Images, updates and footnotes to enhance your audio journey
PART ONE:
YOUR YACHTING ROADMAP
Chapter 3: Understanding Your Business
When data is your added-value and crunching it unravels the secrets to winning clients
In understanding more about the business of yachting, Chapter 3 of Smart Yacht Marketing 101 explores the data driven by the market, where to find it, and how to read it. You'll learn how to put all of that to good use in attracting client attention and presenting yourself and your company as an authority any client can have the peace of mind of being able to trust.
In reinforcing the inescapable role that building 'trust' plays in securing any type of business with clients in yachting, the chapter references two pivotal concepts illustrated by the pyramids below: Maslow's Hierarchy of Needs and the Hierarchy of Luxury Travel Needs.
Maslow's Hierarchy of Needs
A word from the Author:
Understanding what makes our clients tick is an essential part of having success in any commercial business.
How deeply we understand the desires, fears and motivations that lie behind every purchase any human being ever makes, particularly those in our own market space, will have a direct effect on the shape, form and quality of our marketing and our personal communications. And it most definitely influences the results we get from both.
The apex of Maslow's well-known pyramid shows some of the greatest secrets behind our clients' motivations for wanting to explore all the joys and rewards on offer to them with yachting. When finally we reach the 'Self Actualisation' peak of the Hierarchy of Needs, we are blessed with having the opportunity of seeking and securing the best that life can offer...because that is how we can start to live our lives as the best possible version of ourselves.
Few pastimes reflect that desire for perfection, beauty, discovery, inspiration and reward than that of quality time spent on board a yacht of our choice together with those we care for the most in our lives.
The provider we choose to help us access all of that will be the one we perceive as sharing a similar desire for excellence...and we gauge that by the quality of service, knowledge and empathy we perceive them bringing to the table the moment we start wanting to turn our dreams into reality.
Hierarchy of Luxury Needs
Taken from 'Shaping the Future of Luxury Travel - Future Traveller Tribes 2030' compiled by Amadeus, Connections and Tourism Economics
A word from the Author:
The question "What is luxury?" tends to come up fairly often in yachting, especially within the services side of our industry. And for myself, there is perhaps no better a definition than: 'an acute attention to detail in creating and delivering an exceptional experience or product.'
The above graphic, and the thinking and purpose behind it, is a wonderful illustration of the attention to detail that can and should go into offering a truly luxury travel experience. The attention to detail lies in identifying the potential friction points clients may encounter at each step of their experience with us and then - through smart planning, applied human resources, technology and know-how - taking the steps to put provisions in place that eliminate that friction for the smoothest of client experiences - regardless of whatever surprises logistics may throw into the mix.
And for most charter brokers and managers...that is music to their ears!
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