1415 Sales Playbook - FINAL

TABLE OF CONTENTS
I. SalesRequirements,Values&Expectations……..……………………………………………………………….….…5
II. SalesProcess……………….…………………………………………………………………………………………………………..12
III. SellingPolicies.…………………………………………………………………………………………………………………….….26
IV. Corporate AccountFlowChart…………………………………………………………………………….…………………..29
V. 30 Ways to Rock.………………………………………………………………………………………………………………………30

REQUIREMENTS,
VALUES,
& EXPECTATIONS

BOSTON CELTICS MISSION
STATEMENT
“Whether we’re hanging a banner, or honoring
great players who have worn the uniform, or
rebuilding - either way at all times we conduct
ourselves as a championship organization and
team”
– Rich Gotham, Team President

BOSTON CELTICS SALES REPRESENTATIVES REQUIREMENTS
SalesStandards:
We are committedtoupholdingthe highestof salesandservice standardsandbeingexcellent
representativesof the BostonCelticsOrganization. We agree tofollow the below requirementsto
ensure the mostpositive,productiveandeffectivesalesculture possible. We will respectourcoworkers
and these standardsatall times.
Daily Expectations:
We are all expectedtobe atour desksandreadyto go at 8:30 a.m. We understandcircumstancesoutof
your control mayarise,but yoursupervisorshouldbe notifiedof anychangesinyourschedule (for
example:acommuterrail isdelayed,etc). If aCelticsSalesrepresentative islate 3times,thiswill require
a face-to-face meetingwith hisorhersupervisor. A 5th
fifthinstance of tardiness will resultinawritten
warningwitha copygoingto Human Resources. Anyinstancesof tardinessbeyondthiswill be grounds
for termination.
Performance Coaching Plan:
AnyCelticsSalesrepresentativewhoisunable toachieve hisorhersetrevenue orcallinggoal 4 weeks
ina rowwill be puton a Performance CoachingPlanwith hisorhersupervisor. The supervisorwillwork
withthe employeetofindwaystoimprove performance. If numbersare notachievedafter 8 weeks,
thiswill be groundsfortermination.
Desk Etiquette:
All CelticsSalesrepresentativesmustkeeptheirdeskareascleanand organizedatall times.Please also
limitpersonal cell phoneusage while atyourdesk. Also,nopersonal headphonesare allowedduring
businesshours. Inaddition,youwillbe askedtokeepdistractionstoyourfellow coworkersata
minimum. If youmusttake a personal phone call,please take the call inthe hallwayorstepintothe
Celticsemployeephone room. Pleasekeepthese callstoareasonable amountof time.
Voicemail and E-mail Etiquette:
All voicemailsandemailsrelatedtoCelticsbusiness mustbe returnedwithin1businessday,asto
ensure thatthe bestlevel of service is giventoall of ourclients.
Out of Office Appointmentsand Vacation Time:
Anypersonal outof office appointmentsmustbe approvedbyyoursupervisoratleast48 hoursin
advance. We realize circumstancesoutof yourcontrol may arise but please communicatewithyour
supervisorregardinganychangesinyourschedule.VacationrequestsMUSTbe approvedatleast2
weeksinadvance. Please e-mailyoursupervisorrequestingthe time off.Once approvedbyyour
supervisor,please forwardthatapproval toBarbara Reed(CC’ingyoursupervisor) tomake the request
official. AnyrequestnotapprovedbyyoursupervisorandacknowledgedbyBarbaraReedare not valid.
Archtics and CRM Etiquette:
It isexpectedyouwill respectyourcoworkersandthe salesprocessatall times. Anyone found
“gaming”the system,hidingaccounts,offeringpaymentplansthatare not approvedbya manager,
failingtoproperlylogoutreacheffortsin the systemoranyotherperformingany actionthat
underminessetpolicies will face disciplinaryaction.

CORE VALUES: P.R.I.D.E
• PERSEVERANCE
– DEF: Steadfastness in doing something despite difficulty or delay in achieving
success
– Motivated, Hard Worker, Fighter, Tenacity, Ability to Adapt
• RESPONSIBILITY
– Generate Maximum Revenue
– Always on Time, Accountability for Mistakes/Issues, Exceed Goals, Volunteer to
Assist with Events
• INTEGRITY
– Treat Others with Respect, Follow Sales Ownership Rules, Do the Right Thing
• DRIVE
– Commitment to Techniques, Learning, Initiative
• EDUCATION, ENERGY, & EXCITMENT
– Continuously Improve, Read Sales Books, Attend Networking Events, Practice
– Bring Passion and Positive Energy to Work EVERY DAY!

VALUES & EXPECTATIONS
 Positive attitude: “Goodattitudesamongplayersdonotguarantee ateam’ssuccess,butbad
attitudesguarantee itsfailure.”–JohnC.Maxwell
 Integrity/Honesty/Character: “Be more concernedwithyourcharacterthan yourreputation,
because yourcharacter iswhat youreallyare,while yourreputationismerelywhatothersthink
youare.” –JohnWooden
o Do the right thing
o Be honest
o Demonstrate trust
o Provide fairtreatment
o “Ashightrust salesprofessionals,we know thattrue fulfillmentcomesasa resultof
havingaddedsignificantvalue toothers’lives,notjustwiththe productorservice we’ve
provided,butalsowiththe methodsinwhichwe’vecommunicated,the honestywith
whichwe’ve conductedbusiness,the integritywithwhichwe’ve maintainedthe
relationship,andthe respectwithwhichwe’ve honoredeachindividual….” - Todd
Duncan
 Hard Work: “I’m a greatbelieverinluck,andI findthe harderI workthe more I have of it.” –
ThomasJefferson
o Askfor one more referral
o Sendone more letter
o Spendmore time pre-call planning
o Craft more questionstoask
o Practice askingthe questions
o Role play
o Make a plan,workthe plan
o Use everyminute inevery day
o Make one more phone call
o Askfor the order
o Keepknockingonthe door
o Do it againtomorrow
 Initiative:“Actionsare the onlywayto bridge plansandgoalswithaccomplishments. Nothing
happensuntil youdosomethingtomake ithappen – everyday.”
o Are you action,or B.T.N.A (bigtalk,noaction)?
 Teamwork/Respect: “Probablynogreaterhonorcan come to any man/womanthan
o Respectforyourself andothers
o Respectforyou andyour co-workers’careers
o Respectforyour prospect/clients
o Respectforthe organization/industry

PROFESSIONALISM – CAREERLIMITING MOVES (CLM’S)
 No “all employee” e-mails
 No internet (non-work related) – i.e. fantasy football, Facebook, Twitter, etc.
 Do not fraternize with players, coaching staff, dancers
 Do not “hang out” on the event level, including the court (unless approved)
 No drinking during games
 Do not bad mouth other people or other teams (stay positive)
 Do not call anyone out during a meeting
 Do not “mess” with Archtics
 Respect the sales process and log outreach efforts properly in the system
 If you need to work with another department or have an idea, run it through your
manager first
 Do not hide anything from management. If you make a mistake, be honest, apologize,
and we will attempt to make it right.
 Do not surprise your boss
 Do not over promise
 Keep your cell phones on silent or vibrate mode – if you need to take or make an urgent
call, take it outside of the sales and service area
 Keep cell phone use to a minimum – social media, texting, internet, snapchat, etc.
 Do not be late to work or meetings
 No negative “outbursts” – control your emotions
 No gossiping or whispering around the office about ANYTHING – especially your co-
workers

