For the last four summers, I’ve chosen to spend a large part of my summer on the European side of Turkey.
Thirty years ago, Turkey wasn’t all that well known for tourism. But today? Millions visit. I’m one of them.
Why?
Because of three things:
- Its hospitality
- Its integration with Europe
- Its affordability (at least, it was)
And I’ll add one more. The hygiene and cleanliness in the hotels I’ve stayed in are second to none. Not just good for TripAdvisor reviews, but priceless for peace of mind.
Now consider this:
Turkey is no longer “cheap.” Prices have risen tenfold in the last decade.
But the hotels? They’re not newer.
The beaches? Same sand.
The pools? Same water.
The jet skis? Same engines.
The shops and markets? Same stalls.
So why are people still paying ten times more?
Because Turkey is seen as:
- Economically safe
- Climatically reliable (the sun will shine)
- Hospitable
- Clean
- Politically stable (for now at least)
- Well-marketed
You know exactly what you’ll get.
Feel free to draw the parallels I’m setting up before I get there myself.
Here are your bullets for the week:
- Are you known for your standards?
- Are you easy to find?
- Is it obvious what I’ll get by working with you?
- Is it attractive to be associated with your firm?
- Do you go the extra mile for your clients?
- Can I have peace of mind in working with you?
Because here’s the truth: just by maintaining those standards, you can charge more.
Why?
Because standards are not the norm elsewhere.
And your refrain that you’ve sung to me in emails and conferences through the years of “That’s just our job” doesn’t hold up. Go mystery shop your competitors. The above is not the standard.
Which means if your firm combines:
- High standards
- Attractive marketing
- Peace of mind
- Hospitality
- Attentiveness
- Quality experiences…
You’re already ahead of 95% of your competition.
Simple bullets.
Easy to put in place.
So why not book some time off from your routine to work on them now?
To your success
Martin Bissett
