Having recently been introduced to a shameful statistic, I thought it timely to give you my opinion on this subject. See if you can swallow this dose of reality: When interviewed, travel agents believe they retain 78% of their paying customers. When interviewed, paying customers believe this number is closer to 35%.

Let’s not quibble of a percentage point or two. The message is that travel professionals believe their retention rate is a lot higher than it is. Agents are losing customers at an alarming rate … and finding it more difficult to recapture market share.

In the interest of time, I will provide my secret remedy to this unnecessary dilemma. Here goes. Get ready for a “glaring-flash-of the-obvious.” Drum roll please: TREAT YOUR CUSTOMERS LIKE DOGS. 

Pet owners know exactly what I am talking about. Those of you who have been in the company of “pet owners” know what I am talking about. The rest of you may be thinking I have gone off my rocker, and I have no plans to convert you today. As for the pet people, I need say no more. You get the picture and are endorsing my position as I wrap up this article.

As for the difference between “customers” and “clients,” a prospect becomes a customer when they buy something. Anybody can sell anything to anybody “once.” The first purchase is “nice.” The second purchase is “meaningful.” But it isn’t until the third purchase that a customer becomes a “client.”

 When you come upon a new prospect, think about treating them like a dog, and then, focus on ways you can develop a relationship that will result in three transactions.

 That’s my opinion. I’m just saying …