CUSTOMER SERVICE – RETURN EVERY PHONE CALL
Always Return Every Phone Call Every Day
Returning phone calls is a basic courtesy. But not many people do it. Rainmakers return all calls
every day. They return everyone’s calls – customers, prospects, suppliers, job-seekers, parents.
Rainmakers are not too big, too important or too busy for anyone.
Fast return of phone calls is a point of difference.
When you return a person’s phone call, that person feels respected, important, and listened to.
When you don’t return a phone call, the caller feels you don’t care, gets agitated, and is less
positive toward you.
There is no excuse for not returning phone calls. There are voicemails, e-mail, phones, cell
phones, etc. It is nearly always acceptable to leave voice mail messages on weekends and
before and after business hours. This shows that the Rainmaker is thinking about the customer
and working for him or her all the time. It also allows the Rainmaker extra time to better
prepare for the upcoming two-way conversation.
Voice mail machines record the time and date of a call. Calls made at 6:15 a.m. and 11:10 p.m.
are notable. Your customer will take note and remember.
CUSTOMER SERVICE – APPEARANCE
Be the Best-DressedPersonYouWill Meet Today
 Dress for the job you want (not the job you have).
o Dress to suit the image of a successful professional
 Represent your company
o Your attire and image reflect on your company
 Neat and clean
o Clothing with stains, wrinkles or tears are not acceptable in business
environment
o Shoes often get overlooked, yet they are one of the first things that get noticed
 Dress for the time of day
o Clothes that may be appropriate at the office may be too informal for a business
event. Consider carefully the kind of event as you choose what to wear.
 Jeans days
o Should be a professional, relaxed look as we are still interacting with clients

E-MAIL STANDARDS
1. Professional Behavior: Your use of youre-mail,companye-mailaddressandemployer’stechnologyisa
seriousissue. Sendingnon-businessrelatede-mailsoncompanytime tofriendsorcoworkersreflectsa
lack of professionalism. Visitingwebsitesthatare questionable ornotnecessarytoyourjob
responsibilitiesreflectspoorlyonyourabilitytobe trusted. Neverassume thatthese activitiesare not
beingmonitored.
2. Subject Field: Thisisthe windowintoyoure-mail andoftendeterminesif youre-mail willevenbe
opened. If thisisan initial contactwithacustomer,be sure to clearlyindicate the topicof the e-mail.
Typos,all caps, or all lowercase letterscansendthe impressionyoumaybe a spammer.
3. Level of Formality: Try to avoidthe prevailingassumptionthate-mail byitsnature allowsyoutobe
informal inyourwriting. Youshouldcommunicate as if youre-mail isoncompanyletterhead. This
includesblacktextandstandardfonts.
4. Common Courtesy: Hello,Hi,GoodDay, Thank You,Sincerely,BestRegards. All theseintrosandsign-
offsare a staple of professional businesscommunicationandshouldbe usedinyourbusinesse -mails.
Alwaysinclude asalutationcontainingthe customer’sname anda signoff thatincludesyourname in
everye-mail. These courtesiesdemonstratethatyouhave made the efforttocommunicate asa
businessprofessional. Type infull,propersentenceswithcorrectsentence structure. Proper
capitalizationandpunctuationare amust. The use of all capital or all lowercase lettersmakesthe
impressionthatyouare lazyor have a of lack businesssavvyandisnota positive waytoinstill
confidence inyourabilitiesorencourage otherstowantto do businesswithyou.
5. RespondPromptly: You shoulddoyour bestto respondtoyour businesscommunicationsasquicklyas
possible –ideallywithin24hours. Thisis a customerservice issue thatshouldnotbe underestimated.
By not respondingpromptlyyouseemunorganizedoruncaring.
6. E-Mail Length: Just because yourwritingisgrammaticallycorrectdoesnotmeanthatit has to be long.
Nothingismore frustratingthanwadingthroughane-mail message thatistwice aslongas necessary.
Concentrate onone subjectpermessage wheneverpossible. If youmustuse a longemail to respond
thenplease make sure paragraphsare usedproperly.Thiswill make youremaileasiertoreadand
respondto.
7. Sentence Case:USING ALL CAPITALLETTERS LOOKSASIF YOU'RE SHOUTING. Usingall lowercase letters
lookslazy.
8. Emphasis: For emphasis,use asterisksorboldformattingtohighlightimportantwords.Donot,
however,use alotof colorsor graphicsembeddedinyourmessage because noteveryone usesane-
mail programthat can displaythem.
9. BlindCopy and CourtesyCopy: Don't use BCC to keepothersfromseeingwhoyou’vecopied;itshows
confidence whenyoudirectlyCCanyone receivinga copy. Be cautiouswithyouruse of CC; overuse
simplycluttersinboxes.Copyonlypeople whoare directlyinvolvedwithyourmessage.
10. Group/Bulk Emails:Neveruse yourpersonal businessemail accounttosendbulkemails. Doingsocan
resultinseriousdeliverabilityissuesthatcouldaffectthe entire organizationandrequire helpfromITto
resolve. Reachoutto STMBO withany questionsonhow toappropriatelycommunicate withgroupsof
clientsorprospects.
11. Personal Contact: Don't forgetthe value of face-to-face orevenvoice-to-voice communication.E-mail
communicationisn'tappropriate whensendingconfusingoremotionalmessages.Thinkof the times
you've heardsomeone inthe office indignantlysay,"Well,I sentyoue-mail."If youhave aproblemwith
someone,speakwiththatpersondirectly.Don'tuse e-mail toavoidanuncomfortablesituationorto
coverup a mistake.
12. E-mail isn't Private:E-mail isconsideredcompanypropertyandcanbe retrieved,examined,andusedin
a court of law.You shouldassume thate-mail overthe Internetisnotsecure.Neverputanythinginan
e-mail message thatyouwouldn'tputona postcard.Thisis especiallytrue due tothe highprofile nature
of the Celticsorganization. Rememberthate-mail canbe forwardedandunintendedaudiencesmaysee
whatyou've written.Youmightalsoinadvertentlysendsomethingtothe wrongparty,so alwayskeep
contentprofessional toavoidembarrassment.

