Content Contributed By KWP
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This next in the series of guides to operators of amusement and attractions venues, in the changing landscape #AfterLockdown. Offering an overview of the best practice, and your perspective on “achieving sales”, towards maximizing your offering to your customers and guests.
Everyone is in Sales
- Folk’s are either selling or un-selling: There’s no real middle ground
- Ascertain what you are offering and the customers need
- Work out the best way to present what is being offered
“Great Selling is About Helping Others” Beth Standlee, 2020
- No matter what, we are selling and are in service to help our guests
- Our aim should always be to facilitate this service to meet the guest’s needs
- Being interested in meeting the guest’s needs 1st improves our opportunity to close the sale
Follow these Key Steps of The Sales Process – The Repeatable Process!
- Step 1-Prospect: Identify your ideal buyer. Understand people buy based on their need/want NOT what you sell!
- Step 2-Connect: Connection builds comfort and trust. People want to buy from their friends
- Step 3-Qualify: It’s not about you – Find out what the buyer wants and sell them that!
- Step 4-Propose: Pitch NOW-not before you complete the 1st three steps. Propose a solution based on what you learned during connection and qualification.
- Step 5-Close: Ask the buyer for something, a deposit, the next meeting, book a tour, etc. Create a NEXT STEP and you’ll know you’ve closed!
Prospect Tip – Focus on Great target market segments, which include:
a. Adult Groups
b. Kid Groups
c. Church Groups
d. Fundraiser Groups
e. Private hire
Qualification Tip – There are 5 key things to know BEFORE you Propose a sale:
- Step 1-Prospect: Identify your ideal buyer. Understand people buy based on their need/want NOT what you sell!
- Step 2-Connect: Connection builds comfort and trust. People want to buy from their friends
- Step 3-Qualify: It’s not about you – Find out what the buyer wants and sell them that!
- Step 4-Propose: Pitch NOW-not before you complete the 1st three steps. Propose a solution based on what you learned during connection and qualification.
- Step 5-Close: Ask the buyer for something, a deposit, the next meeting, book a tour, etc. Create a NEXT STEP and you’ll know you’ve closed!
Prospect Tip – Focus on Great target market segments, which include:
a. Adult Groups
b. Kid Groups
c. Church Groups
d. Fundraiser Groups
e. Private hire
Understand Your Ideal Buyer
- Undertake a feasibility of the audience you are looking to sell too
- Carry-out a proper Competitive analysis
- Compare your values to theirs-do they match?
Product & Price Matter – Value Matters More!
- Understand the elements of the proposition being offered (fun, food and hospitality)
- Correctly price the offering towards what guests can afford
- Ensure you have done your research on your competitor (entertainment, hospitality, etc.,)
- Understand who your customers are and their disposable spend
Implement a consistent repeatable process for success
- Achieve an understanding of what is on offer and relay that clearly
- Ensure that the service / product is best packaged for the target audience
- Make sure that the service/product is updated to the customer’s needs
Created to be shared with the amusement and attraction industry, by Beth Standlee and Kevin Williams – 30/6/2020