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selling tips


How to sell music tours


Suggest clients do more with a tour and it’ll be music to their ears, writes Natalie Marsh


1. Promote behind-the-scenes experiences Escorted touring operators can guarantee your clients access to the best experiences, which is a key selling point. Music runs through the soul of the American Deep South, shaping its past and influencing its culture, and the music scene is very accessible – you need only stroll down Beale Street in Memphis RU H[SORUH WKH )UHQFK ोDUWHU RI 1HZ 2UOHDQV WR KHDU LW DOO around. But behind-the-scenes access gives your customers the chance to get even closer. Travelsphere’s Chicago, Mississippi $OO ौDW -D]] WRXU LQFOXGHV DFFHVV WR 6WXGLR % LQ 1DVKYLOOH DQG Memphis’s Sun Studios, as well as the opportunity to visit music PXVHXPV DQG HPEDUN RQ D FUXLVH ZLWK MD]] RQ WKH 0LVVLVVLSSL


2.Stay a little longer For those who are considering a concert closer to home, suggest extending the occasion into a mini-break. Dutch musician André Rieu embarks on the UK leg of his tour in spring and Shearings +ROLGD\V LV RਬHULQJ WKH RSWLRQ RI FRPELQLQJ WKH QLJKW RXW ZLWK an overnight stay. “Tours provide customers with a reason WR WUDYHO DQG RਬHU H[FHOOHQW YDOXH IRU PRQH\ ZKHQ H[WHQGHG VD\V -DQH $WNLQV PDQDJLQJ GLUHFWRU DW ە LQWR D IHZ GD\V DZD\ Shearings Holidays. “Booking a tour takes away all the hassle ە DQG RਬHUV WKH FKDQFH WR HQMR\ WKH EHIRUH DQG D़HU DV ZHOO


travelweekly.co.uk/atas


3. Theme the trip If your customers have a favourite genre of music, suggest a WRS DिUDFWLRQV ZLWK VۑQRLWDQLWVHG WKHPHG WRXU WKDW FRPELQHV D musical highlights. Keep an eye out for anniversaries (2020 marks 250 years since Beethoven’s birth), while European destinations such as Austria, Germany and Italy are home to musical events year-round. Back-Roads Touring has an Essence RI $XVWULD WRXU WKDW LQFOXGHV D 0R]DUW FRQFHUW LQ 6DO]EXUJ


4. Highlight exclusivity If classical music in a picturesque location appeals to your customers, Kirker Holidays has been running a music programme for more than 10 years. “Concerts are exclusive to Kirker guests,” says Kirker marketing manager Patrick Millar. “Every year we feature a new programme of concerts, new guest musicians and additional destinations.”


5. Don’t stop the party ौRVH ZKR KHDG WR D VXQ NLVVHG KRW VSRW IRU D PXVLF IHVWLYDO and don’t want it to end can tag on a tour to make their summer XQIRUJHिDEOH “:H JHW D ORW RI WUDYHOOHUV ZKR JR WR D IHVWLYDO LQ ە &URDWLD RU *UHHFH DQG WKHQ ERRN RXU VDLOLQJ WULSV D़HUZDUGV VD\V 'RQQD -HDYRQV VDOHV DQG PDUNHWLQJ GLUHFWRU DW &RQWLNL 8.


March 2020 13


PICTURES: KAUPO KIKKAS; SHUTTERSTOCK


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