I came across this article I wrote seventeen years ago for the ARUBA EXPERT Newsletter. It is just as meaningful today as it was back then; so, I thought I would resubmit the message for Travel Research Online.
You’ve heard it said that selling is a numbers game. Make the calls, make the presentations, work your way through enough people and eventually you will make a sale.
I’m not saying this is totally false, but volume alone does not necessarily produce success. And even if it does, it’s the hard way. Think of sales as a game of darts. By aiming your effort (the dart) at a defined target (the dart board) your chances of hitting the mark are greatly enhanced.
Contrast that mindset with the pure numbers game, like throwing a handful of marbles up in the air hoping a few will land in a paper cup.
If you want to save time, money and frustration, it’s important to know who you would like to do business with. Here’s a sales targeting exercise you can try:
- Make a list of five qualified prospects.
- Write down three ways you can improve awareness among these prospects.
- Initiate your awareness campaign and record your results.
- Make the appropriate adjustments and try again on the same group of prospects or on a new set of five.
- Record your results and adjust again. Continue until you are, as a pro would say “In the zone.” Then, apply your refined method to a new group.
Let others waste their time chasing raw numbers. Identify your target market and make it your business to establish a few meaningful relationships within.
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 firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.