1. SELLING & SALES UNIT

2. Selling
Selling is the exchange of goods and services from producers to consumers for a price.
Businesses and sponsors might purchase incentives, media time, naming rights, pre-/post-game entertainment, signage, tickets (group or season), and products designed for the corporation's target market.

3. Selling Continued . . .
Sales of sponsored products should increase as a result of advertisement at an event.
Sponsors pay a rights fee for media time to a sports or entertainment organization for the opportunity to provide broadcasts.

4. Data-based marketing
Data-based marketing involves the collection or information about past, current, and potential consumers.
In marketing, a database is needed to generate leads or sources of new customers.

5. Data-based marketing continued . .
One common way to generate leads is through telemarketing. Telemarketing is communicating with customers via the telephone.
Ex: Wallet discount cards

6. Personal Selling
Personal selling is a two-way communication between a representative of the company and the customer.
Ex: A sales associate at the Detroit Pistons team store, The Palace Locker Room, selling an authentic team jersey to a fan.

7. Business to Business Selling
B2B selling takes place in a manufacturer’s or wholesaler’s showroom (inside sales) or a customer’s place of business (outside sales).
Ex: General Motors buying the raw materials from different suppliers, buying parts from suppliers.

8. Direct Mail Direct mail is personal and received in the mailbox.
Used to initiate the sales process.
Ex: Colleges mailing informational packets to potential students.

9. Internet Selling
Internet Selling (www) is executed using the Internet.
Ex: A Monsters, Inc. fan purchasing the DVD, or a customer purchasing stuffed toys from

10. Selling and Full-Menu Marketing
Selling helps customers make informed buying decisions, which results in customer satisfaction and repeat business.
Full-menu marketing is having products or services that meet virtually any customer's needs and/or wants.

11. Feature-Benefit Selling
Involves matching the characteristics of a products to a customer’s needs and wants. EX: A company leases a suite at the Emmy Awards to host their preferred clientele.
Product features are the basic, physical, and extended characteristics of an item. Ex: Purchasing front row seats at the Emmy Awards

12. Feature-Benefit Selling
Customer benefits are the advantages or personal satisfaction a customer will get from a good or service. Ex: The benefit of being on the front row at the Emmy Awards results in better viewing of the awards and presentations.
Air pocket in shoes. Gives comfort to wearer.

13. Customer Buying Motives
Buying motives are the motives for purchasing a product.
Rational motives
Emotional motives
Patronage motives

14. Rational Motives
Based on conscious, logical thinking and decision making.
Product dependability, time or monetary savings, quality, and price are rational motives for buying or purchasing a products or service.
Ex: A mother purchases lawn sets for a Britney Spears concert instead of the more expensive stadium seats.

15. Emotional Motives Based on feelings
Social approval, recognition, power, love, and prestige are emotional motives for buying or purchasing a product
Ex: A parent camping out overnight to get front row seats to the JayZ concert for her daughter’s 13th birthday.

16. Patronage Motives- Based on loyalty
Low prices, high quality, friendly staff, great customer service, merchandise assortment, and/or convenience of location are patronage motives for buying or purchasing a product.
Ex: Alyssa only purchases her son’s cross country shoes at the Run for Your Life athletic shoe store because of their excellent customer services and close proximity to her home.

17. Please name three companies for each
Patronage
Emotional
Rational

18. Decision Making Process
Customers go through a decision-making process in order to determine what products they will buy.

19. Extensive Decision-Making
Occurs when there is a high level or perceived risk, a product or service is very expensive or has a high value to the customer.
A customer will conduct research and evaluate product alternatives before making a decision
Ex: The Detroit Lions equipment manager decides whether equipment should be purchased from All-star Athletics or Winners Incorporated.

20. Limited Decision Making
Occurs when a customer buys products that he or she has purchased before but not regularly.
Ex: The Michigan Little League Team decides whether to advertise in the local paper this season or continue with the same billboard as they had last year.

