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Selling Sports and Entertainment

Chapter 12. Selling Sports and Entertainment . 12.1 The Sales Process 12.2 Ticket Sales 12.3 Group and Corporate Sales . Winning Strategies. Country Stampede - Financial Boost for Manhattan, Kansas. A small community can host a huge entertainment event with the right help.

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Selling Sports and Entertainment

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  1. Chapter 12 Selling Sports and Entertainment 12.1 The Sales Process 12.2 Ticket Sales 12.3 Group and Corporate Sales

  2. Winning Strategies Country Stampede - Financial Boost for Manhattan, Kansas • A small community can host a huge entertainment event with the right help. • corporate or organizational sponsorship • related events held in conjunction with the concert • tiered ticket prices • affordable campsites • web sit promotion

  3. Lesson 12.1The Sales Process Goals • List the steps involved in the sales process. • Discuss the management skills and knowledge necessary for successful salespeople.

  4. SELLING SPORTS AND ENTERTAINMENT • selling • the direct, personal communication with prospective customers in order to assess and satisfy their needs with appropriate products and services • personal selling • the sales person becomes the link between the customer and the business

  5. The Sales Process The six steps of effective selling are: • The Pre-Approach • The Approach • Demonstration • Answering questions • Closing the sale • Follow-up Discussed on following 6 Slides…

  6. # 1 ~ Pre-Approach • Salespeople learn about the: • products and services offered • target market • competition • Salespeople must: • be knowledgeable • understand consumer need

  7. # 2 ~ The Approach • Contract the Customer • Gain their attention • Listen carefully to consumer needs • Create a favorable impression on consumer • Create lasting relationship

  8. # 3 ~ Demonstration • Enthusiastically present product • Make sure to address consumer needs • Highlight benefits and features • Approach consumer about purchasing item

  9. #4 ~ Answering Questions • Consumer voice any objections, questions, or concerns about the product • Questions = Considering the purchase? • Provide additional info to help persuade their decision

  10. #5 Closing the Sale • Offer discounts or incentive to buy today • Suggest additional items for purchase • suggestion selling • asking customers if they want to purchase related products Would you like to “Super-Size it?” “Make that a combo?” Do you need case or screen protector for your new phone?

  11. # 6 ~ Follow-up • Long-Lasting Relationships • Contact consumer • Are they satisfied? • Do they additional needs? • Improved customer service from feedback

  12. When Is Personal Selling Appropriate? • Advantage of Personal Selling • opportunity to address any concerns that may be causing hesitation • Knowledgeable Salespeople • Offer information about the product • Demonstrate the product • Make comparisons with similar products • Tell stories about personal experiences with product • Answer questions about the product

  13. When Is Personal Selling Appropriate? • Benefits of Feedback • Enables sellers to improve on future sales strategies • Feedback from Consumers • Level of satisfaction during • Suggestions to make buying process better/easier for the consumer • Disadvantage of Personal Selling • High costs, time commitment per customer & required skills and trainings for employees

  14. When Is Personal Selling Appropriate? • Personal selling is effective for: • expensive, complex products • markets with a few large customers • unfamiliar, unique products • customers in a limited area • complicated, long decision-making processes • customers who expect personal attention

  15. Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium. • Customers take more time to make purchasing decisions related to more expensive items. • They expect more personal attention from the sales associates since they are selling the money.

  16. MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS • Salespeople need to • effectively manage themselves, customers & info • be motivated • use time wisely • be emotional and physically stable to deal with public • Continued Education / Professional Development is helpful to keep current in their profession • Know & understand the following…

  17. Know the Product • Salespeople need a thorough knowledge of the product or service they sell. • Successful salespeople know all parts of the marketing mix (4 P’s) • Sources of info: • Info sheets, product manuals • Special trainings on product & on new sales strategies • Salespeople must effectively communicate: • Product info including benefits & unique features

  18. Know the Customer(1 of 2) • Know the customer and their needs in order to present the most appropriate products. • cold calling • contacting potential customers randomly without researching their needs first • Marketing-oriented businesses do not depend on CC. • leads • customer contact info obtained from market research • customers have shown interest or a in target market • Research: who needs the product, resources they have to purchase product and authority to make the purchase

  19. Know the Customer • Understand Customer Decisions • A five-step decision-making process for purchases • recognition of a need for a product or service • search for info about alternative products or services • evaluate all options (best fits their needs) • a decision is reached and a purchase occurs • evaluate the decision to determine if needs were met • Manage Customer Information • customer management • building a customer base • carefully scheduling time spent with customers • “Time is Money” ~ too much time spent with one could be lost sales with another.

  20. Know the Competition • Salespeople must be able to: • explain how their products are unique (different) from the competition’s • provide solid evidence that the product is superiority • Consumers want to buy the most satisfying (the best) product at the best price.

  21. List three things successful salespeople must understand. • Salespeople must understand: • the product/service they are selling, • their customers • and their competition.

  22. Lesson 12.2Ticket Sales Goals • Explain the difference betweenticket brokers and ticket scalpers. • Describe the ticket economy and strategies for getting highly sought tickets.

