In this article, you will learn about the “Desire” Step in the Sales Funnel. As you read in earlier posts ( Part 1 and Part 2 here), Sales funnels are all about the path your potential customers take as they decide whether to visit your destination, stay at your lodging property, or send a group to your attraction. Desire means you have caught their attention. And if you are anything like me the first time I caught a fish, you might think: Now what the heck do I do?
Do you target leisure visitors?
Many of you have seen a big growth in your leisure visitors this year – everyone has been itching to get out of their house. And with vaccines available for children now, families will start looking at travel destinations again. Make sure your marketing has a Call to Action. That means people will give you their email in return for information or discounts. Maybe you share a PDF of hidden gems and off-the-beaten-path locations to explore. Getting someone to give you their email gives you permission to follow up with booking suggestions and other things to do in the area.
If someone shares their email with you, its because they are interested. Make sure your follow-up marketing develops their desire even more.
And consider a QR code as a call to action. They are growing in popularity and can provide an easy way to capture contact information on the run. Check out this post on QR codes for more information.
Do you target Group Tours?
If the motorcoach market is an area you are working to bring back, you know you have an interested tour operator when they reach out, either by phone or email. My number one suggestion? RETURN THE CALL or EMAIL! I know you are all being pulled in many different directions. But tour operators are as well and if they reach out it’s not because they want to chat. They want to get information from you so they can make a decision about booking with your business.
Business on the books is what will make your management team feel a bit more optimistic so try to prioritize these calls.
If you are a DMO, have you partnered with your members to see about offering an incentive for tour operators? That might make the difference in where they choose to go. I know some destinations are offering a cash rebate, some are offering gift bags for each coach booked or providing a meet and greet with a local official. All pretty cool add- ons.
Next Steps
You have narrowed down your pool of potential visitors by being specific about what you can offer your visitors. Now you have their attention and interest. You are only one step away from a new visitor so let’s hook as many as we can by increasing their desire and excitement to travel to your business. Keep an eye out for a post about the last step in the conversion funnel – Action.
How can I help you in 2022?
Would you be interested in an Online Coaching and Membership with me in 2022?
I am putting together a group coaching/ mentorship program for a small group of Tourism professionals who are new to the industry, new to their role, or in need of some coaching to become a better tourism pro. The program would include;
- A monthly live webinar on a tourism topic such as Sales, Group tours, creating itineraries, etc
- A monthly Zoom office hour call where I will answer any and all questions and give you some action steps (i.e homework!)
- Quarterly Group Challenges ( updating Profile sheets, optimizing your LinkedIn profile, Creating itineraries that sell, etc)
- Discounts at TourismProAcademy.com
- A private Facebook group for networking, connecting, and sharing ideas.
- Additional resources such as an exclusive member-only blog post each month
After a year in this program, you will be a leading Tourism Professional in your destination. The membership is only $79 a month, or $790 for 12 months. Think you might be interested? Click here to join the waiting list! The program will start in early 2022 and is limited to 50 people.
Free Group Tour Webinar!
Join your colleagues from around the country for Group Sales Strategies and Tactics for our New Reality. On Thursday, January 13th, 11 a.m. 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?
Do you work at a DMO/CVB?
I can be your education and training partner to give your members actionable training in group tours, sales, and more. My team and I provide live webinars via Zoom and also record them so you can build a training library. Check out my Online Tourism Training Program to learn more. I am booking Spring 2022 clients now! Your partners need you more than ever and I am here to help! Hit reply to this email and I will follow up.
