When it comes right down to it, we’re all selling something. Every day, we’re selling our products, services, brand and our personal selves over and over again. As an artist or band, you have to be aware that sales are a big part of your equation for success. Here are 10 sales tips from my Music 4.1: A Survival Guide For Making Music In The Internet Age book that can help you not only increase your revenue, but your fan base as well. Here are ten sales tips to always keep in mind.
1. Ask for the purchase. Never forget that even though you’re selling yourself, you’re still in sales.
2. Sell a package. With a ticket you get a CD or cassette or vinyl record, with a CD you get a T-shirt, with a T-shirt you get a ticket. The idea is to make each purchase something with added value.
3. Sell merchandise at as an affordable price as possible. Until you’re a star, you should be more concerned about visibility and branding than revenue. If you want to spread the word, price it cheaper.
4. There are other things to sell besides vinyl records, CDs and T-shirts. Hats, a song book, a tour picture book, beach towels—get creative but choose well. Too many choices may actually reduce sales as a result of buyer confusion. You can now sell a variety of branded merchandise with no up-front costs using CafePress.com or Zazzle.com.
5. Begin promoting as soon as possible. That allows time for the viral buzz (aka free promotion) to build and ensures that you’ll get a larger share of your fan’s discretionary spending.
6. Capture the name, email address, and zip code from anyone who makes a purchase, particularly ticket buyers.
7. Always give your customer more than he or she expects. By giving them something for free that they did not expect, you keep them coming back for more.
8. Give it away and sell it at the same time. It’s a new world so don’t worry about music sales. Your music is your marketing. You can have it freely available via streaming and still sell the vinyl or cassette or even a CD at your shows.
9. The best items to sell are the ones that are the scarcest. Autographed items, special boxed sets, limited-edition vinyl that’s numbered—all these items are more valuable because of their scarcity. If the items are abundant, price them cheaper. If the items are scarce, don’t be afraid to price them higher.
10. Sell your brand. You, the artist, are your own brand. Remember that everything you do sells that brand, even if it doesn’t result in a sale. Just the fact that people are paying attention can result in a sale and more revenue down the road.
All of these sales tips are pretty easy, but they do take effort, so you just have to commit to doing them. That said, they do work and you’ll find your efforts rewarded.
You can read more from my Music 4.1 guidebook and my other books on the excerpt section of bobbyowsinski.com.