Best way to sell your CDs at a gig ?

[Raymando7]

Anyone have views on the best way to sell your band CDs at a gig ?

We've just finished our first CD and did the usual 'call out' before the break and at the end of the gig but has anyone found a proven way to sell them to give better results ?

We've rejected the idea of locking the doors until they do

[Lukas J]

I've noticed it depends on how much they're worth and where you're playing. I was a do-it-yourselfer and recorded my solo album in in my room, and managed to make 90 copies for $120... with a bar full of people and no hits at $8 per CD, I moved down to $5, which seems low but in a college town, people won't spend more than the cost of a beer on a CD. once I changed the price (the next gig), I sold 6 of them. even at a lower profit margin and giving 1/3 of the batch of CDs away to friends and family, I still made over $100 on that batch, which is peanuts considering the hours logged, but getting those copies out there has generated interest from other people, and my 2nd batch will sell faster.

If it was about money I'd be doing something else, but it's not.

[JEStanek]

Have someone at the table ready to go, every minute that goes by after a show I have to wait to buy one is one more where I'm thinking "time to go home." Have plenty of correct change, and if possible take alternative methods of payment. Charge either $10, 15, or 20 for them then you're not messing around with a bunch of $1 that you may run out of. Coordinate with the venue for a good location. Have someone attractive or at least personable manning the table. Have prices clearly marked and what kind of payment you take (cash, check, credit). If you have different recordings have them laid out well segregated, I don't want to have to root around for the right one. Have the person selling know what recordings songs from the set lists are on (important for people hearing you for the first time). Have band members available to autograph the CDs and meet with people who are buying them after the gig. If you have these things in place, I'm much more likely to buy one or two. More than a couple of announcements about selling CDs gets annoying. Maybe at the end of each set is good.

Jamie

[journeybear]

Pretty much all you need to know right there. The merch person should be professional and personable. Potential customers respond to this. It's not just sales or marketing, it's customer service. Being helpful and knowledgeable go a long way.

If you don't have a merch person, a few CDs in a pile next to the tip bucket with one leaning up against it will do. A little sign with the price will help - people can just glance over during the show and get all the basic info they need; which songs are on which CD and other more detailed info can be gotten from band members during a break or after the show. I agree about round figures, and most people expect the cost to be $10 or $15. People can help themselves and just drop money into the bucket; keep track in your mind for dividing up later.

[Raymando7]

I agree we need someone to be able to sell while we're playing - we haven't had the luxury of that so far.

Does it work if that person goes around the audience instead of just sitting with the CDs ? Sales is not my strong point but that sounds a bit too pushy to me.

[Michael Eck]

We use one of the plastic CD sellers. It stands at the back of the room mounted a microphone stand so it's at eye level. Price is clearly marked and there is a small cash box attached. It's an honesty system but we have had no trouble and it tends sales until we can get to the back of the room.

[journeybear]

I wouldn't have someone going through the room selling CDs - not only pushy, but also desperate, could make things awkward. Best for them to come to you, and they will if they want to. Occasionally someone has taken it upon herself to go around the room with the tip bucket, saying stuff like "Hey! These guys are great! Come on, help them out!" That can work, but it seems best if it is an audience member caught up in the moment, overwhelmed by spontaneous enthusiasm, and being pretty doesn't hurt (though once or twice a regular at one place did this, and she has to be over ninety, though having been a showgirl in her prime must have helped her overcome any shyness). So perhaps if you had someone dressed up like one of those cigarette girls from the 1930s ... nah, best keep it on the low down.

Most of the time, just setting up the CDs next to the tip bucket is enough. When you get to the point to where you have two or three different ones, plus T-shirts, hats, all that, you should have a table, and a person working it. Hopefully a girlfriend, wife, or fan will be happy to do it for the cause.

[Johnny60]

Also - don't forget to mention a couple of times in the set that "this next one's on the new CD - see us in the break if you want to buy one - a bargain at only x dollars!"

[Fred Keller]

The psychology of sales...definitely hard for many of us musicians to get round. Aside from the fact that more and more people prefer to get their music through downloads, there are tons of determining factors. There's nothing above that I disagree with; all are important to remember and all contribute to a professional-looking show.

One thing that I feel strongly about is that most people who come to a show buy a CD as a memento, not necessarily because they are music aficionados. That's not to say that they do not like music, but merely that they want something to take home that recreates the wonderful evening they had at your show. So be sure to give them a show!

You don't have to pick like Thile or Compton to put on a great show. All you have to do is engage the audience in your own particular way. That could be through humor, story-telling, original songs/tunes, audience participation...the sky's the limit I think. The more you connect on stage, the more you'll sell.

[JEStanek]

I totally agree with Fred's last point about why many folks buy CDs at shows/gigs. I'll also say this is a transition time for music as well. Since the CD is selling less and less as a format, and USB drives are getting less and less expensive how soon until I come away from a show with a thumb drive instead of a CD? Will that hold the same memento cache as a CD? It's been a long time since I bought a CD and not primarily a download (many come with a CD -e.g., Punch Brothers). The plus side of thumb drives is you can actually put more content on even a 500MB one that the CD takes up, website links, content, etc.

I'll add that Jesse McReynolds and Del McCourry mention their Numerous cds and sales at their shows. so... there it is. They also connect well and are more known. But to reiterate, and get back on track, Fred is right, a great show is your best marketing. Anything else you do undermines that for sales or keeps up the buying momentum of your audience.

