Service sells more than anything. Because it proves that you are who you say you are. And it tells the customer that the value they initially perceived in what you sold was worth it.
It is easy to get trapped in the idea that we are professionals and that we are in sales… and blah, blah, blah.
But what we really are in is the service business, so it is important that we take a little time to consider what that means and how we can take advantage of that.
If we aren’t treating our fans and guests like valuable assets, someone else will.
Here are a few tips to make sure you are practicing the best kind of customer service for your guests.
Why Service Matters
We sell tickets. I get that. But we are also dealing with something more than just a simple transaction. The fact is that we need to be treating our customers like partners in our success, because if we are just operating under the idea that we are going to just do transactions with our fans, we are playing a commodity game and there likely will always be a cheaper ticket available to our fans.
Think about ways that you can build a sense of trust and begin developing a relationship with your buyers. Maybe instead of just saying thank you, you send them a quick note. Maybe if you see them at the arena early, you stop by and say hi. Maybe you meet up with them before a game to have a drink.
There are a lot of ways that can move you from transaction to partner. Use them.
Add Value Continously
In the end, sports is a live experience, but within that context it is a live experience that can be viewed at home, in a bar, at your venue, or many other places. So, to just think that you are selling access to the event is pretty defeating of the hard work you do as a salesperson.
Instead of commoditizing your tickets, think about ways that you can improve the live experience. Maybe you have a loyal fan that you know loves one of your players? Do you have a group of fans that are celebrating a special occasion? Perhaps you know a buyer is bringing their son to a game for the first time.
Think about how a little extra effort can make the experience a little better and add more value to the purchase that your fans make.
You Are Always Marketing
We sell. We serve. We connect. At the end of the day we are always in the marketing business.
The fact is that our buyers have more ways to spend their money and their attention than at any time in history. To expect them to just pick us over all the other things that they may have access to is presumptuous.
We have to maintain our focus on marketing our events and our teams as valuable parts of our fans’ lives, which means that we need to be marketers. Selling isn’t enough. We have to share the impact and the power of our teams, our experience, and our community. If not, someone else is going to be a community and experience that trumps yours or, at the least, has a more compelling value proposition.