direct sales techniques

8/10/2019 Direct Sales Techniques

1/20

Direct Sales Techniques

Chapter 5


2/20

Media,

Sponsors &

Fans

RNK TEAM G TOTAL AVG PCT

1 NY Yankees 78 3,335,521 42,763 77.7

2 San Francisco 77 3,095,743 40,204 96.9

3 Seattle 78 3,131,788 40,151 84

4 Los Angeles 81 3,138,626 38,748 69.2

5 Anaheim 77 2,900,676 37,671 83.6

6 Chicago Cubs 78 2,882,569 36,956 94.2

7 St. Louis 81 2,910,386 35,930 71.4

8 Arizona 78 2,685,830 34,433 70.2

9 Boston 79 2,655,032 33,608 100.1

10 Atlanta 78 2,377,490 30,480 60.9

11 Baltimore 81 2,454,523 30,302 62.9

12 Houston 76 2,280,919 30,012 73.3

13 Colorado 79 2,286,564 28,943 57.4

14 Cincinnati 76 2,198,884 28,932 68.8

15 NY Mets 74 2,093,384 28,288 49.3

16 Philadelphia 75 2,084,995 27,799 45

17 Oakland 80 2,189,223 27,365 62.7

18 Texas 81 2,094,394 25,856 52.6

19 San Diego 76 1,839,810 24,208 37.920 Chicago Sox 80 1,913,505 23,918 54

21 Minnesota 80 1,913,025 23,912 49.1

22 Kansas City 73 1,652,273 22,633 55.7

23 Toronto 76 1,712,621 22,534 44.6

24 Cleveland 81 1,730,002 21,358 49.2

25 Pittsburgh 78 1,636,751 20,983 55.4

26 Milwaukee 80 1,678,389 20,979 50.1

27 Detroit 76 1,309,195 17,226 42.9

Explain the water tower

concept with respect to

media, sponsors & fans.

When the water tower is full,

water pressure is highpressure

on fans to buy tickets while they

are available. This places

pressure on media to providecoverage. Media coverage

pressures sponsors into making

the media buy to reach those

fans. If the water tower isnt full,

no pressure to get your tickets, for

media to cover the event, orsponsors to buy.
http://sports.espn.go.com/mlb/attendance?sort=home_total&year=2003&seasonType=2http://sports.espn.go.com/mlb/attendance?sort=home_avg&year=2003&seasonType=2http://sports.espn.go.com/mlb/attendance?sort=home_pct&year=2003&seasonType=2http://sports.espn.go.com/mlb/clubhouse?team=nyyhttp://sports.espn.go.com/mlb/clubhouse?team=sfohttp://sports.espn.go.com/mlb/clubhouse?team=seahttp://sports.espn.go.com/mlb/clubhouse?team=loshttp://sports.espn.go.com/mlb/clubhouse?team=anahttp://sports.espn.go.com/mlb/clubhouse?team=chchttp://sports.espn.go.com/mlb/clubhouse?team=stlhttp://sports.espn.go.com/mlb/clubhouse?team=arihttp://sports.espn.go.com/mlb/clubhouse?team=boshttp://sports.espn.go.com/mlb/clubhouse?team=atlhttp://sports.espn.go.com/mlb/clubhouse?team=balhttp://sports.espn.go.com/mlb/clubhouse?team=houhttp://sports.espn.go.com/mlb/clubhouse?team=colhttp://sports.espn.go.com/mlb/clubhouse?team=cinhttp://sports.espn.go.com/mlb/clubhouse?team=nymhttp://sports.espn.go.com/mlb/clubhouse?team=phihttp://sports.espn.go.com/mlb/clubhouse?team=oakhttp://sports.espn.go.com/mlb/clubhouse?team=texhttp://sports.espn.go.com/mlb/clubhouse?team=sdghttp://sports.espn.go.com/mlb/clubhouse?team=chwhttp://sports.espn.go.com/mlb/clubhouse?team=minhttp://sports.espn.go.com/mlb/clubhouse?team=kanhttp://sports.espn.go.com/mlb/clubhouse?team=torhttp://sports.espn.go.com/mlb/clubhouse?team=clehttp://sports.espn.go.com/mlb/clubhouse?team=pithttp://sports.espn.go.com/mlb/clubhouse?team=milhttp://sports.espn.go.com/mlb/clubhouse?team=dethttp://sports.espn.go.com/mlb/clubhouse?team=dethttp://sports.espn.go.com/mlb/clubhouse?team=milhttp://sports.espn.go.com/mlb/clubhouse?team=pithttp://sports.espn.go.com/mlb/clubhouse?team=clehttp://sports.espn.go.com/mlb/clubhouse?team=torhttp://sports.espn.go.com/mlb/clubhouse?team=kanhttp://sports.espn.go.com/mlb/clubhouse?team=minhttp://sports.espn.go.com/mlb/clubhouse?team=chwhttp://sports.espn.go.com/mlb/clubhouse?team=sdghttp://sports.espn.go.com/mlb/clubhouse?team=texhttp://sports.espn.go.com/mlb/clubhouse?team=oakhttp://sports.espn.go.com/mlb/clubhouse?team=phihttp://sports.espn.go.com/mlb/clubhouse?team=nymhttp://sports.espn.go.com/mlb/clubhouse?team=cinhttp://sports.espn.go.com/mlb/clubhouse?team=colhttp://sports.espn.go.com/mlb/clubhouse?team=houhttp://sports.espn.go.com/mlb/clubhouse?team=balhttp://sports.espn.go.com/mlb/clubhouse?team=atlhttp://sports.espn.go.com/mlb/clubhouse?team=boshttp://sports.espn.go.com/mlb/clubhouse?team=arihttp://sports.espn.go.com/mlb/clubhouse?team=stlhttp://sports.espn.go.com/mlb/clubhouse?team=chchttp://sports.espn.go.com/mlb/clubhouse?team=anahttp://sports.espn.go.com/mlb/clubhouse?team=loshttp://sports.espn.go.com/mlb/clubhouse?team=seahttp://sports.espn.go.com/mlb/clubhouse?team=sfohttp://sports.espn.go.com/mlb/clubhouse?team=nyyhttp://sports.espn.go.com/mlb/attendance?sort=home_pct&year=2003&seasonType=2http://sports.espn.go.com/mlb/attendance?sort=home_avg&year=2003&seasonType=2http://sports.espn.go.com/mlb/attendance?sort=home_total&year=2003&seasonType=2


