Love: It's a Powerful Tool for Building Client Relationships
by Scott Koepf /
Following is the latest in a series of guest columns on sales
Do You Love Me?
For those of you following these articles month to month you may see a pattern emerging. I will use a Broadway song lyric to make a point, but even if you are not a theater fan, I urge you to read on. While my analogies and examples might be light and fun, the content is heavy enough to make a real difference in your business.
I’ll continue with some in-depth analysis of the ultimate question you have to answer: “Why should I do business with you?”
When I first ventured into this industry I took what was then a unique approach. I opened a cruise only agency. Now unless you have been in this industry as long as I have, you may be asking yourself “Is this Scott guy an idiot? Aren’t cruise-only agencies a common and accepted business model?”
While the answer to both questions may be an unqualified “yes” today, twenty-five years ago it was a different situation. (Well, at least the answer to the second question anyway.)
A risk . . .or?
In 1985 my wife and I who were married just two months opened one of the first cruise-only agencies in the country. That was considered highly risky and quite unconventional.
But it wasn’t long before the ridicule turned to envy—and then to emulation—and now there are thousands of cruise-only and other specialty agencies in North America.
You need to be different enough in choosing your specialty so that you will really stand out and give clients a reason to do business with you. Specializing in cruises only isn’t nearly specific enough today.
For example, in today’s environment instead of product or destination specialization, you need to focus on your clients and specialize in them. Determine whom you really want to have as clients and then pursue them.
Look before you jump
Don’t just jump into the market place trying to get any kind of business from anyone, but know exactly with whom you want to work. Having a common passion—golf, theater, knitting, etc.—is the best approach.
If you really want to prosper in this business, you have to “love” your customers. And just as important, they have to love you.
Don’t set up your marketing plan to attract people who don’t share your passions or with whom you don’t want to work. Instead, be like a laser to those you know you can easily love. But that is only half of the story.
The other half is making sure your clients love you.
Loving your clients
My favorite Broadway character, Tevye, in “Fiddler on the Roof,” wants to know if his wife of twenty-five years actually loves him. Through the funny and touching song, “Do You Love Me?” we learn that the word love is not an easy word for his wife to say and therefore it is a struggle for Tevye to get an answer.
Although I don’t expect you to burst into song when you speak with your next client, in order to avoid Tevye’s uncertainty you do need to have a relationship that is solid enough that the answer is never in doubt.
To get there, it’s really up to you to build a relationship, provide exceptional ongoing service, and truly care.
Make this bold choice to choose your clients, choose to provide exceptional service, and then love your clients so much that they will let you know they love you before you even ask!
Scott Koepf, CTC, MCC, senior vice president of sales for Avoya Travel, is an industry veteran known for his retail travel sales acumen. Koepf brings sales techniques to life through referencing his other passion, musical theatre. As both a performer and a salesman, he provides sales techniques and insights to help travel professionals grow their business.