Why Wouldn’t You Sell Groups?

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?

Secret To Selling Groups: Get Out Of The Office!

If you sell group tickets then you want the quickest and easiest way to do this.  If you are group leader then you also want the quickest and easiest way to buy tickets.  So if you both want the same things, then how can it be so hard?

Group sales does take effort.  It is more then just owning a list and mailing a flyer.  Creating relationships is always the most direct path.  This is common sense yet so many group sales people don’t take the time or effort to make this happen.  You are a sales person; relationships are your best asset.  Ask anyone who sells in any industry.  The best sales people are the ones with the best relationships.

Think about how easy it is to sell something when you can just pick up the phone and call your group leader. They always find time to see you.  You know them on a first name basis.  You know what they like and dislike.  They know you on a first name basis.  They feel comfortable speaking with you.  They trust you.  But you can’t do this until you have earned it.

How do you seek out new relationships and maintain current ones: Get Out of the Office! 

Working at your desk every day is a bad habit.  I know you feel like you get more done when you are in your office, but you really don’t.  I understand how easy it is today to communicate via email, phone, snail mail, and the net.  You should look at these tools as a reward for your efforts, not for making the effort.  Face to face communication will always be the best tool.