THE HIGHLIGHTS: If you only remember 4 things after reading this…or read no further 🙂
1. Know your “WHY?”, your purpose, the unique “contribution and impact you want to make in the industry and to the world.”
2. Be Selective – Find the right kind of trade “buyers” for your business (tour operators, travel agents, travel designers, and online platforms) to market to.
3. Listen, Learn & Act – Just “winning” a client is only the beginning of the journey – it’s about ongoing relationships and continual improvement.
4. Make it easy to sell you – Your marketing and sales activities are a perfect opportunity to listen to your market and find out what problems they need you to fix and how you can both innovate and be continually improving
5. Build the relationship – Make it Win-Win
6. Data is Queen – To really improve your sales and marketing you need to ensure that you are collecting, analyzing and utilizing your sales and marketing in the best possible way – both quantitative and qualitative.
Also to remind you before we start of the Becky Harris world of terminology… for the B2B travel industry world, I use Marketing to mean finding new clients and Sales to mean developing more sales and profits from existing client contacts.
It has always been important for a company to know its Unique Selling Point (USP) and its Vision and Mission. Knowing your “WHY” goes beyond this and is even more important in this age of Customer Centric marketing, and consumer engagement.
If you don’t know why your company exists, your purpose, and why you are different, how can you find the right customers and easily persuade them that you are a perfect match for them?
In order to know who you should be targeting in your sales and marketing work you first need to be REALLY sure of who you/your company is and what your purpose is. Then you can ensure you live that in all that you do and through that, decision making becomes easier and you can also prioritise and find the absolute RIGHT clients for you to spend your sales and marketing budget on.
Simon Sinek first came up with this principle in his brilliant, “Start with Why” which demonstrates how knowing your “WHY” (your purpose, the unique contribution, and impact you want to make in the industry and to the world) provides an inspiring and motivational culture and “a filter through which you can make decisions, every day, to act with purpose”.
Read the next Article in this collection – 2. Be Selective – Make it Win-Win
Contact us to find out how Squirrelfish, Travel Kinship and our sister company Round can help you grow your sales and develop your marketing, profitability, product development, and business reputation.
This article can also be found on Becky Harris’s LinkedIn profile HERE.
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