In a perfect world, you’ll create your tour concept, arrange all the moving parts, put it out into the wild and get people to buy.
They are happy with the experience, you are happy with the way you earn a living.
But that’s not how it always pans out.
For example, you can fail in driving awareness for your business. A lack of traffic and calls leads to a lack of sales.
And even if you generate some “buzz”, people might choose a competing offer or bounce off your website.
But let’s say you do a great job of these and people buy your tour. That’s good, right?
Well, even now there’s one more crucial element – you must give them a great experience.
Traffic and sales are worthless if people don’t like your tour. Sometimes, even a few bad reviews can put your business at risk. In addition, bad experiences lead to few referrals and low morale within your company.
And while you may be getting great reviews, there could be ways to streamline, offering more value to your customers and a better profit for your business.
This is what we’re going to explore today – 4 questions to help you design and improve your offers from both a customer and business standpoint.
Ready? Let’s go.
1. What do people say?
The most obvious source of inspiration for improving your offers are existing customer reviews.
Look for patterns or themes that people mention again and again. These could be both positive or negative. Don’t get defensive here – the idea is to learn and improve.
Perhaps people consistently mention the guide and their professional knowledge?
On the other hand, some people might complain about the itinerary or the duration of your tour.
And what if you had a really interesting aspect of your tour that you thought people would love – but no one seems to mention it? If something takes a lot of effort but seems to have no impact, you should consider removing it from your offer.
Once you go over your reviews and feedback, you’ll get a good sense of what’s working and what can be improved.
But this is just one way to collect information. And it can sometimes be subjective as people’s experiences tend to be different. To make it count, you also need the concrete numbers.
2. Which offers bring the most sales?
If you’ve heard of the 80/20 rule, you’ll know most of your sales likely come from a small portion of your offers.
Which ones are they? This will give you an indication of what people find the most appealing among your offers.
That’s a great way to understand what to focus on and improve.
3. Which offers bring the most revenue?
The number of sales is just one measure – but it’s actual revenue that pays the bills.
This is why it’s crucial to segment your offers based on the amount of revenue they bring, especially when you’re selling multiple types of tours.
The revenue per product is a good metric to look at because these offers likely contain the elements people enjoy the most.
4. Which offers bring the most profit?
Lastly, you should take into account your business costs per tour.
Knowing the revenue and cost per tour will give you the profit margin so you know which offers are streamlined from a business standpoint and which ones are barely breaking even.
By this point, you’ll have a good list of ideas to design a tour that contains the most valuable aspects for your customers and remove the elements which create costs an eat up your profits.
Now that you have all that information, it’s time to organize it into 4 buckets: Add, Remove, Keep, Improve.
This will be the basis of a new or improved offer. It should have all the best elements you found based on your reviews, feedback, and quantitative data.
The elements that people don’t like or don’t appreciate should be cut off from the offer to make sure you’re focused on bringing value rather than stuffing your offer with things no one needs.
This will let you streamline the offer from a business perspective.
Your offers are at the core of your business.
If you improve your delivery and overall tour design, you’re likely to improve your cash flow and business exponentially. This will bring you more referrals, better reviews, and more satisfaction from your work.
Even the tours that do well can often be better by using the Add/Remove/Keep/Improve framework.
Use that to your advantage and create the best tour you can so your business runs like clockwork.
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