By Mike Marchev, CTC
With just about everything being equal, it perplexes me to see that some travel practitioners are more successful than others. They all have access to the same inventory, and the marketplace is still free to pursue by everybody who can print a business card. Then why are some not more successful than others? I think I have an answer.
Here are five reasons why the majority of salespeople are not more successful in building ongoing profitable business:
1. They have too many prospects in the pipeline. Ultimately, it’s the quality of your prospects that is going to deliver your profits. Don’t get caught up with “numbers” and “likes.” Work on fine-tuning a systematic approach to discern whether a candidate actually fits your description of a profitable future customer. Become more particular with whom you want to do business.
2. Not finding the time to follow up and follow through. Without a doubt this is the biggest problem most sales professionals face regardless of their industry. Selling relationships take time to develop. There is no excuse for not keeping in touch with your prospects and continually seeking opportunities to bring more value into the equation.
3. Not segmenting prospects based on who they are and their needs. Treating everybody the same is a recipe for disaster. This takes time, effort and discipline. Learn to categorize your prospects based on their wants, needs, personality and idiosyncrasies.
4. Relying on email as your primary prospecting tool. Email is efficient, but it’s also seductive in having you believe that you are reaching your prospect. Selling has always been considered a contact sport. Yes, there is room for digital communication, but don’t ever discount the importance of face-to- face contact.
5. Thinking social media represents the “magic pill.” Social media is in no way, shape or form today’s flavor-of-the-month marketing strategy. It is “real” and it is here to stay. My warning is not to solely rely on this strategy in hope that it will lead you to the Promised Land. It won’t. It is merely another spoke in the wheel to help you let others know that you are alive and that you may have something of value to offer.
Mums the word! I have four more reasons but since this column only calls for five I had to cut things short. Send me an email at firstname.lastname@example.org and I will immediately send the remaining four reasons why most salespeople are not more successful.
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