1. Sports and Entertainment Marketing
The Sales Process
Sports and entertainment marketing is BIG business.
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Copyright and Terms of Service
Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions:
Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;
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Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.
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Pre-approach
Salesperson learns everything possible about the products and services offered, the target market, and the competition.
The sales process begins with the pre-approach. Salespeople must know about the products and services offered, the target market, and the competition. Salespeople without this knowledge are not believable.
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The Approach
First contact with the customer
Gain the customer’s interest and attention
The initial contact with the customer is crucial. The sales associate must capture the interest of the customer.
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Demonstration
Salesperson enthusiastically presents the product
Salesperson addresses the needs and concerns of the customer
Demonstrating a product gives the prospective customer a good idea of what to expect. The demonstration should encourage the customer to buy.
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Answering Questions
Customer may voice objections to the product or service
Field customer’s questions and concerns
Oftentimes customers will say “they are just looking” when a sales associate asks if they need help. Many customers initially will brush off the sales associate. Good sales associates are able to ask the right questions and stimulate a conversation with the customer.
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Closing the Sale
Customers make the decision to buy
Suggestion selling
Closing the sale means stop talking and finalizing the last details. Suggestion selling makes customers aware of add-on products that enhance the product they are purchasing.
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Follow-up
Establishing long-term relationships with customers
Follow-up communication from the salesperson to the customer
Successful sales associates follow up with customers to determine their level of satisfaction. The sales associate develops a relationship with the customer that generates repeat business.
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Personal Selling
Address any concerns that may be causing hesitation on the part of the consumer.
Offer information, demonstrate the product, make comparisons with similar products.
Personal selling is one-on-one selling. The sales associate must be sincere and knowledgeable. Successful sales associates compare their product to the competition.
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Personal Selling
Tell stories about personal experiences with the product, answer any questions.
Personal stories (testimonies) about using a product may enhance the sales process.
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11. 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 and help with the decision-making process
Personal selling is effective for expensive purchases. These purchases require extended decision-making time. Customers who spend a lot of money expect personal attention.
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12. Management Skills and Knowledge for Salespeople
Know the product
Know the customer
cold calling
leads
Sales associates must know the product they are selling and understand the different personalities of customers. Cold calling is difficult due to the amount of rejection. Leads are solid prospects who may purchase the merchandise or service.
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13. Understand Customer Decisions
Recognize a need for a product or service
Search for information about the alternative products and services available
Evaluate all of the options to see which one best fits their needs
Reach a decision and buy the product or service
Evaluate their purchase decision
Consumers go through a decision-making process before making the actual purchase.
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14. Manage Customer Information
Build a customer base and carefully schedule time spent with customers
Know the competition
Building a customer database helps the sales associate maintain a positive relationship with the customer and generates repeat sales.
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Ticket Sales
Ticket brokers-registered businesses that legally buy and sell tickets to a variety of entertainment events and guarantee ticket authenticity.
Ticket scalpers-sell tickets to major sporting events, often outside the venue on the day of the event, at inflated prices.
Ticket frenzy-getting caught up in the heat of the moment and rationalizing that what may be a once-in-a-lifetime event is worth the big price tag.
Ticket brokers follow a code of ethics and legally sell tickets to concerts and sporting events. Ticket scalpers take advantage of ticket frenzy and charge enormous prices for tickets due to high demand.
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The Ticket Economy
Ticketmaster-controls the sale of tickets for most venues in the country and some international countries (i.e., Brazil, Turkey)
Concert tickets usually go on sale at 9 or 10 a.m. on Saturdays
Greatest volume of online sales happens in the first hour on Saturday mornings
Ticketmaster has a specific strategy for selling concert tickets. The greatest volume of sales occurs during the first hour that tickets go on sale. Ticketmaster is also used in Canada, Mexico, Chile, Brazil, Turkey, Sweden, Finland, Norway, Ireland, UK, Spain, Germany, Denmark, Australia, New Zealand.
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Work the System
Buy over the Internet.
Save time-register your credit card and mailing address on the web site before the on-sale date so you are ready to go.
Log on to the site a few minutes early, preferably with a high-speed Internet connection.
Consumers wanting tickets to major events can take steps to have a better chance of obtaining the tickets that they want.
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Work the System
If the concert sells out, check back with the website for a few days - additional dates may be added to the tour.
Try again on the day before the show or even the afternoon of the show.
Even when an event sells out, there still may be tickets at premium prices available closer to the day of the event.
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Super Bowl Tickets
NFL Ticket Lottery
Winners are allowed to buy two tickets at face value ($600 each).
500 pairs of tickets are available through the lottery.
Super Bowl tickets are a rare commodity. Individuals can enter the lottery in hopes of winning the chance to buy two $600 tickets.
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20. National Association of Ticket Brokers
Code of Standards and Ethics
200% guarantee
When a broker fails to deliver promised tickets, a refund equivalent to 200 % of the purchase price is due.
Even ticket brokers have a code of ethics. When the brokers fail to deliver tickets, they agree to pay the consumer 200% of the price of the tickets.
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Beware of Ticket Scams
Fraudulent ticket sales for the Super Bowl
Avoid wire transfer of money to purchase tickets
When products such as Super Bowl tickets are in high demand, the chances of fraud increase. Ordering online makes buying tickets more convenient but also opens up more opportunities for fraudulent activity.
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22. Group and Corporate Sales
Group Packages
special ticket prices to members of a group when tickets are purchased in large quantities of 15 or more tickets
Special Privileges
contributors to universities have priority for special seating at sport events
season tickets and suites
Group packages provide discounts on the purchase of large quantities of tickets. Individuals who contribute money to an athletic department at a popular university receive special privileges.
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Corporate Perks
Teamwork and bonding of employees
Social outings to sporting events
Travel to exotic places
Luxury boxes at sporting events to entertain business guests
Club seats-premium stadium seats that provide another source of high revenue (roomy, rationed)
Corporations use sporting events to entertain business clients. The use of suites in stadiums is purchased by corporations to entertain guests.
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