If you are a Jeopardy fan or not, the following statement is as true as rain. The definition of an “easy” question is one that you know the answer to. Then it should come as no surprise to hear the definition of a hard question. You got it. It is a question you do not know the answer to.
With this as the basis for today’s message, I would like to share what I consider to be both “easy” and logical. It may be my 71 years talking, coupled to my many years of accumulating more miscues than hits, but I believe growing a profitable business is easy. I also believe that you are making it a lot harder than it has to be – at the very least.
I do not see what all the fuss is all about. Who said that building a business had to be difficult? Certainly not me. Like everything worth pursuing, it is the fundamentals that will get you to where you are trying to go.
In an attempt to simplify today’s message, I’ve outlined five steps that will have you feeling like a pro in very short order. The work stems from the concept of “consistency,” and not from tedious and laborious “work.”
Let’s break this down to its component parts.
First, identify a market consisting of people who want what you have/do. This may be a hard pill to swallow, but current cruisers are more attractive than the larger group who has never donned an orange jacket in a mandatory lifeboat drill.
Next, introduce yourself to this identified market. (No buckshot approach here. Determine exactly who you need to know. You will target them and position them on your “marketing dartboard.”)
Third, qualify this group to make certain that what you have is what will “scratch their itch.” There is no future in trying to force a square peg into a round hole.
Next, make yourself visible and available. Make it easy for them to contact you. It is your job to remain visible and available. When they do contact you, pretend that you are actually pleased they called. (You should not have to pretend. This should not be an exercise in make-believe.)
In time, you will be given an opportunity to strut your stuff… to showcase your expertise… to earn your stripes… to cash their checks.
That’s it. That is all you need to do, every day, with consistency, with personality, and with a sense of professionalism.
But if this is so easy, why aren’t more people successful at sales? That is also an easy question to answer. Because most people fail to buy-in to this formula. They feel that if they build a better mousetrap, the market will find its way to their door. This is outdated thinking. This is mindless thinking. “How so, Mike?” you ask.
The entry-demands for selling travel are simple. You don’t have to buy anything. All you need to do is to learn to say, “me-too” and go print yourself a business card with some fancy travel-related logo, and a clever saying next to a pretty picture of a palm tree and your email address.
The options all consumers have today are limitless. At last count, there were 25 bazillion ways to book a trip to Europe or a room with an ocean-view in Cancun. The fastest way to failure is to do what everybody else does when it comes to selling travel. The fastest way to success is to adopt the formula I outlined above.
Here is an idea: Before crossing my formula off as another piece of marketing mumbo-jumbo, give it a shot. Adapt this formula to fit your own personality, and see for yourself if it is a waste of time.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.
