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Selling Sports and Entertainment. By: Parker Bean, Tyler Sterner, Shane Swearman, Jaleel Grosvenor . The Sales Process. Chapter 12.1. The Six Steps Involved in the Sales Process. The Pre-Approach The Approach *The first contact with the customer *Create a favorable first impression - PowerPoint PPT Presentation
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Selling Sports and Entertainment
By: Parker Bean, Tyler Sterner, Shane Swearman, Jaleel Grosvenor
The Sales ProcessChapter 12.1
The Six Steps Involved in the Sales ProcessThe Pre-ApproachThe Approach
*The first contact with the customer*Create a favorable first impression
Demonstration*Enthusiastically present the product*The product’s features and benefits should be highlighted
Answering Questions*Providing additional information to counter any objections that the customer may have
Closing the Sale*Customers make the decision to buy*Offer a discount or an incentive gift for buying the product that day
Follow-Up*Salesperson contacts customers to ensure they are satisfied with their recent purchase
Pre-ApproachSalespeople learn everything possible about
the products and services offered, the target market, and the competition. Salespeople must be knowledgeable about what they are selling and understand the wants and needs of target customers.
Suggestion SellingIt occurs when salespeople ask customers if
they want to purchase related products
Cold CallingInvolves contacting potential customers at
random without researching customers' needs first
LeadsIt is what is gathered about prospective
customers who have shown interest in the product or service and/or meet the definition of the target market
Customer ManagementBuilding a customer base and carefully
scheduling time spend with customers
What are the management skills and necessary knowledge to be a successful salesperson?Know the product
*Salespeople must effectively communicate product information, including benefits and unique features, to customers
Know the customer*Carefully determine customer needs in order to present the most appropriate products to meet
those needs
Know the competition*Salespeople must be able to explain the differences between their products and competitors’
products and offer solid evidence why their products are the better choice to meet customer needs.
Familiar with all parts of the marketing mix- product, price, distribution, and promotion
Must effectively communicate the product information, including benefits and unique features, to customers
Ticket SalesChapter 12.2
Ticket BrokersRegistered businesses that legally buy and
sell tickets to a variety of entertainment events and guarantee ticket authenticity.
Ticket ScalpersSell tickets to major sporting events often
outside the venue on the day of the event at inflated prices.
What are the differences between ticket brokers and ticket scalpers?Ticket Brokers are legal businesses and
ticket scalpers are illegal in most states and individual.
What is the ticket economy and what are strategies for getting highly sought tickets?You can buy them over the internet, you can also go
on the internet and keep clicking reload until the exact moment you can buy the tickets.
Group and Corporate Sales
Chapter 12.1
What are the sales strategies for attracting groups to sports and entertainment venues?Special group and corporate promotions are used to
fill the standsSpecial promotions are offered to church groups,
senior citizens, schools, Boy Scouts, Girl Scouts, Little League baseball teams, and student organizations to sell tickets during slow periods
Sometimes additional entertainment, such as live music and a fireworks display, is added during breaks and immediately after an event to appeal to special groups
How do corporations use sports and entertainment to motivate employees and impress clients?Corporate groups may have a picnic followed by an
evening at a professional sporting eventCorporate employees are often rewarded for meeting
sales quotas or reaching other corporate goalsThe reward for high performance is travel to exotic
places like Hawaii or tickets to highly sought-after sporting events
The impress clients with the best seats available at sporting events
What are group packages?Offer special ticket prices to members of a group when
tickets are purchased in large quantities, such as 15 or more
What are luxury boxes?Also known as luxury suites, they are fancy
rooms inside stadiums and arenas that allow corporate executives and some wealthy private individuals to entertain clients and friends while watching the events.
What are club seats?Premium stadium seats that provide another
source of high revenue for the owners
Extra (http://www.gaebler.com/Selling-to-Sports-and-Entertainment-Centers-8217.htm )
Companies that sell to sports and entertainment centers need to adapt to meet changing consumer needs
Sales managers need to be careful to strike a balance between encouraging individual performance and maintaining a team atmosphere
Don't neglect the fact that sports and entertainment center owners are often sensitive to team dynamics and may react negatively to sales reps who seem overly disconnected from their sales unit.
sales reps tend to be highly motivated performers who are accustomed to working under tight deadlines
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Sources http://www.tdgarden.com/premium/club.html http://www.processflowchart.net/wp-content/uploads/2011/07/Sales-Process.jpg http://www.doncooper.com/four-keys-to-boosting-your-sales-on-breakthrough-business
-strategies-radio/
http://www.weeklydavespeak.com/wds_stuff/site_news/weekly_davespeak_will_never_cooperate_with_ticket_scalpers
http://www.eugeneloj.com/2009/09/event-planning-when-to-start-selling-tickets-to-your-event.html
http://tripazon-review.com/exact-target-market/ http://robert.foo.my/2010/10/are-you-proud-to-be-salesperson.html http://www.jojojoson.com/why-most-cold-calls-fail.html/ http://zohocrm.wiki.zoho.com/Working-with-Leads.html http://www.dashe.com/blog/sales/5-ways-to-increase-the-value-of-your-customer-base http://www.32point.com/site/USA.html http://www.963jackfm.com/vip-experience-bonnaroo http://hondacenter.com/HondaCenter.aspx?page=AllEventLuxurySuites.aspx http://dialog.scarborough.com/index.php/fan-interest-in-mlb-tickets/