Hi!
Today is Wednesday.
The midway point of “Premium Week”.
Have you been able to find a new idea yet?
Please just hit reply and let me know.
Today we are going to talk about the product mix.
At the end of last season, the Mets made news by following the trend of “choose your adventure” ticketing plans that have taken off in MLB.
There is a lot that can be offered up about the idea:
- “Give them what they want!”
- “The customer is always right.”
- “We want to offer something for everyone.”
The reality is that unlimited choice can backfire.
Too much choice overwhelms folks and makes it easier to say, “no”.
Decision fatigue is real.
In selling to premium buyers, I’ve found that helping eliminate choices is even more important.
You can make this an advantage.
How?
Three primary reasons:
- Influence with expertise. Help people see the right options for their needs.
- Eliminate overwhelm. The buyer doesn’t know your building as well as you do, act like it.
- Pathways to higher value. Laying a strong foundation of knowledge and choice can open the door to longer relationships, more sales, and higher revenue.
Premium buyers are different than other buyers.
They are often busier and solution-oriented.
Use that to your advantage.
Don’t look to make your product mix a “choose your adventure” path. Make it a curated journey.
DW
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.