13) Put Your Deals & Steals Newsletters to Work!
HOW YTBI MARKETS YOUR SITE FOR YOU!!!
First, let everyone you know, including friends, family, neighbors, co-workers, etc., that you are in the online travel business. Let them know how much you would appreciate their business when they book their next vacation and get their e-mail address into your “ATM.” Then, get everyone you run into during the normal routine of the day in this database. This is your customer base and it is all about numbers! Establish a daily goal for the number of e-mails you are going to get and then get as many e-mails as you can, every day, so YTB can continue to put that one, two minute, conversation to work for you time and time again.
In your <Back Office>, you will find this link, named “Automated Travel Marketing,” or “ATM.” It is here that you will add all of these names and addresses. Once an e-mail is entered into your database, the recipient is sent an introduction letter reminding them of your discussion regarding the Travel Deals and Steals vacation specials they will be receiving. Additionally, it assures them that their information will be kept strictly confidential and reiterates how much YOU appreciate their business. Following that letter, your future client will begin receiving a Travel Deals and Steals Newsletter, via e-Mail, highlighting our most aggressive specials on a near weekly basis. Also, there will be links that allow them to search additional destinations so they may determine if any promotions apply to a different vacation they are looking to take. These “specials” will generally be 40% to 60% below the retail-booking price and all booking activity that is conducted from that e-mail is the same as if it were booked directly through your site, ensuring you are the recipient of the commissions.
This marketing tool maintains the personal connection you just established with your client and KEEPS YOU IN FRONT OF THEM so you will be the first one they think of when they are in the market for their next vacation. This tool is a critical reason for so much of our success overall. We never give out a card without asking for their e-mail and over 9 times out of 10, it is eagerly provided once they understand what they will be getting.
This is also a way to generate significant tax deductions by re-classifying your normal, daily and travel expenses as “business expenses.” Make sure your normal activities are now used to “gain access” to people so as to let them know where they should go to book their next vacation. If you “burn gas” driving to the grocery store to get that e-mail from the pharmacist, don’t forget to get the groceries you need while you are there J! A common example is eating out. We always make sure to market our site to our waiter/waitress. In fact, we now eat out for the specific purpose of “gaining access” to that waiter or waitress to see if they like to travel and to inform them of the fact that they can now get it from our site! The meal is a necessary expense required to gain this access. We are giving them our business; why not ask for theirs! Always ask for the business of EVERYONE to whom you give your business; It's only fair! When they bring us the bill, we ask them if they like to travel? Nearly 100% of the responses include, “Yes, I love to”, “Yes, I travel a lot”, “Yes, but I can’t afford to do it much”, ‘Yes, I have a trip coming up”, etc. Any answer is perfect because you are about to give them some information that will show them how to save money on the vacation they are going to book anyway. Keep in mind that even people who don’t like to travel, still have to travel from time to time and yes, we even have that ONE person in our database.
After that, we will say something close to the following:
My wife and I own an online travel agency. We are in direct competition with those companies like Expedia, Travelocity, etc., and you can expect to find very competitive prices and access to all the same hotels, cruise lines, airlines, etc. We would really appreciate you considering us the next time you book your next vacation. In doing so, if you find exactly what you are looking for at the same or better price as the others you compare us to, can we count on your business? I have NEVER heard someone say "no" to this question. (Give them your card / you may need to listen for a bit as this is where they like to talk about the last vacation they took or the one they are going on.)
Then say…
As with any Company, we participate in promotions that you may know of as “Flash Fares”, “Last Minute Deals”, etc. We call ours “Deals and Steals.” We market these drastically reduced vacations through an electronic Deals and Steals Newsletter on a near weekly basis. They are subject to discounts in the neighborhood of 40% – 60% of the regular booking prices. This is truly a way to save a tremendous amount of money on phenomenal vacation destinations. With pen already in hand, say "With your name and e-mail address, I can start getting this valuable information to you right away." (IMMEDIATELY turn you receipt over and begin taking down their information)
At the conclusion of the conversation, I will also say, “you know, you said you love to travel, do you also GENERALLY keep your business options open?" WAIT FOR THEIR ANSWER! If they say "yes" to that question, say, "then I tell you what, I will do you a favor." (If they say "no, run as fast as you can, if you hang out around them too long, you may end up having what they have; the job you see them doing at the time you are talking to them) I am going to direct you to some information that explains what we are doing that has been not only so much fun; but also such a blessing for our family." "Go to the web address (your marketing site) on the back of that card. There is an online presentation that provides a quick 17 minute overview. After that, I would like to give you a call just to make sure that any questions you may have get answered for you." Make an appointment for the call after the time they say they would be able to take a look at the presentation. ALWAYS TRY TO GET THEIR NUMBER, THE SUCCESS IS IN THE FOLLOW-UP! WHEN YOU FOLLOW-UP WITH THEM, YOU WANT YOUR POWER TEAM LEADER TO BE ON THE PHONE WITH YOU. TALK TO THEM FIRST ABOUT HOW TO PROFESSIONALLY BRING THEM INTO THE CALL!
Note:
If you are one that has recognized how effective the Success From Home Magazine is in building your business, instead of directing them to your marketing site, you would instead give them a magazine. Let them know that it talks about a lot of people who are getting paid for vacations just like us within this business and direct them to the article talking about your next in-line Director. Also ask them to watch the DVD. If they don't give you their number, politely explain to them that you are doing them the favor of introducing to them what has meant so much to you by offering them your copy that you paid for, but you will need their number as it wouldn't make sense to do this if you don't at least have an opportunity to follow-up to see what they thought. That is a fair and professional statement / position for any business man/woman to maintain. You are in the business of exposing your business at EVERY opportunity, not in the business of giving away free magazines. We almost always get their number. In the very few cases (single digits) that we haven't, we then direct them to our site and extend an offer to them to give us a call "if they recognize the value of what they find."
Take the receipt home and IMMEDIATELY, enter their name and e-mail address into your ATM and place the receipt in your year-end tax deduction box. This will ensure they get the introduction letter directly following your discussion.
Again, do this EVERY TIME you give someone your business and every time you hand someone your card… in fact, give them three cards! They have friends that travel too!