Selling During a Crisis

As time moves on, we are starting to see markets across the country slowly re-open. Now is the time (if you haven’t already) to approach local event creators again and talk to them about their upcoming events and how you can help them be successful.

Starting conversations and listening to what event creators need and the changes they are going through right now is the first step. Each industry is facing different challenges like capacity limits, vendors that are no longer in operation, or staffing issues. You won’t know about or understand these challenges to be able to help event creators overcome them unless you take the time to start conversations. 

Getting the Conversation Started

While you’re trying to get in touch with local event creators to pitch them your ticketing brand you will want to find ways that you can easily start a conversation and provide them with some value right off the bat. 

One way you can provide value is by putting together a survey for your ticket buyers. This survey should ask things like, “when will you be comfortable attending large scale events again”, and “what kinds of things could an event creator do to make you feel more comfortable attending their event”. This feedback will not only help you guide local event creators with real, local data but it will also give you an idea of what timeline your market will see a resurgence of events. 

Use this survey template to create your own local data. Simply update this with information specific to your local market and copy and paste it into a Survey Monkey survey creator. You’ll be able to send it to your ticket buyer by following these step by step instructions and export your ticket buyer email list or sync your account with our Mailchimp Integration. 

Reaching out to a specific type of event creator and referencing ways that other similar event creators are approaching their events is another way you can give guidance or value to your event creators. You can either keep it simple and just jot down 2-3 things you’re seeing other event creators doing in your market or you can get more in-depth with a quick case study. Either way is insightful for your event creators and will go a long way to show them that you are actively working with other event creators who are starting to ticket their events. It could even spark some ideas and help them get creative with their events and ticketing. 

Using some of the articles we’ve put together specifically for event creators in the Knowledge Base is a great way to send over basic tips and tricks and to remind them that you’re still there and ready to help when they are ready for you. A couple of great articles you could mention are 5 Steps for Planning an Online Event, How to Create a Donation Fund, Online Event Checklist, or mention some of the recent releases or feature updates. 

Remember Empathy and Honesty

While you’re having these conversations it is important to remember to have empathy and approach the conversation as a collaboration rather than a sales pitch. While you’re reaching out it is important to acknowledge that times are difficult right now, don’t just pretend everything is back to normal. 

Here’s an example of how you can approach this. “Hey Mr. So and So, I know this is a crazy time right now so I wanted to reach out to see if (Your Ticketing Brand here) can help you in any way. Right now we are seeing an uptick in smaller pop-up events and since we offer ticketing along with donation capabilities I thought of you and the So and So company. I just wanted to reach out to see how you’re doing, how I can help, and if you were still planning on hosting your annual fall events. If you need to adjust your event I have some great social distancing ideas you can use!” Of course, ask lots of questions and really take the time to listen to what they are doing offering suggestions along the way. 

Listening and adjusting are the most important aspects of any sales call but especially right now. If you call up 20-30 people and they all get irritated that you’re calling or what you’re saying, it might be time to adjust your approach. As long as you are adjusting and listening, you can continue selling with success. 

Don't Stop Selling

Something you should never do is assume that your event creators aren’t planning to host or ticket for their current or future events. Event creators across the country are finding creative ways to maintain social distancing while still creating revenue for themselves and their employees. Holding back your sales process for a week, a month, or longer is the most dangerous thing you can do right now. 

If the anxiety of how you’ll be perceived by local event creators is getting the best of you, remember that you have a product that could really help them. As long as you are approaching the conversation with empathy and honesty and adjusting along the way your event creators will be open to these conversations.

Remember that trust and strong relationships are often built during difficult times.