SEM1 4.09 A - Selling PE - Perform pre-sales activities to facilitate sales presentation PI - Identify sales methodologies used in SEM PI - Prepare a sales presentation

Sales situations/opportunities in SEM Season ticket holders – current Season ticket prospects - new Group sales/single ticket sales Premium tickets/luxury boxes or suites Sponsorships - promotion Updates to customers – relationship marketing News reports to media – public relations Message from the president/owner - motivate

Types of selling Personal selling Direct mail Internet/social media Face to face Telemarketing Direct mail Internet/social media

Personal Selling in SEM Direct communication to inform and persuade customers to make purchase decisions Determines client needs and respond through planned, personalized 2-way communication Selling season tickets to new customers Face to face – works best for new customers and builds trust – single ticket sales at counter Telemarketing – if you can reach your target market Product demonstration – see the seats at the venue, single tickets sold at venue window Advantages – Can close the sale, immediate feedback, respond to customer motives Disadvantages – Expensive, may not answer, time consuming in a highly competitive business

Direct mail in SEM Solicit customers through the mail Excellent mode to reach current season ticket holders – packet can contain all the important product information Schedules, seat locations, incentives, etc. Advantages - Inexpensive, can hit your target market and has all details and has customer profile on file Disadvantages – Could be perceived as junk mail, may be put aside and not acted on

Internet/social media Can be effective for new or existing accounts through direct or indirect (ticket master) sales All customers are exposed to features and benefits Advantages – Can include a lot of information, very inexpensive, can send multiple messages, can very effectively hit target market and has customer profiles on file Disadvantages – May be perceived as spam, may be blocked by software virus protection

Factors required before sales presentation – pre-call planning Pre-call – know the following Their/your business, your products/options and your geographically territory visit the customer first & ask customer-benefit questions (probing) - (example: would you like to save money on season tickets for your favorite team?) Sales call – understand/implement the following Purpose Customer Profile Content Write a script Asking for an appointment – after all above completed

Sales call purpose Communicate information Make a proposition/Sell a product or idea To inspire and motivateGenerate enthusiasm Gain interest

Sales call – Customer Profiles Customer profiles are accumulated during the pre-call stage or in the normal course of business Existing customer’s profiles are on file Understand/know the customer Needs, desires, organizational structure, buying habits/authority, key decision makers & financial data – previous buying history Characteristics – market segmentation data, name, contact info What does the customer know already – Customer profiles provide info to uncover needs of customers so sales presentations can be customized to individuals

Sales call - Content Create sale packets that contain all specific material Schedules, ticket application, team brochure, specials, features & benefits (customer-benefit approach) Produce all materials with the same professional graphic design, layout & branding so customers know its from the same organization Motivate customers by showing photos of cheering fans or exciting action Produce custom packets for different customers Example: season ticket holders are welcomed back while new customers may be teased by draft choices, new excitement, etc. Summarize the objectives of your presentation List and prioritize points the customer needs to know

Sales call –Write a script Use to: Jog memory during presentation Help to remember key points that they want to cover Plan presentation length Practice before presentation Make sure language is Positive – encouraging and not intense Precise - short, to the point and not complex Pertinent - meaningful to the customer not childish Help the customer understand what you are saying in a brief, simple way

SEM1 4.09 Activity Prepare a sales presentation for a sports event or good…you choose! Make sure to follow the below procedures and create a PPT Identify the Purpose Identify your Customer Profile List your Content Write the Sales Script