Hitter or Pitcher? Pick One and Be the Best.
November 30, 2007
I heard a story years ago (and I think it’s now even a song) of a little boy playing an imaginary game of baseball by himself. It’s in the heat of the pennant race, the bottom of the ninth inning and there are two outs when he comes up to hit.
He tells himself that he is the greatest player of all time - better than Sosa, DiMaggio and Ruth together. He tosses the ball in the air to pitch to himself and takes a huge swing — and misses. Strike one.
He buckles down, readies himself for the next pitch, and — strike two. Finally, with the game, the series and the pennant on the line, he steps up to the plate again, and with the determination of McGwire he “calls” his home run. He is the greatest. He cannot lose.
His mom calls him to come in, but he barely hears her over the roar of the crowd. This is his moment and he takes his shot with all his might.
The umpire yells Strike three!
As he walks home, the boy says to himself,
“I didn’t know I could pitch like that. I really am the greatest!”
I may have a form of baseball fever, but I use this as an illustration of how agencies need to focus on their core competencies. Are you a hitter or a pitcher? If you’re trying to be both, then the rules of the game say that one side will lose.
Figure out what you do best and do it. Don’t try and be all things to all people. Those days are over. The Internet has transformed the way the public researches and purchases travel forever, and that’s a good thing. We now have the potential to reach consumers that appreciate our professionalism and expertise and are usually willing to pay for it. You’ve got to show them that you’re worth it.
So, once you’ve figured out that you’re a family travel specialist or an Aussie specialist or a small-upscale-African-safari-but-only-to-the-eastern-continentspecialist, make sure you stay on top of your field. Know your suppliers, know the destination, and know your resources.
What you’re really selling is yourself. Your clients have already decided on the destination and they pretty much know what they’re going to spend. They are out there and they’re waiting for you to let them know that you’re out there,too.
In this era of tiered commissions and preferred supplier agreements, a specialty is not only smart marketing strategy,it’s good business. And every ball player knows that strategy wins over sheer strength and size every time.
Play Ball!
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