For the past 30-plus years, I have written about ticket sales, consulted on ticket sales, trained ticket sellers, created ticket packages, developed promotions to sell those packages, and restructured sales/service departments. This column reflects my view of what every ticket sales department should consider.

A clear reason to make a commitment to buying a ticket plan of any size. The organization must be able to make a compelling case as to why to buy a ticket plan. This might be in the form of a membership that offers some unique benefits or access, but it needs to be compelling, unique and ideally only attainable through the primary ticket source.

A point where one can “wade in.” Using the analogy of a swimming pool (not everyone can just jump in), some people need to walk in the shallow end and wade in the water to get accustomed to it. The mini-plan or a small flex plan can do this effectively — but only if the buyer has ongoing communication and interaction during this initial purchase period — helping them get accustomed to the pool.

An incentive to grow or upgrade. Not everyone is going to increase their attendance nor purchase a better plan (moving to premium locations), but there should be an incentive to encourage them to consider doing so. Please be cognizant that an incentive doesn’t always mean a discount or a deal. It can mean access, or perhaps a special........

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