THE HIGHLIGHTS: If you only remember 6 things after reading this… ?
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.
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.
Financial data on how much you are selling and to who, sales conversion rate data on how often an enquiry actually converts to a sale, travel show feedback, consumer feedback during and after travelling, website performance analytics, ROI, social media engagement etc
Take time to think what data is really useful to report on and what may not be necessary – especially if time and resource are tight. Those of you who know me will know that my favourite sales metric is conversion rate which goes hand in hand with profitability. It often gets forgotten about.. .especially when a company is growing and sales totals are looking good.
Remember – if your conversion rate is low, even if your sales are high, you are wasting a large amount of time and effort and becoming much less profitable.
We will do more on this subject but for now, I just want to draw your attention to the importance of having systems to record and report performance data. My tips to get started would be:
– Report on your sales and conversion rates by client, country and type e.g Tour Operator, Travel Agent (Direct)
– If your current systems don’t allow you to pull the above data…. start setting up systems that can.
– Ensure you have Google Analytics set up correctly and start reporting on your website performance
Contact me to find out how Squirrelfish, Travel Kinship and our sister company Round Creative can help you grow your sales and develop your marketing, profitability, product developmen, and business reputation.
This article can also be found on Becky Harris’s LinkedIn profile HERE.
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