1. Lesson 7.1 –
Understanding Sales

2. Sales Intro to Promotion & Sales Sales:
LESSON 7.1
Intro to Promotion & Sales
Sales
Sales:
The process of determining customer needs and wants through planned, personalized communication intended to influence purchase decisions and ensure satisfaction
Action
It is the exchange of goods and services from producers to consumers for a price

3. Sales Sales Examples in SEM Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
Sales Examples in SEM
Selling group tickets to a play
Negotiating an event contract with a facility or venue
A college athletic department soliciting donations from
alumni to fund scholarship opportunities
Selling an event sponsorship package

4. Sales Why is selling important? Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
Why is selling important?
Selling is the revenue-producing element of the marketing process
Sales is the only revenue-producing function for an organization
Selling helps customers make informed buying decisions
Results in customer satisfaction and repeat business

5. Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
The process is a two-way communication between a representative of the company and the customer
Personal selling is the only form of sales that involves direct contact between the sales professional and potential customer
1. Personal Selling:
Any person-to-person communication in which the seller has an opportunity to influence the consumer’s buying decisions
Action

6. Personal Selling Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Personal Selling
In a non-traditional example of personal selling,
members of the Western Kentucky University football
team go door-to-door selling football tickets. In
that season, players sold 300 season tickets and the
Hilltoppers enjoyed the second-highest average
attendance figures in school history. Student
attendance has increased more than 80 percent from
2006 to 2008.

7. Benefits To Personal Selling
LESSON 7.1
Intro to Promotion & Sales
Benefits To Personal Selling
The Sales Person can immediately tailor the sales message based on the prospective customer’s response, feedback and buying signals
Allows for the communication of specific information relating the customer needs than any other form of promotion
c) Complex information can be explained

8. Key Advantages To Personal Selling
LESSON 7.1
Intro to Promotion & Sales
Key Advantages To Personal Selling
d) The likelihood of the customer paying attention to
the information being shared is greatly increased
because of the face-face communication
e) Provides the best opportunity to establish solid
working relationships, enhancing the probability of developing long term relationships with consumers

9. Personal Selling Categories
LESSON 7.1
Intro to Promotion & Sales
Sales
Personal Selling Categories
Inside sales
professionals sell company products and services over the phone, Internet, or other means of communication from inside the company’s office

10. Inside Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Inside Sales
Inside sales professionals make outgoing calls to prospective customers or receive incoming orders or phone calls pertaining to company products or services
According to a report from two Illinois State University researchers, the most successful collegiate athletic departments are making as many as 3,500 outgoing phone calls each week to try to sell more tickets, an effort that their research suggests can generate $1 million or more in additional revenue for the school’s athletics program

11. Inside Sales
Often utilized for products and services that require minimal investment levels, such as smaller ticket packages
In most instances, an inside sales staff consists primarily of telemarketers
Telemarketers: Sales professionals that make outbound telephone calls to prospective customers in order to sell company products and services

12. Personal Selling Categories
LESSON 7.1
Intro to Promotion & Sales
Sales
Personal Selling Categories
Outside sales professionals typically communicate with customers in person

13. Also referred to as “field sales” or “external sales”
LESSON 7.1
Intro to Promotion & Sales
Outside Sales
Many ticket sales and most sponsorship sales opportunities are most effective as outside sales calls
Also referred to as “field sales” or “external sales”

14. Personal Selling Categories
LESSON 7.1
Intro to Promotion & Sales
Sales
Personal Selling Categories
Box office sales professionals are located on site at a venue or facility who sell to customers in person at the event or to future events

15. Box Office Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Box Office Sales
Movie theaters sell nearly all tickets through box office sales, although more and more consumers are buying movie tickets in advance online through services like Fandango

16. Sales Sales Methods Intro to Promotion & Sales Feature-Benefit Selling
LESSON 7.1
Intro to Promotion & Sales
Sales
Sales Methods
Feature-Benefit Selling
Full-Menu Marketing
E-Commerce
Direct Mail

17. Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
For example, many professional sports teams sell tickets in club seating levels
The seats often have distinct product features that set them apart from general seating, such as wider seats or video screens on the seats in front of them
Action
Product attributes (features):
The basic, physical, and extended characteristics of an item

18. Sales Intro to Promotion & Sales Customer Benefits:
LESSON 7.1
Intro to Promotion & Sales
Sales
Action
Customer Benefits:
The advantages or personal satisfaction a customer will get from a good or service
Comfort, convenience, and space are benefits of club seating

19. Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
A company may have purchased club seats to entertain clients and would want to reward them for their business by allowing them to sit in the most comfortable seats possible at the game or event
Action
Feature-Benefit Selling:
The process involves matching specific product attributes to a customer’s needs and wants

20. Full Menu Marketing Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Full Menu Marketing
A sales professional working for a minor league sports team may meet with a company and have the ability to offer a small sponsorship, a major sponsorship featuring exclusivity benefits, season tickets, group tickets, VIP tickets, parking or a combination of those options

21. Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
Any consumer who is a fan of Disney may go online and purchase DVDs, plush toys, action figures, watches, ornaments or many other products
E-Commerce:
Internet selling is a form of e-commerce and is executed using the Internet
Action

22. Sales Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
Action
Characteristically sent to large numbers of prospective customers soliciting orders for company products and services
Direct Mail:
A sales effort conducted exclusively by mail

23. Sales To be effective, a direct mail approach must be:
LESSON 7.1
Intro to Promotion & Sales
Sales
To be effective, a direct mail approach must be:
Targeted
Personal
Measurable
Testable
Flexible

24. Sales Direct mail examples could include: Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Sales
Direct mail examples could include:
Ticket brochures
Pocket schedules and posters
Fliers & other print media
Solicitation letters
Alternative

25. Direct Mail Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Direct Mail
To increase ticket and pay-per-view purchases, World Wrestling Entertainment (WWE) distributed a direct mail piece to 700,000 consumers promoting its annual “SummerSlam” event
Said Eddie Hill, SVP of marketing at the WWE, “Direct mail is one of our best targeted tactics”

26. Direct Mail Intro to Promotion & Sales
LESSON 7.1
Intro to Promotion & Sales
Direct Mail
In an effort to leverage the team’s accomplishment of earning their first NHL Playoffs berth since 2007, the Tampa Bay Lightning utilized a direct mail strategy in 2012 to boost ticket sales by sending 30,000 specially designed postcards to area businesses (the postcards featured each recipient's company name on the name plate above a player's locker in the Lightning locker room)

27. LESSON 7.1
Intro to Promotion & Sales
Direct Mail

28. LESSON 7.1 REVIEW (ANSWERS)
Introduction to Promotion & Sales
Define and provide examples of sales
Sales is the process of determining customer needs and wants through planned, personalized communication intended to influence purchase decisions and ensure satisfaction. Sales could include selling group tickets to a play, negotiating an event contract with a facility or venue, a college athletic department soliciting donations from alumni to fund scholarship opportunities, selling an event sponsorship package or fulfilling all components of a sponsorship agreement.

29. LESSON 7.1 REVIEW (ANSWERS)
Introduction to Promotion & Sales
Identify three personal selling categories
Three primary categories of personal selling in sports and entertainment include inside sales, outside sales and box office sales.
3) Identify four sales methods
Four common sales methods in SEM include feature-benefit selling, full menu marketing, e-commerce and direct mail.