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“Sell more tickets” isn’t a clearly defined strategy


What’s your tactics going to be to sell more season tickets to corporations?   Or, how are you going to double your group ticket sales in one season?   The Ultimate Toolkit helps you create a clearly defined ticket  sales strategy that           becomes your rock solid game plan. 


The ancestor of the Strategy & Tactics workbooks is How to Sell the Last Seat in the House.  However, if you’re thinking that the Strategy & Tactics Playbook is just an update of my workbooks, think again. 

While my philosophy on sellouts has remained constant, there have been so many new things to weave into selling out games. 

For instance, how does variable pricing fit into sellouts?  How does food get more sellouts?  What’s the best way to use the Internet to get sellouts?  How can you double group ticket sales in one season? 

I wrote the original workbooks over 20 years ago.  Think of how things have changed!  I’ve taken those new things and applied them to get more sellouts! 

The following is the title of each chapter, and the Ground Rule that I have for the chapter to give you a flavor of what’s inside. 

Here goes…

Chapter  1

It Ain’t Glamorous, But It’s Your Soul

Ground rule #1:  Accept the game plan that makes sellouts a sure thing.


Chapter  2

The Sellout Mentality

Ground rule #2:  The One Goal is to increase the number of sold-out games.


Chapter  3

The 75% Solution

Ground Rule #3: The first step is to simply target the games that you feel you have the best chance of selling out.


Chapter  4-6

Full Menu Marketing

Ground Rule #4: Use Full Menu Marketing and you will be more successful selling season tickets than ever before.

Ground Rule #5: Sell out more games than you did the season before.

Ground Rule #6: Create ticket packages that SIZZLE.


Chapter  7

Full Menu Magic

Ground rule #7: Define the seating areas where you have a reasonable chance of selling out on a full season ticket basis.


Chapter  8

The ‘d’ Word

Ground rule #8: Stop all discounts! Cold turkey. I did. I was told that the world was going to end.  It didn’t.  Even with a lousy team, we sold a lot more tickets.


Chapter  9

Pricing As If Your Career Depended On It

Ground rule #9:  Determine two things: 1) At what price will buyers balk? 2) What is the degree of difficulty in replacing them?



Chapter 10

Sculpting a Season Ticket Package

Ground rule #10: Choice seats for the biggest games are the currency for most full season ticketholders.

Chapter 11

The One Outrageous Discount

Ground rule #11: You’re allowed to do one highly limited (once a month) strategic discount to create six sellouts a year against teams that are lesser attractions.

Chapter 12

Using Food to Sell Ticket Packages

Ground rule #12: Food has been a potent marketing tool to increase our number of sellouts.

Chapter 13

The First 2 Steps in Selling Every Ticket to Every Game

Ground rule #13: If you’re going to sell out your venue all season long, you need a dedicated and thoroughly trained sales staff.

Chapter 14

Steps 3 and 4, Building a Superstar Sales Staff

Ground rule #14: Train, train, train and when you’re tired of training, then train some more.

Chapter 15-16

Selling to Corporations

Ground rule #15: If the CEO becomes interested in your season ticket concepts, I guarantee there won’t be a doubt as to who the actual person is that can buy season tickets.

Ground rule #16: Outside Salespeople know they have to make enough calls to get 15 eyeball-to-eyeball appointments each week.

Chapter 17-18

Renewal Strategies and tactics

Ground rule #17: If you don’t renew at least 90% of your accounts, you won’t sell out all season long.

Ground rule #18: Next season’s renewal starts when the ticketholder receives their tickets for this season.

Chapter 19

Groups for Sellouts

Ground rule #19: Funnel groups to the better attractions to help get more sellouts


Chapter 20

Making Ad Dollars Matter

Ground rule #20: Get your current customers to say nice things about you.

Chapter 21

The ‘Suitest’ Sale You Can Make                                               

Ground rule #21: Adding elements outside of just attending an event makes it easier for the CEO to justify purchasing a suite.

Chapter 22

Keeping Track

Ground rule #22: The Dormant Strategy assumes that everybody your team calls on will eventually become a client.

Dormant letters.  You can download them, then tweak them and use them.

Chapter 23

Taking Names

Ground rule #23: If you have the name of a person who is somehow interested in your team, it is relatively cheap to get them to buy tickets.

Chapter 24

Outrageous Customer Service

Ground rule #24: Find out what the problem is and help fix it.

Chapter 25

What’s It Gonna Take?

Ground rule #25: It’s so much more fun and lucrative to sell every ticket to every game.  Commit to it.  Then do it.



This is like the Swiss Army Knife for ticket sales except it has more tools.

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