There is one thing that travel entrepreneurs can never lose sight of: what is true today may, not be true tomorrow. If this past year has not delivered that message to you in spades, then I do not think you have been paying attention. But yesterday’s news is just that… yesterday’s news. How you choose to spend your time today will largely determine the size of your smile tomorrow.
There is another fact we all can agree with, and that is there is not a shortage of “advice” coming from the mouths, offices, and websites of industry gurus.
If there was a single word however, that I would recommend as your next tattoo, it would be the word “prospecting.” (It certainly would initiate some very interesting questions, and serve as a great conversation starter.) Prospecting will always be the key to your success.
FACT. The sooner you internalize the importance of seeking new business opportunities, the sooner you will be sowing the seeds for a profitable future.
I have been known to mention that I can divide the population of our planet into two categories. Seven billion people reside on our planet, and I can divide them into two groups. Yes I can. (So can you.)
Group 1: People I can help.
Group 2: People I can’t help.
There is no disputing this divisional exercise. Once you begin looking at your personal marketplace through this lens, your job will become simplified and immediately make more sense to you.
Your job becomes identifying individuals you can help. How you choose to do this is up to you, but I believe the most efficient way is by utilizing the “Marketing 2-Step.” Try to find out who has a genuine interest in your particular area of expertise. Then supply them with valuable information designed to “scratch their itch.”
You can use your phone, email, snail mail, or meet with groups of people to ask them if they would like to learn more about your specialty. If this sounds too simple, then you are reading me correctly. It sounds simple because it is simple.
Personally, I offer a “Special Report” to accomplish this task. It might sound something like this: “If you would like to learn how you can double your business in the next twelve months (really), I have a document you might want to read. It is titled My 12-Word Marketing Plan.”
Readers who send me an email requesting my information are clearly indicating they are interested in learning how to expand their client list. They are raising their hand and voluntarily positioning themselves as potential prospects.
I send them the information requested and they have a written document to judge me by. I follow up over time and eventually something happens. Either a relationship results, or I realize they are not interested in my help. I classify them and file their contact information accordingly.
If there is a secret to this prospecting thing, it is to do it daily, regularly… consistently. Keep your eyes and ears open for opportunities where you can, ask “Are you interested in learning more about…”
You will sabotage your efforts if you (1) postpone your prospecting campaign, or (2) initiate a hit or miss program with days, weeks, or months of inactivity.
Here is a simple, yet effective, analogy to help clarify my message: Go back to your Easter egg hunting days. You became excited while looking for brightly colored eggs. Why? Because you knew they were out there. They were positioned out of sight in inconspicuous places. They were not in clear sight, but you knew they were out there. Regardless of the initial outcome, you kept searching. You knew they were out there. You were motivated. You were psyched. And you eventually found the brightly colored embryos.
Prospecting works exactly the same way. I’m telling you your next “profitable” client is out there. You just have to go find them. You must keep looking. You can’t stop looking until you find them.
Weekly News Flash: In last week’s podcast, Mike’d Up Marchev, I featured a huge opportunity that you can take advantage of once you recognize the potential good it can mean to you.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.
LAST CHANCE: I have been offering my Special Report titled My 12-Word Marketing Plan for free for many years. I finally came to my senses and realized that this document is worth a lot more than FREE. It will soon be FOR SALE. Send today for the last of the free copies: firstname.lastname@example.org.
(Type the number “12” in the subject box along with a nice note.)