13. Chain Letters,Virus Warnings,or Junk Mail: Alwayscheckwithareputable antivirusWebsite oryourIT
departmentbefore sendingoutanalarm.If a constant streamof jokesfroma friendannoysyou,be
honestandask to be removedfromthe list.Directpersonal e-mail toyourhome e-mail account.
14. E-Mail Tone: Have you everattemptedsarcasminan e-mail andthe recipienttookitthe wrongway?E-
mail communicationcan'tconveythe nuancesof verbal communication.Inanattemptto infertone of
voice,some peopleuse emoticonsbutyoumustuse themsparinglytoavoidappearingunprofessional.
Also,don'tassume thatusinga smileywill diffuse adifficultmessage.
15. Signature: To ensure thatpeople knowwhoyouare,include asignature atthe bottomof youre-mail
that containsyourcontact information,includingyourmailingaddress,Web-site,andphone number.
16. “Do Not Email” Requests:Requestsfromrecipientstobe takenoff ouremail listmustbe treatedvery
seriously. Sendanydonot email requeststothe StrategicMarketinggroupandthese accountswill be
notedinthe systemandremovedfromfuture campaigns. Emailsshouldbe treatedasimmediately“off
limits”shouldyoureceivea donot email request
17. Email Privacy: A person’semail addressmustbe treatedassensitive personal informationandkept
private. Email privacyissomethingwe take veryseriouslyandgreatcare mustbe takento ensure we
don’tshare email addressesinour systemwiththirdparties. Take greatcare wheneverusingthe :CC
functiontoadd external mail addressestoacommunication. Make sure eachrecipienthasconsented
to makingtheiremail addressvisible tothatdistributionlist.
18. PermissionBasedEmail Marketing: OnlysendbusinessemailstorecipientsonapprovedSTMBOemail
lists,orwho have givenuspermissiontoemail them(i.e.optedin). Emailingrecipientswhodon’tfall in
one of these twocategoriescouldresultinaviolationof state orlocal email marketingregulationsso
don’tdo it. Contact STMBO withanyquestions.
19. Summarize:Scrollingthroughpagesof repliestounderstandadiscussionisannoying.Insteadof
continuingtoforwarda message string,take aminute tosummarize itforyour reader.Youcouldeven
highlightorquote the relevantpassage,thenincludeyourresponse.Some wordsof caution:
 If you are forwardingorrepostingamessage you've received,donotchange the wording.
 If you wantto repostto a group a message thatyou receivedindividually,askthe authorfor
permissionfirst.
 Give properattribution.

BOSTON CELTICS GAME DAY STANDARDS
Game Day Expectations:
AlthoughGame Daysare hectic,we are all expectedtobe readytogo at the arrival time assignedby
your manager. If an issue occurswhere youwill be late orwill notbe able to performyourassigned
duty,youneedto communicate directlywithyourmanagerandnotwithothercoworkers. Duringyour
Game Day duties,youmustatall timesunderstandthatyouare an ambassadorof the Celticsbrandand
as a resultare expectedtoholdyourself tothe highestservice standardsandbe anexcellent
representative of the BostonCeltics. Youmustbe in Game Day attire,includingyourTDGarden ID and
Celticsnametag,whichwillbe outlinedbyyourmanager. Ashasalreadybeenoutlinedinyour
employeehandbook,there isnodrinkingduringworkhoursincludingwhenyouare at the TD Garden.
Please also keepinmindthatwe workhand-in-handwiththe TDGardenstaff to ensure thatour guests
have bestexperience possible. We will respect ourcoworkersatthe TD Garden and work WITH themin
the eventof any issues.
Arrival to TD Garden:
You are expectedtoarrive toyourassignedduty at least 10 minutes prior to the assigned time in order
to allowtime tosetup as well as adequate time to troubleshoot any issues prior to guest interactions.
Your area mustbe cleanof all personal itemswiththe exceptionof yourcell phone. Youmusthave your
cell phone available at all times in the event an issue arises.
General Etiquette:
You are expected to treat all guests with the utmost respect. As a result, we will react in calm and
professionalmannerregardlessof the issue or question. We will not raise our voice or take a negative
tone witha client. If we see a guestwhoneedshelp,we will do our best to direct them even if it is not
our assigned duty.
Non-Work Areas:
You are askedto stay out of any areas of TD Garden that you do not have a specific game night duty in.
These areasinclude,but are not limited to, all vomitories (near Sections 3, 14, & 21), the Media Room,
Courtside Club, and the Locker Room hallway area. You are also asked to remain out of the Courtside
seating area pre-game unless you are escorting clients and/or prospects.
Sales Table Standards:
The Sales Table is a great opportunity to talk with potential leads face-to-face. The table doesn’t sell,
youdo. Take ownershipof beingoutgoingandvocal withgueststodraw them to the table. Each rep at
the table should actively engage with clients and not sit behind the information, passively waiting for
someone to approach.
Box Office Standards:
Althoughthe Box Office requiresustoworkon issuesthatmaynot be withinour control, we will talk to
guestsina professional mannerandexplainhow toresolvetheir issue. We will do our best to track any
issuesandrecordthemso that our Operationsgroupcan address any reoccurring issues. If we all work
together, we can create the best professional sports experience in Boston.

BOSTON CELTICS SALES PROCESS
Call Preparation:
Planning– Priorto makinganycall,everyaccount executive needstocompletelyknowandunderstand
all ticketproducts,including the price andbenefitsassociatedwitheachpackage.
Attitude – “Your attitude,notyouraptitude,will determineyouraltitude.” A positive attitude isthe first
stepina successful salescycle. An optimisticandenergeticattitudeisinfectious. Successinsalesleads
to a successful career,andsuccessinsalesstartswitha positive attitude.
NeedsAnalysis:
Asking Questions– Questionsthatrequire more thana“yes” or “no” answergive the prospectan
opportunitytoparticipate inthe sellingprocess. Focusonopen-endedquestionsstartingwith“Who”,
“What”, “Where”,“Why” and“How”.
Listening– Hearingvs. Listening. ActivelisteningisKEYfora salespersontoidentifythe client’sneeds
and potential objections. Note detailsof yourconversationsproperlyinthe systemforfuture reference.
Responding– Summarize the mainpointsof everyconversationandaskfor confirmation. Make sure to
clarifyanyremainingquestionsorissueswiththe prospect.
BenefitsPresentation:
CustomerBenefits – In sports,neversell basedonwins/lossesbecausethatisoutof our control. When
a team startsto lose,whichisinevitable insports,the fansnolongerhave theirmainreasonfor
purchasing. Inorder to be a successful salesexecutive,concentrate onsellingthe benefitsof Season
Ticketpackages. The benefitsjustifythe price of the seatsandthat needstobe communicatedtothe
prospect.
Follow-Up:
Thank the Customer – Alwayssay“Thank You” to the customerthree times:whenthe sale isclosed,
whentheyreceive theirtickets,andwhentheyreceivetheirfirstin-seasonfollow-upcall.

