Harmonizing Success: Navigating the New Year with Timeless Wisdom
Written By: Scott Koepf, Chief Strategy Officer (CSO)–Cruise Planners
As we come out of the holiday season I will continue with the theme of musical theatre references. Most of you know the movie “Holiday Inn” or “White Christmas” which has also made it to the stage. While I love the most famous title song, “White Christmas”, it is the lesser-known song crooned by Bing Crosby that I think we can really learn from. In these competitive and sometimes challenging times there are suggestions that can help you, but no skills or advice will help you if you are focused on bad news. This is not to ignore the realities of our world, but those who will be the most successful over the next year will focus on the positive, or in the words of the great songwriter, Irving Berlin:
When I’m worried and I can’t sleep
I count my blessings instead of sheep
And I fall asleep counting my blessings
When my bankroll is getting small
I think of when I had none at all
And I fall asleep counting my blessings
Now is the time to not only count your blessings but to focus all your energies on them! The bankroll line is so true for most of us who have been through a few rough years financially! But just immerse yourself in the soothing velvet vocals of Bing Crosby and know that things could be worse. Your attitude is a choice and it is also contagious. Enthusiasm and optimism cannot be taught – only caught. Counting your blessings is not just to help you with your attitude, but it has a business rationale also. Your clients need to be encouraged to travel and spend their money. If you don’t feel positive, you are going to have a hard time convincing anyone else to feel good enough to spend money. This is fundamental to anything else you do to increase sales.
So assuming you are counting your blessings every night here are two specific suggestions to focus on. First, determine who your top clients are and write down a specific communication program with them for the next year. You may hear this advice often and most everyone shakes his/her head in agreement. However the advisors who will really excel will have written down every touch point and will hold themselves accountable to the planned schedule. To make sure you not only implement your plan but also track its results, now is the time to fully utilize a CRM system. The best systems will set up reminders and automate many aspects of a good plan. If you have ever thought about getting and using a CRM system, then do it now. I truly believe all serious travel agents need a system to track, maintain data, and record details about the most valuable asset they have – their clients.
The other thing I suggest for all agents is to set up at least two groups in the next 12 months. I don’t mean promotional space, but a unique group package. Plan on hosting the groups yourself and make that a real selling point. Your ‘exclusive’ hosted trips may make all the difference as travel fills an emotional need and your clients need reassurance. You being the host is immediate validation that you believe in the product and also makes clients feel comfortable that someone they know will be going with them. Also, groups tend to grow based on word of mouth – so set up these unique vacations to take advantage of peer pressure! I do hope you will be counting your blessings and watch your bankroll grow in the new year!
