HOW TO RUN A VIP EVENT

 

This is an event that we run and is very successful. We have run this on weekdays, slow times of the year, in between tent pole holidays and it is still very successful. 

– Get buy-in from your salespeople and front desk people.

The only way this event works is if your salespeople believe in this event. To get buy-in for the event, sit down 1 on 1 and explain to the salesperson that we are going to have a “private closed-door event” that is invite-only. We will not be advertising this event because the deals will be so good. To come to the event the customer must have an invite.  A salesperson will ask “ what will the deal be” . The deal is “we will do something special for the customer. Every single deal is unique and every person values something different. Some people value long-term financing with a minimal down payment. Some customers might appreciate a free delivery, some customers might appreciate a  cash discount. Tell the customer when they come to the event we will do something extra special on the event, they will get the BEST price and we will take care of them.

Important: salesperson only talks about the event with the customer when the customer says they “will be back”

We don’t want to postpone customers who were planning on buying today.

So when customer says I need to go home and measure, talk to my spouse, this is my first store I have been to, need to think about it, that is the timefor the salesperson to say

“Hold on, I have something for you”

 

All the tickets need to be at the front desk to make it seem like we are not handing them out to every customer (also builds a little suspense)

Salesperson staples business card to VIP Event ticket and hands the ticket to the customer. Salesperson says we are “having a private closed-door event and we that day will be the best time to get your furniture.

The salesperson has an appointment sheet with times in half-hour blocks for customers to reserve a slot. The appointment sheet is key because it shows the customer that this event is exclusive, building value on the event. The reservation sheet has slots for name email and phone number. The salesperson is required to get a phone number and email from customer.

Night of the event.

The event is 3 to 4 hours depending on how long you want to have it. Every family that comes in gets two raffle tickets. One ticket is for the free mattress giveaway at the end of the night ( no purchase necessary). The other ticket is for 30-minute giveaways announced over the intercom.  Every 30 minutes over the intercom someone announces a winner.  The winner comes up and gets to spin the wheel.

The customer spins the wheel and wins a gift card. This creates a high-energy environment.  The Customer gets a gift card (have to use tonight). They go pick out furniture.

 

For every 100 dollars, the customer spends they get another ticket for the giveaway at the end of the night. The more you buy the higher chance you have at winning. This builds urgency to get furniture TONIGHT.

  

Other Keys to Success:

• Ballons
• Drinks
• Pizza
• Red carpet
• Theme for night
• Cool give away prize