TELEPHONE INSTRUCTIONS
WHEN ANSWERING PHONE:
 BostonCelticsthisis<NAME> how can I helpyou?
 Good Morning/Afternoonthisis<NAME>how can I helpyou?
INFORMATION & QUESTIONS DURING INITIAL STAGES OF CALL:
 Provide contactinformationatbeginningof call
 Alwaysaskforcallersname if theydon’tinitiallyprovideit
 “Is there a specificreasonyouare inquiringaboutCelticstickets?”
 “How didyoufirsthear aboutour ticketoptions?”
 “Are these seatsforpersonal or businessuse?”
 “Do you have a preferredlocationinthe arena?”
 “How manyseatsare youlookingfor?”
 “How manygamesdo youtypicallyattendperyear?”
 “Who do youattendgameswith?”
 “Have youpreviouslyownedseasonticketswithus?”
 “Do you have anyspecial accessneeds?
 Make sure to make an efforttoinitiate small talkinordertobuilda rapportwithcaller
INFORMATION TO MENTION DURING SALES CALL:
 Our story – whybuyingnowisimportant
 Paymentsplansavailable
 Exclusive Accesstospecial areas
 Accessto preferredparking
 Same seatsfor the playoffs
 Prioritytobuy playoff tickets
 Partial seasonplanholderstreatedlike fullseasonticket members
 Special eventsforseasonticket members
 Special offersforadditional seatsduringseason
 Seatsmake great holidaygifts
 Otherwaysto use tickets:
o NBATickets.com,DonationstoShamrockDreams,etc.
FINAL STEPS:
 Invite prospect to viewseat locations inarena
 Offertosendfollow-upmaterials
 Offertoset upa date and time forfollow up
 Collectprospectcontact information
 ASK FOR SALE
 Close withawarm and sincere farewell.
o “Thank youfor callingandyourinterestinticketsforthe BostonCeltics.”

THINGS TO KEEP IN MIND:
 Smile…itmakesall the difference.
 In mostcases youare the firstimpression/personthatsomeonewillencounterwiththe Celtics.
Be helpful,courteous,andpolite. Setthe tone forthe rest of theirexperience.
 Please
 Thank you
 Enjoythe game
 Have a greatday
 It may be the 100th
time thatyou’ve beenaskedthe question,butit’sthe firsttime the customer
has askedit.
 Don’tbe afraidto puta calleronholdinorder to getthe correct answer. It’sbetterto take the
time to getit rightthento go back and fix itlateron.

STEP 1 – MEET & GREET:
 INTRODUCE YOURSELF
 STATE PURPOSE
 PERMISSION TO PROCEED
 FINDCOMMON CONNECTION
“Hello,isthis prospectname? Prospectname,thisis(AccountExecutive)fromthe frontoffice of the
BostonCeltics. The reasonformy call is…..
SINGLE/MULTI-GAME BUYERS: …."Good morning,thisis________ withthe BostonCeltics. Is_____
available? Hey ______, it's great to speakwithyoutoday. I wantedtoreach out and thankyoufor
comingout to a game last year! As a Celticssupporter,you’ve earnedaccesstoourSTM waitinglist. I'd
love tohave you come infor a VIPtour of the Garden,includingthe lockerroom, and we can go over
what'savailable fornextseason. Before Igetintothe details,itwouldbe helpful forme toask youa
few questions,isthatfair?"
COLD CALLS: …"we workdirectlywithfanslike youtogetyouthe verybestseatlocationsANDhelpsave
fansa tonof money. May I ask...what’sbeenyourexperience withCelticsbasketball?How familiarare
youwithCeltics SeasonTicketMembership programs?”
STEP 2 – NEEDS ANALYSIS:
 UNDERSTANDINGSIZE& SCOPE
 OPEN-ENDEDQUESTIONS
o PICKBEST 5 QUESTIONSTO ASK
 WHAT IS THE NEED/GAP?
QUESTIONS:
"I'd love tohear more aboutyour experience atthe game...
 What was yourbestmemory fromthe game?
 What couldwe have done to improve yourexperience?
 Why doyou typicallycome toCelticsgames?
o Business:Howmanyrepsdo youhave?What have beenpastsuccessful
employee/clientoutings?Whatdoyoutypicallydoto close new business/gainreferrals?
o Individual:Whatdoyou do now to spendtime withfamily/friends?
 Where do youlike tosit?
 How manygamesdo youlike toattend?

STEP 3 – BENEFIT PRESENTATION:
 HOW DO CELTICS TICKETS FILL THE NEED/GAP?
 HOW CAN WE HELP THEM ACHIEVETHEIR GOALS?
 OVERVIEWOF OPTIONS
o 3 MAX
 TIE BENEFITS TO NEEDS
"Well,________, basedon __________, I wouldrecommend__________."
Example:"Well, ________, basedon the fact that youwant to spendtime withyourkids,save money,
and see the bestmatch ups,I wouldrecommendourHS22 package. Notonlywill yousave moneyoff
the box office price,you'll alsogettosee OPPONENT#1 and OPPONENT#2 alongwith accessto every
otherplayoff game.Youcan lockin 22 nightswithyourkidsnow and imagine theirfaceswhenyoutell
themthey'll be high-fivingthe Celticsbeforeone of the games! ShouldIpull upa few locationsnow?"
STEP 4 – TRAIL CLOSE
 TRANSITION FROMPRESENTATION TOCLOSE
 REVIEW ANYOUTSTANDINGOBJECTIONS/ISSUESTOADDRESSWITH PROSPECT
 HOW DOES THAT SOUND?
 THIS IS AN OPPORTUNITYTO SEE IFTHE SALE IS MOVINGIN THE RIGHT DIRECTION ANDAN
EFFECTIVEWAY TO IDENTIFY ANYADDITIONALCHALLENGES,OBJECTIONSOR CONCERNSTHAT
NEED TO BE ADDRESSED
"_____, it soundslike you're (TALKABOUTA POINT THEY MADE) andyou're (LISTONE CONCERN THEY
MENTION). Is that fair?"Example: "______, itsoundslike you'dlove tospendtime withyourkidsbut
are nervousaboutthe numberof gamesand financial commitment,isthatfair?"
STEP 5 – OVERCOMING OBJECTIONS
 IDENTIFYTOP 5 OBJECTIONS
 WRITE SCRIPT FORTHOSE 5 OBJECTIONS
Objection #1: Too Expensive
 Oh? (surprised) Tooexpensive ascomparedto...?
 I can understandthat.Today,most thingsare.Can I askwhat youare comparingitto?
 Oh...isthere a budgetthat we needtostickwith?We’ve gotseveral differentoptions,atmany
differentprice points.
 They’re onlyexpensive if youdon’tuse themright!Ican helpyouuse themto earnnew
business,keepcustomershappy,ormotivate yourbestemployees.
 I have a lot of customers whothoughtseasonticketswere outof theirreach,butwhentheysee
the total VALUE,it justmakessense.

