Over the last few weeks, we have been exploring the concept of Sales Funnels. If you have been taking steps with your Sales funnels, then you will know you are successful when the bookings come in and out-of-state license plates are in your parking lot again. But guess what, your work isn’t done just yet!
Sales Funnel Recap
This post is the last in a series I created to explain this concept. If you missed the first three posts, here are the direct links to read and review.
Sales Funnels Step One: Attention
Sales Funnels Step Two: Interest
Sales Funnels Step Three: Desire
Create a Great Experience
Your customers are on the way! You did it! Now is the most challenging yet rewarding part of the process. The part that is often out of your control and in the hands of others.
Humans are created for interaction and there has been a shortage of it. Many of you are short-staffed at your frontlines. So it might be harder than usual to create a great experience, but we still need to try. Here are some thoughts:
- Automate. Yes,I know I said we crave interaction. But what part of the check-in or admission process can you automate so there aren’t lines? Many hotel chains now have a ‘skip the check in’ and go right to your room. I appreciate that. Do you have a way to scan admission tickets yet?
- Communicate. If you are a tour operator, do you have a series of automated emails set up in advance for each trip?
- You could schedule one to go out every week that shows one stop you will be going to, and why you love taking customers there.
- Add photos and links so your customers can do additional research.
- Set the email sequence up once and you can use it again and again. (Hint: always include links for other trips you are trying to sell.)
- Bonus points for any DMO ( Destination Marketing Organization) that creates the emails for you and shares them with the operator as part of a booking!
- Replicate. Creating consistent experiences is what will grow your business. Have you ever been on a flight and seen a child get a set of wings from a flight attendant? It marks their first flight, creates a great memory, and makes us all smile. What small element can you add to a visit that would make a difference?
- One service I have offered to tour operators was a free “meet and greet” service. We would meet the bus, get on and welcome everyone, and banter for a bit. ( My line was always- ” Are the troublemakers all in the back? That’s usually where ( insert tour operator name here) puts you all! Always got a laugh!) You can read more about Meet and Greets in this post.
- Replicate. Creating consistent experiences is what will grow your business. Have you ever been on a flight and seen a child get a set of wings from a flight attendant? It marks their first flight, creates a great memory, and makes us all smile. What small element can you add to a visit that would make a difference?
Encourage Social media postings
Social media postings can help spread the word about your destination or business. Do you have a few spots that are ‘Insta-worthy’? I always recommend having your website address located near or on the photo location so any photos will also show your website. #Hashtags are great ways to find what others post about you and engage. I know just enough to be dangerous with social media so turn to the pros for more ways to leverage these tools!
Ask for reviews and testimonials
The best time to ask for a review is when the guest has fresh memories. Do you ask your guests to review you on TripAdvisor? Trip Advisor has lots of tools to help you promote reviews without being pushy.
For tour operators who send groups, can you ask for a testimonial? Some operators will say that since they didn’t join the trip they can’t comment, but more often they will be willing to write about how great it was to work with you and if their clients rave about your business. Put those testimonials on your profile sheets and on the group tour page of your website. Word of mouth is very powerful for tour operators.
Review, Report, Repeat.
How will you know if your sales funnel is working? Take some time every quarter to determine a return on your investment. Some sales funnels take longer to produce results than others. Rarely is a sales funnel productive on the first round, but you will learn and adjust for better results. The key to sales success is to keep people joining your funnel and taking the steps necessary to convert them to paying customers. You’ve got this!
Got any lunch plans today? Join me for a Free Group Tour Webinar!
Grab your lunch and join your colleagues from around the country for Group Sales Strategies and Tactics for our New Reality. On Tuesday, March 14th 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 2022. Register here. Feel free to share this link with others! Did I mention that it’s free? You will have time to ask questions – anything about the Group Tour market. See you later!