The supplier's job is not to generate sales for you, it’s to get the consumer to buy their product whether it be through the home based agent, the retailer, direct, online or via some other channel. When they “market with you”, they’re selling their product, so who’s convincing the consumer to buy your product? Do the marketing pieces you send your customer promote you and your skills equally with the attractiveness of the supplier’s product? In this session, we’ll look at the ways you can leverage your personal brand, your knowledge, your capabilities and your already deep relationship with your customer (you do have one, right?) to dramatically grow your profits by marketing and differentiating you and the compelling reasons why it’s so much better for the consumer to buy that product through you.

1. Stop Selling Suppliers - Start Selling You www.JackEMannix.com Email: jmannix@jackemannix.com

2. Car Dealers It’s all about them Made assumption you want to buy Ford Offering compelling reasons to buy from them Creating sense of urgency

4. Assumes buyer has not decided on brand

5. No real reason to buy from ABC Travel

7. Question: Where Are You? ???

8. Answer (Usually): Nowhere! Selling you, your capabilities = your # 1 job!!

9. Why’s That Critical? No longer need buy from traditional agent Fewer (but) larger, more capable competitors Numerous channels: online agencies, other traditional, direct sales, etc. Suppliers leveraging 3rd parties Consumer experience = comfort zone Internet: Zipsetgo.com itineraries Product, destination knowledge useless IF they don’t buy from you

10. What Do You Sell? Car Rentals Products Int’l Air Insurance My Specialty Dreams Great Service Villas Destinations FITs

11. What Do You Sell? Everyone can do this Car Rentals Products Int’l Air Insurance My Specialty Dreams Great Service Villas Destinations FITs

12. Here’s What You Need to be Selling! Expertise: unconfuse them Experience: been there, done that, know the shortcuts, etc. Time saving Personal services/strong relationship Advocate before, during, after My unique values & benefits (differentiation)

13. What Else Do You Sell? What’s unique about you? What do you do better than anyone? Will it pass “so what?” test?

14. Get Started Now! Find your unique position Arm yourself to execute Market effectively to the right customer Build truly personal relationships Sell like your life depended on it!

15. Find Your Unique Position Everyone has much to offer! Position yourself consistently

16. Find Your Unique Position Everyone has much to offer! Position yourself consistently Focus: where customer needs you Laura Stack, The Productivity Pro www.theproductivitypro.com Believe in yourself Know what it is you offer

17. Arm Yourself to Execute Know your stuff; your clients do Train constantly to develop skills Product, destination, etc. Selling Marketing Communication Interpersonal Specialize: limit knowledge req’ts

18. Arm Yourself to Execute Free/low cost training Travel Institute ASTA SmartBrief Trade media Consortia provided training Practice constantly Amanet.org Selfgrowth.com Worldwidelearn.com

19. Arm Yourself to Execute Even Eagles Need a Push, David McNally, www.davidmcnally.com Book Yourself Solid, Michael Port, www.michaelport.com Mr. Schmooze, Richard Abraham, www.mrshmooze.com The 7 Marketing Mistakes Every Business Makes, Terry Langhans, www.blahblahblah.us Double Digit Growth, Michael Treacy, www.michaeltreacy.com

20. Arm Yourself to Execute Customer expectations = enabling technology Invest in yourself/your business/your image BlackBerry/iPhone/cell phone Laptop/portability CRM, back office (e.g. TRAMS.com) Web site (professional, timely info, etc.) Social networking, etc. How you dress, look Validates you

21. Market to Right Customer Right customer Database profiled, overlaid Financial, purchase behavior, psycho’s, demo’s Sell what you offer to the right customer Ask for referrals from happy customers Mine/update database constantly PR opportunities Local media hungry Prnewsonline.com

22. Get Out There Twitter Facebook Plaxo.com LinkedIn.com

23. Get Out There Twitter Facebook Plaxo.com LinkedIn.com Direct marketing Newsletters, etc. Personal notes, emails

24. Get Out There Twitter Facebook Plaxo.com LinkedIn.com Direct marketing Newsletters, etc. Personal notes, emails And the dreaded “call out” 5 by 12?

25. Build Personal Relationships Make ‘em feel important (they are!) Good service price of entry; exceptional service = differentiator Be “Mr./Mrs. Schmooze”! Get to know them at pheromones level Be sincere Love what ya do, mean what ya say

26. Become Selling Machine Consultation, not dissertation Ask lots of probing questions Listen; be a psychologist Create need, solve problems Focus on the emotional aspects What’s right for customer – and you Most lucrative; volume = strength Support preferreds

27. Selling is Forever Pre-departure experience When they’re back Happy birthday/anniversary … Saw this book, thought of you … Grandkids, pets, yada, yada, yada Ask for referrals Repeat factor?? Go for share of wallet Followupsuccess.com NetWorkingNow.com

28. Make It Happen!! Focus on selling you Change, improve constantly Arm yourself for success Create exceptional relationships Sell (and sell yourself) like crazy Remember: you are incredible, unique

29. Stop Selling Suppliers - Start Selling You www.JackEMannix.com Email: jmannix@jackemannix.com