 Mentionaccessto once in a lifetimeexperiences(ticketstoOpenPractice,post-
game STH lay-ups,tourof the Celticspractice facility,High-FiveKidsTunnel
access)
 You onlyneedtoput % downtoday,andyou justpay a little bitoverthe nextfew months.
How doesthatsound?
 For business...if these seatscanhelpyoumake justone sale orkeepone goodcustomer,they
easilypayforthemselves.
 A lotof people splitseatswithothers,sotheydon’thave tospringforthe whole thing
themselves.Isthere someone whomightwanttogoin ona Full Seasonpackage withyou?
Maybe friendsatwork, family,neighbors?
 Withseasontickets,youwill alwayspaythe lowestprice foryourseats.Overthe course of the
seasonyouwill save money!
 The Celticsuse dynamicpricingforindividual game sales,whichmeansthatthe
more in-demandgamesare priced higherthanthe gameswithlesserdemand.
Objection #2: Team Uncertainty/Outlook/Don’t Know Who’s Back
 The Celtics improvedby15 winsthispastseason,and I thinkwe can agree Brad Stevenshas
pushedthisteamtocompete everygame.The assetsthatthe Celticshave thisoffseasonand
beyond are invaluableandsetusup to be a championshipteammovingforward.Dannyhas
alwaysmade goodmovesto putus inthe bestposition.Whatare yourthoughts?
 What do youenjoymostaboutcomingout to gamesat the Garden?
 We will have averycompetitiveandhungryteamnextseason. Thisrosterisnotlike pervious
“rebuild”teams. We have A LOT of youngtalent,draftpicks,and flexibilityoverthe new few
seasons.
 The nameson the back of the jerseysmaybe different,butthe TDGarden isgoingto continue
to be a greatplace to bringyour family,yourfriends,co-workers,clientsandothersto
experience all the excitementof the NBA.
 Aside fromthe Celtics,youwill seesome of the topteamsandplayerslive nextseason
(Cleveland,LA Clippers,OKC,Houston,GoldenState, andSanAntonio toname a few).
 It soundslike youfollow the teamprettyclosely.How longhave youbeenafan?
 How doyou feel aboutthe Celticsasanorganizationandthe jobthat Danny Ainge hasdone?Do
youthinkhe puts the teamin the bestpossible positiontowin?
 We dotoo...and we knowthat he’ll continue todohisbestforall of us,and put an exciting
producton the floorno matterwho endsupon the final roster.
 We’re lookingaheadtothe greattimesto be! How importantis itto be a part of the excitement
of the chase for Banner18?

 No one can predictwhatwill happeninsports,whichispartof whatmakesitexcitingandfunto
follow,butthisseasonWILLbe somethingspecial andwe know you’re goingtowanttobe a
part of it!
 WinningISimportanttous, butregardlessof Danny’schoicesinthe offseason,we’re goingto
make your game experience the verybestitcanbe.
 No matterthe score,there’s goingtobe excitementanddramaat everygame we playandwe
needthe supportof fanslike youto continue togive useveryadvantage athome.CanBrad
Stevenscountonyouto be there nextseason?
Objection #3: Call Me Back Later (No Urgency)
 Well,itistoughto reach people byphone today. If we can justget itdone today,we won’thave
to go back and forthwithphone tag.You know you’dlike togo to the games,andthisway you’ll
knowexactlywhere you’ll be whenthe time comes.
 I understand.You’ve gotalot of thingsgoingon,but it wouldonlytake afew momentstoshow
youwhat’sstill available.Canwe dothat?
 It justtakesa momentto see what’savailable,andI’mLIGHTNINGFASTon the computer!Can
we take a lookwhile Ihave youhere onthe phone?
 We can’t guarantee ANYTHINGwill be there fromdaytoday.It’ll onlytake a few moments,and
you’ll be sittingrightwhere youwanttobe.Fairenough?
Objection #4: I Prefer to Watch the Games on TV
 I like towatch onTV too...but there’ssomuchmore to a game whenyou’re there live thatyou
will neverexperience onthe TV.
 You can see whatgoeson away fromthe cameras,duringthe time-outs,betweenplays,away
fromthe ball,the strategy,andall the activityonthe court while othersare watching
commercialsonTV.
 There’sactionall aroundyou,people are high-fivingyouthatyoudon’tevenknow – where else
doesthat happen?
 Hi-Def isgreat...butthere’sNOTHINGmore Hi-Def thanbeingthere live&inperson!
 Can I make a suggestion?There are 41 gameswe playthis yearina place OTHER than the TD
Garden...andthose are PERFECT foryour TV!Enjoy ‘emat home while we’reaway,andcome
enjoythe CelticsLIVEwhenwe’re athome!
Objection #5: Too Many Games in the Season
 I can understandthat.About how many gameswouldyoube lookingat?
 A lotof mycustomerssplitSeasonTicket Memberships withfriends,family,orpeopletheywork
with.Theyeachgo to a fewgames and theysplitthe costs.

 There are lotsof waysyou coulduse the ticketsyoudon’tuse yourself.Youcanresell themon
NBATickets.com, theymake greatbirthdaygifts,rewardsforgoodeffortfromemployees,thank-
yousfor suppliers,greatsalesincentives,andlotsmore.
 You don’thave to use themall yourself!Youget43 greatopportunitiesformemories,time with
familyandfriends,orevenforbusiness.
 Plus,youcan sell whatyoucan’t use throughthe NBATickets.comresalesite.It’seasy!
Objection #6: Already Have Season Tickets Elsewhere
 Great! Thenyoualreadyknowthe benefitsof beingaseasonticket member!
 We have just43 home gamesa season,fromOctoberthroughApril,andsince they’re sospread
out,there are veryfewconflictswithanyothersportsintown.
 If you have RedSox seats,the Celticsare a great complementtowhatyoualreadyhave,because
we won’tstart playinguntil mostof the baseball seasonisover.
 Withthe Bruins,we have veryfew gamesthateverconflict,andif theydohappentobe on the
same date,I’msure those seatsare nevera problemtogive away. Plus,alot of fansenjoya
hockey/basketball doubleheader!
 Withthe additionof THESE seats,you’ll have more entertainmentoptionstoappeal tomore
people whomaynotbe fans of the other ticketsyouhave.
Objection #7: I Only Go to One/A Few Games a Year
 Okay...whatgamesdo yousee yourself makingitoutto?
 A lotof the people Italkto that make itout to a couple of gamesa year are prettysurprisedat
the savingstheygetas a SeasonTicketMembervs.buyingone at a time.Have you seenour
SeasonTicketpricinglately?
 We’ve changedupsome of our pricingand paymentoptionsandpackagesare more affordable
than ever.Are youneara computerright now?
Objection #8: We’ve Had to Cut Back on Expenses
 I can understandthat.Many of ourclientshave hadto cut back in otherplaces,buttheycan’t
see cuttingoutthe Celticsbecause it’sthe one thingtheyreallyenjoywithfriendsorfamily,
customersor employees.If you wereto have seats,how do youthinkyouwoulduse them?
 If there was an ideathatcouldpotentiallymake the companymoneybyusingtheseseatsinthe
RIGHT way,wouldyoube opentothat?
 Whenmy clientscompare the Celticstosome of the otherthingstheyare investedin,theysee
there isa lot of VALUE, and nowisa greattime to come aboard.

