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Chapter 14 Sport Sales Introduction • Sales function accounts for the vast majority of revenues for any sport organization. • Regardless of your position in the sport industry, it will entail some level of sales. • There has been a shift in emphasis from productoriented to consumer-oriented sales. © David Lee/ShutterStock, Inc. History • Certain myopias slowed the growth of the sports marketing profession. – One-size-fits-all packages, lack of foresight in marketing • Evolution of marketing occurred through increased competition for the entertainment dollar and through professionally trained sport marketers. Sales in Sport Setting • • • • Sales: Revenue-producing element of marketing Four ingredients to selling: Finding the customer Getting through to the customer Increasing awareness/interest Persuading customers to act on their interest Four factors to purchase: Quality Quantity Time Cost Selling point: The emotional presence and element of excitement that exists within sport Sales Strategies and Methods: Database Marketing • Creation and management of database that includes consumer demographics • Ability to access, understand, and utilize information valuable to the maximization of sales efforts • Utilize database to generate sales through direct mail, telemarketing, and personal sales • Personal selling incorporates database into faceto-face, in person selling Sales Strategies and Methods: Benefit Selling • Promotion and creation of new benefits to offset existing perceptions of the sport product or service • Understand which objections customers have to your product or service, and why • Once benefits have been identified, they must be publicized and must be judged by the consumer to have worth or value • Ex. flex books Sales Strategies and Methods: Aftermarketing • Process of retaining customers • Encourages organizations to view season ticket holder not as a one-time $3,000 customer but, based on a potential span of 10 years, a $30,000 client © Thomas Weibenfels/ShutterStock, Inc. Sales Strategies and Methods: UpSelling • “Escalator concept” – Sport organizations strive to move customers up the escalator from purchasing single-game tickets to mini-ticket plans to season ticket packages • Sponsorship sales – Increase company’s involvement with your sport organization • Never be satisfied with simply renewing a customer at his or her current level of involvement Sales Strategies and Methods: Eduselling • Evolutionary form of selling that combines needs assessment, relationship building, customer education, and aftermarketing • Monitoring consumer utilization and satisfaction through regular communication • Proactively assisting customers in developing ways to better utilize and leverage their investment with the organization What Makes a Good Salesperson 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Laugh: A salesperson needs a sense of humor. Make sure sale makes sense for prospective customer. Don’t take rejection personally. Know as much as you can about the sales prospect. Sales is about volume—make a lot of calls and see a lot of people. Knock on old doors. Consult, don’t sell. Develop the art of listening. Believe in what you’re selling and believe in yourself. Close the sale: Ask customers what they want. Sales Inventory: Ticket Inventory • • • • • Season ticket equivalencies 50% Advance ticket sales 25% Group sales 20% Day-of-game/Walk-up sales 5% Club seats, luxury seats complete with catered food service, private seat licenses (PSLs), and VIP parking, among others Sales Inventory: Advertising Inventory • Electronic advertising inventory includes television, radio, and team Web sites • Some teams have brought their television and/or radio rights in-house • Team bears the production costs of its broadcasts but has the opportunity to retain all of the advertising sales • Print inventory: In-game programs, media guides and newsletters, ticket backs, ticket envelopes, scorecards/roster sheets, and team faxes Sales Inventory: Naming Rights • Opportunity to sell entitlement of arena or stadium, practice facility, or the team itself • New phenomenon resulting in a significant new revenue stream for sport organizations • Includes clauses designed to ensure that sport organizations get back for free their ability to sell their facility’s name if the purchasing company becomes insolvent Sales Inventory: Online Inventory • Team and league websites provide attractive platforms for sponsors • Banner ads, blogs, instant messaging applications, pop-up ads Sales Inventory: Miscellaneous Rights • Promotions – giveaway items, on/off field or floor experiences • Community – school assemblies, camps, clinics, etc. • Includes fantasy camps, off-season cruises with players, and road trips • Have become increasingly creative in developing new inventory, thus generating new revenue streams by selling companies the opportunity to associate with their sanctioned events Sales Inventory: Sponsorships • The sponsorship sales process requires a great deal of up-front research, creativity, sales acumen, and patience. • Sponsorships often entail a much larger emotional and financial commitment on the part of the potential customer. • Process of selling sponsorship packages must allow the company sufficient lead time.