How to Stay Focused and Avoid Procrastination Running Your Business

You don’t have to tell many people to watch more TV (guilty), to do more endless phone scrolling (guilty), to eat more chocolate cake (yep, guilty here too)... For things we enjoy, the doing comes easy.  
 
You've heard the saying “if you find a job you love, you’ll never work a day in your life.”  
 
Within this quote are both beautiful truths and filthy lies.  
 
Most who are in the travel business have a genuine passion for travel. Discovering new destinations, researching different itineraries, evaluating the universe of travel suppliers, guiding travelers to a perfect adventure, and so on. That’s the fun part. In many ways, that’s the easy part. So much so that those in the industry can allow those fun bits, the parts that are so enjoyable, to monopolize the time available.  

As professionals, we spend all day working, but we ignore crucial aspects that are essential to our success.  
 
So why do we sabotage ourselves?

Why do we undermine our long-term potential? For most, it’s fair to say that it really isn’t more complicated than why we may watch too much TV, scroll on our phones endlessly, or have that extra slice of cake. It’s just more fun, for now. We prioritize short-term rewards over long-term gain.  
 
In the travel —and really any business, you have to take a long-term view if you want to achieve your potential. This doesn’t mean misery or days filled with tasks we hate. We have to achieve a balance between the fun and the essential.  
 
There are five essential areas that many of us short-change in our businesses. It isn’t that we don’t spend any time on them (though some don’t), but we are not in balance. 
 
The Five Essentials For Balance  
 
In the dynamic world of travel, passion for travel, exploration, and the joy of crafting unforgettable experiences for clients often serve as the primary driving forces. However, the allure of wanderlust and the excitement of itinerary planning can sometimes overshadow the less glamorous, yet equally crucial aspects of running a successful business.  

It really applies for any profession—striking a balance between the tasks you love and those you might not favor is essential for long-term success and client satisfaction. 
 
Understanding the Dichotomy: Essentials vs. Preferences 
 
At the heart of every travel advisor’s business is a deep-seated passion for travel. Most advisors find immense pleasure in researching exotic destinations, uncovering hidden gems, and tailoring bespoke travel experiences. These activities are often seen as the core of what makes the profession so enticing. 
 
Conversely, there are five essential aspects of the business that might not ignite the same level of enthusiasm but are nevertheless indispensable for sustainability and growth.  
 
Marketing: The Lifeblood of a Thriving Business 
 
Marketing is not just about selling; it's about storytelling, engaging your audience, and creating meaningful connections. It's essential for attracting new clients and retaining existing ones, thereby serving as the lifeblood of any thriving business. Are you allocating time each week to work on your marketing? 
 
For independent travel advisors—and really any small business entrepreneur, effective marketing strategies could include: 

• Develop a Professional Identity: This starts with a professional email address and professional business cards. If you want to be a travel professional, do not present yourself to the world as travelkitty2597@gmail.com. A professional email address on a custom domain communicates that you are a professional. Reinforce that with a professional business card, printed on high-quality stock. 
  
• Develop a Strong Online Presence: Create a good-looking website with the ability to capture email subscribers. Be active on social media. Feature client testimonials and photos (with permission) whenever possible. 
  
• Email Newsletters: Regularly send out newsletters to your email subscribers (even if you only have five of them) with offers, insights, and personalized stories to keep your clients engaged and informed.  

• Networking: Attend events tied to your industry and local business meetups to expand your network and establish partnerships that can lead to referrals. Get out there! Even a trip to the grocery store is an opportunity to meet a new prospect.
  

Effective legal risk management is critical in safeguarding your business against potential lawsuits or legal challenges that can arise. It involves identifying potential legal risks and implementing strategies to mitigate these risks. 

• Insurance: Invest in comprehensive business insurance that covers legal risks specific to your industry. 
  
• Terms and Conditions: Consult with an attorney who specializes in your type of business to review (or create) your client terms and conditions. 
  
• Client Agreement: Consult with an attorney to review (or create) your client agreement. 
  
• Credit Card Authorization: Before using a client’s credit card to make payment on a booking, always obtain a signed credit card authorization from the client. This will help protect, though not guarantee, against client dispute chargebacks

Client Feedback Management: Enhancing Your Service

Listening to and managing client feedback is crucial for continuous improvement and client satisfaction. It helps you understand client needs, preferences, and areas of your service that may require enhancement. To effectively manage client feedback, you can:

• Feedback Systems: Implement a straightforward system for collecting feedback, such as post-service surveys or feedback forms on your website. Focus these mechanisms on your service and your processes to identify areas of opportunity.
  
• Respond Promptly: Always acknowledge and respond to feedback promptly, showing your clients that their opinions are valued and taken seriously.
  
• Act on Feedback: Use the insights gained from client feedback to make informed decisions about how to improve your services and business processes.  

Just Do It! 
 
While it's natural to gravitate towards tasks that spark joy, the reality of running a successful independent business necessitates a more holistic approach. Like asking your child to eat their vegetables, sometimes, the best strategy is to adopt a "just do it" mentality. This is especially true for tasks that are critical for your business's health and growth.  
 
By focusing on these key areas and taking proactive steps in each, you can build a solid foundation for your business, ensuring long-term growth and reaching your full potential. As you do, you’ll find that the enjoyment from the rest of the business continues to increase with the peace of mind that you’re regularly reviewing and addressing these essential areas.