Anda di halaman 1dari 20

Direct Sales Techniques

Chapter 5

Media,
Sponsors &
Fans
Explain the water tower
concept with respect to
media, sponsors & fans.

When the water tower is full,


water pressure is highpressure
on fans to buy tickets while they
are available. This places
pressure on media to provide
coverage. Media coverage
pressures sponsors into making
the media buy to reach those
fans. If the water tower isnt full,
no pressure to get your tickets, for
media to cover the event, or
sponsors to buy.

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).

Quality: 70-88, .433 (2003)


Time: How much time would a
person have to have to make
the different packages
worthwhile?
Cost: Who can afford to pay
the costs associated with the
different packages?
Fit: How do the game
packages fit with different
customer lifestyles?
These four factors determine the
quantity purchased by
customers.

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

1. All customers are the


same
2. Misrepresent to make
sale
3. Tell them what they want
4. Talking
5. Sell today, gone
tomorrow.
6. One presentation fits all
7. Ignorant
8. Win the sale.
9. Weve got your money.

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?

Groups with baseball


interests (little league,
etc.)
Past ticket buyers (online,
phone, credit card)
Contest cards
Coupon, etc. redemption
General inquiries
Referrals
Lists (attorneys, dr.s,
etc.)

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?

Effective Salespeople Like You


Which of these can you personally choose to improve?
Trustworthy
Empathy
Persistence
Competitiveness
Accountability
Responsibility
Integrity
Optimism
Understand mission
Understand prospects
Teachable
Asks & listens
Knows product benefits
Able to illustrate product benefits
Able to persuade prospects to agree on benefits
Asks for sale
Reinforces sale
Overcomes rejection
Make buyers feel like they chose

Are salespeople born or


made?

Effective Salespeople Like You


Which of these can you personally choose to improve?
Trustworthy
Empathy
Persistence
Competitiveness
Accountability
Responsibility
Integrity
Optimism
Understand mission
Understand prospects
Teachable
Asks & listens
Knows product benefits
Able to illustrate product benefits
Able to persuade prospects to agree on benefits
Asks for sale
Reinforces sale
Overcomes rejection
Make buyers feel like they chose

Are salespeople born or


made?

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?

The Sales Presentation


1.
2.
3.

What does the audience expect to gain from the information?


What one thing do you want them to recall?
What materials will best convey the impression you want to
make?

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,

identify the most likely target,

what information they most likely expect or need to know, and

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!

Unique Sports Products:


Sponsorships
Assume that you are attempting to get a local restaurant to
sponsor a 10k race put on by the HSB marketing majors.
What rights would you attempt to offer?

Graphic display associated with event


Exclusivity?
Title sponsor? Or other official product sponsor?
Conduct promo activities on-site at race?

What benefits would you offer as partners in helping the


sponsor market their restaurant?

Sales?
Awareness?
Image?
Enhance trade/channel relations?
Other?

What have we learned?


1. The four factors (quality, time, cost & fit) that determine the quantity
purchased by fans.
2. Aspects of what is and what is not customer-focused selling.
3. Eduselling
4. What sports products (naming rights, electronic, signage, tickets, etc.)
sports sales people sell.
5. Whats necessary for a SALE (sales products, attitude, leads, equity) to
occur.
6. Being an effective salesperson is mostly a matter of individual choice, not
genetics.
7. Who our most value customers are (current)
8. The risks associated with targeting butterfly customers
9. Full-menu marketing: including key targets for each item on the menu and
its key benefit
10. Components of an effective direct (e)mail
11. Sales materials most appropriate for (in)frequent customers
12. The phone sales (telemarketing) process: precall planning,
approach/positioning, data gathering, solution generation, solution
presentation, close, wrap-up.
13. The rights & benefits one sells sponsors of events, venues or teams.

Anda mungkin juga menyukai