 Out paymentplansletpeoplepayalittle biteachmonth,andspreadthe cost out overseveral
months.Wouldthatbe do-able foryou?
Objection #9: Need Better Seats
 These will be yourfirstseatswiththe Celtics –not yourlast!
 If you start here now,we can improve yourseatnextyear.
 Are you neara computerright now?(Go online and show seatlocationsavailable).
 Each year,we improve asmanyseasonticket members’ seatsaswe canby usinga domino
process.Ourcurrent seasonticket members getmoveddownbefore any new seasonticket
members geta chance to buy.
 These AREthe bestseatsI have available rightnow,andtheygive you100% of the action,all the
benefits,ANDthe firstchance tomove downwhenthe opportunitycomesup.
 It’strulythe onlywayI can begin to get youthe seatsyou really want.
 You can come downto the Gardenand actuallysitinthe seatsyourself.Wouldamorningor an
afternoontime be bestforyouto do that?
Objection #10: Are You Trying to Sell Me Something?
 Onlyif it makessense foryou!
 That’s whatI do...I sell fora living.WhatdoYOU do?
 If you have a good reasonto buy,thenyes,Ican set youup...but I promise nottosell you
somethingyouwon’tabsolutelylove.Fairenough?
 I prefertothinkof itas matchmaking,if there’samatch,thenyes,I’mgoingto suggestyoubuy
something.Isthatokaywithyou?
 Yes.Are you insalestoo?
 Onlyif you’re buying!
Objection #11: I’m Not a Basketball Fan
 (surprised) You’re not!?Are youa SPORTSfanat all?Whatsports do youfollow?
 Have you everbeen to a live NBA eventbefore?Beingatthe Gardenfor a Celticsgame isan
experience all byitself!It’saparty,a tradition,anda social gatheringall at one time,andyou
don’thave to BE a basketball fantoenjoyit!
 The Celticsputon a great show, includingthe CelticsDancers,pre-gameandhalftime
entertainment,andlotsmore.

 IF youentertainclients,howwouldyourbestclientsfeelaboutseeingsome Celticsgameswith
younextseason?
 If your familyislookingforaway to enjoysome time together,there’snobetterwaythanto
enjoythe Celticsliveandinperson!
 As a supervisor,howwouldyourbest employees feel aboutCelticsticketsasarewardfor
outstandingperformance?
Objection #12: Send Me Some Information
 I can do that. What informationwereyoulookingfor,specifically?A schedule?Price list?Seating
chart?
 Are you close toa computerrightnow?All of the infoI can sendyouis righton our website.Can
I walkyouthroughit rightnow while we’reonthe phone?
 I can send it out...butI can’t guarantee whatseatswill be available.Canwe take amomentto
see what’sopenrightnow,justso you’ll have the information?
 Okay...letme getyour e-mail address,andIwouldbe happytosendyouwhat you’re looking
for. I will followupwithyoutomorrow. How does(time) sound?
Objection #13: Need to Talk it Over With _________
 Nota problem!If you’re goingtotalkitover,can we say for sure that YOU agree it’sa good
idea?If it wasYOUR decisioncompletely,wouldyoube in?
 Great...so whendoyou thinkyou’ll be able totalkto about the seats?
 Okay,so knowingthatwe wantto save your place inline,let’sjusttake all yourcreditcard
informationtoreserve yourseatsshort-term.I’ll need$ from youto holdthose seatsuntil I
can officiallyputinthe ordertomorrow at3pm. If forsome reasonthe seatsaren’tperfectfor
you,youcan alwayscall me inthe morning.Whatcreditcard will yoube using?
 Well...isthere anumberwe can reach rightnow?Maybe bring inon your
speakerphone?We’re bothhere now... you wanttodo it...solet’sgetyourquestionsanswered
and lockthese seatsinforyou before someoneelsetakes‘em!
 Is there a chance that you and can come downto the Garden to checkout seats?There
are a fewlocationsthathave justopenedup,andI know there are othershere inthe office that
are goingto wantto showthose seatsas fastas theycan.How doestomorrow lookto you?
 Well,whatdoyou think(s)he willsay?
 What if (s)he saysno?
 What will (s)he sayno to?

 What will yousayto try to convince him(her)?
 Soundsprettyconvincingtome! Whydon’twe just go aheadandget itdone,and youcan go
overthe detailswith later?
Objection #14: I’d Rather Buy Online/ Outside on Game Day /StubHub
 We’re gladyouenjoycoming!How many gamesdoyou getto see ina season?
 Whenyoubuy elsewhere,you do leave yourseatchoicesuptochance,AND the price you’ll pay
pergame isn’tnearwhatI can give youtoday.
 The gamesthat you are targetingwill mostlikelybe inflated.Whywouldyouwanttopay
someone else more moneyforaticketthan the face value?
 There isalwaysa chance of purchasingfraudulenttickets.We see numerouscasesatthe box
office eachnightregardingfraudulentticketspurchasedoff StubHub.Thisismostlikelyto
happenduringthe mostin-demandgames.
 WithStubHub,youdon’tget the control of choosingyourseats.Bydoinga package directly
throughthe front office,we canworktogethertoget youyourideal location(i.e.aisle seats,
close to the entrance/exitof the building,closetothe Celticstunnel,etc.)
 We appreciate youwantingtobe here...butcheckouteverythingyou’dbe missingoutonif you
weren’taseasonticketmember....
o .
o .
o .
o .
Objection #15: No Time to go to the Games
 Sure,we understand... andthat’swhysomanypeople partnerupwithothers.They can choose
the gamestheywant andeveryone getstosee a few.
 Lots of people leadbusyliveswiththeirkids...especiallyattheirsportingevents...andmanyof
those kidsappreciate beingable tositandWATCH sportsfor once insteadof alwaysPLAYING –
and actuallyspendingtimewiththeirfamilywhileit’sgoingon.
 There are all kindsof waysto use your extras...businesspartners,employees,friends,sell them
on our NBATickets.comsite, oryoucan evendonate themtoour in-house charity.
 You’ll have the same greatseatsfor eachof the gamesyou CAN attend,andyou’ll getall the
advantagesof beinga SeasonTicket member,includingagreatprice per seatand firstrightto
buyseatsto many of the otherTD Garden events.
 It’sa greatway to spendqualitytime withfriends,family,orbusinessassociates.
 You workhard, so youdeserve toplayhardtoo!

