3 Things I Learned About Sales + Marketing in the Dominican

Hello there! We’re trying something new this week for our newsletter. I took Lindsey McClennehan’s DIY Video class, and I am using what I learned! This is not a paid endorsement - I just love her and she knows her stuff.


Video is going to be an important part of any business in the very near future - we can’t all afford to have a professional shoot every video we want to produce, so now’s a good time to master these skills and get ahead. If you’re interested in learning more about her class, head over to her website.


If you'd like to watch our rough-cut version of our newsletter via video, you can hop on over and watch it here. Scroll down to read our topic for this week.


With that being said, I’d love to know what you think of the video version of our newsletter? Do you like them? Want to keep them coming? I need to hear from you so please send us a quick email or message on our contact form and tell me what you think. Double check the video notes below for whatever you may have missed and for any of the links I mentioned in the video. Have a great rest of the day!


Our show script, notes and links are below!


I'm finishing up plans for our Phoenix conference this week and working to bring you some amazing, new and fresh content from our speakers. If you missed that announcement you can see that here. You can also apply or suggest a speaker here.


Now, on to my vacation recap... Earlier this year, my husband and I took a much-needed vacation to the Dominican Republic. It was an all-inclusive resort on the northeast side of the island.


When we arrived, we were greeted warmly by our bellmen and concierge. While checking in, I realized what a well-oiled machine this place seemed to be. They had clearly trained their staff well, though there were some breakdowns in the process that I learned to address in my own business.


These are the three things I learned about sales and marketing on my vacation:


  1. Up-Selling leads to revenue growth

Everywhere we turned, someone was offering something additional to enhance our experience at the resort. It could have been an excursion, a bottle of wine, a special seat at a restaurant, spa services or additional amenities.


We were give “coupons” upon check-in to use at various places on the resort. For example, $40 toward a massage that regularly cost $160 an hour. Would I have booked a massage if I didn’t have that coupon? Probably not. And it was wonderful.


I am sure they make a lot more money off of the people who decide to take advantage of it.


There is a delicate balance with up-selling. No one wants to be bombarded by all the extras to purchase at every turn. But, what they got right was even offering an alternate and upgraded option.


If you’re in the custom services world, it’s a popular Sandler sales technique to put two or three options on the table and slowly take the higher priced option away – basically saying, “This is also an option, but I’m not sure if it’s a good fit right now”, and taking it off the table as an option. The client almost always pulls it back toward themselves and wants to make the decision for themselves. Which is the key; the customer must make feel like they have come to the decision on their own.


No one likes to be sold. But, everyone likes to buy.


If you run an online shop, conversions and increased shopping cart totals are a key part of growing revenue. Have you included options for your customers to view on your site by using a “you might also like” or “other customers purchased” and providing links to additional add-ons for their purchase?


If not, many ecommerce platforms offer this as an option to increase conversions and I encourage you to implement that option.


  1. People like to be told what to do
We were eating at one of the open-air restaurants near the pool the afternoon we arrived. We were famished and ready to relax. This little hamburger shack on the beach was a cluster.


I hate nothing more than walking into a business and not knowing what action to take. It makes me feel uncomfortable.


There was no line, no sign, things were not in order The buns on the complete opposite side from the beef patties and condiments. Do we serve ourselves, or are we supposed to wait for the non-attentive guy behind the counter?


The same goes for the Dominican airport. It was like someone was sitting behind a one-way mirror, giggling at the confusion on all our faces due to lack of communication and basic signage.


My point is, people need to be told what to do. What is the one, single action you want your customers to take? Figure that out and make it your call to action everywhere. If it’s to sign up for your newsletter, then put newsletter sign up forms at strategic places on your site.


Consistency is key here. Are you telling the same story across all of your platforms?


Where is the breakdown in your customer experience process? Where is the friction your clients or customers are feeling?


  1. Customer service is now a part of your marketing plan
The showerhead in our room was totally busted. It was like taking a birdbath with a one of those oscillating sprinklers. I had full faith in the hotel to either fix it or move us to another room, so I wasn’t very irritated.


What I was irritated about was the response I received form our point of contact at the concierge. No smile, no apology, and no expectation of if it would be fixed or not.


Customer service is hard and draining. The customer has the upper hand with the threat of spreading their unhappiness online so easily.


Sometimes we don’t have all the answers. Our concierge may not have know when it was to be addressed or how, but instead of putting the phone down and saying “okay, I reported it”, and avoiding eye contact, she could have added, “and we’ll take care of it right away” with a smile.


We would have been blissfully drinking a daiquiri on the beach and not had to worry if we’d be showering like birds the rest of the week.


So, we need to expand our concept of "customer service." It's no longer an isolated section of your business model but part of a larger, customer engagement strategy, which is content marketing.


Content marketing is all about engagement.


The responsibilities that traditionally fell to the marketing bucket, now fall into the realm of customer service. Now, your bottom line is riding on your ability to deliver excellent service while you are meaningfully engaging customers.




Don't forget, our next webinar is tomorrow with Liz Cooke on Digitizing Handlettering. She'll be covering:
  • how to create lettering from scratch that translates well to the computer
  • the five strategies of building your lettering in illustrator
  • how to create print-ready vector files of your artwork
  • how-tos for both raster and vector files
  • and techniques for watercolor and hand drawn illustrations


If you want to hear the story behind Liz's journey, she recently was on a Podcast about Hustling with Mavenly + Co that you can listen to on their website.


With just a few spots left, you still have time to register here