***This is the first article in a series of ten identifying selling mistakes which we all need to avoid making.

The “gift of gab” has no place in business today. There is no need for memorizing and rehearsing “comebacks” and pro-active “sales pitches.” After taking the time to understand one’s particular buying motives, your one-and-only recourse is to simply recommend what you feel is best for the buyer.

All the sales books I have read include a lengthy chapter telling how it will be in the interest of you and your pocketbook to sell people up. “If the prospect says this… you say that. If they do that… you do this”. When they finally do buy “this”, you slide in a few “that’s”. Sounds pretty manipulative, if you ask me. I feel strongly that these tactics demean the interaction between sales and client, and I ask you to take a look at your own practices… not only for the sake of your business but the reputation of sales professionals everywhere.

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In its simplest form, marketing consists of generating new business and keeping old. Any new customer may spend money with you once, but a loyal customer provides a lifetime of business! Read the rest of this entry »

This week, TRO SMITH is paying homage to Jay Conrad Levinson’s “Guerrilla Marketing“, a manual for street-level marketing focused on achieving the maximum impact for the least capital expenditure. With the slim margins of travel consulting, guerilla marketing is particularly well suited for many travel agents. With that said, however, here is a warning about letting your marketing become a “shoestring noose.” Read the rest of this entry »