Transcript Chapter 12 - Humble ISD

Chapter 12
Selling Sports and
Entertainment
12.1 The Sales Process
12.2 Ticket Sales
12.3 Group and Corporate Sales
Sports and Entertainment Marketing
© Thomson/South-Western
Winning Strategies
Country Stampede─Financial Boost for
Manhattan, Kansas
 A small community can host a huge
entertainment event with the right help.
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corporate or organizational sponsorship
related events held in conjunction with the concert
tiered ticket prices
affordable campsites
web sit promotion
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Lesson 12.1
The Sales Process
Goals
 List the steps involved in the sales
process.
 Discuss the management skills and
knowledge necessary for successful
salespeople.
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Terms
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preapproach
suggestion selling
cold calling
leads
customer management
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SELLING SPORTS AND
ENTERTAINMENT
 selling
 the direct, personal communication with
prospective customers in order to assess
and satisfy their needs with appropriate
products and services
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 personal selling
 the sales person becomes the link
between the customer and the business
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The Sales Process
 The six steps of effective selling are:
1. The Preapproach
 Sales people learn about the:
 products and services offered
 target market
 competition
2. The Approach
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3. Demonstration
4. Answering questions
5. Closing the sale
 suggestion selling
 asking customers if they want to purchase related
products
6. Follow-up
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When Is Personal Selling
Appropriate?
 Personal selling is effective for:
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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
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 Explain why personal selling is
necessary when selling expensive items
like luxury suites at a professional
football stadium.
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MANAGEMENT SKILLS AND
KNOWLEDGE FOR SUCCESS
 Salespeople need to
 manage their time effectively
 be stable
 be motivated
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Know the Product
 Salespeople need a thorough
knowledge of the product or service
they sell.
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Know the Customer
 cold calling
 contacting potential customers randomly
without researching their needs first
 leads
 customer contact information obtained
from market research
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 Understand Customer Decisions
 A five-step decision-making process for
purchases
 recognition of a need for a product or service
 search for information about alternative
products or services
 evaluate all options
 a decision is reached and a purchase occurs
 evaluate the decision to determine if needs
were met
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 Manage Customer Information
 customer management
 building a customer base
 carefully scheduling time spent with customers
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Know the Competition
 Salespeople must be able to
 explain how their products are unique from
the competition’s
 product superiority
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 List three things successful salespeople
must understand.
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Lesson 12.2
Ticket Sales
Goals
 Explain the difference between ticket
brokers and ticket scalpers.
 Describe the ticket economy and
strategies for getting highly sought
tickets.
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Terms
 ticket brokers
 ticket scalpers
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HIGH PRICES FOR THE MOST
DEMANDED ENTERTAINMENT
Ticket Brokers
 ticket brokers
 registered businesses that legally buy and
sell tickets to a variety of events and
guarantee ticket authenticity
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 Consumers should research on-line
brokers to verify legitimacy before
providing credit card information.
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Ticket Scalpers
 ticket scalpers
 sell tickets to major sporting events, often
outside the venue on the day of the event,
at inflated prices
 illegal in some states
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Ticket Frenzy
 Some events make fans think that a
“once-in-a-lifetime” event is worth a
large ticket price.
 When season ticket holders for the
Green Bay Packers pass away, they
can bequeath the tickets to someone in
their will.
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 Explain why scalping is illegal in some
states.
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THE TICKET ECONOMY
 Ticketmaster controls ticket sales for
most venues in the country.
 Average consumers compete with
scalpers and corporate sponsors for
tickets.
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Work the System
 Buy over the Internet.
 Pre-register your credit card and mailing
address on the web site before the on-sale
date.
 Log on to the site a few minutes early.
 If the concert sells out, check back with the
website for a few days to see if additional
dates were added.
 Try again the day of the show.
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Landing Super Bowl Tickets
 70,000 tickets are distributed for the
Super Bowl
 500 tickets available by lottery
 overpriced hotel packages offer tickets
 ticket brokers sell tickets
 If a legitimate broker fails to deliver the
tickets, they must provide a refund that
is 200% of the ticket price.
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Beware of Scams
 The FBI receives reports of fraudulent
ticket sales for the Super Bowl.
 Consumers should never send cash
payments or use wire transfer services for
tickets.
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Movie Theaters Aim for 3D
Sports
 By 2007, movie theater operators plan
to screen live sports events in 3D.
 to boost weekday theater ticket sales
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 How has the Internet changed the way
that tickets are sold for sports and
entertainment events?
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Lesson 12.3
Group and Corporate Sales
Goals
 Explain sales strategies for attracting
groups to sports and entertainment
venues.
 Describe how corporations use sports
and entertainment to motivate
employees and impress clients.
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Terms
 group packages
 luxury boxes
 club seats
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FILLING THE STANDS
Appealing to Groups
 group packages
 special ticket prices for group purchases of 15
or more tickets
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Special Privileges
 University alumni who make substantial
contributions to athletic departments
and scholarship funds may receive
perks.
 special seating at sporting events
 season tickets
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 Explain how group packages can help fill
entertainment venues.
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CORPORATE PERKS
 Corporations might use sporting event tickets
in a variety of ways.
 to promote bonding of employees
 as a performance reward
 to entertain clients
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Special Seating
 luxury boxes
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fancy rooms inside stadiums
high in the stands
near the press-box level
close-circuit televisions
good source of additional revenue for
stadium
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 club seats
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premium stadium seats
high revenue source
cushy and roomy
provide a good view
often comes with added benefits
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 How do corporations outside of the
sports and entertainment industries use
sports and entertainment events for
business purposes?
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PERFORMANCE INDICATORS
EVALUATED
 Demonstrate critical-thinking and problemsolving skills.
 Describe a promotional strategy to keep the
hotel at capacity on football weekends.
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 Analyze the wants and needs of football
fans, and demonstrate how your plan will
satisfy them.
 Differentiate The University Hotel and its
services.
 Demonstrate teamwork to complete a
group project.
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THINK CRITICALLY
1. What is the new challenge faced by the
hotel?
2. List two promotions the hotel could offer
to football fans.
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3. List two publications in which to
advertise the hotel’s promotions.
4. What factors must be considered
when determining what prices to
charge per night?
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