What it Takes to Be Successful
by Scott Koepf /
Following is the latest in a series of guest columns on sales
Astonishing!
I recently attended a performance of Little Women, (the musical). Since I am not intellectual enough to actually provide an analysis of this classic work of literature, I am thrilled that it is a musical. I can now relate!
The production was excellent but I was especially inspired by the lead character, Jo Alcott. While the actress playing Jo was simply breathtaking in her portrayal and vocal ability, it’s the character herself that is such a magnificent example of what it takes to be successful.
I also must admit that since the actress was my middle daughter, Charlene, my credibility as a critic may be challenged (but she really was incredible!). The play, and obviously the book, takes Jo through each of the stages required to reach our potential and beyond:
- Discover your passion and your gift.
- Create a future vision that is extraordinary yet realistic.
- Work, practice and focus on the necessary actions/skills.
- Believe in yourself and be persistent.
- Let adversity build your courage and resolve.
Passion: only the beginning
Early on Jo discovers she loves writing, and with her sisters as her inspiration she crafts fantasy tales that they act out in the attic and beyond. She does indeed have a gift and she loves it so much that it becomes her consuming desire.
For many travel agents, it’s travel that we are passionate about, but that passion is only the beginning.
Through the story we see that Jo’s passion is writing, however we learn her success was only realized when she took her passion and added one more thing – her story. Little Women is semi-autobiographical and it’s why the author is famous today.
All of Alcott’s earlier writings were what she thought the public would want. While she found some success with those stories, it was only when she told her own story that her potential was released.
A living vs. a life
So it is with travel agents. You can make a living selling travel but you will make a life when you do what only you are gifted to do. We call it niche or specialization in the business world but it simply comes down to taking your passion and integrating it with your unique giftedness to create your story.
As a young girl Jo pulls her sisters in close and simply says “I have decided I will become a world famous author and make barrels of money so we can all have whatever we want!” While it seems almost cute and childish, it’s really what is missing for so many people.
Not only is there a fear to dream big, but to say it out loud so you can be held accountable is terrifying. The power of goal setting and being held accountable to those goals is proven and well established, so we need that same approach on a grander scale.
Loud . . . and proud
What is your one big life goal? Say it loud and proud and if it is not giggled at by a number of people then it’s probably not big or unique enough. How about:
“I will be the most sought after ‘Green’ travel agent on the east coast!” “I will be the top expert for worldwide river rafting adventures!” “I will be the leading expert in America for travel to Swaziland!”
Once again, make your vision statement huge but make it realistic and, like Jo, make sure it’s your story and not what you think people want to hear. To say “I will be a really good travel agent” or “I will be a luxury expert” or “I want to sell lots of cruises” is not unique—and it lacks personalization.
Once the vision is set then the work begins and although we all want shortcuts, true success will come through hard work and practice. Jo wrote story after story after story – always improving her craft. She also needed to do her day-to-day chores but her focus on writing was unwavering.
The ultimate vision
In travel retailing you might need to spend a few years selling places and products and to people that are not perfectly aligned with your vision. However, like Jo, you need to continue to drive toward your ultimate vision so that eventually one hundred percent of your time and efforts are on your goal.
Make no mistake that the path to success is not easy. But you have to believe in your vision and be relentless in its pursuit. Jo was turned down multiple times by publishers before finally winning one over to start her on her “paid career.”
At two points during Little Women (the musical), Jo encounters unexpected and devastating adversity. After experiencing the first adversity she sings a magnificent song titled simply Astonishing! She decides, as we all must, that she will be just that - Astonishing.
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.