21. Routine Decision Making
Occurs when little info. is needed about the product being purchased
Ex: Mountainview High School baseball coach always purchases the teams chewing gum from the local wholesale store.

22. Activities that take Place During the Preapproach
Product information
Reviewing current trade periodicals
Sources and methods of prospecting

23. Product Information
Knowing how to use and care for a product is essential when educating consumers and demonstrating a product.
EX: Demonstrating to a customer the proper way to oil a baseball glove.
Four sources of product information are direct experience, written publications, other people, and formal training.
Ex: Debbi is a sales associate for Foot Locker. She attends an Adidas clinic on the proper way to fit children for shoes.

24. Reviewing Current Trade Periodicals
It is crucial to stay abreast of current trends and industry information.
The sales manager for the Detroit Tigers subscribes to Street & Smith’s Sports Business Journal

25. Sources and Methods of Prospecting
A prospect is a potential customer.
Ex. Employer leads, telephone directories, trade and professional directories, commercial lists, customer referrals and cold canvassing.
Ex. The Detroit Shock purchases the mailing list of the top 50 Fortune 500 companies

26. Recognize the steps of the selling process.

27. 1. Approach The first encounter with a customer
The initial approach is critical. It should be positive, create a favorable impression, and create interest in the product.

28. Service Approach Considered the least effective approach method.
Should only be used when customer is obviously in a hurry or when selling a service.
“May I help you?”

29. Greeting Approach
Used to acknowledge customer’s presence and establish rapport
May include introduction of oneself
Can be combined with service or merchandise approach
Ex. “Good morning! Is it still raining outside?”

30. Merchandise Approach
Includes comments or questions about the merchandise the customer is looking at or handling
Considered the most effective approach
Ex. “The Detroit Red Wings jersey will not shrink when washed.”

31. Sales Approaches in SEM include:
Telemarketing
Direct mail
Personal selling

32. 2. Determine the Needs of Customers
Observe
Listen
Question

33. Observe
The nonverbal communication of the customers and how they express themselves through body language

34. Listen to Customers Maintain good eye-contact
Provide verbal and non-verbal feedback
Give customers undivided attention
Listen with empathy and an open mind
Do not interrupt

35. Question Customers
Well-chosen questions can help uncover needs and buying motives while putting customers at ease
Begin with general questions and then progress into specific questions
Ask open-ended questions and then explain the benefits
Ex. “How often do you bring your family to AMC theater each year?”

36. 3. Product Presentations & Demonstration
Actively involve the customer
Show the product to the customer and tell him about its benefits (Called show and tell)
Never show more than three items at a time
When in doubt, show medium-priced items first

37. Make the Presentation Come Alive
Involve the customer by putting the product in the customers’ hand
Demonstrate how the product works
Ex. When a customer is purchasing season tickets, offer to show them where they will be sitting

38. 4. Overcome Objections
An objection is a reason, concern, or hesitation a customer has for not making a purchase
Ex. “I really want both the sweatshirt and short sleeve shirt, but I can’t afford both.”

39. Common Objections May be spoken or unspoken
May be logical or psychological
May relate to the need, product, price, salesperson, source, store, or time
May occur at any point in the sale
Should be welcomed

40. To Handle Objections:
Listen
Acknowledge
Restate
Answer the objection

41. Methods for Handling Objections
Boomerang
Question
Superior Point
Denial
Demonstration
Third Party

42. Boomerang The objection comes back to the customer as a selling point
Ex. If a customer states, “I can’t believe this concert ticket is so expensive.” The salesperson’s response might be,”I understand, but the view from those seats will be excellent.”

43. Question
The customer is questioned in an attempt to learn more about the objections raised
Ex. “Why don’t you want to buy running shoes, especially if you are starting to get more involved in 5k events?”