  23. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT High Demand = High Prices • ticket brokers • registered businesses that legally buy and sell tickets to a variety of events and guarantee ticket authenticity • Typically online exchanges • Reputable T.B. should be members of: National Association of Ticket Brokers & Better Business Bureau • Offer wide array of tickets to reach more consumers

  24. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT • ticket brokers • Operate businesses that depend on customer contact • Some brokers have contracts to obtain the best tickets before they are put up for sale. (unethical & unfair) • Try to monopolize the ticket market • Offer bribes to people in control of ticket supply(box-office employees, venue managers, promoters, ticket agents) • Ticketmaster – Strategies to fight back • Different ticket release times, during week rather than Sat. • VIP club members receive password to early release time

  25. Ticket Scalpers • ticket scalpers • sell tickets to major sporting events, often outside the venue on the day of the event, at inflated prices • illegal in some states • “the practice of buying and selling event tickets by private citizens, rather than by the sponsoring venue or organization.” • Laws about ticket scalping vary by state, and there is nofederal law that prohibits the practice. • Approx.16 of the 50 states have a law that makes it illegal. • Seven states - including PA - require a special license to resell tickets.

  26. Ticket Scalpers • When ticket scalping laws are broken, consequences are often not enforced. • Police officers handle the offense according to severity. • Scalping tickets is a nonviolent crime without a victim • It is a crime where both parties are agreeable to the transaction. Therefore, cops are often hesitant to get involved. • Ticket scalping laws became even more difficult to enforce when the practice became widespread online. • Internet sites such as StubHub, TicketsNow and RazorGator • are regulated, tax-paying websites that capitalize on fans’ eagerness to purchase tickets at any cost. • If the official website for the event sells out, these sites promote themselves as a second chance. Efforts to make scalping illegal are overshadowed by such websites.

  27. Ticket Frenzy • Some events make fans think that a “once-in-a-lifetime” event is worth a large ticket price. • Sellouts with the hour • Forming lines the night before tickets go on sale • Season Tickets = Status Symbol • When season ticket holders for the Green Bay Packers pass away, they can bequeath (leave, hand-down) the tickets to someone in their will.

  28. Explain why scalping is illegal in some states. • It involves unfair pricing for consumers.

  29. THE TICKET ECONOMY • Ticketmaster controls ticket sales for most venues in the country. • Telephone, Internet, Box-Offices • Saturdays at 9am or 10am • Greatest sales happen within opening hour • Average consumers compete with scalpers and corporate sponsors for tickets.

  30. Work the System • Buy over the Internet. • Pre-register your credit card and mailing address on the web site before the on-sale date. • Log on to the site a few minutes early. • If the concert sells out, check back with the website for a few days to see if additional dates were added. • Try again the day of the show.

  31. Landing Super Bowl Tickets • 70,000 tickets are distributed for the SuperBowl • 500 tickets available by lottery • overpriced hotel packages offer tickets through NFL-approved tour operators & travel agencies • ticket brokers sell tickets • NATB Standard for Super Bowl Tickets • If a legitimate broker fails to deliver the tickets, they must provide a refund that is 200% of the ticket price. • The FBI receives reports of fraudulent ticket sales for the Super Bowl. • Consumers should never send cash payments or use wire transfer services for tickets.

  32. Movie Theaters Aim for 3D Sports • By 2007, movie theater operators had planned to screen live sports events in 3D. • lure sports fans to entertainment options • to boost weekday theater ticket sales • team gear sold in lobby • fans encouraged to cheer as if they were at ball park • Ticket sales dropped in 2005 due to: • lackluster films, • competition from other entertainment options • and increased in-home entertainment technology

  33. Consumers no longer have to wait in long lines. • Purchase tickets from the convenience of home. • Many people buy tickets and resell them on online auction sites. • Electronic Ticket Distribution • How has the Internet changed the way that tickets are sold for sports & entertainment events?

  34. Lesson 12.3Group and Corporate Sales Goals • Explain sales strategies for attracting groups to sports and entertainment venues. • Describe how corporations use sports and entertainment to motivate employees and impress clients.

  35. FILLING THE STANDS Appealing to Groups • Games played during the week are less likely to sell out. • Special Group/Corporate promotions used to fill seats. • group packages • special prices for group purchases of 15 or more tickets • Groups: churches, senior citizens, schools, scouts, youth teams, student organizations, businesses, etc. • Group recognition during announcements • Promos build future customer base

  36. Special Privileges • University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks. • easier access to tickets • special seating at sporting events • season tickets • suites • naming honors on suites or fields

  37. Explain how group packages can help fill entertainment venues. • Group package deals provide incentive for groups to attend events because they receive a discount and at the same time get to enjoy the fellowship of the group.

  38. CORPORATE PERKS • Corporations might use sporting event tickets in a variety of ways. • to promote bonding/teamwork of employees • as a performance reward • to entertain clients, impress the client

  39. Special Seating • luxury boxes (luxury suites) • fancy rooms inside stadiums and arenas that allow corporate executives and wealthy private individuals to entertain clients and friends while watching the game. • high in the stands • near the press-box level • close-circuit televisions (for close-ups) • good source of additional revenue for stadium

  40. club seats • premium stadium seats that provide another source of high revenue for owners. • vary by venue, but usually: • cushy and roomy • provide a good view of the action • often comes with added benefits • Special access to indoor air-conditioned areas • Access to special restaurants, merchandise stands and lounge areas not available to regular ticket holders.

  41. How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes? • Corporations use sports and entertainment events to entertain clients, reward employees, and encourage employee team bonding,

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