CTE Lesson Plan
Date Submitted: .
Grade Level:
Author/Email: Jerry Caruthers and Iracy Pereira
Pathway:
Business & Marketing
Cluster:
Marketing, Sales & Service
Course:
Sports and Entertainment
(type an X in the bracket for all
that apply)
[]6 []7 []8
[x ]9 [x ] 10 [x ] 11 [ x]
12
Project Name: The Sale Process
Objective(s):
After completing this lesson, the student will list the steps in the sales process, describe different categories
of sales for sporting events, and list the management skills and knowledge necessary for successful
salespeople.

The student will list the steps included in the sales process.
• The student will discuss the management skills and knowledge necessary for successful salespeople.
• The student will explain the difference between ticket brokers and ticket scalpers.
• The student will describe the ticket economy and strategies for getting highly sought tickets.
• The student will explain sales strategies for attracting groups to sports and entertainment venues.
• The student will describe how corporations use sports and entertainment to motivate employees and
impress clients.
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.346 (c)(13)(A)
…demonstrate how selling contributes to economic activity…
130.346 (c)(13)(B)
…describe the process of selecting and merchandising sports and entertainment products…
130.346 (c)(13)(C)
…demonstrate steps in the selling process using sports and entertainment products…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
Primary Unit of Study (from Scope & Sequence): Economics and Finance
Secondary Unit of Study (if applicable): The Sales Process
College & Career Readiness Standards:
Software: Any video editing program.
Materials Required:
1. Printer paper
2. Assignment information ready to distribute to students.
(Steps of a Sale) Direction Sheet
2. Sports and Entertainment Marketing Book and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to You Tube videos
4. Digital cameras etc
Prerequisite Skills: Students should be familiar with filming process and digital editing process to be successful in this
lesson.
Time Required: At least one week.
Essential Questions:
SHOW: Show students tickets to a popular entertainment event, sporting goods related to a team, and pictures
of food items served at an entertainment event.
ASK: Ask students how much effort the salesperson used to sell the different products. What are the
incentives for buying tickets and sporting goods related to a team?
SAY: Explain how selling for big ticket items involves more effort from the seller. The sales process may begin
with the pre-approach and cold calling.
ASK: Ask students how much they are willing to spend on tickets to their favorite concert and/or sporting
event.
SAY: Explain how prices are determined by the forces of supply and demand.
ASK: Ask students to describe special incentives to encourage customers to return to future entertainment and
sporting events.
SAY: Explain how loyal ticket holders are given priority seating at sporting events.
ASK: Ask students if they know the advantage of purchasing more than one ticket to an event.
SAY: Explain how group packages offer special ticket prices to members of a group when tickets are purchased in large
quantities such as 15 or more.
Key Vocabulary: 

pre-approach-Learning everything possible about the products and services being offered for sale 
• suggestion selling-when salespeople ask customers if they want to purchase related products
• cold calling-contacting potential customers at random without researching customers’ needs first
• leads-prospective customers who have shown interest in the product or service and/or meet the definition
of the target market
• customer management-building a customer base and carefully scheduling time spent with customers
• 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
• group packages-offer special ticket prices to members of a group when tickets are purchased in large
quantities, such as 15 or more
• luxury boxes/luxury suites-fancy rooms inside stadiums and arenas that allow corporate executives and
some wealthy private individuals to entertain clients and friends while watching the events
• club seats-premium stadium seats that provide another source of high revenue for the owners.
Procedure/Instruction:
I. The Sales Process
A. The Pre-approach
1. salesperson learns everything possible about the products and services offered, the target market, and the
competition
2. salespeople must be knowledgeable about what they are selling
B. The Approach
1. first contact with the customer
2. gain the customer’s interest and attention
C. Demonstration
1. salesperson enthusiastically presents the product
2. salesperson addresses the needs and concerns of the customer
D. Answering Questions
1. customer may voice objections to the product or service
2. field customer’s questions and concerns
E. Closing the Sale
1. customers make the decision to buy
2. suggestion selling
F. Follow-up
1. establishing long-term relationships with customers
2. follow-up communication from the salesperson to the customer
II. Personal Selling
A. Seller has the opportunity to address any concerns that may be causing hesitation on the part of the
consumer
B. Offer information, demonstrate the product, make comparisons with similar products
C. Tell stories about personal experiences with the product, answer any questions
D. Personal selling-effective for expensive, complex products; markets with a few large customers; unfamiliar,
unique products; customers in a limited area; complicated, long decision-making processes; and customers
