Post on 15-May-2015
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Thanks.
FINDING AND KEEPING CLIENTS
Presented by:
Sherrie & Charlie Funk
Co-owners, Just Cruisin’ Plus
New clients are important…
New clients are important…
• Not always the most desirable.
New clients are important…
• Not always the most desirable.– Takes more money and time to obtain
New clients are important…
• Not always the most desirable.– Takes more money and time to obtain
• Decline in on-line bookings for leisure travel.
What type of client do you want to pursue?
• Those who:
What type of client do you want to pursue?
• Those who:– Believe, regardless of the amount they are
spending, that their time is better spent not researching vacation travel.
What type of client do you want to pursue?
• Those who:– Believe, regardless of the amount they are
spending, that their time is better spent not researching vacation travel.
– Don’t want to risk, regardless of the amount they spend, making a mistake and having problems with their vacation.
What type of client do you want to avoid?
• Those who:
What type of client do you want to avoid?
• Those who:– Think they are as smart as, or smarter than
you, and can do it themselves.
What type of client do you want to avoid?
• Those who:– Think they are as smart as, or smarter than
you, and can do it themselves.– Looking for the agency who will rebate the
most and give away profit.
Finding new clients can be expensive….
Finding new clients can be expensive….
• Based on cost per converted lead
Purchased Leads
• Tripology
Purchased Leads
• Tripology– Potentially one of the more cost effective
tools
Purchased Leads
• Tripology– Potentially one of the more cost effective
tools• $5.00 for a lead
Purchased Leads
• Tripology– Potentially one of the more cost effective
tools• $5.00 for a lead • Shared with two other agencies
Purchased Leads
• Tripology– Two distinct lead types
Purchased Leads
• Tripology– Two distinct lead types
• Looking for agent who will rebate the most
Purchased Leads
• Tripology– Two distinct lead types
• Looking for agent who will rebate the most• Looking for an expert for the trip they want to take
Purchased Leads
• Tripology– Two distinct lead types
• Looking for agent who will rebate the most• Looking for an expert for the trip they want to take
– Drill down, drill down, drill down
Purchased Keywords
Purchased Keywords
• “Carnival cruise” - $4.96
Purchased Keywords
• “Carnival cruise” - $4.96
• “Royal Caribbean cruise” - $8.90
Purchased Keywords
• “Carnival cruise” - $4.96
• “Royal Caribbean cruise” - $8.90
• “Caribbean cruise - $5.18 vs $2.38 two years ago
Purchased Keywords
• “Carnival cruise” - $4.96
• “Royal Caribbean cruise” - $8.90
• “Caribbean cruise - $5.18 vs $2.38 two years ago
• Click to book ratio
Purchased Keywords
• “Carnival cruise” - $4.96
• “Royal Caribbean cruise” - $8.90
• “Caribbean cruise - $5.18 vs $2.38 two years ago
• Click to book ratio
• Keyword ban by cruise lines
Electronic Media Ads
• Television
Electronic Media Ads
• Television– Shotgun approach
Electronic Media Ads
• Television– Shotgun approach – Cost in the $100 to several hundred dollars
per 1,000 impressions
Electronic Media Ads
• Radio
Electronic Media Ads
• Radio– Cost per thousand is also high
Electronic Media Ads
• Radio– Cost per thousand is also high– Not as high as TV
Electronic Media Ads
• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper
Electronic Media Ads
• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper– Use to drive web traffic
Electronic Media Ads
• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper– Use to drive web traffic
• Key – simple, easy url
Print Ads
Print Ads
• Cost per thousand is lower
Print Ads
• Cost per thousand is lower
• Effective in some markets, not in others
Print Ads
• Cost per thousand is lower
• Effective in some markets, not in others
• Cost per closed sale can be high.
Finding New Clients
• Regardless of method:
Finding New Clients
• Regardless of method:– Must get in front of contact 5 to 7 times before
they ever CONTACT you.
Finding New Clients
• Regardless of method:– Must get in front of contact 5 to 7 times before
they ever CONTACT you.– Then you must sell them.
Most Economical Methods for Finding New Clients
Most Economical Methods for Finding New Clients
• Referrals from past clients (word-of-mouth)
Most Economical Methods for Finding New Clients
• Referrals from past clients (word-of-mouth)
• Social Media
Social Media
• What is it?
Social Media
• What is it?– A category of online media where people are:
Social Media
• What is it?– A category of online media where people are:
• Talking
Social Media
• What is it?– A category of online media where people are:
• Talking• Participating
Social Media
• What is it?– A category of online media where people are:
• Talking• Participating• Sharing
Social Media
• What is it?– A category of online media where people are:
• Talking• Participating• Sharing• Networking
Social Media
• What is it?– A category of online media where people are:
• Talking• Participating• Sharing• Networking• Bookmarking online
Social Media
• Has shot to the forefront of people’s attention because
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
• Easy to share:
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
• Easy to share:– Your ideas
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
• Easy to share:– Your ideas– Your photos
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
• Easy to share:– Your ideas– Your photos– Your videos
Social Media
• Has shot to the forefront of people’s attention because– IT’S FUN!!!
