ESTABLISH RELATIONSHIP with clients/customers/fans

4.10

STEPS to EFFECTIVE SELLING• KNOW your customer– Keep a customer file and database– RESEARCH company website

• Have a PLANED AGENDA to discuss– Be prepared with a sales pitch

• CUSTOMIZE the sales script– Personalize for each customer

• ASK OPEN-ENDED QUESTIONS– Find out what customer needs/wants

• CLOSING LINE: Ask for the SALE!

• 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

• “EARLY BIRD PRICING”– Earlier you buy the ticket, the lower the price (Lead Time)

• ONLINE SALES– Reach a larger number of people

• PACKAGES– Tickets with food, beverages, souvenirs, and parking included– Travel packages that include tickets, lodging, and transportation

• LOTTERY: – A drawing in which people are given equal chance to win tickets– Use: DEMAND IS HIGHER THAN THE AVAILABLE SUPPLY

ESTABLISHING A GOOD RELATIONSHIP• WHY?– Customers/fans have LONG-TERM LOYALTY• Supportive even with controversy or a losing season• Repeat sales are easier to make• Repeat sales generate more profit

ESTABLISHING A GOOD RELATIONSHIPHOW?

– BUILD EMOTIONAL CONNECTIONS with customers• Spectators driven by the emotions and experiences• Influenced by tradition, attitude, and team performance

– Provide customers/fans with what they want and expect– Treat them fairly– Provide great value and entertainment– Communicate the specific benefits of purchasing tickets

• It is always about the features and benefits!

“You Do”

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