who expect personal attention and help with the decision-making process
III. Management Skills and Knowledge for Salespeople
A. Know the product.
B. Know the customer.
1. cold calling-contacting potential customers at random without researching customers’ needs first
2. leads-prospective customers who have shown interest in the product or service and/or met the definition of
the target market
C. Understand Customer Decisions
1. recognize a need for a product or service
2. search for information about the alternative products and services available
3. evaluate all of their options to see which one best fits their needs
4. reach a decision and buy the product or service
5. evaluate their purchase decision
D. Manage Customer Information-building a customer base and carefully scheduling time spent with
customers
E. Know the Competition.
Closure:
Question: What are the steps of the sales process?
Question: When can personal selling be used effectively?
Question: What is cold calling?
Question: What is a lead?
Question: What is ticket scalping?
Question: Why do corporations purchase rights to use suites at major stadiums?
Question: How do corporations outside of the sports and entertainment industries use sports and
entertainment events for business purposes?
Question: How will group packages fill entertainment venues?
Question: How has the Internet changed the way that tickets are sold for sports and entertainment events?
Evaluation/Assessment:
Instructor should observe the work ethic of individuals involved in class discussions and the independent
practice activity.
Students will be evaluated on their “Steps of a Sale Project” by using the assigned rubric.
Group Video
Six Steps of a Sale
Directions: Your group will create a 5 minute video that covers all of the important information concerning the six steps
of a sale. We will watch it as a class. Then, the group will stand in front of their peers for the question and answer
portion.
Expectations:
1) Information—your video will correctly cover all of the important information and details about the following
topics. Definitions, examples and applications of the information are expected.
a. Pre-approach
b. Approach
c. Demonstration
d. Answering Questions
e. Closing the Sale
f. Follow Up
2) Time Limit—Your group has 5 minutes total for your video (ideally, 45 seconds per topic); how you divide that 5
minutes is up to your group. However, you will be penalized 1 point for every 5 seconds you surpass the 5
minute time limit, and the time rounds up (For example: if your video is 7minutes 11 seconds, you lose 3 points).
3) Organization—You may organize the content in any order your team sees fit, but the flow of information should
make sense.
4) Format—Your group’s video should be presented in a creative format. There are infinite possibilities on what
format your video could take, such as a mini-movie, a game show, etc.
5) Style and Presentation—You will need to edit your video using a video editing program, such as Windows Movie
Maker. With this you can add all sorts of special effects and sounds. Props and costumes are highly encouraged
but I am not expecting you to spend money to produce this video.
6) Question and Answer session—After your video is complete, the teacher and the class will have the opportunity
to ask questions about missing information, examples, information presented in the video, etc. Individuals in
the group will be singled out for most of the questions. Every group member is expected to be able to answer
all questions, so be sure to teach each other!
Hints: Be sure to incorporate any previous feedback (including general comments to the class) from the teacher into
this presentation. Be sure everyone is comfortable with the information so that they can correctly and confidently
answer any questions. Be very careful of including extraneous information that you cannot explain.
Differentiation Strategies: Students will be working in groups of at least 3.
Additional Resources:
Sports Business Journal
Sports Illustrated
Advertising Age (online magazine)
Ticketmaster.com
Additional Files:
Steps of A Sale Project Video and Collateral Materials
Grading Rubric:
10=Outstanding 7/8=An above average effort 5=Average effort 2/3=Poor 0=No attempt
Expectation
10 9 8 7 6 5 4 3 2 1
Information--Covered completely & correctly
Organization--Video transitions smoothly between topics
Format--The video utilizes a clever/creative format
Style/Presentation--Effort in production is evident
via video editing, props, costumes, dialogue, acting, etc.
Question/Answer--All questions correctly answered. All
group members able to answer directed questions.
Time/Length:
Overage
divided by 5=
Deduction:
0