The Importance of Touching
by Bob Abrames

Here's a prediction for you: Sixty-eight percent -- yes, 68 percent! -- of your repeat customers who don't book with you this year will NOT book with you simply because you didn't stay in touch with them.

It doesn't matter if they like you, it doesn't matter if they were happy with your service, it doesn't matter if the trip was fine. They simply won't book because YOU won't stay in touch.

It's totally up to you -- you and you alone!

You know your repeats are going to be invited to try someone else's services. They'll be contacted through the newspapers, via their TVs, on the Internet, at the golf club, at the hairdresser ... Someone besides you will touch them, and they'll book, and that will be that. One customer less, then one more, and another ... and it adds up!

Agents, you MUST stay in touch with everyone who books and anyone who enquires. Do it by email. It's cheap and it's effective. Stay in touch once a week. You can do it, guys. And if you can't, I know people who can do it all for you for less money than you spend on lattes in a week. They'll do everything -- write the email, manage the database, send the message -- everything. And, the recipients will believe it's from YOU -- personally.

Whether you are an agency owner, or a front-line agent, or both, it is your responsibility to hold on to customers and consumers you've worked so hard to get. Stay in TOUCH.

If you'd like to know how, or who, can do this for you, send me an email. It's your move. I'd like YOU to be in business and making money for a long time. I need you!

Bob Abrames, CTM, CHt, is a salesologist and voyageur at www.abrames.com.