• Easy to share:– Your ideas– Your photos– Your videos– Your likes and dislikes
Social Media
• You can:
Social Media
• You can:– Find friends and business contacts
Social Media
• You can:– Find friends and business contacts– Become part of a community or a bunch of
different communities
Social Media
• Social media gives you what TV never could
Social Media
• Social media gives you what TV never could– A chance to be engaged and engage
others
Social Media Venues
Social Media Venues
• Blogs
Social Media Venues
• Blogs
• Social sites
Social Media Venues
• Blogs
• Social sites– Facebook
Social Media Venues
• Blogs
• Social sites– Facebook– Twitter
Social Media Venues
• Blogs
• Social sites– Facebook– Twitter– You Tube
Social Media Venues
• Blogs
• Social sites– Facebook– Twitter– You Tube– MySpace
Social Media Venues
• Blogs
• Social sites– Facebook– Twitter– You Tube– MySpace– LinkedIn
Why is Social Media Important?
Why is Social Media Important?
• 75% of Americans use social media
Why is Social Media Important?
• 75% of Americans use social media
• Social site visiting is now the 4th most popular online activity
Why is Social Media Important?
• 93% of social media users believe their company should have a social media presence
Why is Social Media Important?
• 93% of social media users believe their company should have a social media presence
• IT LEVELS THE PLAYING FIELD WITH THE MEGAS
Who can you reach through Social Networking?
Who can you reach through Social Networking?
• World War II (Silent)
Who can you reach through Social Networking?
• World War II (Silent)
• Baby Boomers
Who can you reach through Social Networking?
• World War II (Silent)
• Baby Boomers
• Gen X
Who can you reach through Social Networking?
• World War II (Silent)
• Baby Boomers
• Gen X
• Gen Y (Millennials)
World War II Silent Generation
World War II Silent Generation
World War II Silent Generation
World War II Silent Generation
World War II Silent Generation
• 52.5 million
World War II Silent Generation
• 52.5 million
• Born between 1925 and 1944
World War II Silent Generation
• 52.5 million
• Born between 1925 and 1944
• 90% use Facebook
World War II Silent Generation
• 52.5 million
• Born between 1925 and 1944
• 90% use Facebook
• 23% use MySpace
World War II Silent Generation
• 52.5 million
• Born between 1925 and 1944
• 90% use Facebook
• 23% use MySpace
• 17% use Twitter
World War II Silent Generation
• 52.5 million
• Born between 1925 and 1944
• 90% use Facebook
• 23% use MySpace
• 17% use Twitter
• 4% use LinkedIn
Baby Boomers
Baby Boomers
Baby Boomers
Baby Boomers
Baby Boomers
• 78.2 million
Baby Boomers
• 78.2 million
• Born between 1945 and 1964
Baby Boomers
• 78.2 million
• Born between 1945 and 1964
• 73% use Facebook
Baby Boomers
• 78.2 million
• Born between 1945 and 1964
• 73% use Facebook
• 40% use MySpace
Baby Boomers
• 78.2 million
• Born between 1945 and 1964
• 73% use Facebook
• 40% use MySpace
• 13% use Twitter
Baby Boomers
• 78.2 million
• Born between 1945 and 1964
• 73% use Facebook
• 40% use MySpace
• 13% use Twitter
• 13% use LinkedIn
Gen X
Gen X
Gen X
Gen X
Gen X
• 69.5 million
Gen X
• 69.5 million
• Born between 1965 and 1984
Gen X
• 69.5 million
• Born between 1965 and 1984
• 76% use Facebook
Gen X
• 69.5 million
• Born between 1965 and 1984
• 76% use Facebook
• 57% use MySpace
Gen X
• 69.5 million
• Born between 1965 and 1984
• 76% use Facebook
• 57% use MySpace
• 18% use Twitter
Gen X
• 69.5 million
• Born between 1965 and 1984
• 76% use Facebook
• 57% use MySpace
• 18% use Twitter
• 13% use LinkedIn
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
Gen Y (Millennials)
• 100 million (or more)
Gen Y (Millennials)
• 100 million (or more)
• Born between 1985 and 2010
Gen Y (Millennials)
• 100 million (or more)
• Born between 1985 and 2010
• 61% use Facebook
Gen Y (Millennials)
• 100 million (or more)
• Born between 1985 and 2010
• 61% use Facebook
• 65% use MySpace
Gen Y (Millennials)
• 100 million (or more)
• Born between 1985 and 2010
• 61% use Facebook
• 65% use MySpace
• 9% use Twitter
Gen Y (Millennials)
• 100 million (or more)
• Born between 1985 and 2010
• 61% use Facebook
• 65% use MySpace
• 9% use Twitter
• 0% use LinkedIn
How a Facebook Fan Page Can Help Your Agency
How a Facebook Fan Page Can Help Your Agency
• Lets you interact with your customers
How a Facebook Fan Page Can Help Your Agency
• Lets you interact with your customers
• Allows you to email updates to your fans
How a Facebook Fan Page Can Help Your Agency
• Lets you interact with your customers
• Allows you to email updates to your fans
• ALLOWS YOU TO BRAND YOUR AGENCY at moderate cost (mostly your time)
How a Facebook Fan Page Can Help Your Agency
• Lets you interact with your customers
• Allows you to email updates to your fans
• ALLOWS YOU TO BUILD BRAND IDEN-TITY at moderate cost (mostly your time)
• Network finds new potential customers who will become fans of your agency
Facebook Best Practices
Facebook Best Practices
• Create a story, not a sale!
