Tips for Capitalizing on the 2010 Games

International Clientele It is a good time to review your preparation for international clients. Some things you want to consider include: capacity to serve clients in multiple languages and from multiple cultures, accessibility of your business, availability of public washrooms and resting areas. The ability to accept and process foreign currency/traveler’s cheques. Be prepared.

Communication strategy Be informed. Hook into web sites, media that provides information that will help you and the visitors; ferry times, transportation to and from Vancouver, where to get last minute event tickets, what events are happening locally, what your peers are up to.

Recognize the impact of appearance in hotel or bed & breakfast lobbies, in your stores and restaurants. Window dress but check on Olympic branding guidelines. Whistler has Window dressing competition. Use lights for the full winter season.

Evaluate the friendliness of yourself and your staff Identify problem areas now, address them and work towards a solution. If needed, providing sales training and manage your customer relationships. Don’t be order takers – be order getters. Always maintain a positive spirit and enthusiasm and greet customers when they enter. Make customer appreciation and customer retention a priority. Don’t forget about your existing clients.

FYI - 80 % of your business comes from 20% of your existing customers. It is 4 – 5 times more costly to obtain a new customer that sell to an existing one.

Review your hours of operation extend, post and honour.

Pay attention to your inventory Take stock of what is selling, what is not? Keep it fresh.

Unique Selling Position (USP) Give some thought to what makes your product or service unique and desirable. Build on this.

Strategic Alliances/Connect with Peers A term coined by James Surowiecki in his bestselling book The Wisdom of Crowds, “group wisdom is greater than the individual”. Connect with industry trade groups to extract their knowledge and best practices. Remember that we are stronger together and there is strength in critical mass.

Consider Low Budget Marketing in tough times The key isn’t to reduce your marketing activities but to replace it with low-budget marketing including tactics such as WOM (word of mouth), networking, public speaking and co-operative advertising. If dealing with financial cuts due toe tough economics, cut with Precision. Exercise care and judgment in determining what and where to cut and by how much. Surviving hard times requires going back to fundamental principles of business and customer service. Do regular financial checks. In this global economy - looking beyond the regular boundaries of your business.

Monitor & evaluate what has worked for you in the past. Don’t Replay your mistakes.

Courtesy of Catherine Evans, November 2009
info@toursexplore.com