You’re Not Gonna Reach My Telephone
Poor Jay from the Dallas Symphony. He called my house soliciting for a subscription purchase. He had no idea what he was in for. I grilled this poor man for twenty minutes on his job and what he learned from calling people. (Props to Amanda Ameer for giving me the idea to grill him from her earlier blog post)
Please to enjoy:
J: Denise? This is Jay from the DSO returning your call. How was Cali?
D: I called the DSO? And how did you know I was away?
J: No - I called and your husband said you were travelling. I’m seeing if you received the brochure I sent. I’ll be your guide through the season.
D: Stop Jay! For real?! If I have a question on what the Dallas Symphony is playing, I can call you?!
J: Well, no. I’m really here for talking you through the brochure to see what kind of program fits what you’re looking for. But, if you really want to talk to me about the season, I’m happy to give you my number (points for Jay!).
D: OH I see. So you walk me through what’s here and tell me what to buy? How does that work?
J: There are a bunch of packages, and I’ll help you find which one works for you.
D: So, Jay, how many people are you guiding this season?
J: About 100.
D: And how many of those do you get to purchase a subscription?
J: I’d say 30-40 (Go Jay!)
D: And from your experience, how do I rate as likely to convert?
J: You’re pretty low. You’ve never bought a ticket, only been to one show, and you’ve never given to the annual fund. (For real? I’d give to the annual fund just ‘cause?)
D: Oh - I see. And when you talk to people what do they say is the biggest issue for not subscribing?
J: I’d say it’s time and then money. And education on what they can afford - we have very affordable packages (points again, Jay, for going back to the pitch).
D: So people say that it’s time that they don’t want to commit to?
J: Yes, and sometimes artistic. But it’s really time and money.
D: Well, Jay, I thank you so much for talking with me. And so you know, I’m very unlikely to convert because I work in classical music, and I’m cheap. If I go to a show, it’s probably because I got tickets through work.
J: And I’d say, if you get tickets to the top tier, I can offer you better seats. If you’re sitting on the floor, I really can’t help you.
D: Yeah, I’m a lucky girl. But you have been a great guide for me, and I wish you all the best. You’re a good sales person.
I seriously pounced on this guy - partly because my day was sucking and I needed a distraction, and partly because I was so interested in how they were going to get me to buy.
What did I learn:
- it is time that makes people unlikely to commit. So there you go!
- it is money that makes people unlikely to commit, but they have people who will “guide” you according to your budget.
- Jay has never attended a DSO show.
I should have asked Jay to hook me up with tickets for Bugs Bunny on Broadway at the DSO. Those bunny tickets are expensive, but I do have the time to go.
