4.10
Perform pre-sales activities to
facilitate sales presentation
ESTABLISH RELATIONSHIP with
clients/customers/fans
ESTABLISHING A GOOD RELATIONSHIP
• WHY?
– Customers/fans have LONG-TERM LOYALTY
• Supportive even with controversy or a losing season
• 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
STEPS to EFFECTIVE SALES OPENINGS
You only have 1 chance to make a first impression!
1. KNOW your customer before initial contact
– RESEARCH their company website
2. Have a PLANED AGENDA to discuss
– DON’T call without preparing what to say
3. CUSTOMIZE the sales script
– Don’t read a general script for each customer
4. ASK OPEN-ENDED QUESTIONS
– Find out what customer needs/wants
5. CLOSING LINE: Ask for the SALE!
6.
Be a GOOD LISTENER
SELL TICKETS
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
• LOTTERY:
– Use: DEMAND IS HIGHER THAN THE AVAILABLE SUPPLY
– A drawing in which people are given equal chance to win
• Word of Mouth
• “EARLY BIRD PRICING”
– Earlier you buy the ticket, the lower the price
• Sell ONLINE
“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