Sports and Entertainment Marketing
The Sales Process
Copyright © Texas Education Agency, 2011. All rights reserved.
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Copyright
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:
1) 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;
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual
personal use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any
way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a
reasonable charge to cover only the cost of reproduction and distribution may be charged.
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.
Copyright © Texas Education Agency, 2011. All rights reserved.
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Pre-approach
Salesperson learns everything possible
about the products and services offered,
the target market, and the competition.
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The Approach
First contact with the customer
Gain the customer’s interest and attention
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Demonstration
Salesperson enthusiastically presents the
product
Salesperson addresses the needs and
concerns of the customer
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Answering Questions
Customer may voice objections to the
product or service
Field customer’s questions and concerns
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Closing the Sale
Customers make the decision to buy
Suggestion selling
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Follow-up
Establishing long-term relationships with
customers
Follow-up communication from the
salesperson to the customer
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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.
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Personal Selling
Tell stories about personal experiences
with the product, answer any questions.
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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
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Management Skills and Knowledge
for Salespeople
Know the product
Know the customer


cold calling
leads
Copyright © Texas Education Agency, 2011. All rights reserved.)
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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
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Manage Customer Information
Build a customer base and carefully
schedule time spent with customers
Know the competition
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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.
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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
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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.
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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.
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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.
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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.
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Beware of Ticket Scams
Fraudulent ticket sales for the Super Bowl
Avoid wire transfer of money to purchase
tickets
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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
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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)
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