Why should I book with you? A dozen agencies and independent travel counselors in my market, plus hundreds online, all say they sell the same stuff you do. Heck, some even offer a lower price. So what makes you so special?
Most say something like “We’re connected to the biggest…” or “I have the most experience…” or “We provide the best service.” The best answers start with ‘you’ in stead of ‘we’ or ‘I.’ (‘You’ meaning you’re about the customer, not yourself). You do that by positioning yourself or your agency as being focused on serving a specific type of customer and their unique needs, desires and priorities.
Here are five steps you can start working on today, right now, to position yourself effectively:
1. Clearly define your ideal customer. You already know who they are. They’re the ones you relate to easily. Conversations are comfortable. You understand their needs, desires and priorities. Wouldn’t you like to spend your whole day talking to just these people? Wouldn’t you close more sales (and make more money) if you did?
2. Build your whole business around attracting and serving these people specifically. Everything. Your location, decor/design, delivery, technology, marketing media, and especially staff. You want every aspect of your business to appeal to those ideal prospects.
You walk into certain stores at the mall while always bypassing others. Those stores make it clear who belongs there. Are you telling people who belongs in your agency?
3. Rewrite the copy on your web site, Facebook page and other marketing communications to consistently talk to your target customer. Start more sentences with the word ‘you.’ Post, pin, talk and tweet only about what’s important to them, and only about products, services and destinations they would buy. Include photos of people just like them enjoying those products. Change your style and graphics to reflect their tastes (not yours).
4. Pare your line down to only products and services your target customer would buy and love. Anything you pull form your files should be a fit and a hit for your target customer. (It’s easier for your staff to become experts on a smaller product line too).
5. Hire and train staff appropriately. Attire, communication skills, age, attitude, manners, and need I mention body art? All must be appropriate for your target customer.
If you’re an independent agent, you can either build that target customer around your personna or make the changes you need to make in yourself to fit your target customer. You can’t go after a prime prospect that isn’t going to be comfortable with you and vice versa when it’s time for a sales conversation.
Everything about your business should scream out to your clearly defined target customer that you are positioned to serve them specifically. You’ll draw a higher percentage of ideal prospects and you’ll end more conversations with “which credit card will you be using?”
By Larry Merserau, CTC, PromoPower LLC
Smart business owners, marketers and sales professionals (people just like you!) turn to Larry Mersereau, CTC, for the ideas and insights they need to bring in more business and take home more money. Learn more!
