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Selling Dreams:
How to Make Any Product Irresistable

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Quick Quiz:
Who Are the Easiest People to Sell?

by Katherine Khalife

Q. Who are the easiest people to sell?

A. Your visitors.

Your visitors, both individuals and groups, are already sold on your museum. They've already come through your door at least once. By sales-world standards that's a major accomplishment since initial sales are by far the hardest and most costly to achieve.

So now that you've jumped the highest hurdle successfully, don't stop there. Go for a second sale -- a repeat sale, a sale by referral or an add-on sale.

Repeat sales are generated by keeping in touch with past visitors and lapsed members and offering them new tours, exhibits, programs and products.

Sales by referral come through word-of-mouth recommendations from individual visitors, groups, members and volunteers. The best way to consistently increase and amplify these recommendations is by providing excellent customer service.

And finally, the type of second sale that's the easiest to make but often the most overlooked -- add-on sales. These are the sales you make to visitors in addition to their admission tickets.

For some quick tips on ways you can increase add-on sales at your institution, read our article Would You Like Fries With That?

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Copyright © 2001 Katherine Khalife All rights reserved.
For reprint permission, please e-mail info@museummarketingtips.com

Katherine Khalife is a writer and consultant specializing in museum marketing, customer service and heritage cultural tourism. See the Services section for information about her workshops and other services.

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