on my mind ❖
On My Mind jeff gayduk
❖ jeff gayduk
Is Your Service in Shape? I waS pleaSed to read a recent
for a new golf driver. I walked into a local
study that indicates an uptick in con-
golf shop on a Saturday afternoon with
sumers’ reliance on travel professionals
my two boys who like to use golf clubs
for vacation planning assistance. With
as swords. I wasn’t in shopping mode,
the dizzying array of websites, smart
I was in buying mode. Maybe the store
phone apps and spam emails, more and
manager didn’t identify me as a buyer, but
more consumers are waving the white
he was in no mood to provide information
flag when it comes to do-it-yourself
about the best choices, lend expertise
travel planning.
or service his customers. If these aren’t
But before the line forms outside your
hallmarks of your business, hang the
office, are you ready, willing and able?
“Going out of Business” sign today.
readY
able
First impressions are critical. I recall
Does everyone who answers the
a recent incident I had in taking my car
phone or deals with walk-in customers
for an oil change. The service station
have product knowledge as to what tours
posted three laminated statements – all
you’re selling, the unique aspects of each
explaining how they were not a quick
trip and understand how to facilitate
lube facility and therefore could not
sign-ups? If not, start regular training
perform an oil change as quickly as the
sessions to pick apart each tour and study
competition. It did nothing to explain if
components backwards and forwards.
their service was better, if more attention
I’m assuming there’s a reason why you
was given to my vehicle; it was more to
picked that hotel on day two of the tour;
the effect of “expect this to take a while.”
communicate it to your staff so they can
I walked out the door wondering why I
communicate it to customers. The elite
hadn’t gone to the quick lube in the first
companies in this industry already do this.
place. The lesson here – communicate
As we embark on this fifth annual
your unique selling proposition so the
edition of Leisure Group Travel’s Itinerary
customer understands it’s more than just
Planning Guide, there’s more good news
price they’re buying. Don’t explain what
for the industry. Hotel occupancy and
you can’t do, explain how what you do is
airline load factors are on the rise as
different and better than the alternatives.
travelers get back on the road. However, history shows that rising tides don’t raise
wIllIng A good attitude is the most important asset anyone can have in this business. You may grow weary when you feel you’re being shopped, but use it as an op-
all ships equally, so make sure your service is in ship shape and it will be smooth sailing ahead. Happy traveling,
Vol. 22, No. 3 June 2012 Editorial & Advertising Office
621 Plainfield Road, Suite 406 Willowbrook, IL 60527 P 630.794.0696 • F 630.794.0652 info@ptmgroups.com
Publisher – Jeffrey Gayduk jeff@ptmgroups.com
Managing Editor – Randy Mink randy@ptmgroups.com Senior Editor – Dave Bodle dave@ptmgroups.com
Director, Design & Production – Robert Wyszkowski rob@ptmgroups.com
Regional Business Development Managers Illinois – Jim McCurdy
P 630.794.0696 • F 630.794.0652 jim@ptmgroups.com
Northeast & Eastern Midwest/Canada – Harry Peck P 330.830.4880 • F 630.794.0652 harry@ptmgroups.com
Mid Atlantic – Ellen Klesta
P 630.794.0696 • F 630.794.0652 ellen@ptmgroups.com
Southeast/West Coast – Cheryl Rash
P 563.613.3068 • F 815.225.5274 cheryl@ptmgroups.com
Southern – Dolores Ridout P/F 281.762.9546 dolores@ptmgroups.com Florida & Caribbean – Evelyn Stetler P 321.235.6002 • F 321.235.6094 evelyn@ptmgroups.com The publisher accepts unsolicited editorial matter, as well as advertising, but assumes no responsibility for statements made by advertisers or contributors. Every effort is made to ensure the accuracy of the information published, but the publisher makes no warranty that listings are free of error. The publisher is not responsible for the return of unsolicited photos, slides or manuscripts.
Leisure Group Travel (ISSN-1531-1406) is published bi-monthly by Premier Tourism Marketing, Inc. 621 Plainfield Road, Suite 406, Willowbrook, IL 60527. The magazine is distributed free of charge to qualified tour operators, travel agents, group leaders, bank travel clubs and other travel organizations. Other travel-related suppliers may subscribe at the reduced rate of $12.00 per year. The regular subscription price for all others is $18.00 per year. Single copies are $4.95 each.
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portunity to turn shoppers into customers by selling your value and expertise. Earlier this year I was in the market 6 June 2012
Jeff Gayduk, Publisher LeisureGroupTravel.com