Which Clients Should Receive Your Ticket “Love?”

If you invest in live event and season tickets as part of your business development strategy, you may wonder if you’re receiving the most bang for your investment buck. You might have questions such as:

·        Should I invite only my biggest clients to show my appreciation for their loyalty?

·        How do I determine which prospects will most likely convert to customers after being invited to a live event?

How to determine which clients to invite

Large vs. small: Many organizations only show their live event ticket love to their largest revenue-generating clients. However, there are a couple of reasons not to overlook your smaller clients. First, smaller clients may have growth potential and become larger clients. Second, smaller clients who feel appreciated may share their positive experiences within their business network, potentially creating new customers for you.

Financial history: Review your financial history with clients — have they made recent purchases, or has it been a while? If your relationship has become a little stale, inviting a client to an event may rekindle your connection. On the other hand, if they no longer need your products or services, you would be wasting your investment dollars and time.

Level of interest: Assess the level of interest a client will likely have in attending an event. If you have NBA season tickets but your client isn’t interested in basketball, you aren’t likely to create a positive, memorable experience.

Frequency: Review how often you’ve invited a client to an event. If you’ve invited the same client to multiple or recent events, it might be time to show your love to another client instead.

Inviting prospects to live events

Inviting a promising prospect to an exciting live event may be the catalyst you need to convert them into a customer and grow your business. Consider a live event invitation when a prospect has moved into the middle section of the sales funnel, and you’ve determined your company can provide necessary solutions.

Assess the prospect’s interest in the event and choose a different event if necessary. Demonstrating that you’re willing to learn more about their interests and not simply assuming they will want to attend whichever season tickets you have can build goodwill. (With our Ticket Fund program, we can help you secure tickets to events nationwide, including sports, concerts, performing arts, charity galas and more!)

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