3/20

Defining Sales

The text discusses five factorsthat cause customers toperform or fail to perform (buy).One of these is really the resultof the other four. Which one is

it? Using the Rangers sales

materials, explain the effect ofthe other four factors oncustomer performance (viz.,purchases).

Quality: 70-88, .433 (2003)

Time: How much time would aperson have to have to makethe different packagesworthwhile?

Cost: Who can afford to paythe costs associated with thedifferent packages?

Fit: How do the gamepackages fit with different

customer lifestyles?These four factors determine the

quantity purchased bycustomers.


4/20

Customer-focused Selling

What are the opposites of a customer-focus?

When did you last experience someone with a product-focus?

1. Every customer isunique

2. Rapport & trust-building

3. Ask questions

4. Listening5. View as asset with a

lifetime value

6. Customize, personalize

7. Empathetic

8. Find mutually beneficialsolutions

9. Aftermarketing

1. All customers are thesame

2. Misrepresent to makesale

3. Tell them what they want4. Talking

5. Sell today, gonetomorrow.

6. One presentation fits all

7. Ignorant8. Win the sale.

9. Weve got your money.


5/20

EDuselling

Suppose you work for the

Rangers. What are the

key components of

Eduselling in this

context? Define it

How long does it go on?

What do you need to

monitor? What does eduselling

ensure?

p.104


6/20

Components of a Sale

What do the Rangershave to sell?

If you could have primarysales responsibility for acertain product category,which would you choose?Why? (remember thatyou get paid on base +commission)

Naming rights

Electronic (TV, radio, web)

Signage (boards, marquees, field,concourse, turnstiles, virtually anyopen space)

Print (programs, media guides,

newsletters, ticket backs & envelopes,scorecards, faxes, emails?)

Tickets/hospitality (parking, club areas,season tkts, club seats, suites, PSLs,groups, parties/special events)

Promotions (premium items, on-fieldpromos, video scoreboard ads, pre-

/post-game entertainment) Community programs (schools,

camps/clinics, banquets/luncheons/dinners, golf tourneys, etc.)

Miscellaneous (fantasy camps,cruises, road trips, etc.)


7/20

sAle

Whats wrong with

this phone sales

person?

How well do you thinkhe does in his job?


8/20

saLe

If you worked insales for theRangers in the

tickets & hospitalityarea, where wouldyou get yourleads?

Groups with baseballinterests (little league,etc.)

Past ticket buyers (online,

phone, credit card) Contest cards

Coupon, etc. redemption

General inquiries

Referrals Lists (attorneys, dr.s,

etc.)


9/20

salE

What is your assessment of the equity

offered by the different products the

Rangers have to sell?

Which offer the best opportunity for a win-

win situation? Which dont?


