Selling Sports and Entertainment

1. 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 Chapter 12

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. Chapter 12

4. Terms • preapproach • suggestion selling • cold calling • leads • customer management Chapter 12

5. 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 Chapter 12

6. personal selling • the sales person becomes the link between the customer and the business Chapter 12

7. The Sales Process • The six steps of effective selling are: • The Preapproach • Sales people learn about the: • products and services offered • target market • competition • The Approach Chapter 12

8. Demonstration • Answering questions • Closing the sale • suggestion selling • asking customers if they want to purchase related products • Follow-up Chapter 12

9. 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 Chapter 12

10. Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium. Chapter 12

11. MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS • Salespeople need to • manage their time effectively • be stable • be motivated Chapter 12

12. Know the Product • Salespeople need a thorough knowledge of the product or service they sell. Chapter 12

13. Know the Customer • cold calling • contacting potential customers randomly without researching their needs first • leads • customer contact information obtained from market research Chapter 12

14. Understand Customer Decisions • A five-step decision-making process for purchases • recognition of a need for a product or service • search for information about alternative products or services • evaluate all options • a decision is reached and a purchase occurs • evaluate the decision to determine if needs were met Chapter 12

15. Manage Customer Information • customer management • building a customer base • carefully scheduling time spent with customers Chapter 12

16. Know the Competition • Salespeople must be able to • explain how their products are unique from the competition’s • product superiority Chapter 12

17. List three things successful salespeople must understand. Chapter 12

18. Lesson 12.2Ticket Sales Goals • Explain the difference between ticket brokers and ticket scalpers. • Describe the ticket economy and strategies for getting highly sought tickets. Chapter 12

19. Terms • ticket brokers • ticket scalpers Chapter 12

20. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT Ticket Brokers • ticket brokers • registered businesses that legally buy and sell tickets to a variety of events and guarantee ticket authenticity Chapter 12

21. Consumers should research on-line brokers to verify legitimacy before providing credit card information. Chapter 12

22. 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 Chapter 12

23. Ticket Frenzy • Some events make fans think that a “once-in-a-lifetime” event is worth a large ticket price. • When season ticket holders for the Green Bay Packers pass away, they can bequeath the tickets to someone in their will. Chapter 12

24. Explain why scalping is illegal in some states. Chapter 12

25. THE TICKET ECONOMY • Ticketmaster controls ticket sales for most venues in the country. • Average consumers compete with scalpers and corporate sponsors for tickets. Chapter 12

26. 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. Chapter 12

27. Landing Super Bowl Tickets • 70,000 tickets are distributed for the Super Bowl • 500 tickets available by lottery • overpriced hotel packages offer tickets • ticket brokers sell tickets • If a legitimate broker fails to deliver the tickets, they must provide a refund that is 200% of the ticket price. Chapter 12

28. Beware of Scams • 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. Chapter 12

29. Movie Theaters Aim for 3D Sports • By 2007, movie theater operators plan to screen live sports events in 3D. • to boost weekday theater ticket sales Chapter 12

30. How has the Internet changed the way that tickets are sold for sports and entertainment events? Chapter 12

31. 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. Chapter 12

32. Terms • group packages • luxury boxes • club seats Chapter 12

33. FILLING THE STANDS Appealing to Groups • group packages • special ticket prices for group purchases of 15 or more tickets Chapter 12

34. Special Privileges • University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks. • special seating at sporting events • season tickets Chapter 12

35. Explain how group packages can help fill entertainment venues. Chapter 12

36. CORPORATE PERKS • Corporations might use sporting event tickets in a variety of ways. • to promote bonding of employees • as a performance reward • to entertain clients Chapter 12

37. Special Seating • luxury boxes • fancy rooms inside stadiums • high in the stands • near the press-box level • close-circuit televisions • good source of additional revenue for stadium Chapter 12

38. club seats • premium stadium seats • high revenue source • cushy and roomy • provide a good view • often comes with added benefits Chapter 12

39. How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes? Chapter 12

40. PERFORMANCE INDICATORS EVALUATED • Demonstrate critical-thinking and problem-solving skills. • Describe a promotional strategy to keep the hotel at capacity on football weekends. Chapter 12

41. Analyze the wants and needs of football fans, and demonstrate how your plan will satisfy them. • Differentiate The University Hotel and its services. • Demonstrate teamwork to complete a group project. Chapter 12

42. THINK CRITICALLY • What is the new challenge faced by the hotel? • List two promotions the hotel could offer to football fans. Chapter 12

43. List two publications in which to advertise the hotel’s promotions. • What factors must be considered when determining what prices to charge per night? Chapter 12