Let’s Start at the Very Beginning – Simply Sales with Scott

“Begin with the End in Mind”: Finding Your Vision and Voice as a Travel Advisor

Contributed By: Scott Koepf, Chief Strategy Officer (CSO)– Cruise Planners

 

It is quite important to know where to start, or more specifically, how to start. So, pull on your lederhosen and I will pull out my guitar and: 

 

“Let’s start at the very beginning, a very good place to start!“

 

The Sound of Music is one of the most iconic musicals of all time and my oldest daughter, Cori, played Maria splendidly in two different productions and, in a different production I played the Captain, so to say this is a family favorite is an understatement. Maria brought a vision into Captain Von Trapp’s house as to what a family should look like (and sing like). While she did run into many obstacles along the way, she pursued her vision and literally climbed to success!

 

 

In our businesses then, we need to visualize the successful end we desire and every step we need to take to get there. Setting a goal of selling $1 million in vacations in the next 12 months sounds great but it is really the tip of the iceberg.  In other words, what else do you need to “see” to get you to that goal? What does your marketing plan look like? How do you ideally interact with each customer? Which suppliers will support you and therefore deserve your support?  

 

Steven Covey, in his extraordinary book The Seven Habits of Highly Successful People, said: “Begin with the end in mind.” This is where or how to start — at the end. In other words, we need to have a very specific vision of where we want to go or what we want to have or what we want to achieve.   

 

One way is to become an expert at something specific. Not just travel as that makes you the same as thousands of other travel advisors. Many in our industry suggest specializing in a destination (Europe, Hawaii, Mexico, etc.) or product type (cruises, tours, all-inclusives, etc.), which can be effective to set you apart. However, that approach is limited. Instead, I recommend specializing in people! Not just people in general, but people who have a common interest or passion — hopefully, one that you share.   

 

 

Here are some examples of unique visualizations: 

“I am the top travel advisor for avid golfers.” 

“I am the expert on travel for historians.” 

“I am the travel planner for needle point enthusiasts.” 

“I am the best travel advisor for people with large, offshore bank accounts.”  

 

While all of these are effective, I did include the last one to make a point. While those people exist, they are probably quite hard to find. So, it is important to know that your audience is findable and that they even want to be found! Also, visualize yourself talking with these customers because if the conversation is very short, then they are not the right customers for you.  

 

 

Once you have the end in mind, you can boldly move to the next part of the beginning, singing just like Maria as you pursue your vision: 

 

“I Have Confidence…”