1. Selling Sports and Entertainment12
Selling Sports and Entertainment
12.1 The Sales Process
12.2 Ticket Sales
12.3 Group and Corporate Sales

2. Winning Strategies
Country Stampede─Financial Boost for Manhattan, Kansas
A small community can host a huge entertainment event with the right help.
corporate or organizational sponsorship
related events held in conjunction with the concert
tiered ticket prices
affordable campsites
web sit promotion
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3. Lesson 12.1 The Sales Process
Goals
List the steps involved in the sales process.
Discuss the management skills and knowledge necessary for successful salespeople.
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4. Terms preapproach suggestion selling cold calling leads
customer management
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5. SELLING SPORTS AND ENTERTAINMENT
the direct, personal communication with prospective customers in order to assess and satisfy their needs with appropriate products and services
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6. personal selling
the sales person becomes the link between the customer and the business
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7. The Sales Process The six steps of effective selling are:
The Preapproach
Sales people learn about the:
products and services offered
target market
competition
The Approach
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8. Demonstration Answering questions Closing the sale Follow-up
suggestion selling
asking customers if they want to purchase related products
Follow-up
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9. When Is Personal Selling Appropriate?
Personal selling is effective for:
expensive, complex products
markets with a few large customers
unfamiliar, unique products
customers in a limited area
complicated, long decision-making processes
customers who expect personal attention
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10. Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium.
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11. MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS
Salespeople need to
manage their time effectively
be stable
be motivated
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12. Know the Product
Salespeople need a thorough knowledge of the product or service they sell.
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13. Know the Customer cold calling leads
contacting potential customers randomly without researching their needs first
leads
customer contact information obtained from market research
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14. Understand Customer Decisions
A five-step decision-making process for purchases
recognition of a need for a product or service
search for information about alternative products or services
evaluate all options
a decision is reached and a purchase occurs
evaluate the decision to determine if needs were met
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15. Manage Customer Information
customer management
building a customer base
carefully scheduling time spent with customers
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16. Know the Competition Salespeople must be able to
explain how their products are unique from the competition’s
product superiority
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17. List three things successful salespeople must understand.
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18. Lesson 12.2 Ticket Sales
Goals
Explain the difference between ticket brokers and ticket scalpers.
Describe the ticket economy and strategies for getting highly sought tickets.
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19. Terms
ticket brokers
ticket scalpers
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20. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT
Ticket Brokers
ticket brokers
registered businesses that legally buy and sell tickets to a variety of events and guarantee ticket authenticity
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21. Consumers should research on-line brokers to verify legitimacy before providing credit card information.
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22. Ticket Scalpers ticket scalpers
sell tickets to major sporting events, often outside the venue on the day of the event, at inflated prices
illegal in some states
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23. Ticket Frenzy
Some events make fans think that a “once-in-a-lifetime” event is worth a large ticket price.
When season ticket holders for the Green Bay Packers pass away, they can bequeath the tickets to someone in their will.
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24. Explain why scalping is illegal in some states.
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25. THE TICKET ECONOMY
Ticketmaster controls ticket sales for most venues in the country.
Average consumers compete with scalpers and corporate sponsors for tickets.
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26. Work the System Buy over the Internet.
Pre-register your credit card and mailing address on the web site before the on-sale date.
Log on to the site a few minutes early.
If the concert sells out, check back with the website for a few days to see if additional dates were added.
Try again the day of the show.
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27. Landing Super Bowl Tickets
70,000 tickets are distributed for the Super Bowl
500 tickets available by lottery
overpriced hotel packages offer tickets
ticket brokers sell tickets
If a legitimate broker fails to deliver the tickets, they must provide a refund that is 200% of the ticket price.
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28. Beware of Scams
The FBI receives reports of fraudulent ticket sales for the Super Bowl.
Consumers should never send cash payments or use wire transfer services for tickets.
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29. Movie Theaters Aim for 3D Sports
By 2007, movie theater operators plan to screen live sports events in 3D.
to boost weekday theater ticket sales
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30. How has the Internet changed the way that tickets are sold for sports and entertainment events?
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31. Lesson 12.3 Group and Corporate Sales
Goals
Explain sales strategies for attracting groups to sports and entertainment venues.
Describe how corporations use sports and entertainment to motivate employees and impress clients.
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32. Terms
group packages
luxury boxes
club seats
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33. FILLING THE STANDS Appealing to Groups group packages
special ticket prices for group purchases of 15 or more tickets
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34. Special Privileges
University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks.
special seating at sporting events
season tickets
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35. Explain how group packages can help fill entertainment venues.
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36. CORPORATE PERKS
Corporations might use sporting event tickets in a variety of ways.
to promote bonding of employees
as a performance reward
to entertain clients
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37. Special Seating luxury boxes fancy rooms inside stadiums
high in the stands
near the press-box level
close-circuit televisions
good source of additional revenue for stadium
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38. club seats premium stadium seats high revenue source cushy and roomy
provide a good view
often comes with added benefits
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39. How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes?
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40. PERFORMANCE INDICATORS EVALUATED
Demonstrate critical-thinking and problem-solving skills.
Describe a promotional strategy to keep the hotel at capacity on football weekends.
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41. Differentiate The University Hotel and its services.
Analyze the wants and needs of football fans, and demonstrate how your plan will satisfy them.
Differentiate The University Hotel and its services.
Demonstrate teamwork to complete a group project.
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42. THINK CRITICALLY What is the new challenge faced by the hotel?
List two promotions the hotel could offer to football fans.
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43. List two publications in which to advertise the hotel’s promotions.
What factors must be considered when determining what prices to charge per night?
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