Facebook Best Practices
• Create a story, not a sale!
• Appeal to your audience
Facebook Best Practices
• Create a story, not a sale!
• Post regularly
• Appeal to your audience
Facebook Best Practices
• Create a story, not a sale!
• Post regularly
• Appeal to your audience
• Create groups
Facebook Best Practices
• Creating Groups– From your Home page
Facebook Best Practices
• Creating Groups– From your Home page
• Click on Groups on the left hand side of the page
Facebook Best Practices
• Creating Groups– From your Home page
• Click on Groups on the left hand side of the page• Then, click on “Create a Group” at the top of the
page
Twitter Best Practices
Twitter Best Practices
• Don’t advertise blatantly!
Twitter Best Practices
• Don’t advertise blatantly!
• Post regularly, especially supplier sales
Twitter Best Practices
• Don’t advertise blatantly!
• Post regularly, especially supplier sales
• Quality over Quantity
Blogs
Bloggers’ Best Practices
Bloggers’ Best Practices
• Grammar, punctuation and spelling!!!
Bloggers’ Best Practices
• Grammar, punctuation and spelling!!!
• Scheduled blogging is not important.
Bloggers’ Best Practices
• Grammar, punctuation and spelling!!!
• Scheduled blogging is not important.
• Make it entertaining to the reader.
Bloggers’ Best Practices
• Grammar, punctuation and spelling!!!
• Scheduled blogging is not important.
• Make it entertaining to the reader.
• Make it YOU!!!
The Seven Deadly Sins of Social Media Used for Business
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
• Repetitive promotional posts
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
• Repetitive promotional posts
• Sexual orientation
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
• Repetitive promotional posts
• Sexual orientation
• Racism
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
• Repetitive promotional posts
• Sexual orientation
• Racism• Religion
The Seven Deadly Sins of Social Media Used for Business
• Improper grammar and spelling
• Inappropriate language
• Repetitive promotional posts
• Sexual orientation
• Racism• Religion• Politics
How to Succeed with Social Media
How to Succeed with Social Media
• Think kindergarten
How to Succeed with Social Media
• Think kindergarten– Have fun
How to Succeed with Social Media
• Think kindergarten– Have fun– Be nice
How to Succeed with Social Media
• Think kindergarten– Have fun– Be nice– Share
Afraid to Jump into Social Media?
Afraid to Jump into Social Media?
• www.socialgirlmarketing.com
Customer Retention
First Sale to Customer
First Sale to Customer
• Is THE most expensive sale you’ll make to them.
First Sale to Customer
• Is THE most expensive sale you’ll make to them.– Time to qualify the client
First Sale to Customer
• Is THE most expensive sale you’ll make to them.– Time to qualify the client– Time to learn likes and dislikes
First Sale to Customer
• Is THE most expensive sale you’ll make to them.– Time to qualify the client– Time to learn likes and dislikes– Time to answer the three dozen questions
that will arise
Repeat Business
Repeat Business
• Gets progressively less expensive
Repeat Business
• Gets progressively less expensive
• Example: 18-day segment of world cruise– $23,000, takes longer to tell about it than to
book it
Repeat Business
• Gets progressively less expensive
• Example: 18-day segment of world cruise– $23,000, takes longer to tell about it than to
book it
• Example: Client is fan of one cruise line– Probably has a deck named after them. They
book onboard and monitor rates for drop
What is your client retention rate?
What is your client retention rate?
• Definition of “Client Retention Rate”
What is your client retention rate?
