SEM A - Selling PE – Employ sales processes & techniques to enhance customer relationships & to increase the likelihood of making sales PI – Establish relationship with clients/customers/fans PI – Selling tickets

Establishing a good relationship – Customers/fans may have long term loyalty Supportive even with controversy or a losing season resulting in sales year in and year out Build long term relationships through creative promotions – Build emotional connections with customers Spectators are driven by the emotions and experiences Influenced by tradition, attitude, and team performance Re-branding your team (like the Bobcats/Hornets) may provide emotional connections but does not guarantee fan loyalty Fan loyalty comes when they really believe the team is striving to improve and will do what is necessary to provide a winning format or team – Provide customers/fans with what they want & expect Creative promotions, communication, listen to them & excitement

Establishing a good relationship – Treat them fairly Investigate what is a good value to them Be more focused on being a customer driven company/venue

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 planned 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

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 – A drawing in which people are given equal chance to win – Use this method when demand is higher than supply Waiting list – When cancelations might occur, develop a waiting list “Early bird pricing” – Earlier you buy the ticket, the lower the price Sell online – Offer first purchase to current ticket holders or prior customers before the offer is given to the general public

SEM Activity 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