Give people what they want.
That’s what good customer service is right? Well, yes and no. We’re all human, we all have emotions and we know that sometimes things can get a little out of control, both on the side of the customer as well as the side of the business. This post is not about customer service, per se, but rather about actually selling what it is that your customers want to buy. Figure out what that is and find a way to work that into your inventory – whether that be different concession items, different items in the team shop (especially seasonal or local items [think rain coats, straw hats, branded sunscreen, or wool hats and mittens]), or different ticket packages, all based on what your customers want.
*Side note – You’d be surprised what kind of information you can pick up just by being attentive on game day an on the phone during the week. People who care about your organization, and there are certainly many, would likely be more than willing to share their insight in order to help out the team.*
At the same time though, it is critical to protect the integrity of the organization by pricing your items correctly and not setting the levels too high or too low, especially in regards to ticket prices. Even though that mac’n’cheese is the best you’ve ever had, is it really worth $15? Maybe it is, especially if it is a huge portion! Maybe make it $20 and include a medium drink (upgrade opportunity!) and a piece of grilled chicken for a meal deal. How about that $45 t-shirt? Is it pima cotton with a large embroidered/twill logo? Sure! How about the tickets to the big game – 3 times what the other games cost – absolutely! Absolutely if your game experience can justify that high of price and the perceived value to the fan is worth the price. Remember, we can’t guarantee wins, but we can guarantee a great, fun, cultural experience full of excitement, regardless of the final score. (Of course winning is more fun!)
Finally, everything is relative, so these kinds of decisions must be made while considering the overall budget/revenue needs of the organization, the historical pricing structure of similar items, prices of other, similar items at other entertainment properties and overall quality of the organization/team as well as facilities and fan accommodations.
Give people what they want and sell what they want to buy. If they are not buying, perhaps you’re not selling what they want…or worse yet, maybe there is something else going on. What do you think? Leave your comments below.
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