The Power of Pulling the Trigger
by Keith Powell

article continued

THE POWER OF FOCUS

Focusing your time, energy, and marketing dollars are important in being successful when selling more cruises. Be very clear on your target goals.

For example, you want to sell to more first time cruisers? Then, market to them with clear and easy-to-understand messages. Do not use "industry talk" when marketing to them. "No-view, no-window stateroom" is easier to understand than inside stateroom.

If you want to develop affinity groups, seek out the group leaders (pied pipers) and put together a program that will attract others with the same interest (e.g., golfers, swing dancers, etc.).

It may sound easy and it can be, but all too often we dilute our resources in a scattered approach.

THE POWER OF CONSISTENCY

Anything worthwhile requires effort. Put your effort where it will provide you with the best results. Your plan of action is a vital part of your ultimate success. Develop a tracking system or use a contact management system for leads. Keep good notes on your target contacts.

Work every day on your plan. Small steps combined can have large results. Look at how many contacts you are making each day. How many targeted direct mailings are you sending each month? The secret is consistency. Doing it regularly. Keep working daily towards your goal. Just like farming, you must plant the seeds, water, fertilize, weed, and tend the crops even when you see no growth. Come harvest time, you will reap your efforts. However, if at any time you do not water, fertilize, weed, or tend the crop, you will not have the harvest. Keep planting the seeds of a cruise vacation. Target those affinity groups that like to travel together. Affinity groups can be a very good and focused way to build your overall group business.

THE POWER OF FOLLOW UP

Fast is the operative word to following up on leads. When you receive a response from your target marketing, do not wait to follow up. ACT NOW. You would be surprised how much business is lost to poor or slow follow up. Return all phone calls in the same day. Respond to all electronic inquires within a few hours.

YOU HAVE THE POWER

It is how you use it that will make the biggest difference in your cruise sales. Pick your target, aim with intention, pull the trigger, and you will gain greater rewards in increased income.

Keith's recap for target marketing:

• Think BIG - go after that group business.
• Think long term, but work short term. Lead time is vital in developing successful groups.
• Use the pied piper approach. Get others to help you.
• Be unique and stand out from the crowd.
• Research your target group.
• Know your customers.
• The "bulls eye" is a closed sale – the prize is greater profits!

Keith Powell is a renowned travel industry speaker and trainer with 25 years of experience in the business. He’s crisscrossed the globe from Bangkok to Cannes, from Rio de Janeiro to Vancouver presenting programs both domestically and internationally. Known as "The Business Revivalist," Keith has presented to client groups ranging from associations and airlines to cruise lines and Fortune 500 companies. His Web site is www.keithpowellspeaker.com.

(Credits: Keith Powell)