SEM1 4.09
A - Selling
• PE - Perform pre-sales activities to
facilitate sales presentation
• PI - Identify sales methodologies used
in SEM
• PI - Prepare a sales presentation
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
Types of selling
• Personal selling
–Face to face
–Telemarketing
• Direct mail
• Internet/social media
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
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
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
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
Sales call purpose
• Communicate information
• Make a proposition/Sell a product or idea
• To inspire and motivateGenerate enthusiasm
Gain interest
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
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
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
SEM1 4.09 Activity
• Prepare a sales presentation for a sports event or
good…you choose!
• Make sure to follow the below procedures and
create a PPT
1.
2.
3.
4.
Identify the Purpose
Identify your Customer Profile
List your Content
Write the Sales Script