This week my team and I took a very interesting and thought-provoking sales course (don’t panic, you won’t be getting ANY cold calling, hard core sales calls from us!), and I thought I’d quickly share a few of the key points that I took from the exercise… Initially we chatted about the creation of SMART objectives for our sales goals, but this got me thinking about how much more effective some incentives could be if the end client’s objectives were communicated through to the sales agent and on to the end DMC.

Working towards a set of common goals would lend itself towards much better results and added value, but it doesn’t always happen. Why? Well I think there could be a few reasons…perhaps the client’s company culture is one of privacy and they prefer to keep things in-house, under the assumption that suppliers don’t need, or want (!), to know their objectives.

Or, it could be because everyone gets caught up in the excitement of planning the trip, then the fundamental reasons for its purpose is forgotten. How can you measure the success of an incentive without first having a goal to achieve or a benchmark to strive towards?

I would always urge you to share your client’s incentive objectives with your DMC partner. The greater the understanding they have of your objectives for the trip, the more they will be able to align with your thoughts and create something that gives you extra value.

Another of the main issues we discussed at the training day was database management. Admittedly we’re not the best at maintaining a completely accurate and up to date database – I’m sure you’ll agree it’s one of those tasks that gets put to one side and left to become a huge annual task.

We know it shouldn’t be, which is why it’s good to get a reminder about the significant value of a maintained and accurate database. Much like the relationship management discussed in my last post, database management is also a critical factor in gaining and maintaining loyal clients.

This leads into one of the most important parts of our training day – the careful segmentation of our database, to ensure you receive information that is highly relevant to you.  I’m not going to preach about the benefits and reasons for segmentation (why would I when there are countless marketers out there who can), but I would like to ask you this, how do you segment your own database?

Is it via:

Geographical location? Customer interests? Purchase history? Lead status?

Or is it all of the above?

Why? We’re trying to segment our list and personalize your communication with Hello as much as possible, by using all of the above, and more, ways of database segmentation. Our aim is that you only receive information that is 100% relevant to you, so the more you tell us about what you want, the more relevant information we can send your way…

We’d love to hear from you!

Bill

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