This document discusses strategies for hacking ticket sales and boosting sales in general. It shares case studies of problems the author encountered with low ticket sales and conversions, how data was gathered to understand the issues, and the specific actions taken to significantly increase sales. The key lessons are to dig deep to uncover obstacles preventing purchases, test solutions, eliminate all barriers to buying, and be creative and adaptive in solving problems through A/B testing and optimizing the customer experience. Constantly searching for new issues and opportunities was emphasized over declaring early success.

1. 1
SalesHacking
HowwehackedticketsalesforTechsauce
Dave Malhotra
Founder & Lead Hustler, SoldOutt
Special thanks to
Sasin School of Management

2. 2
AboutMe
Major Cineplex
Beforestartuplife
ThaiTicketMajor
The Pizza Company
Pattaya Mail Media

3. 3
AboutMe
Duringstartuplife
Dinoza
SoldOutt
ShakeSphere

4. 4
Beforewestart,youhavetoaccept:
Nothingcomeseasy,thereisahugelearningcurve.
Theprocesswillhelpyouunderstandandreactfasterbutyoustill
havetogothroughtheprocess.
Thereisnoshortcut.

5. 5
Aimofthistalk
Sharemystory
Inspireyouintotakingactionsthatwillboostsalesinyourbusiness
Notjustforeventbusinesses-appliestoanybusinessthathassomethingtosell.
Sharereal-lifecasestudiestobackthesuccessstories
Getideasfromyouaswell,asI'mstilllearning!

6. 6
Techsauce
TheGoldstandardofStartup
andTecheventsinThailand

7. 7
SoldOutt
Sales-focused,white-labeledticketingplatform
thathasbrokenthe90%+lead-to-conversion
mark.

8. 8
Product owner
Branding
Production
Media
Ticket buying experience
Pricing Strategy
Conversions Optimization
Data collection, analysis, feedback
Most importantly, our role is to
Drive actions

9. 9
Whatconstituteagood
Marketingstrategy
RIGHT
PRODUCT
It’s the perfect scenario.
RIGHT
PEOPLE
RIGHT
TIME
RIGHT
OFFER

10. 10
MySalesHackingStragey
DIG IN
FIND THE PROBLEM
GATHER DATA
ANALYZE
COME UP WITH SOLUTION
DRIVE ACTIONS

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Digintotheproblem
Identifyissuescausinglowsales
Askthesequestions…
Whydon’tpeoplebuy?
Arewegivingwhattheywant?
Haveweansweredallquestions?
Istheresomething(visibleorinvisible)that'sstoppingthesale?
Dowereallyknowwhattheywant?

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What'sthemosteffectivewaytofindoutthe
answers?
ASK THEM!

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Whatanswerscanyougetfromaskingyourbuyers
directly?
Thereasonthey‘renotbuying.Mosttimes,theyjusttellyou.
Iftheproductistherightfitforthem–Dotheyreallyneedit?
Ifthetimeisrighttoselltothem
Iftheycanaffordit
Ifthereissomethingelsestoppingthemfrombuying

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Thebestwaytogettheanswers
Coldcallthem–BESTMETHOD
Putyourselfintheirshoes(andeyes).
Walkyourselfthroughthewholesalesjourney.Mosttimesyou'llautomaticallyseetheproblems.
Digintothedata-useGoogleAnalyticstoseebouncerates
Watchoutfortechissues
LookoutforcommentsinSocialNetworks

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Nowthatweknowtheproblems
Tacklethemonebyone,AppletoApple
Don’tgetlostindata.Youwillneverlearnanything
Eliminatemostifnotallobstructionstobuying
Rethinkaboutyourproduct–doesitneedimproving?
Revisetheoffering–remember,rightofferattherighttime
Launchyourcampaignsatthemomentwhenpeoplehavetheleastobstructionstoclosingthesale.
Tryitofflinemanually.Ifitworks,replicateitonline.
Actfast!Theinsightyougatheredwillbecomeirrelevantwithdelayedactions.

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Casestudy1
TheProblem:
Lowconversionrate
Howwegathereddata:
Wetookthenumberofpeoplewhobookedbuthaven'tpaid,itwasabout
80%.Theother20%didn'treturntopay.
TheAction:
Coldcallingtofindouttheproblemandtotriggerresponse.

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Casestudy2
TheProblem:
Peopleonlyboughtattheendofthemonth(onorafterPayDay)

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Casestudy2
TheProblem:
Peopleonlyboughtattheendofthemonth(onorafterPayDay)
Howwegathereddata:
Lookedatthedailysalesdata,plotteditonagraphandsawthemountainpeaksattheendofeachmonths.We
alsofoundoutthat"nopromo,nosale".Itwasquiteobvious.
TheAction:
TotalchangeinpricingstrategyandcreateFOMO(FearofMissingOut).
Insteadofschedulingpriceincreaseattheendofthemonth,createdmoreregularpriceincreasedeadlines,
downto2weeksinsomeperiods.

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Casestudy3
TheProblem:
Productwasverygood,butlowticketpurchases.
Howwegathereddata:
Lookingatafreemeetupevent,800peoplerespondedandover300peopleturnedup.Itseemedpeopledidn't
knowmuchabouttheevent(awarenessissue)oriftheyknew,theydidn'tfeeltheneedtobuytheticketyet(lack
ofurgencytobuy).
TheAction:
RanFlashSale-Workshopticketssoldoutinlessthanaday.
Conferenceticketslatersoldoutamonthbeforetheevent.
FlashSalewasakeyfactorinboostingawareness.

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Oncewe’vesolvedtheproblem
Don’tcelebratetoosoon.There’salwaysmoreproblemstosolveandwaystoimproveyour
sales.
A/BTesteverything!
Keepaskingandkeepadapting.
Personalizetheexperience,createexclusivity,speciallyforravingfans.
Again,eleminateallobstructions.
Beadaptive,alwaysbereadytochangeyourstrategyinreal-time

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Alwaysbehungryforproblems(theyare
endless).
Andbecreativeinsolvingthem.
Mostimportantly,enjoydoingit!

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BonusCaseStudy
FoundOpportunity:
Peoplewereveryexcitedabouttheeventin2018.Praiseswereendless.
TSGS2019wasinevitable.
Challenge:
Whoisgoingtobuyticketsayearinadvance(andthatforabusinessevent??).Nodatenorvenuewasfixed.This
wasclearobstructiontosales.
TheAction:
Totestthewater,wesetupandlaunchedaFlashSalein30minsandannounceditabout3hoursbeforetheevent
ended.Howweeliminatedtheobstruction:changedtheticketconditiontotransferrable.
Results->Broke1dayrecordsales.

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Whatwelearned
Ifyouhaveafanfollowing,andyouknowwhatthey
want,yougivethemwhattheywant!
7monthslater,wewantedtolaunchtheofficial2019sale.

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BonusCaseStudy
Challenge:
Thatexcitementhaddied.Howtobringthatback?
TheAction:
CreatethebestoffercombinedwithFOMO.Andtargettothefansofferingthemexclusivity(visibly).
Results->Brokeanotherrecord.
Soldmoreonthatdaythanonthedaybeforetheevent.That'sneverhappenedbefore.
Andthenwediditagainfor2020,sellingover30%ofwhatwesoldfor2019.

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“Ifyouwanttotaketheisland,burn
yourboats”
- Tony Robbins

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Whatareyoursaleshackingideas?
Q&A