Chapter 5
Media,
Sponsors &
Fans
Explain the water tower
concept with respect to
media, sponsors & fans.
RNK
TEAM
TOTAL
AVG
PCT
NY Yankees
78
3,335,521
42,763
77.7
San Francisco
77
3,095,743
40,204
96.9
Seattle
78
3,131,788
40,151
84
Los Angeles
81
3,138,626
38,748
69.2
Anaheim
77
2,900,676
37,671
83.6
Chicago Cubs
78
2,882,569
36,956
94.2
St. Louis
81
2,910,386
35,930
71.4
Arizona
78
2,685,830
34,433
70.2
Boston
79
2,655,032
33,608
100.1
10
Atlanta
78
2,377,490
30,480
60.9
11
Baltimore
81
2,454,523
30,302
62.9
12
Houston
76
2,280,919
30,012
73.3
13
Colorado
79
2,286,564
28,943
57.4
14
Cincinnati
76
2,198,884
28,932
68.8
15
NY Mets
74
2,093,384
28,288
49.3
16
Philadelphia
75
2,084,995
27,799
45
17
Oakland
80
2,189,223
27,365
62.7
18
Texas
81
2,094,394
25,856
52.6
19
San Diego
76
1,839,810
24,208
37.9
20
Chicago Sox
80
1,913,505
23,918
54
21
Minnesota
80
1,913,025
23,912
49.1
22
Kansas City
73
1,652,273
22,633
55.7
23
Toronto
76
1,712,621
22,534
44.6
24
Cleveland
81
1,730,002
21,358
49.2
25
Pittsburgh
78
1,636,751
20,983
55.4
26
Milwaukee
80
1,678,389
20,979
50.1
27
Detroit
76
1,309,195
17,226
42.9
Defining Sales
The text discusses five factors
that cause customers to
perform or fail to perform (buy).
One of these is really the result
of the other four. Which one is
it?
Using the Rangers sales
materials, explain the effect of
the other four factors on
customer performance (viz.,
purchases).
Customer-focused Selling
What are the opposites of a customer-focus?
When did you last experience someone with a product-focus?
1. Every customer is
unique
2. Rapport & trust-building
3. Ask questions
4. Listening
5. View as asset with a
lifetime value
6. Customize, personalize
7. Empathetic
8. Find mutually beneficial
solutions
9. Aftermarketing
EDuselling
Suppose you work for the
Rangers. What are the
key components of
Eduselling in this
context?
Define it
How long does it go on?
What do you need to
monitor?
What does eduselling
ensure?
p.104
Components of a Sale
What do the Rangers
have to sell?
If you could have primary
sales responsibility for a
certain product category,
which would you choose?
Why? (remember that
you get paid on base +
commission)
Naming rights
Electronic (TV, radio, web)
Signage (boards, marquees, field,
concourse, turnstiles, virtually any
open space)
Print (programs, media guides,
newsletters, ticket backs & envelopes,
scorecards, faxes, emails?)
Tickets/hospitality (parking, club areas,
season tkts, club seats, suites, PSLs,
groups, parties/special events)
Promotions (premium items, on-field
promos, video scoreboard ads, pre/post-game entertainment)
Community programs (schools,
camps/clinics, banquets/luncheons/
dinners, golf tourneys, etc.)
Miscellaneous (fantasy camps,
cruises, road trips, etc.)
sAle
Whats wrong with
this phone sales
person?
How well do you think
he does in his job?
saLe
If you worked in
sales for the
Rangers in the
tickets & hospitality
area, where would
you get your
leads?
salE
What is your assessment of the equity
offered by the different products the
Rangers have to sell?
Which offer the best opportunity for a winwin situation? Which dont?
The Customer
Who are your most
valuable customers?
How would you use the
frequency escalator idea
in prioritizing your sales
calls in your job with the
Rangers?
Why are potential
customers not current
customers?
Current customers
Target low/med/high
users and try to convert
them into the next higher
level (increase frequency)
Inadequate
Interest
Comprehension
Access
Resources
Loyalty/satisfaction
Butterfly customers
What are they?
Do these customers
really replace the
loyal customers of the
past?
What risks do you see
in trying to attract the
butterfly customer?
Group Discussion:
Are the Rangers properly employing full-menu marketing? Explain.
You are making a phone sales call to prospects for each of the six seatrelated products (p.114) for the Rangers. For each type of
product,
determine what one thing (benefit) you want that target audience
to remember from your sales call.
Direct (e)mail
Individually:
Design an email (copy, graphics) that you would send to
individuals who bought tickets for 5-9 games in 2003 for
the Rangers.
Make sure it is self-explanatory, clear, & focusedwith
clear instructions.
Should be:
Targeted
Personal
Measurable
Testable
Flexible (customizable)
Permitted (how will you gain permission?)
Sales Materials
Which of the following are
most likely to be accepted
(used) or rejected (trash
can) by frequent vs.
infrequent fans?
Full-season ticket
brochure
Partial ticket plan
brochure
Group brochure
Pocket schedule
Poster
Appeal letter
118-9
Sales Materials
Which of the following are
most likely to be accepted
(used) or rejected (trash
can) by frequent vs.
infrequent fans?
Full-season ticket
brochure
Partial ticket plan
brochure
Group brochure
Pocket schedule
Poster
Appeal letter
118-9
Telemarketing
Adapt the 7-step telemarketing process
example (p.121) to the Rangers situation.
You are calling someone similar to Mary
Stuart, with selling the Rangers package
options (28, Fab14, BusinessPlan 14) as
your goal.
Prepare your script and be prepared to
make the call!
Sales?
Awareness?
Image?
Enhance trade/channel relations?
Other?