10/20

Effective Salespeople Like You

Are salespeople born or

made?

Which of these can you personally choose to improve?

TrustworthyEmpathy

Persistence

Competitiveness

Accountability

Responsibility

Integrity

Optimism

Understand mission

Understand prospects

Teachable

Asks & listens

Knows product benefits

Able to illustrate product benefitsAble to persuade prospects to agree on benefits

Asks for sale

Reinforces sale

Overcomes rejection

Make buyers feel like they chose


11/20

Effective Salespeople Like You

Are salespeople born or

made?

Which of these can you personally choose to improve?

TrustworthyEmpathy

Persistence

Competitiveness

Accountability

Responsibility

IntegrityOptimism

Understand mission

Understand prospects

Teachable

Asks & listens

Knows product benefits

Able to illustrate product benefitsAble to persuade prospects to agree on benefits

Asks for sale

Reinforces sale

Overcomes rejection

Make buyers feel like they chose
http://localhost/var/www/apps/conversion/tmp/scratch_3/chapter2b.ppt


12/20

The Customer

Who are your most

valuable customers?

How would you use the

frequency escalatoridea

in prioritizing your sales

calls in your job with the

Rangers?

Why are potential

customers not currentcustomers?

Current customers

Target low/med/high

users and try to convert

them into the next higher

level (increase frequency)

Inadequate

Interest

Comprehension

Access

Resources

Loyalty/satisfaction


13/20

Butterfly customers

What are they?

Do these customers

really replace the

loyal customers of thepast?

What risks do you see

in trying to attract the

butterfly customer?


14/20

The Sales Presentation

1. What does the audience expect to gain from the information?

2. What one thing do you want them to recall?

3. What materials will best convey the impression you want tomake?

Group Discussion:

Are the Rangers properly employing full-menu marketing? Explain.

You are making a phone sales call to prospects for each of the six seat-related products (p.114) for the Rangers. For each type ofproduct,

identify the most likely target,

what information they most likely expect or need to know, and

determine what one thing (benefit) you want that target audienceto remember from your sales call.


15/20

Direct (e)mail

Individually:

Design an email (copy, graphics) that you would send toindividuals who bought tickets for 5-9 games in 2003 forthe Rangers.

Make sure it is self-explanatory, clear, & focusedwithclear instructions.

Should be: Targeted

Personal

Measurable

Testable

Flexible (customizable)

Permitted (how will you gain permission?)


16/20

Sales Materials

Which of the following aremost likely to be accepted(used) or rejected (trashcan) by frequent vs.infrequent fans?

Full-season ticketbrochure

Partial ticket planbrochure

Group brochure

Pocket schedule

Poster

Appeal letter

118-9


17/20

Sales Materials

Which of the following aremost likely to be accepted(used) or rejected (trashcan) by frequent vs.infrequentfans?

Full-season ticketbrochure

Partial ticket planbrochure

Group brochure

Pocket schedule

Poster

Appeal letter

118-9


18/20

Telemarketing

Adapt the 7-step telemarketing process

example (p.121) to the Rangers situation.

You are calling someone similar to Mary

Stuart, with selling the Rangers packageoptions (28, Fab14, BusinessPlan 14) as

your goal.

Prepare your script and be prepared tomake the call!


19/20

Unique Sports Products:

SponsorshipsAssume that you are attempting to get a local restaurant to

sponsor a 10k race put on by the HSB marketing majors.

What rights would you attempt to offer? Graphic display associated with event

Exclusivity?

Title sponsor? Or other officialproduct sponsor?

Conduct promo activities on-site at race?

What benefits would you offer as partners in helping thesponsor market their restaurant? Sales?

Awareness? Image?

Enhance trade/channel relations?

Other?


20/20

What have we learned?

1. The four factors (quality, time, cost & fit) that determine the quantitypurchased by fans.

2. Aspects of what is and what is not customer-focused selling.

3. Eduselling

4. What sports products (naming rights, electronic, signage, tickets, etc.)sports sales people sell.

5. Whats necessary for a SALE (sales products, attitude, leads, equity) tooccur.

6. Being an effective salesperson is mostly a matter of individual choice, notgenetics.

7. Who our most value customers are (current)

8. The risks associated with targeting butterfly customers

9. Full-menu marketing: including key targets for each item on the menu and

its key benefit10.Components of an effective direct (e)mail

11.Sales materials most appropriate for (in)frequent customers

12.The phone sales (telemarketing) process: precall planning,approach/positioning, data gathering, solution generation, solutionpresentation, close, wrap-up.

13.The rights & benefits one sells sponsors of events, venues or teams.

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