‘Knowing’ is Not Enough, ‘Practice’ What You Know

Mike Marchev

This is the latest in a series of guest columns from a marketing pro and ‘practicing entrepreneur.’

If I had to pick two words that consistently raised the cackles on my neck when sharing some advice with my step-son during his early years, it was his knee-jerk response, “I know.”  Here I was sharing my hard-earned experience in an effort to help him circumvent a foolish mistake, and he hits me with “I know.”

Combine “I know” with an “eye-roll” and there was cause to immediately dial 911—just in case the old man might blow a gasket.

“Brian, if you step out into traffic before looking both ways, there is a good chance that you might get run over by an 18-wheeler hauling wood pellets to Bangor, Maine.”

The young lad’s knee jerk response? “I know.”

My response to his response? “Just look both ways.”

‘I know you know’ . . .
“I know” is a simple phrase that is uttered millions of times daily by children, grown-ups, and grown-up children. That covers just about everybody. Today however, I am talking to you, the travel professional.

I know you know. That is not the point. That is not the issue. That is not the problem.

The point is doing “what you know.” The issue is “practicing what you know.” The solution is “benefiting from what you know.”

 . . . And here’s what you know

• You know that if people don’t know you are alive, they can’t possibly do business with you. What are you going to do about it?

• You know that most people do not expect good service anymore. What are you going to do to earn their trust?

• You know the value of delivering more than is expected. What “cherry” are you going to put on top?

• You know that follow-up is a differentiating ingredient for long-lasting relationships. What are you going to do next?

• You know that more sales come to fruition by listening rather than talking. When are you going to stop talking?

• You know that interrupting people in mid-sentence is an invitation for them to keep “shopping.” When are you going to give them a reason to buy from you?

• You know that old habits are hard to break yet you still have a few that need breaking. What new habits are you going to work on?

• You know that business today is difficult, yet you still show signs of “giving up.” When are you going to eliminate the word “quit” from your vocabulary?

What you do with what you know
You know a lot of things. But the question I have for you as we begin another challenging year of unaddressed opportunities, is what are you planning to do with what you already know?

Let me rephrase that last sentence. “What are you going to do with what you already know?

I know that you know just about everything you need to know to make 2015 the Best Year of your business life.

Don’t tell me “you know.” Do something—anything—with what you know.

Mike Marchev knows that what you learn after you know it all is what you need to learn if you want to know it all. (Or something like that.) Short Cut: Ask for a complimentary copy of his 12-Word Marketing Plan. If you read it, it is free. If you don’t read it, it will cost $20.00. mike@mikemarchev.com