SEM1 4.09 A - Selling

1. SEM1 4.09A - Selling • PE - Perform pre-sales activities to facilitate sales presentation • PI - Identify sales methodologies used in SEM • PI - Prepare a sales presentation

2. Sales situations/opportunities in SEM • Season ticket holders – current • Season ticket prospects - new • Group sales/single ticket sales • Premium tickets/luxury boxes or suites • Sponsorships - promotion • Updates to customers – relationship marketing • News reports to media – public relations • Message from the president/owner - motivate

3. Types of selling • Personal selling • Face to face • Telemarketing • Direct mail • Internet/social media

4. Personal Selling in SEM Direct communication to inform and persuade customers to make purchase decisions • Determines client needs and respond through planned, personalized 2-way communication • Selling season tickets to new customers • Face to face – works best for new customers and builds trust – single ticket sales at counter • Telemarketing – if you can reach your target market • Product demonstration – see the seats at the venue, single tickets sold at venue window • Advantages – Can close the sale, immediate feedback, respond to customer motives • Disadvantages – Expensive, may not answer, time consuming in a highly competitive business

5. Direct mail in SEM • Solicit customers through the mail • Excellent mode to reach current season ticket holders – packet can contain all the important product information • Schedules, seat locations, incentives, etc. • Advantages - Inexpensive, can hit your target market and has all details and has customer profile on file • Disadvantages – Could be perceived as junk mail, may be put aside and not acted on

6. Internet/social media • Can be effective for new or existing accounts through direct or indirect (ticket master) sales • All customers are exposed to features and benefits • Advantages – Can include a lot of information, very inexpensive, can send multiple messages, can very effectively hit target market and has customer profiles on file • Disadvantages – May be perceived as spam, may be blocked by software virus protection

7. Factors required before sales presentation – pre-call planning • Pre-call – know the following • Their/your business, your products/options and your geographically territory • visit the customer first & ask customer-benefit questions(probing) - (example: would you like to save money on season tickets for your favorite team?) • Sales call – understand/implement the following • Purpose • Customer Profile • Content • Write a script • Asking for an appointment – after all above completed

8. Sales call purpose • Communicate information • Make a proposition/Sell a product or idea • To inspire and motivateGenerate enthusiasm Gain interest

9. Sales call – Customer Profiles • Customer profiles are accumulated during the pre-call stage or in the normal course of business • Existing customer’s profiles are on file • Understand/know the customer • Needs, desires, organizational structure, buying habits/authority, key decision makers & financial data – previous buying history • Characteristics – market segmentation data, name, contact info • What does the customer know already – • Customer profiles provide info to uncover needs of customers so sales presentations can be customized to individuals

10. Sales call - Content • Create sale packets that contain all specific material • Schedules, ticket application, team brochure, specials, features & benefits (customer-benefit approach) • Produce all materials with the same professional graphic design, layout & branding so customers know its from the same organization • Motivate customers by showing photos of cheering fans or exciting action • Produce custom packets for different customers • Example: season ticket holders are welcomed back while new customers may be teased by draft choices, new excitement, etc. • Summarize the objectives of your presentation • List and prioritize points the customer needs to know

11. Sales call –Write a script • Use to: • Jog memory during presentation • Help to remember key points that they want to cover • Plan presentation length • Practice before presentation • Make sure language is • Positive – encouraging and not intense • Precise - short, to the point and not complex • Pertinent- meaningful to the customer not childish • Help the customer understand what you are saying in a brief, simple way

12. SEM1 4.09 Activity • Prepare a sales presentation for a sports event or good…you choose! • Make sure to follow the below procedures and create a PPT • Identify the Purpose • Identify your Customer Profile • List your Content • Write the Sales Script