The Happiest Sales on Earth

October 19th, 2010 by | Print

 

Last Friday, I was fortunate to spend a great day at Disneyland with my kids thanks to my brother-in-law, sister-in-law and niece. Thanks S, H & M!


Disneyland has always been about building a memorable, enjoyable, friendly experience … and maybe it’s just my age and what I do for a living that has me experiencing Disney in a different way than when I was my kids’ ages.


Don’t get me wrong, I didn’t spend the whole day thinking about solopreneurs and business. I know how and when to relax, too. However, I do look for new ways to build a better solopreneur business and Disney didn’t disappoint with insight as to their sales evolution.


Here are the top 5 things I noticed … while enjoying the day:


1. Fast Pass
Get through rides faster = more opportunities to sell. Plus, if you get through rides faster, more people will come. When I was a kid, we used to have to wait in line for over an hour for each ride. Now you can plan your day a little better and walk on a ride, have a thrill and then walk past the gift shop for another spending occasion.


2. Disney Walk
Disney Walk, in addition to having some entertainment and food, is a series of stores where you can buy your favorite Disney memorabilia at the end of your day (even after the park closes). This way you don’t have to haul your purchases around all day and leave a family member behind to hold it for you when you go on a ride.


3. New Rides
New memories = new reasons to buy. Don’t let things get dull. Give your loyal customers something to get excited about again … and again and again.


4. ‘Tis the Season
Just as with new rides, the seasons bring another opportunity to create excitement. See Round 2 as an example.


5. Round 2
Why fill the park only once when you can sell it out twice in the same day? On the day we went, Disney closed the main park at 7:00 PM to allow people in costume (who paid $50 a head) to go on rides and trick-or-treat in the park. We passed almost as many people walking in as we were walking out.


The other thing Disney has always done effectively for increasing sales is giving someone a memorable experience followed quickly by an opportunity to buy. Put people on a ride, get them excited and then walk them past a wide variety of trinkets that they can buy to capture a memory. They make buying easy.


And, if you’re wondering, yes, those are my kids in the picture above. And, yes, they both walked away with some Disney pirate booty. Kids are the best salespeople. Disney knows this, too. Not that I begrudgingly bought them overpriced garbage. They had a limit, spent within it, and walked away with something to remind them of a great day with family.


Take a moment and think about your own solopreneur business. Where do you have opportunities to apply the Disney model to keep your customers loyal … and buying? Not sure? I can help.


All the Best,


Doug Dolan
The Solopreneur’s Guide

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