I was recently interviewing a prospective client, who repeatedly asked, “Dan, what are we going to do about my marketing plan?”  After reviewing her efforts, I told her, “Maybe a tweak or two - here and there - but for the most part your marketing is fine.” I replied, “What’s missing is a sales plan.”  The phone went silent, and I waited while she processed what I had said. “A sales plan?” she asked, “I’m not even sure what that is.  I thought all I needed was a marketing plan.”  As I explained the purpose of a sales plan, I could practically see the light go on in her head.

A marketing plan does not guarantee that you will sell anything.  It does guarantee a substantial investment to attract and retain clients, but I repeat – a marketing plan does not guarantee sales.

 As travel professionals, we operate on a business model virtually identical to our friends who sell real...