Muscle Memory: The Key to Positive Results | Travel Research Online


Muscle Memory: The Key to Positive Results

This term was brought to my attention again just yesterday. In this case, it was while I was reviewing a YouTube video on finger picking methods on acoustic guitars.  (Yes, among my many interests the six-string guitar has always been one of my favorites. My Martin D35 is a treasured friend and can be found next to my bed stand.)

This was the first time I had heard the term as it related to one’s right hand picking fingers and, for that matter, to the chord formation on one’s left hand. Previously, I had heard it when talking about perfecting your golf swing. Also, when downhill ski racing is being discussed on television you will also hear the term muscle memory more than once.

What is muscle memory? It involves conditioning your body to a certain set of movements and then practicing these movements a bazillion times until your muscles get the picture and perform without you having to think about it.

But how does this pertain to growing one’s business? I thought you’d never ask. In your world nothing is more important than for you to exercise the right muscles when it comes to finding, selling and keeping profitable customers coming back for more. This will not result from a hit or miss marketing strategy. This will not happen by rendering superior customer service when you feel like it. This will not come with your thinking that “when the prospect is ready, they will call me.”

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The tasks you must practice, until they become second nature (and painless I might add), include prospecting, scheduling meetings, asking appropriate questions, listening sincerely, doing what you say you will do, following up like a person possessed, and sending thank you notes along with random notes of cheer on a regular basis.

Where travel professionals go wrong is when they “think” they have these practices down when, in fact, they continue to shoot from the hip while hoping for the best.

True professionals know exactly how muscle memory works. Work on your muscle memory and get ready for some positive results.


Mike Marchev
Mike Marchev is a down-to-earth motivating sales trainer, author and business coach who specializes in the travel industry. For a complimentary copy of Mike’s 12-Word Marketing Plan send him an email at with the number “12” in the Subject Box. His daily column is made possible by AmaWaterways.

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