I often discuss the importance of control. Without it, someone else is dictating your life, your work. Unfortunately, this is how most people operate. Let’s face it, there are a number of things outside of your control, things you can’t do anything about, so stop worrying about them.

You can’t control your competitors. That doesn’t mean not being cognizant of them. What it does mean is being laser-focused on two things that are 100 percent within your control.

Control What You Sell

Let’s be honest, almost every supplier is a preferred supplier with a consortium or host agency. But that doesn’t mean every preferred supplier is preferred by you. Limit what you sell and choose your own suppliers from within your consortium and/or host agency’s list. These are the companies that you are committed to selling first, be it because of your experience with their products, higher commissions, co-op marketing programs or BDM relationships—or all of the above.

If prospects, for example, see a Princess Cruises advertisement on TV, but your preferred premium cruise line is Holland America, it’s okay to steer them toward Holland America. They will have a great vacation and you will benefit from the preferred relationship.

You Control When You Sell

Every one of your suppliers, consortia and host agencies has monthly sales targets, and so should you. While you may not be able to control when clients travel, you can certainly control when you sell them their trips.

You can influence purchasing decisions through your prospecting and marketing efforts by creating a sense of urgency to book now. Don’t worry about cash flow; it will eventually catch up. Stay focused on exceeding your monthly sales targets. Make sure to set them high to generate enough revenue to be profitable. Just try it—it works.

In the end, sales are the lifeblood of your business. It’s okay to steer prospects to your preferred suppliers and it’s okay to create urgency to influence purchasing decisions.

Don’t tally up the score at the end of the month only to find you can’t pay the bills! Set firm sales targets and do everything within your power to achieve them.

You can control your success, but it’s your choice.