Lesson 7.2 – The Sales Process Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Steps in the Sales Process  Understand the product or service  Identify prospective customers/develop leads (also referred to as “prospecting”  Qualify and gather information about a prospective customer  Contact prospective customers (the sales call)  Establish credibility, rapport and a reason to communicate with the customer Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Steps in the Sales Process  Identify and confirm a customer’s needs  Presentation and proposal  Ask prospective customers to act on an interest in company products or services  Handle objections  Close Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Steps in the Sales Process  Follow up  Fulfillment and service  Evaluation Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Understand the product or service  What inventory (seat locations, advertising space etc.) is available to be sold?  How much does the product or service cost?  What are the features and benefits to your product or service? Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Sales Action Leads: The names of individuals and companies who could become future customers The process of generating leads is the step in the sales process that is often referred to as “prospecting” Copyright © 2014 by Sports Career Consulting, LLC Identify prospective customers/develop leads

LESSON 7.2 Intro to Promotion & Sales Qualify and gather information about a prospective customer  Do they have experience with your team, venue, or event?  Do they have an existing or past relationship with company competitors?  What influence do they have over the purchasing decision? Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Contact prospective customers (the sales call)  The sales call is the initial form of communication in which the salesperson makes contact with the prospective customer  Sales calls can take place via telephone, or in person  Utilized by both inside sales and outside sales representatives  Often times salespeople will use a pre-written script to help guide them with a telephone sales call Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Establish credibility, rapport and a reason to communicate with the customer  Secure a sale or, more likely, schedule a face-to-face appointment  The face-to-face appointment provides a valuable opportunity for the sales professional to build rapport and establish a relationship with the customer Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Develop and confirm a customer’s needs  Sales people often conduct a “needs analysis” to determine where company products and services may be able to assist a prospective customer in meeting their organization’s goals and objectives Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Copyright © 2014 by Sports Career Consulting, LLC Presentation and Proposal  Increase customer awareness and interest in company products and services  This information is often shared and presented in the form of a proposal Sales

LESSON 7.2 Intro to Promotion & Sales Sales Action Proposal: A written recommendation of products or services his or her organization may offer to meet those customer needs uncovered in the needs analysis Each proposal is customized to meet specific customer needs Copyright © 2014 by Sports Career Consulting, LLC Presentation and Proposal

LESSON 7.2 Intro to Promotion & Sales Ask prospective customers to act on an interest in company products or services This is the step where the sales professional asks for acceptance of the proposal or for a purchase decision Sales Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Sales Action Copyright © 2014 by Sports Career Consulting, LLC Handle objections Objections: A prospective customer’s concerns or hesitations in making a purchase decision Occur when there is lingering doubt or unanswered questions in the mind of the prospect

LESSON 7.2 Intro to Promotion & Sales  The prospective customer may be favorably inclined to make a purchase but needs clarification, more concessions, or approval by another party  It is the responsibility of the sales professional to uncover and overcome each objection to the customer’s satisfaction Sales Copyright © 2014 by Sports Career Consulting, LLC Handle objections

LESSON 7.2 Intro to Promotion & Sales  “I'm not a sports fan”  “I don’t have time to attend games”  “We don’t have a budget for a sponsorship…”  “I need to discuss this with my boss…”  “I can get the same results for less money by doing something else…” Sales Copyright © 2014 by Sports Career Consulting, LLC Possible objections

LESSON 7.2 Intro to Promotion & Sales “Tickets are too expensive…” Sales Copyright © 2014 by Sports Career Consulting, LLC Possible objections 19.1% of respondents to one of ESPN’s “State of Sports” surveys indicated that ticket prices were the “biggest rip-off” in sports

LESSON 7.2 Intro to Promotion & Sales Sales Action Close: The stage of the sales cycle where the prospective customer and the sale professional come to an agreement on pricing and services, in which the customer typically commits to a purchase of some kind The close is when the prospective customer becomes an official client Sales professionals often make the mistake of thinking this is the last step of the sales process Copyright © 2014 by Sports Career Consulting, LLC The Close

LESSON 7.2 Intro to Promotion & Sales  The follow up stage is critical to ensure a satisfied and happy customer  The organization is responsible for ensuring all services agreed upon throughout the sales process are fulfilled  Much new business for any organization comes from existing business Sales Copyright © 2014 by Sports Career Consulting, LLC The Follow Up

LESSON 7.2 Intro to Promotion & Sales  Fulfillment is the process of following through and delivering on all promised services to the customer  Meeting and exceeding customer expectations is integral to retaining their business in the future  Renewal is the agreement between the organization and customer to continue the business relationship for a pre-determined, often times contractual, period of time  Renewals also occur between ticket holders and an organization Sales Copyright © 2014 by Sports Career Consulting, LLC Fulfillment and service

LESSON 7.2 Intro to Promotion & Sales Sales Copyright © 2014 by Sports Career Consulting, LLC Fulfillment and service In 2014, Travelers announced an extension of the company's title sponsorship of Connecticut's only professional golf event, the Travelers Championship, through In a Wall Street Journal story, Jay Fishman, Chairman and Chief Executive Officer of Travelers said, "The tournament has grown tremendously in the last seven years and has exceeded our expectations. With this agreement, we will continue to build on this world-class event for the fans, the players, our employees and our community."

LESSON 7.2 History of SEM Sales Evaluation is an organization’s measuring of the results of a promotional investment (season tickets, luxury suites, sponsorships, endorsement agreements) help an organization determine its effectiveness Copyright © 2014 by Sports Career Consulting, LLC

LESSON 7.2 Intro to Promotion & Sales Action Evaluations are typically objective (sales fluctuations) but can also be subjective (increased media attention or public awareness) It is important for the sales professional to be involved in this step of the process to gain a better understanding of whether or not they are meeting client needs Copyright © 2014 by Sports Career Consulting, LLC Evaluation

LESSON 7.2 Intro to Promotion & Sales Action Copyright © 2014 by Sports Career Consulting, LLC Disneyland might set a daily guest target of 50,000 visitors during the winter months in 2014 based on sales results during that period in previous years, then establish similar goals for weekly merchandise sales and monthly concessions sales Evaluation

LESSON 7.2 Intro to Promotion & Sales Action In January of 2014, Universal Orlando Resort and Warner Bros. will host the inaugural “Celebration of Harry Potter” in an effort to attract more guests to its Wizarding World of Harry Potter attraction, particularly at a time (winter) when attendance levels traditionally dip. Copyright © 2014 by Sports Career Consulting, LLC Evaluation

Action Blank Slide Available for Teacher Edits LESSON 7.2 Intro to Promotion & Sales Copyright © 2014 by Sports Career Consulting, LLC

Introduction to Promotion & Sales LESSON 7.2 REVIEW (ANSWERS) 1) Name five steps in the sales process Steps in the sales process include: Understand the product or service, Identify prospective customers and develop leads, qualify and gather information about a prospective customer, contact prospective customers (the sales call), establish credibility, rapport and a reason to communicate with the customer, develop and confirm a customer’s needs Copyright © 2014 by Sports Career Consulting, LLC

Introduction to Promotion & Sales LESSON 7.2 REVIEW (ANSWERS) 1) Name five steps in the sales process Presentation and proposal, ask prospective customers to act on an interest in company products or services, ask for acceptance of the proposal or for a purchase decision, handle objections, close, follow up, fulfillment and service and evaluation Copyright © 2014 by Sports Career Consulting, LLC