• Definition of “Client Retention Rate”– The percentage of customer relationships
that, once established, a travel agency is able to maintain on a long-term basis
Travel Agency Customer Retention Rates
Travel Agency Customer Retention Rates
• Royal Caribbean says 20%
Travel Agency Customer Retention Rates
• Royal Caribbean says 20%
• NCL says 25%
Travel Agency Customer Retention Rates
• Royal Caribbean says 20%
• NCL says 25%
• Carnival says 30%
Travel Agency Customer Retention Rates
• Royal Caribbean says 20%
• NCL says 25%
• Carnival says 30%
• They KNOW because THEY book the same clients at times when you don’t.
Client Retention Threats
Client Retention Threats
• Cruise line direct bookings
Client Retention Threats
• Cruise line direct bookings– Remember which sale is the most expensive?
Client Retention Threat
• Cruise line direct bookings– Remember which sale is the most expensive?– Cruise lines know and are happy for you to
make the first sale for them
Client Retention Threat
• Cruise line direct bookings– Remember which sale is the most expensive?– Cruise lines know and are happy for you to
make the first sale for them– They then take the low-hanging fruit on the
second and succeeding sales.
Client Retention Threats
• Data from sources we trust:
Client Retention Threats
• Data from sources we trust:– Royal Caribbean is taking 16% direct
Client Retention Threats
• Data from sources we trust:– Royal Caribbean is taking 16% direct– NCL is taking 33% direct
Client Retention Threats
• Data from sources we trust:– Royal Caribbean is taking 16% direct– NCL is taking 33% direct– Carnival is taking 50% direct
Client Retention Actions
Client Retention Actions
• Five Questions You Must Always Ask – John Jantsch, writer for Duct Tape Marketing
Five Questions You Must Always Ask
Five Questions You Must Always Ask
• What made you decide to do business with us in the first place?
Five Questions You Must Always Ask
• What made you decide to do business with us in the first place?
• What’s one thing we do better than others you do business with?
Five Questions You Must Always Ask
• What made you decide to do business with us in the first place?
• What’s one thing we do better than others you do business with?
• What’s one thing we could do to create a better experience for you?
Five Questions You Must Always Ask
• What made you decide to do business with us in the first place?
• What’s one thing we do better than others you do business with?
• What’s one thing we could do to create a better experience for you?
• Do you refer us to others, and if so why?
Five Questions You Must Always Ask
• What made you decide to do business with us in the first place?
• What’s one thing we do better than others you do business with?
• What’s one thing we could do to create a better experience for you?
• Do you refer us to others, and if so why?• What would you/did you “Google” to find a
business like ours?
Client Retention Actions
Client Retention Actions
• STAY IN TOUCH WITH YOUR CLIENTS!!
Client Retention Actions
• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.
Client Retention Actions
• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.
• Princess email program prior to sailing
Client Retention Actions
• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.
• Princess email program prior to sailing• NCL inside sales contacting your clients for their
next cruise BEFORE they’ve taken their first one
Client Retention Actions
– Call past passengers for no particular reason other than to check in.
Client Retention Actions
– Call past passengers for no particular reason other than to check in.
• Casually ask about what their vacation plans are
Client Retention Actions
– Call past passengers for no particular reason other than to check in.
• Casually ask about what their vacation plans are• Best time to call is around the time they usually
contact you to begin planning a vacation
Client Retention Actions
• Direct Mail
Client Retention Actions
• Direct Mail– Done properly, one of the most cost-effective
forms of advertising
Client Retention Actions
• Direct Mail– Done properly, one of the most cost-effective
forms of advertising• Prizm, Cohorts, etc.
Client Retention Actions
• Email/E-blasts
Client Retention Actions
• Email/E-blasts– Use a service such as Constant Contact to
produce professional email
E-mail/E-Blasts
• Capture email addresses on EVERY client with the same diligence as capturing phone numbers
E-mail/E-blasts
• Always give recipient a chance to forward the email to a friend
E-mail/E-blasts
• Always give recipient a chance to forward the email to a friend
• Always provide a way to sign up to receive your newsletter
E-mail/E-blasts
• Always provide an “opt-out”
Client Retention Actions
Client Retention Actions
• SERVICE, SERVICE, SERVICE!!!
SERVICE, SERVICE, SERVICE
• For high dollar clients
SERVICE, SERVICE, SERVICE
• For high dollar clients– Collect all the info needed to fill out pre-
registration
SERVICE, SERVICE, SERVICE
• For high dollar clients– Collect all the info needed to fill out pre-
registration– Put in your name and phone number for
emergency contact
SERVICE, SERVICE, SERVICE
• For high dollar clients– Collect all the info needed to fill out pre-
registration– Put in your name and phone number for
emergency contact– Put in your email address for contact person
SERVICE, SERVICE, SERVICE
• Never let the client do something that is seemingly menial that you can do for them
SERVICE, SERVICE, SERVICE
• Never let the client do something that is seemingly menial that you can do for them
• Make them dependent on YOU
Are you going to work on Monday?
Thanks for Attending our Session!!