must be addressed if any good is going to come from your endeavors.
In this example, Mr. Penick starts with how you hold the club; the position of your hands with one another; the relationship between all ten fingers; and the shaft of the club. In business, you begin with a market that has a want/need and then you decide how your service or product will satisfy your market.
To say this another way, you must begin by establishing a target audience. Once you know who you want to talk to, the rest becomes systematic. You can then determine the what and the how with relative ease.
It has been my experience that most would-be entrepreneurs jump the gun and begin presenting their solutions to whomever will listen to them. This portrays the agent who believes they have the gift-of-gab and can be all things to all people depending on the current situation. Although hard to comprehend at times, this is a huge mistake more often than not.
If you want to take your place among the thousands of travel agents who are working hard and not experiencing the results they feel deserving of their efforts, continue to be a general practitioner.
But if you want to elevate your game to the top 10% in the industry, begin with your grip. Begin with deciding who is the best fit for you, your personality, and your service. Begin by defining your target audience.
Among other numerous options, this is the logical place to start because it forces you to focus on the most important element of your business… your customer. It is all about customers.
Try to become more disciplined in your approach. Cool your jets for a just a little longer and determine who it is you want to do business with.
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