Actually the consumer is motivated to buy. No one likes to be sold but everyone loves to buy stuff. Seth Godin talks about making things irresistible. Have you thought about your products or packages in terms of making them irresistible?
One of the crises (sounds dramatic) but I really think it is a crisis in the bowling industry, is that we equate irresistible with cheap. Think about yourself for a second. I don’t know very many people who really want “cheap things”. Typically we want to feel good about our purchase and usually that “feel good” is linked to getting great value.
If you take a moment and ask the customer who calls in and wants your “best deal”, the following question… I think you’ll be surprised at the answer.
Customer: “I’m interested in your best deal for a group event”
Bowling Center Rep: “I’m so glad you called us, we put on the best events in town! Were you looking for the “cheapest” package we have or the package that gives you the most “bang for your buck?”
I’m willing to bet that more than 90% of the people will say that they want the biggest bang for their buck. People are interested in value! Unless someone calls and says, “Hey, I’ve got $10 to spend per guest, what can I get for that?” you don’t need to worry about price! You need to focus on and present value.
OK-with that said…what can you do to create irresistible packages that have great value?
# 1-KISS: Keep it simple sir (or ma’am). When you are creating “off the shelf” packages that anyone in your center could sell, then simplicity is the order of the day. In the bowling center environment my recommendations are that you have no more than a small, medium, and large selection. And depending on the number of “attractions” you have to sell it might be best to offer only 2 packages… 1 with food and bowling and one without food. I know that really makes it simple but honestly, you are trying to make it easy for your people to sell and for the guest to buy.
#2-CUSTOMIZE: Never be afraid to qualify what the guest wants and then sell them that. If what they want fits into a package that you have, GREAT… if not, then customize the event.
#3-HOST: When at all possible, charge for and provide a host. Guests like to be taken care of. They like to feel like VIPs. If you are going to be different than your competition then the easiest way to provide a uniqueness about your facility is with the service. Creating that VIP service feel requires training and commitment to going beyond the basics. It will cost you money and it has great value that should be passed on to the customer. You can provide an individual host for birthday parties that will increase your party package about $20 for the package or $2 per person depending on how you decide to charge. (By the way, when it comes to birthdays, we really recommend charging by the package and then for add-ons by the person.) If it’s a group event, you may assign a specific host or a bartender to pay special attention to the group. Try it. You’ll notice the appreciation. You will be different than your competition. This kind of service will allow you to charge a little more and be worth a ton!
#4-BRAG: If you are creating value and the package you’ve put together has a savings, then BRAG about the savings. If you aren’t sure how to manage that I would encourage you to utilize the package builder revenue calculator that you can find on the Trainertainment website. XPRESS Training, an inexpensive, 24/7 training site that can be found atwww.trainertainment.net has a great calculator tool that allows you to build products so that you can understand the value of what you are offering.
#5-TURN TELLING INTO SELLING: Next time we will teach you how to teach your people to go beyond the friendly informative call and turn them into sales reps who can “close” the deal. It’s not enough to give people information. If they’ve called you then they have money in their pocket and they are ready to spend it.
In conclusion I would ask you to take a look at the packages that you have built. Do you have “off the shelf” items that a guest could look at and make an informed decision about partying at your place? Very simply you could take a look at the following product ideas and begin to create group packages to fit these needs:
Birthdays: Small, Medium, Large… With or without food. If you have a game room, I would always include game play. We would always recommend a dedicated host as well.
Kid Packages: Specific value driven (daytime only – Mon-Fri) day care or school field trip packages. With or without food (1-2 hours of bowling). We’ve seen centers provide a 1 or 2 hour bowling experience and then add food as an add-on. That is a very simple approach as well.
Sports Team Packages: There’s GREAT money to be made with the end of season Hockey team packages. Those packages always include family and lots of adults. They are typically in the evening and command a “peak price”. Don’t be afraid to charge what the lanes are worth and look at adding “team pizzas” or adult type appetizer trays to enhance this package.
Adult Packages: – Birthdays, Happy Hours, Reunions, and Company Parties. If you have the ability to create some simple “buffet type” items you can really build sales with this type of a food add-on. Whether you provide platters that feed up to 10-20 or Sandwich box lunches there’s a lot of business to be gained by creating a space that includes food, drink and fun.
If you would like additional information we have a comprehensive group sales course available atwww.trainertainmentonline.net. And of course, I’m happy to take a personal call or email at any time. 817.886.4840…beth@trainertainment.net.
