The Evolution of Sport Sales Training: A 21 st Century Sport Sales Training Model Richard L. Irwin, Ed.D. Professor & Director University of Memphis Bureau of Sport & Leisure Commerce Sales Training Center

Sport Sales Training Program Externally Funded Collaborative Initiative Between the U of M BSLC & Memphis Sport Marketplace Course Delivery Selective enrollment Structure: First Term: Existing Business Second Term: New Business Laboratory

The Sport Sales Training Pentagon

PHILOSOPHY: Eduselling Model STEP 1 Prospecting STEP 2 Prepare Resource Materials STEP 3 Contact Prospect STEP 4 Product Sampling/ Experience STEP 5 Follow-up/ Discussion STEP 9 Evaluation and Feedback Loop STEP 8 Aftermarketing Sales and Follow-up STEP 7 Closing the Deal STEP 6 Making the Offer

PRODUCT Line Inventory Box Office Seating Options Facility Layout Ticket Packages

PRODUCT Line Inventory

PROSPECT Familiarity Patron Research Team research was used to acquaint students with customers In-arena surveys Focus group tapes 2005 Memphis Redbirds Market Assessment Final Report Submitted by Strategic Marketing Services Dr. Richard Irwin & Megan McCune

2006 Memphis Redbirds Patron Questionnaire In an effort to continue providing quality products, the Memphis Redbirds would like to learn more about our patrons. Your completion of this brief survey is instrumental in achieving this objective. This survey will be used for statistical purposes only and neither your name nor any personal data will be disclosed to outside parties. Complete and return this questionnaire to FANS FIRST before the start of the 6th inning to receive your incentive and be eligible for a Redbirds Prize Pack drawing. One name will be randomly selected and the winner announced during the game. To be entered into the drawing please provide the following: Name:_________________________ Address:_______________________ Phone # _______________________ __________________________ PROSPECT Familiarity Patron Survey In-arena surveys were used to generate leads

PROSPECT Familiarity Patron Survey 6. How did you obtain tickets for today’s game? O I am a Plan Holder O On Website (Will Call) O On Website (Pick & Print) O Box OfficeO Family/Friends O By Phone O Work/SponsorO Other: ______________________ 11. Are you a Redbird’s Season Ticket Holder? O Yes IF YES PLEASE GO TO QUESTION #22 O No 12. Are you a using a Group ticket for today’s game? O Yes If yes what is the approximate size of the group? O O O 101+ O No 14. Are you a Redbird’s FanPlan Holder? O YesIF YES PLEASE GO TO QUESTION #21 O No 15. Are you aware of the current Redbird’s ticket plan packages consisting of 4, 5, 20, or 30 games? O YesO No 16. Would you be interested in one of the Redbirds ticket plan packages? O Yes O No 17. Which of the following ticket plan packages would be most appealing? (please check only one) O 30 Game FanPlanO 20 Game FanPlan O 10 Game FanPlanO Not sure at this time (*Food and Four includes ticket, soft-drink, hot dog, & chips) 22. Please indicate if any of the following have kept you from using all the tickets in your Season Ticket or FanPlan packages. (please check all that apply) O Work schedule conflictO Family schedule conflict O Other activities I’d rather doO Weather O VacationO Overall cost of attending games O Inability to give tickets awayO Team performance

PRACTICE Script Creation Students develop sales calls and voic scripts

PRACTICE Sales Training Workshop Participation Students attended the workshop and gained additional sales knowledge from some of top sales executives in the industry The workshop provided students with valuable insights and proven sales techniques

PRACTICE Role Playing & Mock Calls Students role play with classmates and team management Simulated sales calls staged with team personnel Situational challenges presented to each caller Direct feedback provided

PERFORMACE Feedback Students use audio and video recording for sales call analysis On-site supervision from instructors and team personnel allows for immediate feed back

PERFORMANCE Laboratory Measures Knowledge, Skill, Attitude Assessment Sales Tracking Ratios Analysis Sales Force Coachability Appraisal

U of M Sales Training Program Knowledge, Skills and Attitude Assessment Assessment ItemsSignificance How much do you presently like sales?.317 Sales skill innate.717Present attitude toward telemarketing.200 Present skill level.002Present familiarity with product.025 Present level of enjoyment.586Present skill in dealing with customer objections.024 Present understanding of sales process.001How prepared you are right now to initiate telemarketing calls..001 Present attitude toward “sports sales”.820Does it scare you to call people you don't know?.021 Present attitude toward clinical experience.974Do you feel you are an important member of the Redbirds org.?.076 How prepared you feel presently for a job in sports sales department?.001Does being in this class make you feel important?.134

Thank You!