In the industry I’m in, a lot of performance groups utilize what I have begun to call “smash and grab” strategies. They sell their event, do very little promotion, assure that their crowd will “turn out,” negotiate a hefty guranteed rate, perform for 15 people and leave, never to be heard of again. This is a way to make a quick buck. It’s actually pretty easy to pull of, so I’ve felt the temptation. However, this is a horrible long term strategy. Eventually, it may not be today and it may not be tomorrow, but you WILL run out of places willing to take you. And don’t think people don’t talk about poor experiences. This rings true in the rest of the sales realm. If you do a poor job just to get a quick paycheck, people WILL talk about it. It’s the opposite of sustainable. So, instead, we’ve adopted a different strategy. It takes more work, but we’ve found it to be well worth it. Instead of just focusing on us making money, we push hard for win-win scenarios. What does this look like? It’s essentially going above and beyond the rest of the pack. Firstly, it’s quick and reliable response in booking (what our surveys call “ease of booking”). Next, we provide a free marketing package with graphics and photos to assist in marketing on their end. We also push to our online audience. Finally, we’ve even gone as far as converting our team into an ad hoc sales force, calling local homeschool groups and PTA or bible study groups to sell group ticket packages for a discount to help fill seats. Does it take more work? Yes. Is it unique? Absolutly. Has it been effective? 1000%. This leads firstly to repeat bookings. If you convince a venue that you will work WITH them, they’re more willing to book you again, and more willing to pay you better. It also builds a reputation with other venues. Now people reach out to me. Having a solid referral stream is truly wonderful as a salesperson. So, moral of the story is to go above and beyond. Even if it’s hard now, it pays dividends long into the future.
By folgerjt19
BoweryJE22 2 thoughts on “Building Relationships: Going Above and Beyond for the Repeat Sale”
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Great post Justin! I love that you were able to use your own experience as an example. Your strategy is definitely more work in the short term, but it is better for both you and your venue, and more ethical. Also, since you do things in a way that help your venue as well, they will likely be more than willing to have you back again because they see the value you bring.
The “smash and grab” strategy may seem like an easy way to make a quick buck, but in the long run, it’s not sustainable. Word of mouth travels fast, and negative experiences will tarnish your reputation. Adopting a win-win approach, on the other hand, takes more work, but it’s well worth it. By going above and beyond, you build a reputation for yourself as someone who is easy to work with, reliable, and committed to helping your clients succeed. This leads to repeat bookings and a solid referral stream. In the end, the extra effort pays off and leads to a more sustainable and successful career in sales.