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Explain the importance
and types of selling.
SellingSelling is the exchange of goods and services from producers to consumers for a price.
Businesses and sponsors might purchase:
IncentivesMedia time
(The following program is brought to you with Limited commercials by Call of Duty MW3)
Naming rights Pre-/Post-game entertainmentSignageTickets (group or season)Products designed for the corporation's target market.
Selling Continued . . .Sales of sponsored products should increase
as a result of advertisement at an event.
Sponsors pay a rights fee for media time to a sports or entertainment organization for the opportunity to provide broadcasts.
Chick-fil-A Kickoff GameGary Stokan, the game’s executive relies
strictly on revenue from ticket sales and sponsorships.
“The growth of the game in the overall college marketplace has really helped us… We’re fortunate that sales are up this year and certainly having Georgia helped, but its also the growth of the franchise itself.”
http://www.chick-fil-akickoffgame.com/VideoLibrary/Backstage/tabid/120/Default.aspx
Data-based marketingData-based marketing involves the collection
or information about past, current, and potential consumers.
In sports marketing, a database is needed to generate leads or sources of new customers.
Data-based marketing continued . . One common way to generate leads is through
telemarketing. Telemarketing is communicating with customers via the telephone.
Ex: Sales rep. from the Charlotte Motor Speedway call customers who plan to attend the May races and offer special race ticket packages.
Personal SellingPersonal selling is a two-way communication
between a representative of the company and the customer.
Ex: Sharaya Blackwell, 18, of Merrillville, Ind., below, talks to sales associate Demetrius Cowherd at the Finish Line store in Circle Centre Mall.
Business to Business SellingB2B selling takes place in a manufacturer’s
or wholesaler’s showroom (inside sales) or a customer’s place of business (outside sales).
Ex: Good Year Tire Corporation making a sales presentation at Hendrick Motor Sports
Direct Mail
Direct mail is personal and received in the mailbox.
Used to initiate the sales process.Ex: Carolina Panthers mail information
introducing their new Fan Rewards program.
Internet Selling
Internet Selling (www) is executed using the Internet.
Ex: A Monsters, Inc. fan purchasing the DVD, or a customer purchasing stuffed toys from www.disney.com
Customer vs. ConsumerThe customer is the person who buys the
product or serviceThe consumer is the person who uses the
product or serviceEx: Mary selected season tickets to the
Carolina Hurricanes for her husband’s 40th birthday. Mary purchased 2 tickets so her husband could take a friend. Mary is the customer, while her husband and his friend are the consumers.
Need vs. Want
A need is anything necessary or required to live. EX: We all need food to survive.
A want is an unfulfilled desire. EX: Tickets to a Carolina Panthers football game.
It is crucial that sports and entertainment businesses help customers recognize the value and need of the products.
Selling and Full-Menu Marketing
Selling helps customers make informed buying decisions, which results in customer satisfaction and repeat business.
Full-menu marketing is having products or services that meet virtually any customer's needs and/or wants.
Ex: New Orleans Hornets 3-D Ticketing
Feature-Benefit SellingProduct features are the basic, physical,
and extended characteristics of an item. Ex: 46.9" screen , 3D technology
Involves matching the characteristics of a products to a customer’s needs and wants.
Ex: Bob wants to enhance his sports and entertainment view with 3-D technology.
Feature-Benefit Selling Continued . . .
Customer benefits are the advantages or personal satisfaction a customer will get from a good or service.
Ex: The size is optimal viewing in large rooms and delivers stunning visuals for a new dimension of entertainment.
Customer Buying Motives Buying motives are the motives for to
purchase a product.Rational motivesEmotional motivesPatronage motives
Rational MotivesBased on conscious, logical thinking and
decision making.
Product dependability, time or monetary savings, quality, and price are rational motives for buying or purchasing a products or service.
Ex: Taking a family of four to the dollar movie theater instead of North Lake Mall Theater Saturday night.
Emotional MotivesBased on feelings
Social approval, recognition, power, love, and prestige are emotional motives for buying or purchasing a product
Ex: Buying the new 2012 Chrysler 300S with Dr. Dre’s beats audio bring you social approval as a affordable luxury car.
Patronage Motives- Based on loyalty
Low prices, high quality, friendly staff, great customer service, merchandise assortment, and/or convenience of location are patronage motives for buying or purchasing a product.
Ex: Alyssa only purchases her son’s cross country shoes at the Run for Your Life athletic shoe store because of their excellent customer services and close proximity to her home.
Decision Making ProcessCustomers go through a decision-making process in
order to determine what products they will buy.
Extensive Decision-Making
Occurs when there is a high level or perceived risk, a product or service is very expensive or has a high value to the customer.A customer will conduct research and
evaluate product alternatives before making a decision
Ex: A customer buying a high-end, 3D technology television.
Limited Decision MakingOccurs when a customer buys products that
he or she has purchased before but not regularly.Ex: Tony just purchased the new Nike Plus
running shoes.
Routine Decision MakingOccurs when little info. is needed about the
product being purchasedEx: Amy always goes to the corner store to buy
some Gatorade G Series before she hits the gym.
Activities that take Place During the Preapproach
Product information
Reviewing current trade periodicals
Sources and methods of prospecting
Product InformationKnowing how to use and care for a
product is essential when educating consumers and demonstrating a product. EX: Demonstrating to a customer the proper way to oil a baseball glove.
Four sources of product information are direct experience, written publications, other people, and formal training. Ex: Debbi is a sales associate for Foot Locker. She attends an Adidas clinic on the proper way to fit children for shoes.
Reviewing Current Trade Periodicals
It is crucial to stay abreast of current trends and industry information.
The sales manager for the Carolina Hurricanes subscribes to Street & Smith’s Sports Business Journal
Sources and Methods of ProspectingA prospect is a potential customer.Ex. Employer leads, telephone directories,
trade and professional directories, commercial lists, customer referrals and cold canvassing.
Ex. The Miami Heat purchases the mailing list of the top 50 Fortune 500 companies
