Yesterday I addressed reasons 1-4. I will pick up the discussion from there.
- Thinking social media is your answer.
Social media is in no way, shape or form today’s flavor of the month marketing strategy. It is “real” and it is here to stay. My warning is not to solely rely on this strategy in hope that it will lead you to the Promised Land. It won’t. It is merely another cog in the wheel to help you let others know that you are alive and that you may have something of value to offer.
Side Bar. Don’t get caught up with “Likes.” Stay focused on the quality of your followers.
- Not allocating the proper commitment of time.
Thinking about prospecting is not prospecting! Prospecting happens when you engage. Too many agents allow the day to unfold without their input. In truth, this is what happens more often than not, but it still is a good idea to allocate specific hours of the day or week to seek new opportunities in the form of prospects. Prospecting needs to be a priority.
- Failing to realize your prospects don’t care about you.
I must say this again and I will even put it in capital letters. PROSPECTS DON’T CARE ABOUT YOU. Stop sending messages that wax eloquently about who you are and how great your company is. Your years in the industry and the places you have personally visited carry very little interest. Focus on ways you can help your prospects achieve their goals and objectives. Show them how you can take their pain away.
The Secret: Get out of you and into them.
- Not making your messages about what the prospects need.
I don’t know if the better word here is “want.” Need vs want. Which is more powerful? It might very well be “want.” In either case, this spells research. Find out what they want/need by asking them, and follow up by giving it to them. My personal opinion is that “wants” carry more purchasing weight than “needs.”
- Thinking that prospecting is a waste of time.
This thought process seeps in when your efforts do not pay immediate dividends. We are living in a world where immediate gratification is the rule of the day. We want things now. We expect things now. We become unhappy when we don’t get them now. The truth is that not all prospects will become paying customers… nor should they. Your job is to find, isolate, cultivate and reinforce relationships with a handful of people who will be grateful that they had the good fortune of meeting you. This will take time.
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.