The internet outs the under-performers.
It used to be that someone could hide behind a fog of obscurity in business. Today’s technology allows the marketplace to see, sometimes instantaneously, when a competitor blows it. The reality is that your competition, for the most part, is very, very good at what they do or they wouldn’t still be in business.
The Great Recession economy we’ve faced the past few years weeded out the under-performers. Now you are faced with lean, mean, tougher-than-ever competition. Business is not what it was before. Today, your competition has access to Google. They have access to the wealth of information in YouTube videos. They can get access to the same people on LinkedIn as you can.
So how can you compete and succeed today?
Offering more
Just having a clean and organized hotel room is not enough to compete. Every hotel which is worthwhile today has clean rooms. What you have to do today is make sure that your hotel offers all the basics and significant additions that are valuable to the customer.
This is hard work, but makes you stand out from the competition. Winners today are willing to pay the price to achieve that significant distinction from the competition.
Another important point is to not market to get the sale. You have to market to get initial attention and buy-in. The sale comes in the process after a series of “yes” conversations.
Think of GEICO. They don’t ask you to fill out forms, switch your account, etc. Instead they say, “15 minutes could save you 15 percent.” Simple. Easy. Doable. This is what has driven GEICO to the superior position they hold. Think of the “initial yes statements” you can make to help guide a customer into a relationship with you. This is what relationship marketing is about at its core.
The benefits of video
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