Selling: More Than a Numbers Game | TravelResearchOnline


Selling: More Than a Numbers Game

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.

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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:

  1. Make a list of five qualified prospects.
  2. Write down three ways you can improve awareness among these prospects.
  3. Initiate your awareness campaign and record your results.
  4. Make the appropriate adjustments and try again on the same group of prospects or on a new set of five.
  5. 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

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

Mike’s daily column is made possible by AmaWaterways.

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