Written By: Scott Koepf, Vice President of Strategic Development – Cruise Planners
As a grizzled old veteran of the travel industry, I am often asked by the new young whippersnappers joining our business a simple question. As we know there are not enough youngsters joining our industry, which is probably related to the fact that the vision of a grizzled old veteran keeps them away, but that is fodder for another day. The question they ask, after some tactful inquires as to the cause of my grizzledness, is “what do I need to do to be successful in this business?” Over the years I have crafted eloquent and elaborate answers that I was sure would end up in a famous quotes book. But I now think I have overcomplicated the answer. It is not an intense study of product knowledge, an intimate knowledge of the sales process, inside secrets to closing the sale, marketing, and social media expertise, or a winning personality. Now mind you, all of those are immensely valuable and worthy of pursuit but the key ingredient, the one thing I need to tell youngsters to focus on, is Courage!
Now, the cynical among you will chime in with an ‘Amen Brother’ as you reel off the problems and challenges that we face in this business on a daily basis. I can hear the rally cry about the competition, the lower commissions, customers squeezing you relentlessly and how courageous we are for battling those foes. Sorry to burst your bubble but I am singing a different tune. Wait, did someone say sing, why yes (and you thought I was kidding when I said I was grizzled) and as both of my loyal readers know I always use a song from musical theatre to make a point. So the courage that I think every travel retailer needs is best described by this song from the musical Scarlet Pimpernel with a few minor adjustments to the lyrics:
David walked in to the valley with a stone clutched in his hand
He was only a boy but he knew someone must take a stand
There will always be a valley, always mountains one must scale
There will always be perilous waters which someone must sail!
Against {rebaters}, with {Noncommissionables}
{Direct Sellers}, {High Airfare}
Let us {sell}, let us {sell travel} with a story to tell
Into {the close}, Into Danger
With {customers} that {keep us up} at night
Don’t give in, don’t give up, but give thanks for the glorious fight!
You can tremble, you can fear it, but keep your fighting spirit alive, {advisors}
Let the shiver of it sting you, fling into battle, spring to your feet, {advisors}
Never hold back your {close} for a moment
Never doubt that your courage will grow
Hold your head even higher and into the fire we go
Into Fire, Onward Ho!
What sets apart the most successful travel retailers is simply the courage to move forward no matter what the circumstances. Competition will always be a part of our industry, price focused consumers are a fact of life, world events will always present challenges and rejection comes with the package as we are in sales after all. Complaining about these facts or blaming results on them is not only unproductive but cowardly. Harsh words I know but the great examples in our business know these issues are ‘the fire’ that needs to be entered into and do so courageously!
It is not only going into the fire that makes the best outperform all others, it is the fact that they, themselves are on fire! The great evangelist Jonathon Wesley was asked why so many people would come to see him and he said “When you set yourself on fire, people come to watch you burn!” It won’t happen with spontaneous combustion, it will happen because you decide to persevere through the challenges and set yourself on fire with enthusiasm! You need courage each time you talk to a customer and as the lyrics say Don’t give in, don’t give up, but give thanks for the glorious fight!
Be thankful for the opportunity to plan the vacation of a lifetime and provide a level of service that will exceed all expectations and no matter how tough it might seem…
Simply Sales With Scott
Never hold back your {close} for a moment
Never doubt that your courage will grow
Hold your head even higher and into the fire we go
Into Fire, Onward Ho!