The Psychology of Selling | So far, your life as a concert promoter has covered artists, venues, market demographics, social media, and advertising.

Now it’s sales technique time.

People will buy tickets early for a few reasons. They might buy early to snag a better seat, to make sure they’ve reserved a seat in case the event sells out, or just to save money.

Better seating options are a great incentive to buy tickets early, and it’s easy to offer attendees this option. Who says that general admission events can’t have multiple seating choices? Why don’t you offer Gold Circle seating in the first five rows, Silver Circle seating in rows 6-10, and the option of floor seating or balcony seating for the rest? You’ve just created limited supply!

Now create demand: Offer $10 off your Silver Circle seating for those who buy during the first 10 days tickets are on sale. Keep this group elite by limiting the number of tickets to 25 or 50. We want those seats to sell out early. Putting “sold out” next to a seating type on your ticket sales page will drive people to buy your other tickets faster!

The earlier you can sell a ticket, the more friends the ticket buyer will tell about your event—which means free advertising for you! Think about it. How many people do you tell if you’re only thinking about going to a concert? Maybe two? Once you’ve bought tickets to the show, how many do you tell now? Maybe three or four each week? In most cases, the earlier people buy their tickets, the more people they tell. Can you see now why we need to sell and sell early?

CLICK “7” FOR FINALLY, IT’S SHOW TIME!

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