The Perfect Time to Sell Your Show

I listened to the chaos before me in horror.

I was waiting behind my backdrop for my second show to start. The first one had gone fine. That show was early in the morning and for grades K-3. The school was having a big Science Day celebration.

I was the kickoff for the little kids. The older kids were to see my show at the end of the day as a wrap-up.

My principal was both enthusiastic and kind. I enjoyed our interactions leading up to today’s shows.

As I waited backstage, I heard her get 250 older kids more and more excited. Through my backdrop, I could see her racing back and forth on the stage. She was leading the kids in the ‘wave,’ and getting them to ‘whoop’ as well.

Over and over she did it, racing back and forth across the stage. The kids were screaming and yelling…and suddenly it was time for me to start the show. Breathless, the principal popped backstage and said, “Ready? I’m gonna introduce you!”

I gulped, nodded, and reminded myself that I was a pro.

Once I started the show, the kids were with me, more or less. Because of the frenzy the principal caused, there were a few outliers, but honestly, the show wasn’t bad. I’m good at what I do, and everyone loved the program.

After the show, once the kids had filed out, the principal came over to me while I was cleaning up.

“That was great,” she gushed. “Thank you so much!”

“My pleasure!” I responded. “I had a wonderful time and hope to see you again with an all-new show.”

That last part popped out automatically. I had been saying it for so long that I find it hard to stop. And while my experiences at the shows today were just fine, I really wasn’t looking to return. This school was almost 500 miles away from my home and I don’t like to travel much anymore.

Nonetheless, my quick little ‘Hey I have other shows’ spiel did the trick.

“What kind of other shows do you offer?” she asked.

I ran through the list – math, reading, character education, bullying—

Her eyes lit up. “Bullying? Do you cover respect and diversity?”

I assured her I covered both topics. I gave her a few quick examples of some of the show’s segments.

Happily, she said, “That’s great! I’ve got a grant for bullying and I’m looking for an assembly program on that topic. Let’s book it!”

A few minutes later, she confirmed the date and time, open on my calendar. She even said she’d try to get another school in the district to book on the same day.

“That’s awesome!” I said. “If you get another school to book on the same day, I’ll give you a $100 discount.”

Her eyes lit up again. “Thanks!” she exclaimed. “See you in September!”

I tell you this story to illustrate a key concept in selling, especially magic shows. The absolute best time to book another show is right after your first show.

That’s when they are at their emotional peak. Assuming the show went well, your client will be on a literal ‘high’ of good feelings associated with you.

And let’s face it, because there are so many bad magicians out there, when a client finds a good one, in many cases they will be more than happy to hire that same performer again.

Assuming your gig is one that lends itself to additional gigs, there’s no reason at all why you shouldn’t hit your client with a quick ‘commercial’ right after the show.

Schools, libraries, fairs, festivals, and many corporate events all occur repeatedly. If a school books assemblies, they’ll need you again. Most libraries (at least here in the States) book library shows each year. Corporate groups typically have that holiday party every year.

Now to be clear, I’m not talking about hounding your client with high-pressure sales tactics to get them to hire you again. I hit them extremely lightly. You read my simple script above.

Truthfully, I probably could do a little more if I wanted to. But because I’m only a part-timer these days by choice, I don’t hit my clients as hard as I should.

If you want to plant those seeds for an additional show right after you finish performing, I suggest putting something in your client’s hands. While everything has gone digital, a well-designed brochure is a great way to lay the groundwork for another show.

Having multiple shows makes this super easy. If I’m at a gig closer to home, and I want to come back, I use the following strategy.

After the show is over and my client comes running over to gush, I thank her and say, “Great! I’d love to visit your school/library again. Here’s my brochure which lists all of my other shows. That’s the end of the commercial.”

And yes, when I use this strategy, I do say “That’s the end of the commercial.” First, it gets a laugh. From a neurological standpoint, getting a laugh with your client at this stage is really good. It starts to anchor those good feelings to that brochure.

Second, the little joke softens what is clearly a mini-commercial. I never want to come on too strong. But that’s just me. I know some folks, like Robert Baxt for example, turn their show into hard-core commercials for the next show.

Whether you prefer to soft-sell like me or go for the jugular like Robert, the main takeaway is simple. Sell your next show at your current show!

What are YOU doing to sell your next show?

Of course, you’ll need strategies to sell when a new prospect calls you, too. To find out what I do when someone calls me asking about a show, check THIS out.

--Cris

P.S. By the way…whenever you’re ready, here are 4 ways I can help you grow your magic business to book more shows at higher fees:

 
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Not sure how to move your magic business forward? I’ll analyze your complete magic business (website, market, competition, and more) and give you a complete game plan for getting your performing business to the next level. Find out how HERE.

 
4. Work with me privately.

 
Need help in multiple areas? I can help you with your website, direct mail, email, or other marketing strategies. I also offer consulting services for crafting magic routines or even entire shows. Want to find out more? Shoot me an email at cris@theprofessionalmagicianclubpro.com.

To find out more how I can help you book more shows at higher fees, click the button below to see my list of services.

© Copyright Cris Johnson, Inc.