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Chapter Chapter Chapter Chapter
Selling Sports and Entertainment 12.1 The Sales Process 12.1 The Sales Process 12.2 Ticket Sales12.2 Ticket Sales12.3 Group and Corporate Sales 12.3 Group and Corporate Sales
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Winning Strategies
A small community can host a huge entertainment event with the right help. corporate or organizational sponsorship related events held in conjunction with the concert tiered ticket prices affordable campsites web sit promotion
Country Stampede─Financial Boost for Manhattan, Kansas
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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 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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the sales person becomes the link between the customer and the business
personal selling
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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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4. Answering questions
5. Closing the sale suggestion selling
asking customers if they want to purchase related products
6. Follow-up
3. Demonstration
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When Is Personal Selling Appropriate? Personal selling is effective for:
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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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
Understand Customer Decisions
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customer management building a customer base carefully scheduling time spent with customers
Manage Customer Information
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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 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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premium stadium seats high revenue source cushy and roomy provide a good view often comes with added benefits
club seats
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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 problem-
solving skills. Describe a promotional strategy to keep the
hotel at capacity on football weekends.
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Differentiate The University Hotel and its services.
Demonstrate teamwork to complete a group project.
Analyze the wants and needs of football fans, and demonstrate how your plan will satisfy them.
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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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4. What factors must be considered when determining what prices to charge per night?
3. List two publications in which to advertise the hotel’s promotions.