BUSINESS EDU continued
heart of every buying decision. Before implementing any new plans, consider what your customers want to achieve and how the great idea you heard about at DEMA helps them get there. This is how you grow your business. Don’t Go It Alone You don’t have to implement every good idea yourself. Three groups of people who can help include your diving industry peers, your staff members, and your customers. First off, follow up with people who inspired you during DEMA. Reach out to them and let them know their ideas resonated with you, and ask for more. Remember this: “In- terested is interesting.” If you express interest in what an industry expert has to offer, chances are good they’ll become interested in helping you. Next, ask your staff for their input. Giving each selected idea an owner and a deadline will help your staffers feel included. And motivated. Lastly, bring your loyal customers into the conversation. Everybody loves being “in the know.” Invite your repeat cus-
tomers to a VIP DEMA Download gathering, during which you spill about all the new things you saw and learned. Ask them what interests them, what gear they’d likely buy, or what trips they might join. Remember, interested is interesting.
If you ask for their opinion, chances are good they’ll lean in and give you great feedback (and will likely be among the first to buy the trip or the gadgets). Make it Stick Here’s where good intentions often fall apart: there’s no scheduled time to act.
First o ff , follow up with people who inspired you during DEMA. Reach out to them and let them know their ideas resonated with you, and ask for more.
Choose a realistic first step for each priority and put it on your calendar. If you want to launch an email campaign, schedule time to write it. If you want to test a new customer event, choose a date and assign someone to organize it. Break large projects into smaller actions. Instead of writing “improve marketing” on your list, start with “draft an email inviting former students to our next pool session.” Specific actions are easier to start, complete, and measure. And remember, you don’t have to do everything at once.
41 | SCUBA DIVING INDUSTRY
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