This week, I want to share two cool things with you — one personal, one professional. First, here’s a shot from my recent trip to Cancun, where I got engaged! I was a spectacular trip, of course.
Second, this week we are diving into the power of narrowing your focus in your business. Read on and I’ll explain more.
Travel Agents That Get Paid Like Heart Surgeons
A common mistake business owners make – one that I made when I was first starting out – is that we feel like we have to market to everyone, do everything, and attract every kind of client we can manage. In reality, this is often the absolute killer of success.
In every field of work, it is establishing a specialty that boosts perceived value of a service. A cardiologist makes almost 2.5 times what a general practice doctor makes. Obviously, not everyone needs the services of a heart specialist. But the cardiologist gets to offer the highest quality of expertise and care to the people who need it most.
The same goes for your business. Think about it: Who would you rather consult? Someone who knows a little about a lot of different things, or someone who is the expert about the thing you need help with?
Answering these questions will help you narrow down your specialty:
- What is your favorite type of travel to sell?
- What is your favorite type of trip to take? (It’s much easier, and more fun, to sell something you love yourself)
- Are your favorite clients to work with from a specific demographic (i.e. single professionals, empty nesters, honeymooners, etc)?
- Is there a particular activity or destination you are very familiar with (i.e. golfing, Vietnam, cruises, etc)?
The best thing you can do for yourself — and the most profitable thing you can do for your business — is to dive into what you love, make yourself an expert on it, and put your marketing time and dollars into attracting the people who will appreciate (and pay you for!) your level of expertise. Trust us: it works.
You’ll enjoy your work more, work fewer hours, have more high-commission bookings, and get planning fees. People are much more willing to pay planning fees to agents are specialists.
We have a short blog post for you here on identifying your ideal client.
And we have a special report for you on 14 Ways To Get New IDEAL Clients.
Love & Success,
Heidi and Your Marketing Team