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Q.    How is this different than Jon Spoelstra’s How to Sell the Last Seat in the House?

A.     Jon wrote How to Sell the Last Seat in the House over 20 years ago.  The principles in those workbooks have passed the test of time, but The Ultimate Toolkit includes all the other tools you’ll need to sell out all season long. 

The Strategy & Tactics PlayBook is just three of 11 workbooks in The Ultimate Toolkit.  The other booklets include step-by-step guidance to help sales managers sell out more games.  Included are substantial materials for training group sales and season ticket sales. 

Plus, you’ll also get access to our website which provides you all the Powerpoints necessary to train your sales staff plus videos, sample ads, letters, emails, and reports.  The Ultimate Toolkit website is a treasure trove of tools that were never available in any form before.


Q.   Do I have to follow The Ultimate Toolkit completely or can I cherry-pick ideas?

A.  To get the best results, you should adopt as many principles in The Ultimate Toolkit that you can.  However, this is a toolkit for marketing tickets.  For instance, let’s say you need help in dramatically increasing group tickets.  Then, of course, adopt as many of our group sales ideas that you need.  You may need to improve renewals.  Then focus on the strategies and tactics for improving renewals. 


Above all, The Ultimate Toolkit is indeed a toolkit.  You get to pick the right tool or as many tools as you wish.  This is a tremendous resource for anybody marketing tickets.


Q.  Can I just purchase certain sections of The Ultimate Toolkit?

A.  The Ultimate Toolkit is a comprehensive “How-To” that covers everything you’ll ever need to know about ticket sales.  All the components intersect with each other so buying just one or two Workbooks won’t give you a complete understanding of the entire ticket sales process.


Q.  Why does it cost more compared to the first How to Sell the Last Seat in the House? 

A.  The original How to Sell the Last Seat in the House was first published in 1991 and sold for $800.  You can still get it at  However, the content covers just about half of Strategy & Tactics in The Ultimate Toolkit.  Additionally, the original How to Sell the Last Seat in the House doesn't have any of the workbooks from 4 to 11:

1-3. (Updated with complete rewrite plus 10 new chapters!) Strategy & Tactics Playbook

  4. (New!)  The President’s Handbook

  5. (New!)  Ticket Sales Manager’s Bible

  6. (New!)  Ticket Sales Manager’s Boot Camp Manual

  7. (New!)  Getting the Appointment Handbook

  8. (New!)  Ticket Sales Manager’s Boot Camp Manual

  9. (New!)  Group Sales Manager’s Bible

10. (New!)  Group Sales Manager’s Boot Camp Manual

11. (New!)  Group Salesperson’s Handbook

At no extra cost, you get full access to the website which includes:

1.      (New!)  Video:  Ticket Sales Pitch

2.      (New!)  Video: Group Sales Pitch

3.      (New!)  Ads that have worked for us in marketing tickets

4.      (New!)  Renewal letters

5.      (New!)  PowerPoints to use at Selling to Corporation Boot Camps.

6.    (New!)  PowerPoints to use at Selling to Group Boot Camps.

7.      (New!)  Sales Forms


The Ultimate Toolkit is priced less than what you’d pay to have a sales trainer come in and spend two days training your salespeople one time.  You’ll not only be able to do the sales training yourself, but you’ll have all the materials and strategies to implement in future years.


Q.  Do I have to do the Boot Camp that you're talking about or just give my folks things to read?

A.  We have found that a Boot Camp accelerates the learning curve of ticket salespeople by at least six months.  What this means is that after a Boot Camp, the salespeople will be as effective as they would be in half a year!  With continual training, we find that the typical salesperson, after six months, will be as effective as a two-year vet.  That is huge.  We feel that the five-day Boot Camps are the most effective, but we've also done two-day Boot Camps with excellent results.  You can start without the Boot Camps, but you will have to spend some time teaching how to get appointments and getting the sale.  It will be effective, but not as effective as doing a Boot Camp.


Q.  What’s on private pages of The Ultimate Toolkit website?


A.  Once you buy The Ultimate Toolkit, you’ll have access to our website portal. On the website, you’ll find all the PowerPoint slides you’ll need to hold both a ticket sales and group ticket sales boot camp.  You’ll find telechart cards to download and tweak for your team.  You’ll be able to download and watch the perfect sales presentations for both groups and season ticket sales.  You’ll also find sample print ads, sample renewal letters, direct mail letters, and other helpful sales tools.


Q.  Once I buy The Ultimate Toolkit, will someone be available to help me implement the tactics?

A.  Yes, when you buy The Ultimate Toolkit you receive three free Lifeline phone calls with Steve.  If you’d like Steve to make an on-site visit to help, that can easily be arranged based on his schedule for a small additional fee. 


Q.  Can I make copies and distribute the Workbooks to my staff?


A.  Yes and no.  The Ultimate Toolkit is copyrighted material, but we give you permission to copy portions of the toolkit.  For instance, we encourage you to give a copy of Getting the Appointment Handbook and Getting the Sale Handbook to each of your salespeople who call on corporations.

Additionally, we give you permission to give a copy of Getting the Group Sale Handbook to each of your group salespeople. 

We also recommend you have your staff especially read the other Strategy & Tactics PlayBook so they learn and understand your team’s ticket sales philosophy. 

However, we do not give permission for you to make copies of any of the information in The Ultimate Toolkit to give or sell to other teams.  That is strictly forbidden under copyright laws.  Also, don’t provide access to the website to other teams or share files and videos you download from the website or your privileges will be discontinued. 




This is like the Swiss Army Knife for ticket sales except it has more tools.

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