Before elaborating on this most important topic, I would like to get something straight right from the git-go. If you are currently playing a role in the travel industry, you are probably up to your eyeballs in competitive situations along with a whole boatload of problems, issues, decisions, and challenges that affect your future well-being. Summing up this conundrum in a single word, I welcome you to the zany world of entrepreneurship.
I admit it is easier for me to offer advice than it is for you to alter your behavior, but it is totally in your best interest to mentally categorize all incoming issues—before devoting any funds and energies into “remedying” the snag.
The example I am about to share with you came from a post in a travel Facebook thread which I happened upon by accident. The originator of the thread was venting on how unfair it was to lose a would-be client COSTCO, the giant big box store who also is in the travel distribution business. The agent told her story of how much effort she put into a potentially lucrative sale before losing it on price alone to COSTCO.
After her post, which reminded me of a short story titled Poor Me, the incoming posts began to support her chagrin. “How dare they.” “That happened to me just last week.” “Tell your prospect to go fly a kite.” Those were just a few of the civilized responses. I could hardly believe what I was reading. My initial response would have been, “Welcome to the Big Leagues.”
Good people out there in travel land, allow me to offer my two bits. Get a grip on yourself. You are playing in a competitive arena. There are only 48,000 people within shouting distance who proclaim that they can do what you do, and offer what you can offer. A car is a car, but not all cars are priced the same. What you can do for your clients comes with a price. Not all people will want to pay your price. Nor should they. People are allowed to make decisions based on their own buying criteria.
Question: Is this agent offering more than what COSTCO can provide?
Obvious answer: COSTCO doesn’t give a hoot.
If you feel that you can go toe-to-toe with a giant like COSTCO, let me save you a lot of time and money. YOU CAN’T. Nor should you try to attempt to.
Here is where the title of today’s message pops in. PICK YOUR BATTLES. And if you pause long enough to think this through with a modicum of forethought, you might want to target a few opportunities you feel you have a better chance of winning.
If you have ever been to a dog park you will notice they usually have two enclosures. One is for the larger dogs, and the second is for the others. Unless your wallet is large enough to run with the big dogs, I suggest you frolic to your heart’s content with the others.
Note: There are far more “others” and the smaller dogs always appear that they are having a blast.
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.