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Leading the B ottom L ine. Debbee Dale. Passion to profit. Leading the Bottom Line How do we influence our customers to get the very best from them? Not just booking a holiday – but everything that should be included, offered, and allowing them choice for their holiday’s.
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Leading the BottomLine Debbee Dale
Passion to profit Leading the Bottom Line How do we influence our customers to get the very best from them? Not just booking a holiday – but everything that should be included, offered, and allowing them choice for their holiday’s. -EXTRA and + VALUE, NECESSITY, ENJOYMENT = FULFILLMENT
Travel – as a PROFITABLE business • It is well known our margins are tight…so we need to maximise • Do our teams know how much this means to us? • How do we communicate a “passion to profit” model for implementation • Are we using our sales guide to our full Advantage? - What are we targeting • How are we measuring success
Keeping with the 80’s themeThe tree swing… It has been decided that something fantastic to bring into the business – something that the customers want is a TREE SWING In your teams together draw your tree swing You have 5 mins. THINK, TALK, DESIGN and DRAW
The tree swing… Engineering consultation Management implement Manufacturing The initial idea What the customer wanted
The tree swing… The initial idea – sometime we add complexity, bells and whistles, embellish, put everyone’s own mark onto things, fanciful, impractical, untested, untried, creativity for creativity's sake, subjective not objective, theoretical not practical, clever ideas, think they know what's best for the customers even if the survey feedback is utterly clear. Management implement – cost-conscious, process-led rather than output-aware, failure to understand and interpret real issues and implications, failure to ask questions, committee decisions produce impractical solutions, removed from reality, detached from customers and front-line staff, failure to consult with users and functional departments.
The tree swing… Engineering consultation – technical interpretation rather than practical, unconcerned with aesthetics and ergonomics, consideration stops after the 'can we build it?' stage, lack of consultation with user representatives, meets specification but doesn't work properly, inappropriate materials and absence of styling. Manufacturing – production specification over-rides design considerations, a law unto themselves, you get what you're given and are unconcerned with usability or functionality, certainly unconcerned with bells and whistles and added value, totally focused on production efficiency, cost and time, lack of liaison with all other departments. What the customer wanted – if only we'd listened, understood, and checked with them once in a while...
So go back to your plan Don’t make the tree swing mistakes What do your customers want? What do they book right now – what trends are around? What’s being advertised/talked about? What do you and your team see as TRUE enhancements! Are we reviewing our suppliers offering and understanding the products that can make the difference?
1. Unlock your passion (that’s holidays and travel) We should know what we do – but do we know what our customers WANT and do we tell them what we can do? USE THE INFORMATION FROM YOUR CUSTOMERS. THINK ABOUT HOW WE ENGAGE WITH OUR CUSTOMERS – IS IT TIME WE ADAPTED MORE OR INNOVATED MORE?
2. Know your strengths and your offering (products/suppliers) Understanding what will benefit our customers and what they want and need consider our suppliers USE YOUR ADVANTAGE SALES GUIDE!
3. Shape it all into something that people want and how to deliver Consider how we propose the offering. Train your teams to start talking about these products during the conversation – not as an add on, but as part of the process BUZZ SESSIONS ON HOW WE OFFER AND WHEN – GET BUY IN
4. Implement with a timeline to give it sometime to grow and develop Ensure your training has been short, sweet and to the point. Give guides, give prompts and get them to do it now BANK THEIR SUCCESS EVERY TIME TO GAIN MOMENTUM AND INCREASE CONFIDENCE
5. Measure it! The impact on your business, your status and success Get feedback from the team, your customers and relate this to the results. Look at how they are measuring against targets and ensure you communicate it CONSIDER WHAT MORE YOU CAN DO AND WHAT CHANGES AND UPDATES YOU NEED TO MAKE DEPENDING ON THE SEASON, THE TRENDS AND WHAT PEOPLE ARE TALKING ABOUT.
It’s about making it practical Value – not price We all say it but really its time to do it! Yes, its a competitive market, but add value through your offering, your experience, your service and your confidence.
It’s about making it practical Don’t be afraid to SWITCH! You are all independent...you can all sell everything, I hear it, but do you mean it. Be good to those who are good to you as its bottom line stuff – this does help you maximise your profit.
It’s about making it practical Encourage your customers! • Land to cruise • Double to suite • Single destination to multi • Economy to premium
It’s about making it practical Tailor and mean it! Communicate the differential when it comes to luxury Deliver your “specialist” knowledge Never assume – ASK, SUMMARISE and CHECK
Travel – as a PROFITABLE business • It is well known our margins are tight…so we need to maximise • Do our teams know how much this means to us? • How do we communicate a “passion to profit” model for implementation • Are we using our sales guide to our full Advantage? What are we targeting? • How are we measuring success
Final thought… Never be afraid to stand out from the crowd. Diversify – if that is what will attract your customers To be truly positively memorable we must be confident, prepared, structured and able and know where you are starting from!
