August 1, 2019 Blog

Are you a victim of Shiny Object Syndrome?

Shiny Object Syndrome (SOS) is a real thing in the travel business. Well, actually I just made up the name, but it IS a real thing! There are so many amazing fun things to see, do, and learn about and most of us want to do them ALL! I get it! I have attended or hosted hundreds of webinars in my time in the travel industry (that’s not an exaggeration), and I have wanted to go to every place the presenter talked about and wanted to see every product they mentioned.

But you have to learn to control yourself! Every single moment you spend on training is a moment you can’t spend on business building. And every dollar you spend on fams is a dollar you can’t spend on something that will help you grow your business.

Don’t get me wrong – I am NOT saying that you shouldn’t do fams or attend vendor training, but it is super tempting to want to do everything. This is why it is so important to keep your business focus in mind. What audience are you serving? How important is this product or service to them? Or is this just a shiny object?

Especially early in your business when you aren’t so busy, it is tempting to do every training course and webinar under the sun because then you feel like you’re doing something productive. For some reason people get into the travel business and think they need to know about everything – every hotel, every cruise line, every destination, every tour operator – just in case someone asks about it.

That’s really not the best use of your time. Instead think of getting training and information on-demand. Of course, you need to know the basics about your area of expertise. But if you are a honeymoon and destination wedding specialist, do you really need to know about tours in the National Parks? Probably not. If you are a luxury cruise specialist, why are you going to the all-day Sandals workshop? Guard your time because it is precious!

And there are lots of great things to do with that time that will have a bigger impact on your business.

The most important thing you can do is to continue to add clients to your prospect list. You want as many people as possible within your target demographic on your list. That list is GOLD. So, if you even an extra hour to spare, spend it on that. Think in terms of hundreds, not dozens. You won’t get there overnight, but continue to build that list. This is something you will continue to do throughout the life of your business. You never finish building your list.

And it’s not enough to have a list – you have to use it. How are you reaching them? What kind of information are you sharing on a regular basis? That’s another great use of your time: a weekly ezine. If you find yourself with a couple of hours to spare, write a few “evergreen” ezine articles that you can share anytime.

The next time a shiny object shows up in your path, look at it carefully and ask yourself, “How will this positively impact my business?” If you can’t answer that question, skip it in favor of something that will.

By Sandy Saburn