1. SEM A - Selling
PE - Perform pre-sales activities to facilitate sales presentation
PI - Identify sales methodologies used in SEM
PI - Prepare a sales presentation

2. Sales situations/opportunities in SEM
Season ticket holders – current
Season ticket prospects - new
Group sales/single ticket sales
Premium tickets/luxury boxes or suites
Sponsorships - promotion
Updates to customers – relationship marketing
News reports to media – public relations
Message from the president/owner - motivate

3. Types of selling Personal selling Direct mail Internet/social media
Face to face
Telemarketing
Direct mail
Internet/social media

4. Personal Selling in SEM
Direct communication to inform and persuade customers to make purchase decisions
Determines client needs and respond through planned, personalized 2-way communication
Selling season tickets to new customers
Face to face – works best for new customers and builds trust – single ticket sales at counter
Telemarketing – if you can reach your target market
Product demonstration – see the seats at the venue, single tickets sold at venue window
Advantages – Can close the sale, immediate feedback, respond to customer motives
Disadvantages – Expensive, may not answer, time consuming in a highly competitive business

5. Direct mail in SEM Solicit customers through the mail
Excellent mode to reach current season ticket holders – packet can contain all the important product information
Schedules, seat locations, incentives, etc.
Advantages - Inexpensive, can hit your target market and has all details and has customer profile on file
Disadvantages – Could be perceived as junk mail, may be put aside and not acted on

6. Internet/social media
Can be effective for new or existing accounts through direct or indirect (ticket master) sales
All customers are exposed to features and benefits
Advantages – Can include a lot of information, very inexpensive, can send multiple messages, can very effectively hit target market and has customer profiles on file
Disadvantages – May be perceived as spam, may be blocked by software virus protection

7. Factors required before sales presentation – pre-call planning
Pre-call – know the following
Their/your business, your products/options and your geographically territory
visit the customer first & ask customer-benefit questions (probing) - (example: would you like to save money on season tickets for your favorite team?)
Sales call – understand/implement the following
Purpose
Customer Profile
Content
Write a script
Asking for an appointment – after all above completed

8. Sales call purpose Communicate information
Make a proposition/Sell a product or idea
To inspire and motivateGenerate enthusiasm Gain interest

9. Sales call – Customer Profiles
Customer profiles are accumulated during the pre-call stage or in the normal course of business
Existing customer’s profiles are on file
Understand/know the customer
Needs, desires, organizational structure, buying habits/authority, key decision makers & financial data – previous buying history
Characteristics – market segmentation data, name, contact info
What does the customer know already –
Customer profiles provide info to uncover needs of customers so sales presentations can be customized to individuals

10. Sales call - Content
Create sale packets that contain all specific material
Schedules, ticket application, team brochure, specials, features & benefits (customer-benefit approach)
Produce all materials with the same professional graphic design, layout & branding so customers know its from the same organization
Motivate customers by showing photos of cheering fans or exciting action
Produce custom packets for different customers
Example: season ticket holders are welcomed back while new customers may be teased by draft choices, new excitement, etc.
Summarize the objectives of your presentation
List and prioritize points the customer needs to know

11. Sales call –Write a script
Use to:
Jog memory during presentation
Help to remember key points that they want to cover
Plan presentation length
Practice before presentation
Make sure language is
Positive – encouraging and not intense
Precise - short, to the point and not complex
Pertinent - meaningful to the customer not childish
Help the customer understand what you are saying in a brief, simple way

12. SEM Activity
Prepare a sales presentation for a sports event or good…you choose!
Make sure to follow the below procedures and create a PPT
Identify the Purpose
Identify your Customer Profile
List your Content
Write the Sales Script