44. Superior Point
The salesperson acknowledges the objection as valid, but offsets them with other features and benefits
Ex. If a customer states, “I went to a Plymouth Whalers game last week and the tickets were $10 cheaper than the Red Wings tickets.” The salesperson’s response might be, “Yes, that would be correct, but last year the Detroit Red Wings were in the Stanley Cup Finals and the Whalers are not part of the National Hockey League.”

45. Denial
Provide proof and accurate information when answering objections
Best used when the customer has wrong information or when the objection is in the form of a question
Ex. If a customer states, “I really don’t want to pay a $150 joining fee in advance.” The salesperson’s response might be, “You don’t have to pay in advance, we can spread the joining fee over a six month period if you like.”

46. Demonstration Answering objection by showing one or more features
“Seeing is believing”

47. Third Party
Uses a previous customer or another neutral person who can give a testimonial about the product
Can be verbal or non-verbal (letter)
Ex. “The Detroit Red Wings have always purchased their team equipment from us. As a matter of fact, let me show you a letter we just received from their equipment manager.”

48. 5. Closing the Sale
Obtaining a positive agreement from the customer to buy
Ex. “Would you like this gift wrapped?”

49. Customer Readiness in Closing
Buying signals
Facial expressions, body language, comments
Physical actions – nodding, reaching for wallet
Comments – “I really like it; it fits well.”
Questions – “Do you have another one for my son?”
Trial close
Used to get an indication of what needs to be done to close the sale
Ex. “Would you like to wear the shoes home?”

50. General Rules for Closing the Sale
If the customer is ready to make a buying decision, stop talking about the product
When a customer is having difficulty making a buying decision, stop showing additional merchandise
Summarize the major features and benefits of a product
Do not rush a customer into making a buying decision

51. General Rules for Closing the Sale continued . . .
Use words that indicate ownership like you and your
Use major objections that have been resolved to close the sale
Use effective product presentations to close the sale
Look for minor agreements from the customer on selling points that lead up to the close

52. Specialized Closing Methods
Which close
Standing-room-only close
Direct close
Service close

53. Which Close
Remove unwanted items to bring the selection down to two
Review the benefits of each
Ask the customer, “Which one do you prefer?”
Which one?

54. Standing-Room-Only Close
Used when a product is in short supply or when the price will be increasing in the near future
Ex. “If you purchase the signage at the RBC Center today, you will save your club over $2,000. Next month, there will be a 10% price increase.”

55. Direct Close Salesperson asks for the sale
Ex. “May I initiate the paperwork for your sponsorship of our charity event?”

56. Service Close Explains services that overcome obstacles or problems
Ex. “Now, let’s talk about when you would like the system installed.”

57. 6. Suggestion Selling Beneficial to the customer and the salesperson
Customer receives the benefit of goods or services that will compliment the initial purchase
Ex. “How about an ice-cold Diet Vanilla Coke to go with that hotdog?”

58. Suggestion Selling continued . . .
Enhances the original purchase
Not intended to force unnecessary items onto the customer
Takes place after the customer commits to make the original purchase, but before the sale is entered into the register

59. Suggestion Selling continued . . .
Three methods used:
Offering related merchandise
Recommending larger quantities
Calling attention to special sales opportunities
One for $3.50
Three for $10.00

60. 7. Relationship Marketing
Involves strategies businesses use to stay close to their customers
Crucial to keeping customers as repeat customers
Ex. Mailing or ing a bi-monthly newsletter to any customer of the stadium store

61. Benefit Selling
Informing customers of new benefits about a sports or entertainment product
Ex. Rather than purchase a gym membership that will expire in six months, a customer purchases a booklet of “admission tickets” that do not expire until they are redeemed.”

62. After-Sale Activities
Used to develop and nurture customer relationships and loyalty in developing an on-going dialog with customers in preparation for future sales
Ex. Taking payment or taking the order, departure activities such as reassuring the customer, following-up on commitments made, and evaluating selling skills