question

What holds more job opportunities in the sport industry?

answer

Sales

question

Three important things about sales:

answer

1. sales is lifeblood of sport organization 2. sales can be fun 3. jobs entail some element of sales

question

You will always be selling ____.

answer

Yourself and ideas!

question

Daily challenges of sales include:

answer

1. better utilize traditional sales 2. employ innovative sale tactics 3. create new inventory 4. new ways to packaging sale inventory

question

Hucksterism:

answer

one size fits all ticket packages and short term gimmicks to put fannies in seats

question

Marketing Myopias:

answer

lack of foresight in marketing ventures

question

Myopias that slowed growth of sport marketing:

answer

1. winning absolved all other sins 2. emphasis on selling goods and services 3. short-sighted focus on quick returns 4. lack of collection and use of customer research data 5. misguided notion of filling seats by mass dissemination of free tickets to attract fans 6. poor sale techniques

question

What is the revenue producing arm of sport organizations?

answer

Sales

question

Sales:

answer

process of moving goods and services from the hands of those who produce them into the hands of those who will benefit most from their use.

question

McCormack 4 ingredients to selling:

answer

1. identifying customer 2. getting through to them 3. increase awareness and interest 4. persuade them to act

question

Sales are viewed as _____ _________.

answer

Customer Performance

question

4 factors causing customer to purchase:

answer

1. quality 2. quantity 3. time 4. cost

question

What distinguishes sport sales from selling of other traditional consumer products?

answer

presence of emotion (adds excitement to sale process)

question

Example of good/bad excitement sales:

answer

Detroit Pistons

question

Database marketing:

answer

creation of database and then managing that database

question

Database marketing examples:

answer

names, addresses, phone numbers, other mographic information, Marketing information system

question

Flash Seats by Veritix:

answer

paperless ticketing system which customers enter stadium or arena

question

Prospector:

answer

owned by Turnkey Sports, program that analyzes and scores sales leads, thus increasing the efficiencies of selling tickets in variety of ways.

question

Direct Mail:

answer

reach specific people in organization that wants to be reached, minimizing the expense of circulating a sales offer to individuals who would have little interest

question

Telemarketing:

answer

utilizes telecommunications technology as a part of a well-planned, organized, and managed sales effort that features the use of non-face-to-face contact

question

Telemarketing is ____ and _____

answer

one dimensional (inbound phone calls) and two-dimensional (phone, follow up, or solicit)

question

Personal Selling:

answer

face-to-face, most costly than direct mail and telemarketing but is more precise by enabling marketers to more closely target promising sales prospects.

question

Sales Process:

answer

1. schedule meeting 2. listen 80% of the time 3. follow-up meeting 4. create proposal 5. present proposal as draft 6. negotiate final deal

question

Benefit selling:

answer

promotion and creation of new benefits or promotion and enhancement of existing benefits to offset existing perceptions or assumed negatives related to product or service.

question

Example of benefit selling:

answer

1. Flex Book (contained undated coupons for specified number of games that can be redeemed for any game) 2. Open houses (potential customer into venues to get a feel for the experience)

question

Aftermarketing:

answer

process of providing continued satisfaction and reinforcement to individuals or organizations who are post or current customers

question

Wild's after marketing program includes...

answer

... list page 350

question

Upselling:

answer

escalator concept; move customers up from purchasing single-game tickets

question

____ and _____ put the salesperson in advantageous position when it comes time to renew and up-sell clients

answer

Relationship marketing and aftermarketing

question

Eduselling:

answer

instructive process that continually and systematically supplies information and assistance t prospective sponsorship decision maker in order to enhance product knowledge, understanding benefits, and establish sense of partnership between holder and buyer

question

Key skills to salesperson:

answer

confidence, courage, and develop skill through training, trial and error, and experience

question

Top 10 Rules for Successful Selling:

answer

1. laugh 2. use a common-sense fit 3. wear teflon 4. know the prospect 5. pump up the volume 6. knock on old doors 7. consult, don't sell 8. listen 9. two kinds of belief 10. ask for the order

question

Sales Inventory:

answer

products available to the sales staff to market, promote and sell through a range of sales methodologies

question

Example of sales inventory through marketing:

answer

manger of season ticket sales, group sales, advertising sales, sponsorship sales, luxury suite sales, broadcast sales

question

Ticket and Hospitality Inventory:

answer

ticket booth, group sales, and partial or full season ticket plans

question

Club Sandwich:

answer

from the bottom up; community promotional tickets, tickets brought through day of game, walk up sales, advance sales, group tickets, and partial plans topped off with full season tickets (page 353)

question

Advertising Inventory:

answer

electronic and print inventory

question

rightsholders:

answer

sell their local broadcast rights to media outlets

question

Signage Inventory:

answer

limited to dasher boards, scoreboards, outfield signs and concourses but expanded to signage sales

question

Naming Rights:

answer

opportunity to sell entitlement of its arena or stadium, practice facility, or team itself (significant new revenue stream)

question

Online Inventory:

answer

attractive platform to advertise products or services

question

Promotions Inventory:

answer

giveaway items and on floor/on field promotions to DiamondVision scoreboard promotions or post game entertainment

question

Community Programs:

answer

wealth of inventory for sport organization to sell local organizations

question

Miscellaneous Inventory:

answer

ingenuity and resourcefulness of sport organization (fantasy camps, off season cruises with players, locker room tours, and road trips)

question

Sponsorship:

answer

most involved and time consuming; typically incorporate some, if not all, various inventory described previously (1st entail much larger emotional/financial commitment 2nd require input, review and sign off by number of departments within company, 3rd process must allow company sufficient lead time

SPMT 217: Chap 14 ( Sport Sales) – Flashcards

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