Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: The Sales Process
Performance Objective:
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.
Specific Objectives:
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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.
TERMS
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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
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Preparation
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…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… use graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
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… use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, PowerPoint slides and handouts to become familiar
with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
Sports Business Journal
Sports Illustrated
Advertising Age (online magazine)
Ticketmaster.com
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Advertising Age
4. USA Today
5. Sports Illustrated
6. USA Travel and Tourism Guide
7. www.world-newspapers.com/travel.html
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Selling State Tourism Project) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
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2. Projector to Show Internet Sites Undercover Boss Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Selling is the direct, personal communication with prospective customers in order to assess and
satisfy their needs with appropriate products and services. Suggestion selling occurs when the
salesperson asks customers if they want to purchase related products.
Ask students to provide examples of suggestion selling at a fast-food restaurant, clothing store,
and car dealership. Explain how suggestion selling can result in a greater sales amount.
Introduction
Introduction (LSI Quadrant I):
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.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
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conjunction with the following outline.
MI
Outline
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
Notes to Instructor
Use PowerPoint and
current events as aid.
Selling is the direct,
personal
communication with
prospective customers
in order to assess and
satisfy their needs with
appropriate products
and services.
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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
Use PowerPoint as
aid.
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
Use PowerPoint as
aid.
IV. Ticket Sales
A. ticket brokers-registered businesses that
Use PowerPoint as
aid.
Salespeople must
understand the
product and customer.
Building a customer
base involves
understanding the
customer and following
up after the sale.
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legally buy and sell tickets to a variety of
entertainment events and guarantee ticket
authenticity
B. ticket scalpers-sell tickets to major sporting
events, often outside the venue on the day of
the event, at inflated prices
C. 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 a big price
tag (concert, football game, etc.)
V. The Ticket Economy
A. Ticketmaster-controls the sale of tickets for
most venues in the country
1. concert tickets usually go on sale at 9 or 10
a.m. on Saturdays
2. greatest volume of online sales happens in
the first hour on Saturday mornings
3. ticket sales over the Internet are expected
to grow to 30%
B. Work the System
1. buy over the Internet
2. save time-register your credit card and
mailing address on the website before the
on-sale date so you are ready to go
3. log on to the site a few minutes early,
preferably with a high-speed Internet
connection
4. if the concert sells out, check back with the
web site for a few days/additional dates
may be added to the tour
5. try again on the day before the show or
even the afternoon of the show
C. Super Bowl Tickets
1. NFL Ticket Lottery-submit an index card
by certified mail with your name, address,
and telephone number to the NFL Super
Bowl ticket lottery office
2. winners can buy tickets at face value
(about $600)
3. 500 pairs of tickets available through the
lottery
4. National Association of Ticket Brokerscode of standards and ethics for all
member brokers to follow-200% guarantee
Ticket scalping is
illegal in most states.
This procedure
involves selling tickets
for more than the face
value.
The ticket frenzy
causes some
individuals to pay
outlandish prices for
tickets to highly
sought-after events
like the Super Bowl.
Use PowerPoint as
aid.
Ticketmaster sells
tickets to just about
every sports and
entertainment event. If
you really want to
purchase a ticket, you
must be able to work
the system.
Individuals who are
interested in
purchasing Super
Bowl tickets can go
through the lottery. If
they are selected, they
have the opportunity to
buy two tickets at face
value (usually $600
each).
Numerous scams exist
in the ticket industry.
The National
Association of Ticket
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(When a broker fails to deliver promised
tickets, a refund equivalent to 200 % of the
purchase price is due)
D. Beware of Scams
1. fraudulent ticket sales for the Super Bowl
2. wire transfer of money to purchase tickets
VI. Group and Corporate Sales
A. group packages-offer special ticket prices to
members of a group when tickets are
purchased in large quantities of 15 or more
tickets (free transportation offered to senior
citizens)
B. special privileges
1. contributors to universities-receive special
seating at sports events
2. season tickets and suites
C. Corporate Perks
1. teamwork and bonding of employees
2. social outings to sporting events
3. travel to exotic places
4. luxury boxes at sporting events to
entertain business guests
5. club seats-premium stadium seats that
provide another source of high revenue for
the owners
a. roomy
b. rationed
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Brokers follows a code
of ethics that provides
ticket customers a
200% guarantee or
200 % of the purchase
price of the ticket.
Use PowerPoint as
aid.
Corporations use
sports and
entertainment events
to entertain clients.
Major contributors to
the athletic
departments at
popular universities
receive special
privileges to buy
season tickets and
rent suites.
Suites and club suites
are used by
corporations to
entertain guests.
Interpersonal
Naturalist
Existentialist
Application
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Guided Practice (LSI Quadrant III):
Ask students to conduct research using the Internet to determine the cost of renting a suite at a
college or professional sporting event. Then have a class discussion to share the information
that has been gathered. Explain how most suites at stadiums can only be afforded by
corporations who entertain guests at sporting events.
Independent Practice (LSI Quadrant III):
Grand Opening Project (team project: 2 students per team)
State Tourism Project
1.
2.
3.
4.
Students will research a state and determine which characteristics of that state will be
advertised for tourism.
Students will design a bumper sticker, license plate, t-shirt, or other items to use for state
promotional purposes.
Students will give a presentation that focuses on reasons for tourists to visit their state.
Students will design a PowerPoint presentation that highlights tourism for the state.
Students will design a brochure to advertise their state.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
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 the ticket lottery for the Super Bowl?
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?
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Question: What are three things that successful salespeople must understand?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Selling State Tourism Project” by using the assigned
rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Sales Strategy for New Automobile Sales Associates
Student Directions
You are the human resource specialist for a new automobile dealership. You must develop a
step-by-step training plan for new sales associates. The training plan must list the six steps of
the sales process and describe in detail what procedures sales associates must follow for each
step of the process. This assignment should indicate that you have a clear understanding of the
sales process.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Selling State Tourism Project
1.
2.
3.
4.
Research a state and determine which characteristics of that state will be advertised for
tourism. Determine how much money the state brings in from tourism annually.
Design a bumper sticker, license plate, t-shirt, or other items to use for state promotional
purposes.
Give a presentation that focuses on reasons for tourists to visit their state.
Design a PowerPoint presentation that highlights tourism for the state.
Design a brochure to advertise their state.
This project will be evaluated using the assigned rubric.
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Independent Practice (LSI Quadrant III)
Selling State Tourism Project PowerPoint and Collateral Materials
Rubric
20
15
10
CATEGORY
5
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance the
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
distract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure; just lots of
facts.
Originality
Product shows a
large amount of
original thought.
Ideas are creative
and inventive.
Product shows some
original thought.
Work shows new
ideas and insights.
Uses other people's
ideas (giving them
credit), but there is
little evidence of
original thinking.
Uses other people's
ideas, but does not
give them credit.
Total Points Earned _______
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