Guest Focus Formula™
Like the Colonel’s secret herbs and spices, the Guest Focus Formula™ is our proprietary way to start or grow a tour business, quickly and cost-effectively.
And like any formula, the Guest Focus Formula™ is made up of several essential elements. Each element contributes to the intended outcome — that is, your success.
The elements have been carefully designed to be co-implemented with your Guest Focus coach, because no two tour businesses are alike. And so, adaptations on-the-fly are necessary to make sure you reach your goals.
Even though your coach will follow the proven Guest Focus Formula™, we approach every client with flexibility in mind. If there’s cause to add or detract elements from the formula — or even mix the elements at different proportions — we’ll do it to ensure your success.
What’s more, your coach will provide course-correction feedback as you work toward your goals and act as a powerful sounding board for resolving problems.
The 7 Essential Elements Of The Formula Are:
Guest Focus Quick Wins
This element is our way of supercharging your start in the coaching program. We conduct an external audit of your tour business and from the findings recommend strategies to save you time and also create a short-term boost in your cash flow.
Guest Focus Foundation
Like building a solid house, we need to lay a firm foundation before building the walls and roof.
This second element will help you get clarity on your vision, values and goals (the “firm foundation”) for both your tour business and personal life.
You’ll complete an analysis of your tour business to uncover hidden opportunities in your business. Next, you’ll work closely with your Guest Focus coach to incorporate these opportunities into an action plan.
In addition to establishing your foundation and uncovering existing opportunities, you’ll profile your ideal guest. This step is undoubtedly one of the most important in building a successful tour business. Not only will we share the 5 criteria for choosing a highly profitable tour niche, but we’ll also walk you through a step-by-step process for deeply understanding guest challenges, pain points and desires through our ‘Guest Deep Dive’ exercise.
Guest Focus Design
This element of the formula helps you create, or renovate, a tour experience that sells.
We’ll teach you a repeatable, step-by-step process to research, create and launch tours, activities and experiences that appeals to your ideal guest profile.
You’ll receive guidance on the logistics, timing and structure of your tour and how to figure out exactly what to say on the tours and what to include.
Thanks to our ‘Lean Launch’ methodology, you’ll discover how to minimize your risks and inexpensively find out whether your ideal guests will book your tours.
Guest Focus Team
This element will ensure you consistently create exceptional guest experiences that earn more rave reviews, drive word-of-mouth sales and make your tour guides your competitive advantage.
Critically in today’s labor market squeeze, you’ll be given the systems, tools and processes to recruit, hire and train a team of extraordinary tour guides.
During this element, you’ll also be provided with critical soft skills training for you and your team of tour guides. This includes practical, down-to-earth techniques for customer service, storytelling, problem solving, public speaking and tour leadership.
Plus, you’ll receive the tools you need to consistently hone and polish your guest experience and leverage hundreds of best practices from the most successful tour companies across the globe.
Guest Focus Sales
In this element, you’ll discover a plug-and-play formula for creating irresistible and compelling tour descriptions even if you struggle to find the right words to excite guests and close sales.
You’ll be supported to effectively communicate your offers in a way that resonates with your ideal guests and avoid the most common mistakes tour operators make when selling their tours.
You’ll also emulate highly-converting tour descriptions and discover the most effective ways to create features, benefits, bonuses, urgency, social proof, credibility and more. Finally, you’ll learn about conversion rate optimization and how to maximize every inquiry.
Guest Focus Marketing
In this essential element of the Guest Focus Formula™ we’ll take you through our recommended first-steps to get the word out about your tours and what will make the biggest difference with the least amount of investment.
You’ll also be supported in leveraging our ‘guest-focused’ content marketing tactics to get low-cost, high-quality bookings without becoming dependent on third-party distribution channels.
To help you get your marketing right ‘post-COVID’, you’ll be coached through our step-by-step process to build a plug-and-play, automated email capture strategy. This strategy will provide consistent leads (and bookings) for your tour business.
Simplify and optimize your website copy, Google business profile, Facebook page and TripAdvisor account to attract and convert your ideal guests.
Finally, you’ll discover the most-effective marketing techniques used by successful tour businesses so you can fast track your results and avoid doubt, uncertainty and overwhelm.
Guest Focus Money
This element is the financial part of the formula. Money needs to be covered, because you’re not operating a not-for-profit business.
You’ll choose the right pricing and profit margins for your business using our industry-tested, plug-and-play tour pricing calculator.
You’ll also calculate your fixed and variable costs — knowing the difference and how they impact profitability differently is revolutionary for many clients. In a similar way, you’ll explore how conversion rates flow straight to your bottom line.
Lastly, you’ll work out your revenue and expenses. You’ll be taken through a process for exploring new revenue streams as well as ways to minimize expenditure in order to maximize profit. We’ll help you stretch your budget further by not wasting a dollar.
Free Strategy Call
Book a FREE 45-minute call with one of our tour business coaches to review your goals, explore your challenges, and receive actionable steps to grow your tour business
