COURTESY OF MARTIN MUSSEY
Left : Martin Mussey in the Bayou ; right , snorkeling
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PRACTICE THE ART OF SELF- PROMOTION
COURTESY OF MARTIN MUSSEY
If a travel advisor is looking for help with self-promotion , Mussey starts with one simple question : “ Have you told anyone about your career ? If the answer is ‘ no ,’ can you really expect bookings to take off ?” he asked . “ You have to step into the sun .”
When it comes to sharing their work , Mussey recommended a sales tactic called “ Getting to know our friend FRANK .” That ’ s an acronym for friends , relatives , acquaintances , neighbors and kids / clubs . This device helps advisors work with their close contact network of 50 to 100 people .
Sometimes , people bristle at this concept , fearing that they ’ ll be seen as trying to push their business onto others . Mussey understands that fear but suggests reframing it .
“ People say , ‘ I don ’ t want to be seen pushing stuff all the time .’ You ’ re not : You ’ re educating people ,” he explained . “ Education is value ; just educate people without an expectation that they ’ re going to buy anything .”
After that educational process , “ A handful will take you up on wanting to use your expertise because you triggered something in them , or they may know somebody else they can refer to you ,” he said .
The second component in Self-Promotion 101 ? Building a referral network . Your 50 to 100 people know an additional 50 to 100 . When a satisfied aunt , cousin , friend or coworker recommends your business to someone else , Mussey likened it to a ripple effect on a pond — magnifying your impact over and over .
“ By the time you hit your third ring , you ’ re starting to hear from people that you have no idea who they are or where they come from without asking ,” he said . “ The best business is that warm referral . We all like to do business with people we know , like and trust .”
WINTER 2023 / THE COMPASS / 79