1. 7.2
The Sales Process

2. Steps in the Sales Process
7.2
Intro to Promotion & Sales
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

3. Steps in the Sales Process
7.2
Intro to Promotion & Sales
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

4. Steps in the Sales Process
7.2
Intro to Promotion & Sales
Sales
Steps in the Sales Process
Follow up
Fulfillment and service
Evaluation

5. Understand the product or service
7.2
Intro to Promotion & Sales
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?

6. Identify prospective customers/develop leads
7.2
Intro to Promotion & Sales
Sales
Identify prospective customers/develop leads
Action
The process of generating leads is the step in the sales process that is often referred to as “prospecting”
Leads:
The names of individuals and companies who could become future customers

7. Qualify and gather information about a prospective customer
7.2
Intro to Promotion & Sales
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?

8. Contact prospective customers (the sales call)
7.2
Intro to Promotion & Sales
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

9. 7.2
Intro to Promotion & Sales
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

10. Develop and confirm a customer’s needs
7.2
Intro to Promotion & Sales
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

11. Presentation and Proposal
7.2
Intro to Promotion & Sales
Sales
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

12. Presentation and Proposal
7.2
Intro to Promotion & Sales
Sales
Presentation and Proposal
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

13. 7.2
Intro to Promotion & Sales
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

14. Sales Handle objections Intro to Promotion & Sales Objections:
7.2
Intro to Promotion & Sales
Sales
Handle objections
Action
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

15. Sales Handle objections Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Sales
Handle objections
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

16. Sales Possible objections Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Sales
Possible objections
“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…”

17. “Tickets are too expensive…”
7.2
Intro to Promotion & Sales
Sales
Possible objections
“Tickets are too expensive…”
19.1% of respondents to one of ESPN’s “State of Sports” surveys indicated that ticket prices were the “biggest rip-off” in sports

18. Sales The Close Intro to Promotion & Sales Close:
7.2
Intro to Promotion & Sales
Sales
The Close
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

19. Sales The Follow Up Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Sales
The Follow Up
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

20. Fulfillment and service
7.2
Intro to Promotion & Sales
Sales
Fulfillment and service
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

21. 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

22. Evaluation Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Evaluation
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

23. Evaluation Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Evaluation
Action
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

24. Evaluation Intro to Promotion & Sales
7.2
Intro to Promotion & Sales
Evaluation
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.