I am not sure if you can call this my “signature story” but it’s true that I have been sharing this particular point for over 30-years in my speaking business. It involves a single PowerPoint slide where I ask the audience to count the number of times they spot a particular letter clearly printed on the slide. It is not a trick. It calls for a single answer. The result for over 30 years? I get four different answers to the question. The message then turns to the skill of spotting opportunities in the marketplace. In fact, they are everywhere. In fact, very few spot them—no less take advantage of them. This leads me to today’s message. 
To engage my readers in some level of feedback, I make it a practice to offer an item of value at the conclusion of all my written articles. (This one is no exception.) To make the task as easy as I can, I usually say that if you send me an email and type the number “12” in the subject box, I will respond by returning a Special Report to you which I am certain will help your cause.
‘No Personality’
Within hours I begin to receive emails. Here lies the “mistake.” Many, if not most travel agents, contact me as directed. They send an email with the number “12” in the Subject Box. Period. No personality. No acknowledgement. No positioning statement. They respond with no attempt at initiating a relationship with the author. No reference to where they got their instructions. Nothing. Nada. Zip. Zilch. Just an email with the number “12” in the subject box. In truth, there is nothing wrong with this as they are simply following directions. But, in fact, they are bypassing what I consider to be a significant opportunity. Here is their chance to indicate that they are “someone special,” a travel agent who takes seven to twelve seconds to distance themselves from the competition. A few more seconds is all it would take to insert a little “personality” into their request. Don’t take my word for it. See for yourself. Which person would you migrate towards? Choice 1: Subject Box: “12” with no following message. Choice 2: “Thanks Mike. I enjoyed reading your article in this week’s Travel Section. You gave me much to think about, and I would really enjoy receiving your complimentary copy of your promised report. 12.” I know who I would bend over backwards for—all things being equal.
Distance Yourself From the Competition
This is not about me. I am just using this as an example of how easy it is to distance yourself from the competition. When I receive an incoming email and see the number “12,” I deliver as promised.
When I see a little thought was put into the request, I feel good about my offer, knowing that there are a handful of good, honest, hard-working people in the travel industry doing what they can to successfully feed their families while helping others. I find myself receptive to a continuing dialogue. It’s all about spotting these opportunities—and then taking an additional few seconds to clearly position yourself as a “winner.” This is easy to do, yet I find too many agents opting for the quick short cut thereby putting an end to any potential good coming from their inquiry.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
