If you don’t know the answer to the question in this headline, then your travel clients and team surely won’t either!
More importantly, if you don’t know, you won’t be able to tell your clients and team why they should choose you over your competitors.
Undoubtedly when you decided to start or buy your agency you had an inspiration. Remember back to that time… You were probably clear in your mind as to your reasons for doing so – all part of the “why”. Was it to fill a gap in the marketplace? Perhaps you were inspired to run a business that people enjoyed working for; or that maintained higher responsible ethical standards; or that surpassed existing agencies in providing superior customer service; maybe you wanted to see the happy smile of holiday travellers achieving their dream trip. Whatever your “why” is, find it and then write it down. Etch it into the wall…
Mission statements define, preserve and strengthen your business’s unique competitive advantages. Research shows that a business with a clear and ever-present mission statement surpasses their competition and last in the market place. They create greater lasting value for their owners too.
Additionally, business owners who are clear about who they are and what they do are less likely to make irrational decisions in response to competition and fluctuations in the market place. However, that does not mean your mission statement should be inflexible. A good mission statement has the potential to lead a company for 10 to 20 years if time and effort are spent in creating it. Even so, re-evaluating your mission from time to time as your agency grows and as the industry changes, to see if it is still relevant, is advised.
When creating or updating your mission statement, consider these aspects of your business:
Clarity of the “why” – your mission - will enormously help with your marketing and sales campaigns. A positive message can be woven through all your communications that is consistent with your agency’s reason for being there. The “why” will be visible and reinforced to clients. Your team members will be motivated… And this creates the enthusiasm and passion and drive that will be contagious for clients. They will want to keep coming back for more!
Now think again back to your “why” when you set up or bought your agency. Your reasons for doing so are probably all wrapped around the above 4 points. A mission statement is just a fancy term for your “why” – and it can be as fancy or as simple as you!
A good mission statement will inform your clients and your team of the “why” – why you are in Business. A great understanding of the “why” will build loyal clients, loyal team members, and a better, stronger - and more valuable - business for you.
DFK Business Advisors build better, stronger and more passionate businesses, with strategic planning, succession, sale advice, customer building and so much more advice.
Call us to discuss your “Why” with us… Why not?
DFK firms provide plain English advice, profit improvement plans, in-depth business coaching, board advice and much more to grow your travel business.