…
And now what? You have been through the process of starting a Destination Management Company, Marketing, Promotion, Sales, Planning, and the realisation of a programme or many. If the planning and operation was good, the programmes must have been successful.
All the hard work has paid off, and now it is time to capitalise on this success. A lot of money was invested to obtain this new Client and the new DMC must make sure that he will keep his relation with the client as long as possible. The incremental profit on the investment of the DMC will come from the future business of the same client.
Many DMC’s try to make new sales to companies with whom they never had a contact, whilst overlooking the fact that they have at their doorstep a client with whom they already have a business relationship. It is always easier to convince a client who knows you to make a new programme than someone who does not know you.
Repeat clients are an asset in any business. For the Destination Management Companies even more. Creating a new client can take sometimes up to up to 4 years and a lot of expenses. Losing one client it might take just one mistake. DMC’s must never be complacent, “do not take clients for granted,” and never forget your client has always a choice.
To maintain the client the Destination Management Company through its staff members must demonstrate:
- Loyalty,
- Honesty,
- Understanding,
- Confidentiality,
- Friendship,
- Flexibility,
- Collaboration,
- Dedication,
- Ethics,
- Altruism,
Happy clients are the best investment. The DMC should have this always in mind and target 60% of his promotion efforts to maintain that relationship. Clients should receive regular news from the DMC. They should be the first to know about any new services, and special happenings. If you hear of staff or manager changes in the client’s company make sure you contact them and establish a good relationship with them too. Maintain contact with your clients. Let them know you are available, you are doing well, and that you are waiting for their new business.
Do not forget that your friendly competitor is waiting around the corner for your lack of attention…
At the next issue: Conclusions
© Tasso Pappas CITE
Tasso Pappas was President of the SITE Greek Chapter 2006-2010 and served as President of SITE Intl. in 2000. This article is an extract from his book “To be or not to be a DMC” which he wrote in 1996 as his thesis for the certification as CITE (Certified Incentive Travel Executive). More information about Tasso Pappas you can find at http://sites.google.com/site/tassopappasconsultancy/
Contact: tassopappas@otenet.gr
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
