Direct Sales Techniques Chapter 5 Media Sponsors Fans

Media, Sponsors & Fans Explain the “water tower” concept with respect to media, sponsors

Defining Sales • The text discusses five factors that “cause” customers to perform or

Customer-focused Selling What are the opposites of a customer-focus? When did you last experience

EDuselling • Suppose you work for the Rangers. What are the key components of

Components of a Sale • What do the Rangers have to sell? • If

s. Ale • What’s wrong with this phone sales person? • How well do

sa. Le • If you worked in sales for the Rangers’ in the tickets

sal. E • What is your assessment of the “equity” offered by the different

Effective Salespeople Like You Which of these can you personally choose to improve? Trustworthy

The Customer • Who are your most valuable customers? • How would you use

Butterfly customers • What are they? • Do these customers really “replace the loyal

The Sales Presentation 1. 2. 3. What does the audience expect to gain from

Direct (e)mail Individually: • Design an email (copy, graphics) that you would send to

Sales Materials Which of the following are most likely to be accepted (used) or

Telemarketing • Adapt the 7 -step telemarketing process example (p. 121) to the Rangers

Unique Sports Products: Sponsorships Assume that you are attempting to get a local restaurant

What have we learned? 1. The four factors (quality, time, cost & fit) that

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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 high—pressure 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 isn’t full, no pressure to get your tickets, for media to cover the event, or sponsors to buy. RNK TEAM G TOTAL AVG PCT 1 NY Yankees 78 3, 335, 521 42, 763 77. 7 2 San Francisco 77 3, 095, 743 40, 204 96. 9 3 Seattle 78 3, 131, 788 40, 151 84 4 Los Angeles 81 3, 138, 626 38, 748 69. 2 5 Anaheim 77 2, 900, 676 37, 671 83. 6 6 Chicago Cubs 78 2, 882, 569 36, 956 94. 2 7 St. Louis 81 2, 910, 386 35, 930 71. 4 8 Arizona 78 2, 685, 830 34, 433 70. 2 9 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 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. “We’ve 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. )

s. Ale • What’s wrong with this phone sales person? • How well do you think he does in his job?

sa. Le • 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. )

sal. E • 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 don’t?

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, & focused…with 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

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, Fab 14, Business. Plan 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 10 k 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. What’s 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.