A couple days ago I tweeted (@JAndersonTix) "I'm noticing a new, disturbing trend in ticket sales... 30 days out is the new 90 (from event). How can we reverse this trend."
Since the market collapse in 2008 people have become much more cautious with their entertainment dollar. People are making last minute decisions and focusing on value. As this trend started rearing its head, teams and venues started slashing prices in a desperate attempt to sell (a lot of) inventory. As more teams and venues followed suit (and quickly), customers began to take notice. Customers have now been trained that the longer you wait, the better value you will receive, thus deteriorating the sense of urgency that sales reps had worked so hard to create.
It's my opinion, and I hope others agree, that this disturbing trend needs to be reversed, TODAY!
Now for the tough part, HOW can we do it?
Is an escalating pricing model (increased pricing as you get closer to an event) the answer? What about significant discounts the earlier you purchase? Maybe even a special item (gift card, "team-dollars" or player autograph, etc.)? Or is the answer merely to engage the customers in hand-to-hand combat; making phone calls, selling your team/event, overcoming objections and earning the sale?
Whatever the best course of action is for you and your sales team it has to be your plan for years. A one-hit wonder isn't going to do the long-term trick, and let's face it, we would all be happy to have a sold-out venue for years to come.
No comments:
Post a Comment