“There’s never only one correct strategy for a sales objective, but always a choice of options.”
Strategic Selling: The Unique Sales System Proven Successful by America’s Best Companies by Robert B. Miller and Stephen E. Heiman with Tad Tuleja, page 53
This quote caught my attention, since it is my personal belief that most people in the travel industry do not have a strategy. It is my opinion and experience that the majority of people run their businesses reactively. They respond from day-to-day, accepting their good fortune when it surfaces while dealing with issues and problems as they arise.
That being said, there is no one right way to build a successful business. Ask 90 people how they became successful and you will hear 85 different answers. The other five will look you in the eye and ask you what a strategy is?
The dictionary defines “strategy” as a plan of action or policy designed to achieve a major or overall aim. It then goes on to relate strategy to military terms. Let’s try to keep this “real.” A strategy, as far as you are concerned, is nothing more than a series of steps that when taken will lead you to your clearly defined goal or objectives.
Today’s quote reminds us that it becomes a matter of choices. There are no magic beans. This implies that you are going to select the wrong option now and then and find yourself changing course. This is normal, natural, and expected.
Start with what has been working for you. At this point in time there is no need to reinvent the wheel. Think about your recent successes and determine how they came about. Document the sequence of individual events and do it again.
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