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Steve DeLay's picture

Give the consumer a reason to buy

I stopped in at a shoe store earlier this week to have some shoes repaired. I had a choice with the shoes. Have them sewn and look reasonable or buy a brand new pair.

The shoe repair guy, who looked a bit like a character out of a Harry Potter movie, took my shoes and said he could fix them, "$18 bucks" he said. Sounds like a great deal I thought. $18 for a repair or $100+ for a new pair. "Go ahead." I said.

I noticed as a I waited to pay the shoe repair guy had installed a giant big-screen TV behind the counter, right at eye level. He had a slew of "Before/After" pictures showing his shoe repairs, luggage repairs, even leather recliner repairs. It was an impressive array of pictures.

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I asked who thought of the idea for the TV and the Harry Potter character grunted and nodded to a young guy working a few steps away. His son. His son, not more than 25, looked up and said, "Something I learned about at school." he said. "Show the customer how you can help them and they'll buy."

I smiled, paid my $18 and walked out. Then I started thinking about what the kid had said. "Show the customer how you can help them and they'll buy." The TV pictures were lacking one thing. How it really helped the customer to save them money. After all, I spent $18 for good-as-new shoes when I could have spent $150 on a new pair. How their repairs really helped me was by saving me $132. Fix my leather recliner for $100 and save me having to buy a brand-new one for $1500. I went back in to the store and suggested they add how much they were saving customers with their service. They should put the price of the repair vs. buying something new. Don't assume the customer knows. Drive it home.

It struck me that was exactly how salespeople should think about ticket sales to corporations. How is this purchase going to help their business? Sure you can talk about client entertainment and employee rewards in general terms but is that really helping the business? Nope, that's no different than just showing the before and after of a shoe repair. Instead, can a ticket salesperson put a tangible number behind how it will help? How much new business can a company generate with your tickets? What if each salesperson closed one new account? What is that worth? Now you're really showing how you can help that business. Show them how you'll help and they will buy.

If you want more ideas on how to help businesses buy your tickets, check out or give me a call at 702-493-2661 or send me an email at

Steve DeLay is the co-author with Jon Spoelstra of "The Ultimate Toolkit to Sell the Last Seat in the House" and "The Ultimate Toolkit - Sponsorships", complete strategy, tactics and training systems to dramatically ramp up ticket sales and sponsorship sales being used by 170 teams and colleges around the country. You can reach him at or follow him on Twitter @SteveDeLay2.

Check out past Ticket Sales Thursday posts on The Migala Report.

Check out past Ticket Sales and Service articles on The Migala Report.

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