1. ESTABLISH RELATIONSHIP with clients/customers/fans 4.10

2. STEPS to EFFECTIVE SELLING KNOW your customer – Keep a customer file and database – RESEARCH company website Have a PLANED AGENDA to discuss – Be prepared with a sales pitch CUSTOMIZE the sales script – Personalize for each customer ASK OPEN-ENDED QUESTIONS – Find out what customer needs/wants CLOSING LINE: Ask for the SALE! Be a GOOD LISTENER

3. EFFECTIVE WAYS TO SELL TICKETS GOAL: Sell-Out your event to make MONEY If you don’t make up the costs of the event-LOSE MONEY “EARLY BIRD PRICING” – Earlier you buy the ticket, the lower the price (Lead Time) ONLINE SALES – Reach a larger number of people PACKAGES – Tickets with food, beverages, souvenirs, and parking included – Travel packages that include tickets, lodging, and transportation LOTTERY: – A drawing in which people are given equal chance to win tickets – Use: DEMAND IS HIGHER THAN THE AVAILABLE SUPPLY

4. ESTABLISHING A GOOD RELATIONSHIP WHY? – Customers/fans have LONG-TERM LOYALTY Supportive even with controversy or a losing season Repeat sales are easier to make Repeat sales generate more profit

5. ESTABLISHING A GOOD RELATIONSHIP HOW? – BUILD EMOTIONAL CONNECTIONS with customers Spectators driven by the emotions and experiences Influenced by tradition, attitude, and team performance – Provide customers/fans with what they want and expect – Treat them fairly – Provide great value and entertainment – Communicate the specific benefits of purchasing tickets It is always about the features and benefits!

6. “You Do” With a partner, you will create two scripts for building a good relationship with a customer on the first contact using the steps from the notes for the following two scenarios: Get a celebrity to endorse your product Selling season tickets for a professional team 1.Write the two scripts to be turned in for a grade – One person is the customer, the other is the salesperson 2.Perform your role play in class