Sometimes, I feel like I am preaching to the choir. I suppose it never hurts to pause now and then for a little review. Today is one of those days. Let’s take a moment to think about the six reminders I have printed for you below.
…about marketing: Shrewd marketing begins after the sale is made. Once the sale is completed, many customers suddenly feel they’re not getting the same attention they got when the salesperson wanted their business. While marketing to new customers is good business, maintaining current customers is even better business.
… about selling: Too much focus on the sales pitch causes sellers to talk rather than listen — but it is listening that reveals the customer concerns that can be used to close a sale. Apply the 80/20 rule to sales presentations — have the customer do 80% of the talking to the seller’s 20%.
…more about selling: Offer your service to personal contacts when you believe it is truly in their best interest. Describe your service just once, and make it clear you do not expect them to use your agency for the sake of the relationship. Key: The sale should strengthen the relationship, not damage it.
…think like customers: A seller’s task is not to change customers but to understand them. Projecting opinions onto customers and making assumptions about what they want prevents sellers from meeting customers’ real needs.
…about teamwork: Getting the job done in the days, weeks, months and years ahead is going to be the result of more than individual effort. With the competition becoming more severe, winning small companies are going to have to implement a synergistic approach to growing their business. Synergism is when one and one equals three … that is when the sum of the parts creates a more powerful organization then when the individual parts act alone. TEAMWORK is sure to become the battle cry in the years ahead.
…about better communication: To ensure accuracy in a conversation, repeat what the other person says. Repeating the message succinctly will impress the speaker with your interest in his/her message, and will confirm to both of you that you understand the details of the message.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at email@example.com.
Mike’s daily column is made possible by AmaWaterways.