Sport Ticket sales staff training Chapter 4 Sales Staff Developed not born Skill set of a seller Different to skill set of a manager Sales process Develop lifelong relationship with purchaser Best source of increasing business Upselling Referrals Sales Department Recruit Train Develop Motivate Retain Recommendations Balance in house and outsourced Communication between sales manager and sales staff Success celebrations Gather feedback from sales staff Recruiting/Hiring Personality, creativity (intangibles) Fit with organization Dress for success (opportunity taken seriously) Positive attitude Welcoming personality Poised/confident (not over confident) Initiative (carry conversation) Energy, enthusiasm, commitment Sales positions 10-20 inside sales staff Supervisor to staff ratio 1:8 Annual training New employee training (1 week to 1 month) Ideal structure 8-16 Part-time 2 ½ months than ready to replace nonperforming FT 6-8 full time season ticket dedicated 3-6 full time group sales dedicated Self-training One book per month, mentor, seminars, practice Sales Culture Desired outcomes Effectiveness Productivity Stability Long term growth Created by the sales manager (leadership) Orlando Magic three A’s Action Visible displays Find needs, wants, desires of employees Reward accomplishments Attitude Believe in sales staff Atmosphere Visible signs of success gong Retaining/Motivating Database management Lead distribution Reporting Evaluation Satisfy need of employees first Better able to meet customer needs Achieve organizational goals Four types of sales employees Competitor Rivalries, win contests It’s All About me Recognized as best Achiever Team Builder Recognition of achievements, group success Empathetic Seller Cultivate relationships, not volume producers Sales Career Exploration Establishment Maintenance Disengagement Employee rate feeling appreciated and informed as top want Sport Consumer Incentivization Chapter 3 Incentives Depend on consumption motives Items of perceived value that add to offer Overcome indifference or resistance Later stage of buying/communication process Price based incentives Discounting core product damaging Contingency based Consumer action (provide info, prior purchase, etc) prior to price reduction Attract infrequent customers 8% increase in attendance (top 10, 2004) “cherry pickers” – only attend with promotion MLB 14% increase, 2% watering down effect, more is better, weekdays (vs. high attendance – max total entertainment value) Incentives continued Rule changes, star players (consumption incentive) Place based incentives 26 fundamental motives for sport consumption Primary motives Achievement Ordinary runners (sense of accomplishment) Perfect attendance Vicarious achievement (enhance self esteem through success of athlete) Sponsors – increased sales volume, exposure Craft Developing or observing physical skill Winning record – highest predictor of attendance/s.