Four Important Marketing Factors for Selling Fun!
When I was growing up, I recall both my parents and teachers constantly reminding me, "Marty, if you don't have anything nice to say, don't say anything at all." It's good advice all around. The words we use matter everywhere we go--in personal relationships, business interactions, and in our sales conversations. Making that "just right" connection between arriving guests and the premium products we want them to purchase requires energy, the right vocal tone, and an ability to engage and energize effectively. It's a proven fact that consumers buy the most when they don't believe that they are being sold.
Here are three important factors that, when implemented, will improve your front gate sales team's effectiveness at connecting with arriving guests:
1. Knowledge is Power.
Imagine being asked to sell something that you know nothing about. How effective would you be at selling it? Not very. If the goal is to make a personal connection with arriving guests, then we absolutely need to not only understand but believe in our product. Moreover, we need to be able to communicate our knowledge and belief in a manner that effectively connects arriving guests with the premium product we are recommending.
As leaders, our role is to ensure that sellers are not only given the opportunity to participate but that they are absolutely required to participate in each of the experiences that they will be selling. If you're operating a science center, that means that every time you change out an IMAX film, you set up a rotation to have each of your sellers watch the new film. The same goes for a new animal experience at your zoo-require your sellers to participate. Then, after the experience, ask your staff to share their thoughts about what they saw. Ask them who the experience is geared for, what certain ages might take away from the experience, and how they can describe it to arriving guests. Participation in the experience is essential.
2. Words matter.
The words that we use can change the entire tone of the interaction. Some words that you might otherwise think of as sales-minded words can have the opposite effect. Words like BUY and PURCHASE are negatively charged and can unintentionally snap the guest out of their excitement and back into the mindset that this is a retail purchase. Instead, teach your team to use words like ENJOY and EXPERIENCE.
3. Testimonials Sell.
When your sellers participate in the experience, the can craft their own testimonials and present them during the conversation. This helps to draw the guest in and connect them even more closely with the recommended experience. "My favorite part of the film was when the Humpback Whale comes up to the surface and spouts her blowhole. You actually feel it in your seat-the air, the salty smell, and the wet. It's amazing!"
4. Less is More.
When too much information is presented at once, guests get overwhelmed. Oftentimes, you can actually see it happening. They get frustrated, confused, or both which can cause them to stop listening to the seller and to demand the lowest priced product. "You know what, just give me General Admission. That's all I need." Sellers must do their best to keep their pitch short and sweet while presenting a compelling case for the product.
Fun, entertainment, and hospitality. These are perhaps the easiest products in the world to sell. It's not like selling steak knives or vacuum cleaners. We're selling fun and our guests are already predisposed to say YES. It's up to us to make the best compelling argument that gets them to say YES.
Have a great week!
"Many a man thinks he is buying pleasure, when he is really selling himself to it."
- Benjamin Franklin