Nov 25-23
Utila, Honduras

“The boat should be here in 10 minutes. Enjoy your stay….”
 

Can’t read the full email – click here for the online version.

We had taken the late afternoon ferry from the mainland city of La Ceiba to the island of Utila. It’s one of the smaller of the “Bay Islands” of Honduras. 

For the grand sum of $10 CAD, our tickets were upgraded to “first-class”. This meant we got to be in the top deck, forwards – in air conditioned comfort. With the captain and his small crew. 

The passage is only 50 minutes. We arrived just as the sun was setting off the port bow. Looking down onto the small pier were a dozen tuk-tuks; taxis ready to squirrel passengers to their lodging.

One was waiting for us. And no sooner had we got our luggage,  our two small suitcases hefted onto the roof, than our drive began barreling his way past passengers, people waiting for arrivals, other tuk-tuks and motor bikes.

The “main street” is a narrow, cemented path – seemingly built specifically for this small vehicle and nothing bigger. 

Abruptly the road ended. Since the driver was getting our bags off his rig, we disembarked. Soon he was leading us down a darkened, rough path, with no lights. It felt like the wrong direction.

Then he stopped. Ahead we could make out a dock, with a few dim lights. He put down our bags – said our boat would be there soon and left. 

I knew the resort had a water taxi to pick us up, but this location did not seem a likely one. But a boat did soon arrive and a dozen passengers got off. A fellow arrived at the same time, grabs our bags and gestures to us to board the craft. Turns out he was skippering the craft back to our destination. 

We are the only passengers. It is dark now, with the moon partly obscured by clouds. 

I say to my wife, “this boat doesn’t seem to have any running lights!”

I was wrong. The skipper did turn on port and starboard lights, but no light in the stern and no apparent fog lamp to help discern one’s way forward.

And what a route. 

This small resort, on the south side of the island can be reached via an inland series of lagoons, each side dense with mangroves. In some places, the passage is narrow enough, it feels like one could reach out and touch the overhanging plants.

I’ll likely touch back on the resort we are staying in later issues. Suffice to say it is reputedly the best spot in the Bay Islands to snorkel and dive. 

We never would have come here if we hadn’t met a fellow on the mainland, who recommended we go. I was thinking of heading to Roatan – a well-known island among Expats and a port of call for Caribbean  cruise ships. 

Then it was its reputation and online reviews which sold us. Plus, a last-minute price deal that was posted with the booking engine we use.

This is more important than most realize. 

Most owners tell me; “I get my business from referrals. I don’t need to do any marketing.” Then they fail to ask for reviews and testimonials.

That’s a grave mistake. 

Upon checking closely, I often find that the business has few great reviews and even fewer that are recent. And if recent reviews are unfavorable – fewer prospects will buy.

Even with a personal recommendation.

Why? 

Because as a buyer we will think to ourselves; “Well, they did good service for my friend, but that was a while ago. Will they still be good for me?”

This is relevant to our situation.

Our friend knew the owner and manager. We’ve met both.

Interesting fact: The owner sold close to a year ago. The absentee owners aren’t paying close attention to some details – only the numbers. I foresee problems ahead, but that’s for another article.

Here’s the lesson.

1. Referrals are a business’ number one best source of new business. Make sure you are leveraging this via:
   1. Constantly asking for and getting recent reviews and testimonials
   2. Having systems in place to do the above, plus asking existing customers to refer, with a system to track this.
2. Make sure your new customers are given clear instructions on what to expect when they come and do business with you.
   1. With respect to the resort I mention in this article, I had to ask how we were to reach it. (I had read it was only accessible via water taxi). So, I knew how we would be greeted upon arrival at the island, but not this out of the way dock nor the route we would take. 

Want to know what your customers are saying and thinking about you? Create a free report that will show you this and more by heading to: https://tms.repgrader.com/

Until next week,

Stay healthy and focus on profit! 

- Hugh 
The “Profit Accelerator” Expert

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