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The easier sales dollar

Here's a surprisingly easy ticket sales dollar.  

Will you step over it or pick it up? 

 By Jon Spoelstra

Co-Author The Ultimate Toolkit

To some teams, corporations seem like an impenetrable fortress.  So, they avoid that apparent fortress and look for less intimidating prospects, basically leaving huge piles of money behind.  Strange strategy, eh? 

Over twenty years ago, while president of the New Jersey Nets, I developed a system that targeted ticket sales to corporations.  This real honest-to-goodness system wasn’t just calling on corporations when it was convenient or when we ran out of individual leads.  It was a specific system that focused the bulk of our sales effort on companies.

That initial system took us from 27th in ticket sales in the NBA to 7th with a team that didn’t win much. Our premium and season ticket sales staff spent 100% of their time calling on corporations to get face to face meetings with actual decision makers.  For our salespeople to succeed, they had to get corporations to buy tickets.  We didn’t allow these salespeople to mix in calls to single game buyers.  We left those for our inside sales staff (telemarketers).   

We went after corporations for three logical reasons:

1.  They had more money.  Corporations can buy the higher priced tickets we needed to sell.

2.  They had more people to use season tickets.  No worry about unused tickets.  Corporations can give tickets to clients, prospects and employees without having a flood of unused tickets at the end of the year.

3.  They were more stable.  We felt we were in the 'renewal business.' A company is much less likely to cancel their season tickets due to the team’s performance or the house needing a new roof or the car needing new tires.

Mind you, we had salespeople calling on companies that had very little experience.  Most likely, you have a similar situation with young kids in their early or mid-20s selling for you.  However, our salespeople could lean on a specific training system that pretty much guaranteed their success while calling on corporations.  Within 3 months of learning the system, our salespeople were performing like 3-year veterans.

Since those days with the Nets, I’ve improved the system and used it with a lot of major and minor league teams.  Each team experienced big successes in selling season tickets to corporations. 

So, why don’t more teams maximize their ticket sales from corporations?  Here are two reasons why teams won't target corporations for ticket sales:

a.   They don't have a specific strategy that focuses on corporations exclusively.  Some teams may dabble with corporations by telemarketing them.  I’ve had teams tell me their salespeople spend 70% of their time on individuals and 30% on corporations.  Ha!  That won’t get results with corporations.  If you want to sell corporations, dabbling never works out.  Salespeople will gravitate towards to what they think is easier—Joe Fan—because they’ve never learned how to call on corporations. You need a system that connects your salespeople to the right decision makers at the right corporations. Dabbling in telemarketing to corporations isn’t a system.  The Ultimate Toolkit does indeed have such a system and it isn't difficult to get and install.  For a pittance, you can use that system to sell season tickets to corporations year after year.

b.   There is no training specific to selling to corporations.  Most Directors and VP of Ticket Sales are terrific at selling to individuals and maybe even to groups.  However, most have little or no experience in the hard-core training on how to really go after corporations.  That's okay; this is also easily fixable.  The Ultimate Toolkit has tools to help any VP of Ticket Sales train salespeople on how to sell to corporations.  These tools are workbooks, videos and PowerPoints specifically designed to make training easy for any VP or Director of Sales to implement. Take a look on the tools for the Ticket Sales Manager: Tools for The Ticket Sales Manager.pdf

You have choices, of course, when it comes to selling season tickets to corporations.

1.   Do It Yourself using The Ultimate Toolkit.  We’ve given you all the tools you need to set up a specific strategy to sell to corporations.  This strategy includes all the training tools you’ll need to do your own training for your sales staff.

2.   Get Some Expert Help.  If you’d like Steve DeLay to come in and do your initial Ticket Sales Boot Camp, he can do that.  Not only do you get Steve to do the initial training, you’ll also get a six month lifeline to help you make sure everything is going smoothly.

 3.  Ignore corporations.  You can choose to continue to ignore corporations as a hugely valuable source of ticket sales and continue to dabble in hopes that someday you’ll see some success. 

 To choose option #1 or #2, click here and order your Ultimate Toolkit today.


Catching those big sales that fly under the Analytics Radar

Analytics is some pretty cool stuff.  Almost like magic, analytics can tell you who your best prospects for season tickets are.  Wow.  But....

...there are a ton of amazing prospects that fly under the Analytics Radar.  You'd miss them altogether. 

We have a system that identifies those people.  And a system how to make an appointment with them and how to sell them. 

So, use analytics as much as you can. Use our system to make an appointment with an analytics target, and use our system to sell them. 

And while you're at it, use our system to add those hidden prospects to really bounce your sales up. 



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

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