Objection #16: Let Me Think it Over
 Problemis,the seats we’re lookingatright now probablywon’t be there the nexttime we have
a chance to talk.What else canI answerforyou that wouldmake yourdecisioneasier?Doyou
like the location?Ididmentionthe paymentplan,didn’tI?
 I’dhate to see youlose thislocation andhave to start overwhenyoucall back!
 I knowhowbusyyou mustbe,but thiswill be one LESSthingyou’ll needtodolateron...and
you’ll be sure tohave the seatsyouwant – at the rightprice!
 It’ll justtake a momenttoget it done NOW,andthenI can take care of all the detailsforyou
because the seasonwill be here before youknow it!
Objection #17: It’s Not in the Budget
 Can I ask whichbudgetyoumean?(Probeinto where$ would comefrom).
 So if the budgetswere beingdone TODAY,and you were makingthe call,isthisthe kindof thing
that you thinkwouldmake sense inyourbudget?
 Do youhave a discretionaryfundinyourbudget?
 How abouta program that WAS inyour budgetthatdidn’tworkout?Are there fundsfromTHAT
program that couldbe usedforsomethingelse?
 We sawpeople strugglingwithbudgetsacouple of yearsago and createda planthat allowed
people topaya little eachmonth.Wouldyouconsidersomethinglikethat?
Objection #18: Bad Atmosphere for Families/Business
 Wow,I’m sorryto hear that.Some people justdon’tknow how tohandle themselves.Where
were yousitting?(Noterow/section).
 Those are greatseats,but letme suggestthatthere are probablybettersectionswhere it’sless
rowdy,andstill a greatview. Are youinfront of a computerrightnow? (lookonline- make
suggestionson otherseats).
 If you were tochoose this section,Iknow fromothersI’ve talkedtointhisarea that you’dbe
much betteroff forthisyear.Can we go aheadand put youdownfor those now,while we still
have themavailable?
Objection #19: I’ll Wait Until After Free Agency (No Urgency)
 I’mglad youbroughtthat up! Free agencyisthe #1 reasonwhyyouSHOULD getyour seats
today!
 It’slike real estate. The best valuesare the oneswhere the interestlevel isn’tashigh…and
whenthe marketismore robust,you’ll be rightwhere youwantto be.

 The locationsare the bestthey’ve beenin___ years…..andwe have ____ people inthe phones
sellingthe verysame seats we’re lookingatrightnow. Chancesare the bestseatsI have
available rightnowwill be gone bythe time we getachance to tlakagain.
 There are plentyof dealswe couldmake infree agencythe nextseveralweeks,andif the team
shouldimprove likeitdidwhenwe gotthe BigThree,it’sgoingto be impossibletogetthrough
to getthe kindof seatswe’re lookingatrightnow.
STEP 6 – CLOSE
 PATTERN OF YES
 BOOKSALE
 BOOKAPPOINTMENTIFSALE ISN’TACHIEVED
"Well,youmentionedspendingtime withkidsisimportant."YES
"You wantto make sure a ticketpackage iswithinyourbudget."YES
"Andyou wantto see the hottestgamesthisseason."YES
"Well,thiswouldbe agreat wayto have funwithyour kidswithoutall the distractionsathome. We
have STM optionsforanybudgetthat range from $20 to $125 and you’re gettingthe lowestprice forall
marquee games,includingthe hottest match-upsthisyearlike OPPONENT#1and OPPONENT#2. Let's
lockthese in now!"
STEP 7 – REFERALL QUESTIONS
 MENTION CLOSELOCATION THAT’S AVAILABLE
“Before yougo,may I ask youa question?Isee thatthe twoseatsdirectlybehindyouare still availabl e.
Is there anyone else you’denjoyseeinggameswith next season that could use some seats like yours?”
“Are there people that you work with that would have interest in seats of their own?”
“Could I ask you a favor? Who are 2 or 3 people I should reach out to that DO have interest?”

SELLING POLICIES FOR SALES REPRESENTATIVES
 Priorto creatinga newaccount inArchtics,please make sure a searchisperformedfirstso
double accountsare not created.
 AccountOwnershipRules –musthave had 2 way communicationwithin last30 daysin orderto
retainlead.
o OnlyexceptionishavinganIOIinthe account. If IOI isinthe account thenyoumust
have 2 waycommunicationwithin 30daysof the productgoingon sale.
 Prospectsoutside of NewEnglandare notallowedtopurchase new seasonticketsunlessthey
are reviewedandapprovedbyaSalesManager (Mackenzie,Jim, Jill,orBrian). Anynew buyers
(OONEor inNewEngland) whoultimatelyturnoutto be resellerswill be reassignedtoTicket
Servicesandcouldbe returned.
 There isa 5-seatmaximumonall new salesunlessapprovedbyaSalesManager
o Cannotadd 5 seatsinone account, and then5 seatsintoa differentaccount,etc.
 ExistingSeasonTicket Members mayaddseatsupuntil the total numberof seatsin their
account reachessix total.
 Carts will be cleanedoutatthe endof eachday. Exceptionsare tobe reviewedandapproved
by a SalesManager
o No seatsare to be placedonreserve withoutapproval
 Courtside, ClubSeatorotherPremiumlicensedproduct leadscanbe sentdirectlytoBrian
Burnard.
 NewSalesbyPremiumAccountExecutives,AccountExecutivesandInsideSalesRepresentatives
will be transferredovertoMembershipExperience Executives forentryintothe rookie
onboardingprocessandsubsequentrenewal cycle.
 It isthe SalesRepresentative’s responsibilitytomake sure properpaperworkiscollectedfrom
the customerat time of sale (i.e.Terms& Conditionsandpaymentauthorizationform) and that
the customerisaddedto an approvedpaymentplan.
Sales & Service Call Lists:
 We expect100% of contacts on providedsolicitationstobe called,100% of touch points
(inboundandoutbound) tobe recordedinthe systemand100% of tasks/opportunitiestobe
closedinthe system
 Tasks/Opportunitiesshouldonlybe closedif the followingactionsoccur:
o Contact requeststobe removedfromthe list(donotsolicitrequest)
o Contact respondsthattheyare not interested
o Contact informationisinvalidforall phone numbersandemailsonthe account
o Contact hasnot respondedafterthree outboundphone call attempts
 Outboundemailsdonotcounttowardthisthree touch pointrequirementbut
outboundemail attemptsmustbe notedinthe system
 “GamingThe System”– actionslike bulkloadingtaskstages,recordingoutboundcallsinCRM
withoutmakingthe actual dial (asseen inShoreTel data) orsimilaractionsthatgenerate
misleadingtrackinginformationwill be considered“gamingthe system”andwill be subjectto
disciplinaryaction.

 Service Campaigns –The guidelinesabove are notdifferentforservice campaignsassignedby
STMBO (i.e.pastdue,eventRSVP,nonrenewer,etc). Everyonemustbe called,everythingmust
be tracked, and everythingmustbe closed.
Do Not Call/ Do Not Solicit Requests:
Federal lawandMassachusettslawmandatesthatwe promptlyremove contactsfromall future
solicitationswhenadonot solicitrequestismade.Itisthe responsibilityof the salesreptonote these
requestsperthe guidelinesbelow.
 All donot solicit requestsmustbe notedinthe systemandemailedtoSTMBO (BenNickerson)
for removal fromfuture communications
 It isSTMBO’s responsibilitytoscrubleadlistsof phone numbersoneitherthe Federal orMA Do
NotCall lists.These numberswillbe clearly notedinArchticsandsalesrepscannotdial these
numbersforsalessolicitations.

