Last week I was asked to give some information on group sales to a venue that currently didn’t have a group sales program. They were thinking about starting one. Why did they have to even think about it?
It blows me away to think that there are organizations in our business that don’t have group sales. If you sell tickets then you should have a group sales program. I realize that there are events and venues that may not need group sales for every show and event. Unless every single event is sold out all the time, you need a group sales program.
When I was selling groups for a casino cruise company with locations in Boston and Miami, groups not only filled open slots but were sometimes the life blood of a daily cruise. Thank God for those senior buses! Family shows have known for years the importance of group sales. I just got an email today about the girl scouts having a scout day at Disney On Ice (my daughter used to be a girl scout).
If you sell tickets, would you rather sell 2 tickets to a customer or 30 tickets to one customer? Pretty easy answer, right? Yet I continue to hear about events and venues that don’t offer it. Some smaller venues will say they don’t have the capacity. Do they sell out all shows? I know the answer is no.
If you don’t have a group sales program start one today. Hire people who are not afraid to go out and make the sale. Don’t let them just sit by the phone and wait for an order. They need to go out and make sales calls. We are in the personal touch business. Make your group leaders feel special and they will do a lot of the work.
So…I ask again, why wouldn’t you sell groups?