Jamie

[Ed Goist]

...snip...Have someone attractive or at least personable manning the table...snip...

This is (unfortunately for the 'attractive' part) hugely important. The more attractive and personable the CD seller the better. Also, it's good to have a very attractive female and male at the table.

[mrmando]

Well, you can always have a "Kiss the Banjo Player" table on the other side of the lobby, to drive folks over toward the CD table.

[Randi Gormley]

I've manned the table a few times for the concerts my group puts on -- we're there during most of the sets as well as before and after and during the breaks, just in case someone walks by on the way to the restroom or something. I'm not saying the two or three of us at the table are all that attractive or even particularly young, but we all smile a lot, make change correctly and rapidly, keep the CDs separated and, more and more, can offer a thumb drive as well.

Somebody in the band has to have a relatively cheerful person around -- mother, wife, sister, girlfriend/boyfriend -- a friendly face, i think, may push your buyer over to a purchase instead of just a table with a jar. just my thought.

[John Kinn]

I've sometimes had a lottery to win a CD by ticket numbers. That attracts some curiosity. Let a nice lady pick a ticket from a bucket during the last intermission, and that will generate some sale if you haven't already made a complete nuisance of yourself. In a year or to we will likely be passing memory sticks around for people to download into their cellphones. Or take up the old winning formula: Vinyl!

[Raymando7]

Hey John, that's an idea - have the audience buying raffle tickets (for less money than the cost of the album) on the understanding that we will give away CDs to the value of what's in the pot at the end of the gig :-))

Probably worth a try at the next gig.

[Santiago]

If the cost is low enough I would simply give one or maybe two away during the show to someone who answers a trivia question or requests something cool. It calls attention to the fact that they are for sale and triggers that "I want that" impulse.

[Treblemaker]

2 suggestions to sell more CDs - 1 is challenging, the other practical....

1) BLOW AWAY YOUR AUDIENCE by playing amazing, inpsiring, heartfelt music with strong musicianship, powerful harmonies and great dynamics that inspire people to want to take it home.... (Clearly a tough challenge)

2) Be flexible as to how to take peoples $$.
We use this very cool and inexpensive iphone add-on hardware that enables us to take people's credit cards at gigs:
https://squareup.com/

We also have 2 self produced CDs and we offer a deal if the buyer buys one of each in comparison to the prices of only buying one or the other.

Treblemaker

[cmorbro]

The bottom line to me is in order to maximize CD sales at an event you are playing at you need to be putting on a very good show ! Nothing like quality music to sell ones product..otherwise you are selling to just friends..IMHO

[Michael Eck]

Another thing to consider, besides having someone at the table, is haing another someone NOT at the table. In Lost Radio Rounders, for example, one of us always stands away from the table. That way if a "talker" comes up they can be told, "Great, if you have any questions, go see X." That way, one earnest customer won't hold up the line and frustrate other potential buyers.

[Dennis Ladd]

Something Bill Bryson said at a local club when the Laurel Canyon Ramblers played: "We'll take a break right now to give you a chance to head on over to the CD Barn and pick up a few." Small club, no barn, big laugh from the band itself.

[Patrick Sylvest]

The best performance you can give and when playing originals, make it known. I've sold many to folks who've heard something they liked that they wanted to take home.

[journeybear]

Yep - giving people something that they want - good music - and developing a rapport - via humor, rapport, and info - the product should sell itself. All you need is to facilitate this - merch table, honor system - and you're good to go. As Fred said, people who have enjoyed your show will want a keepsake, something to help them relive their memories of a good time, or maybe share with their friends. The most important thing is to provide good music in the first place; it all follows from there.

BTW, IMO, these CDs don't always have to be the highest quality. Plenty of people around here get someone to record them live, mix and master, then burn CDs as needed. These typically get sold for $10, rather than $15 for a more polished production. I have been bugging our guitarist to release even something from our demo sessions, sort of an official unofficial bootleg, just so we don't disappoint people (and also miss out on sales), but he is a bit finicky about QC. Fortunately we are finally making moves toward doing a studio recording. In the meantime, until a real recording can be arranged, consider having something people can take home with them, basically an impulse purchase. It can be a decent revenue source (and theoretically become a collector's item in the future).

[OldSausage]

I wear a blonde wig and show a lot of leg

[Folkmusician.com]

Jamie and Fred's posts pretty well cover it, but I'll still chime in.

From my experience, people do not want to be driven to product, they need to be drawn to it.

The person behind the table is the single most important thing. After that would be location, location, location. This doesn't just apply to McDonald's! Presentation is also very important. Attention needs to be drawn to the product and the display needs to look good. Perceived value. Location and presentation can easily triple sales. Certain colors draw the eyes. Of course Blond and Brunette are attractive colors.

Depending on where you are, you may have a resident sales force right there.... If you are playing in a bar, get them in on it. Get the CDs up on the bar with a nice little display and give the bar/bartender/waitresses 50% for selling it. Now you have a motivated sales force!

[John L]

A friend of mine always sells his CDs at $10 at gigs. He knows that is cheap but he says that people seem to buy at that price without giving it much thought. He plays at a venue I know quite well, and he outsells everyone that plays there by a lot. He has about 10 CDs out now, and some people buy more than 1. He thinks the low price point gets his music out there and leads to more sales and gigs.