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Travel Insider: It's All About Relationships
October 27, 2008
By Brian Martenis
I have said this before, but it bears repeating that in the business world—and in just about everything we do as human beings on the planet earth—it's all about relationships. And in the incentive travel business, we sometimes are in a situation where our choices of who to do business with is very much based on who we enjoy doing business with.
We do more business with, work better for and remain loyal to people we like. I can remember staying with a significant other longer because I liked her parents and family. I find myself going out of my way to buy a candy bar because the guy behind the counter of that Wawa—an East-coast convenience store chain—is so funny. We all do business with people, and it’s not always for the product.
The same concept applies to those businesses that choose to motivate with incentive travel programs. And what better way to develop personal, lasting and very positive relationships than by taking your best customers—or valued employees—on a distinctive program where they feel valued and special? The opportunities of relationship building abound. But you do need to exercise some caution and strategy when planning so that the relationships aren't blindsided by poor execution.
Play Fair. An incentive travel program can be short, long, foreign or domestic. The key element is that it is offered willingly, fairly and that everyone has an equal chance of being included. If a company runs a program for a trip to Monte Carlo, for example, where the sales quota is $100,000, it would not be wise for a sales representative to present that program to a $20,000 account. To set up a customer for failure would certainly create a negative relationship. You don't want that. Or, if a company runs an in-house incentive program for the same chosen few individuals over and over, it will be ineffective and could even have an opposite effect on those slated with no chance of winning.
The program created should have clear obtainable goals. The program should either sustain or increase some sort of activity or it is worthless. Some businesses run incentive travel programs simply because it gives them an edge. It makes the employees happy and gives them a reason to stay. People work better for people they like.
Remember: You're Still Working. If you think the incentive travel program you run is a vacation for you and your family, you are missing the point of this golden opportunity. Its show time—and it is very serious! This is your chance to shine as the gracious host, the benefactor of your best customers/sales reps/employees. Your winners are now in a perfect position to get to know who you are and really get to like you. This is what will set you apart, the special something that will make people want to continue to work for you, sell for you and do business with you.
Get the "Top Brass" Involved. It is always a good idea for the owner of the company or top management to be very involved and visible during the program. The owner or figurehead of the company must be in control, appear to be treating his guests exactly the same and happy to be hosting. This is not very difficult really. It simply requires some thought.
If you are aware of what you are really trying to accomplish (relationship building) this will not be a problem. However, if you do not have the mentality to run an incentive travel program, you can actually do more harm than good.
I worked for one company where the owner never came. This was foolish of him. He was not a naturally social man, but missed the opportunity to really get to bond with his customers. Another company I worked for had an owner who would take members of his family and friends along, which he always spent more time with than the customers and employees. Not only did it send the wrong message to his program participants, it actually made them question the entire program. Feelings were hurt, and sales fell abruptly. As I said, the program is serious business—not a vacation—and it's easily criticized. Always remember, the guests are all watching you.
Incentive travel is about relationships, and, in these cases, the relationships were injured by the lack of attention paid to the guests. Had the hosts made an effort to appear at one or more of the planned events—perhaps sent welcome notes or pillow gifts—a slight like this could have been avoided. The message is, if you can't do it right, then DON'T do it at all! Stick to toaster ovens or gift cards as your motivator. It won't be as effective, but it won't hurt you either.
Final Thoughts
A thought out and well-designed incentive travel business will actually become a part of a successful company's product line, a reason to do business with a company and a reason for employees to stay at a company. It can be very effective to strengthen and increase sales, eliminate chronic absenteeism and make customers and employees deliriously happy.
Columnist's Note: Want more ideas and examples? Read "Travel Insider: Ten Steps to Building a True Incentive Travel Program" at www.incentivemag.com, or write me at brianm@incentivewt.com. I welcome your questions and comments.
INCENTIVE online columnist Brian Martenis is Managing Director of Boutique Incentive Travel, a division of Gil Travel. After 10 years as sales promotion director for one company and 19 years as sales incentives manager for another, Martenis was named managing Director of Boutique Incentive Travel. Brian brings to the company nearly 30 years of designing and implementing very successful incentive travel programs all over the world. Brian is passionate about every aspect of his programs and is often asked to write and speak about incentives, incentive travel and motivation.
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