BONUS: Single Ticket Buyer Assessment/Selling in Uncertain Times Webinar Series

Hey! 

I’m back today with a couple of things for you. 

First, check out my blog post on strategy for uncertain times. 

Dave Wakeman’s Business of Value

Why Strategy Matters More in Uncertain Times

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a day ago · Dave Wakeman

Second, I’m going to host a 5 part webinar series on selling in uncertain times. 

Each one will have me talking for about 15-20 minutes and then spending a half hour or so answering your questions. 

• Understanding the Premium & Single Ticket Buyer Mindset in a Downturn (April 1 at 1 PM)
• Pricing & Revenue Strategies for Volatile Markets (April 15 at 1 PM)
• Marketing & Demand Generation: Standing Out (April 29 at 1 PM) 
• Retention & Maximizing Customer Lifetime Value (May 13 at 1 PM) 
• Optimizing Sales Channels & Closing More Deals (May 27 at 1 PM) 

Sign-ups for the first one are live. 

I will open up registration for the rest as we go. 

Now to the single ticket buyer assessment. 

SINGLE TICKET SALES ASSESSMENT
Evaluate Your Single Ticket Sales Strategy in 15 Minutes

INSTRUCTIONS

This assessment will help you identify strengths and gaps in your single ticket sales strategy. Score yourself on each statement using the scale below:

• 5 = Strongly Agree
• 4 = Agree
• 3 = Neutral
• 2 = Disagree
• 1 = Strongly Disagree

Total your points at the end and review next steps based on your score.

SECTION 1: SALES CHANNELS & DISTRIBUTION

1. We sell single tickets through multiple channels (website, box office, third-party platforms, secondary market, etc.).
2. Our website’s single-ticket buying experience is seamless and user-friendly.
3. We actively optimize mobile ticket purchasing for convenience.
4. We have strategies to reduce abandoned carts and incomplete purchases.
5. We track which sales channels drive the most revenue and optimize accordingly.

SECTION 2: PRICING & REVENUE OPTIMIZATION

6. We use dynamic pricing to adjust for demand fluctuations.
7. Our single-ticket pricing is competitive but maximizes revenue potential.
8. We leverage data and analytics to guide pricing decisions.
9. We use strategic discounts and promotions to drive urgency without devaluing inventory.
10. We have clear upsell opportunities for single-ticket buyers (e.g., add-ons, VIP upgrades).

SECTION 3: MARKETING & DEMAND GENERATION

11. Our marketing campaigns are targeted toward single-ticket buyers (not just season ticket holders).
12. We effectively use email, social media, and digital ads to drive single-ticket sales.
13. Our messaging creates urgency and highlights key game/event benefits.
14. We leverage influencers, local media, or partnerships to boost visibility.
15. We use retargeting strategies to re-engage potential buyers.

SECTION 4: CUSTOMER SEGMENTATION & INSIGHTS

16. We have a clear understanding of who our single-ticket buyers are.
17. We segment audiences based on behavior, demographics, or purchase history.
18. We analyze single-ticket sales trends to predict demand.
19. We have strategies for attracting first-time buyers and converting them into repeat customers.
20. We track post-event behavior to inform future sales strategies.

SECTION 5: CONVERSION & RETENTION STRATEGY

21. We follow up with single-ticket buyers after their purchase (email, offers, surveys, etc.).
22. We offer incentives for single-ticket buyers to return (loyalty programs, early access, etc.).
23. We have an effective process for converting single-ticket buyers into multi-game or season ticket buyers.
24. Our sales and customer service teams are trained to maximize single-ticket buyer retention.
25. We consistently test and refine our sales tactics based on data insights.

SCORING & NEXT STEPS

Total your score:

• 100-125: You have a strong single-ticket sales strategy. Look for minor refinements to optimize further.
• 75-99: You’re on the right track but have clear areas for improvement. Prioritize gaps to maximize sales.
• 50-74: Your strategy has weaknesses that are likely costing you revenue. Address these issues ASAP.
• Below 50: You need a serious overhaul. Consider a strategic review and training to improve results.

➡ Want expert guidance? Based on your score, I can help you refine your approach. Let’s talk!

Let me know what you think about the assessment or “Premium Week”. 

Just hit reply. You will get me. 

If you know someone who will benefit from this…share it! 

Dave

Join us in the Talking Tickets Slack Channel.

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