NEW SALES STEP-BY-STEP FLOW PROCESS

1. First one to work, last one to leave – selling is a numbers game. The more calls you make, the more
sales will result. Effort breeds results. Don’t let yourself be outworked. The difference between
ordinary and extraordinary is that little extra.
2. Prepare fortomorrowbefore youleave tonight. Know exactlywhat you are going to do when you walk
intothe office. Have yourcall listreadyand your dayplanned. “Many people have the will to win; few
people have the will to prepare to win.”
3. Get smart – your education should be far from over. Now is when the real homework begins. John
GrishamnovelsandESPN are greatbut if you’re not studying how to be a great salesperson, you won’t
be one. Get the books, subscribe to the magazines and learn from the great ones. Exercise your mind
and stay mentally fit.
4. Drive Time Training. You will likely spend about 2 hours each day in your car or on the train and this is
valuable training time. Get the tapes on selling and use this time as training. You will also be more
motivated and in the right frame of mind when you get to the office.
5. Practice makes you perfect. Superior athletes probably spend about 90% of their time practicing and
10% of theirtime in games. That is how they develop their skills and become terrific performers. The
same principle appliestoselling. Recordyoursalespitch,give ittofriendsoverthe phone,sharpenyour
skills, and improve your material. Develop new approaches and prepare to win.
6. Dressfor Success. Evenif you will onlybe onthe phone,youwill feel more confidentandprofessional if
you dress for success. It will also create an impression with those in your office. People want to deal
with someone who is sharp and crisp.
7. Knowyourproduct. You shouldanticipate andknow the response toanyquestionaprospectmightask.
Practice in advance – write the responses out. Know them by heart. You are the expert and it must
come off the same way over the phone and in person. If you are unsure of yourself, a prospect or
customer will detect it immediately and it will cost you the sale.
8. Identifyneedsthrougheffective questions. If you call people and start reading a script, you won’t sell
anything. If you sit across from someone in his or her office and launch into a 30-minute presentation
withouttakingabreath, you won’t sell anything. You will keep people on the phone longer, generate
more interest and enthusiasm in your product or service, and develop rapport if you know how to ask
the right questions. Questions will provide you with the information you need to close the sale. Ask
effective questions and LISTEN.
9. Explain features but SELL BENEFITS. In other words, what is the benefit to the potential customer of
usingyourproduct? Will itsave time? Money? Earn thema promotion? Peopleare naturally resistant
to change and it is our job as salespeople to give a prospect compelling reasons to buy into our ideas.
Typically, people will make a buying decision based on a few elements or criteria so we must identify
their needs and sell a solution to their problems.
10. Be in front of the customer between 9:00 – 4:00. This is your peak selling time. Proposals, letters,
reports and paperwork are for nights.
11. Ask for the Order. You have to try and close all sales. Give them the chance to say yes or no. You’re
doing this to make a deal not to share information.

12. NO DOESN’TMEAN NO. No simplymeanstheydon’tunderstandandhave some hiddenresistance. You
need to uncover the resistance and eliminate it through questions and benefits selling. Don’t stop at
NO, sell past it. Consider the word NO as a sign of interest for additional information.
13. Don’t miss deadlines.
14. Follow-upandfollowthrough. Mostsalesare closedafterthe 5th
attemptbut most give up after the 2nd
or 3rd
. Be persistentandremembertip#12. Log all touchpointsinthe system so you and the rest of the
organization can easily reference past outreach efforts and communications.
15. Follow-up phone calls with letters. Almost everyone you talk to should get a letter. Letters and
handwritten notes serve as a reminder that you are committed to earning their business and serving
their interests.
16. Customer Service. This is probably the most important tip. If you don’t take care of your customer,
somebody else will.
17. Knowyourcompetition. What are youup against? Why wouldyourproductbetter meet the potential
customer’sneedsthanwhattheycurrentlyuse? Review the competitor's literature and keep updated
files on your competitor’s top 10 prospects. It’s a good idea to understand how they position
themselves.
18. Assume the Sale. When you are making a presentation act as if you know they are going to buy. Be
confident. Youwantto make people feel like if they don’t buy, and buy NOW, they will be missing out
on an opportunityof alifetime. Create the subtle impression that if they don’t buy it will be a mistake.
Be careful, you do not want to offend, but if done correctly, this is powerful.
19. Success Sells. People want to jump on the bandwagon and imitate other successful people who use
your product. Who else bought from you? Do you have references? Do you have letters of
recommendation? Ask your best customers to write them for you and make that part of your
presentation. Tell the story of how your product solved a problem or met the needs of a similar
company.
20. Enthusiasm. As corny as it sounds, you have to be fired up every day when you get into the office. A
sale issimplytransference of enthusiasmof selling the product to buyer. In other words, if you can get
people tofeel the same way about your product that you do, you have a deal. Let that positive energy
flow over the phone, in meetings and throughout your office. Enthusiasm is contagious.
21. DevelopaRelationship. Getto knowyour prospectandcustomers(remember effective questions will
give you all the information you need). So your prospect likes SCUBA Diving and you see an article in
“Inside Sports” on the top 10 SCUBA locations in the continental U.S. Send him the article with a
handwritten note. That type of effort goes a long way.
22. GOALS. Decide where you need to be and set goals that will give you regular feedback and help
measure yoursuccess. Howwill yougetto the top if you don’thave directions? Goalsare the road map
for success. What do you want to accomplish today, this week, month, year, and decade? Write it
down and refer to it often.
23. Be a Team player. Be the person who takes on the extra project and volunteers for another event.
Someone will take notice.

24. Ask yourself, if you were on the other end of the presentation, would you buy? If you didn’t answer
with a yes, you better rethink your approach.
25. The most difficult prospects are the best customers.
26. Find a Mentor. Pick someone in your organization/industry that exemplifies everything you want to
become. How did they get there? Learn from and imitate successful people.
27. Surroundyourself withsuccessful people. Or, at the very least, keep in close contact with some other
top-notch salespeople. Share ideas, discuss techniques and tips, listen and learn. Success and good
habits are contagious.
28. Don’t make promises you can’t or don’t intend to keep.
29. One Final Call. At the end of the day, when you’re beat and decide to pack it in, STOP. Pick up the
phone andmake one more call. End on a positive note;carrysome momentumhome and into the next
day.
30. Exercise. This has nothing to do with closing sales and everything to do with enjoying your success.
Without your health you have nothing. Take care of yourself and respect your body. Selling is a very
stressful occupationandexercise isthe bestwaytorelieve it. Youwill have more energyandfeel better
aboutyourself,whichdirectlyimpactsyourabilitytodeal withadversity and your attitude toward work
and life.

You represent the team and organization 24
hours a day, 7 days a week and must ALWAYS
present yourself in a professional and
respectful manner, in and out of the office and
on social media.
I have the read the Boston Celtics Sales Handbook and I agree to comply with all policies and
procedures outlined in this document.
_____________________________________ _______________
Employee Signature Date

1415 Sales Playbook - FINAL

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