In this article, you will learn about the “Desire” Step in the Sales Funnel. As you read in earlier posts ( Part 1 and Part 2 here), Sales funnels are all about the path your potential customers take as they decide whether to visit your destination, stay at your lodging property, or send a group to your attraction. Desire means you have caught their attention. And if you are anything like me the first time I caught a fish, you might think: Now what the heck do I do?
Do you target leisure visitors?
Many of you have seen a big growth in your leisure visitors over the last few years – everyone has been itching to get out of their house. And according to the latest Travel Sentiment study from Longwood International, concerns about covid and finances are dwindling. Want to be part of their wish list? Make sure your marketing has a Call to Action. That means people will give you their email in return for information or discounts. Maybe you share a PDF of hidden gems and off-the-beaten-path locations to explore. Getting someone to give you their email gives you permission to follow up with booking suggestions and other things to do in the area.
If someone shares their email with you, it’s because they are interested. Make sure your follow-up marketing develops their desire even more.
And consider a QR code as a call to action. They are growing in popularity again and can provide an easy way to capture contact information on the run. Check out this post on QR codes for more information.
Do you target Group Tours?
If the motorcoach market is an sector you are targeting, you know you have an interested tour operator when they reach out, either by phone or email. My number one suggestion? RETURN THE CALL or EMAIL! I know you are all being pulled in many different directions. But tour operators are as well and if they reach out it’s not because they want to chat. They want to get information from you so they can make a decision about booking with your business.
Business on the books is what will make your management team feel secure so try to prioritize these calls.
If you are a DMO, have you partnered with your members to see about offering an incentive for tour operators? That might make the difference in where they choose to go. I know some destinations are offering a cash rebate, some are offering gift bags for each coach booked or providing a meet and greet with a local official. All pretty cool add- ons.
Next Steps
You have narrowed down your pool of potential visitors by being specific about what you can offer your visitors. Now you have their attention and interest. You are only one step away from a new visitor so let’s hook as many as we can by increasing their desire and excitement to travel to your business. Keep an eye out for a post about the last step in the conversion funnel – Action.
How can I help you in 2023?
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Free Group Tour Webinar!
Join your colleagues from around the country for Group Sales Strategies and Tactics for our New Reality. On Thursday, February 16th, at 1 pm EST, I will talk about ways you can help in the Group Tour market recovery and bring more business to you in 2023 and beyond. Register here. Feel free to share this link with others! Did I mention that it’s free?
Do you work at a DMO/CVB?
I can be your education and training partner to give your members actionable training in group tours, sales, and more. My team and I provide live webinars via Zoom and also record them so you can build a training library. Check out my Online Tourism Training Program to learn more. I am booking Fall 2023 clients now! Your partners need you more than ever and I am here to help! Hit reply to this email and I will follow up.