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.

1. 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

2. 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

3. 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

4. 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

5. 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/sponsorship
Uncontrollable
Focus on opponent skill (novelty)
Primary Motives Continued
Affiliation/community
Consumer to consumer affiliation
Intragroup
Group related incentives (party packs)
Transgroup
Affiliation among strangers

6. Supporting a common team
Viewership incentives (restaurants/bars)
Intergroup
Rivalry games (increase attendance 25-30%0
Maximize with pranks, wagers
Local derbies
Consumer to organization affiliation
Minority consumers (need to identify)
Sponsorship for favorable affiliation (image transference)
Affiliate with cosponsors
Extend product market
Affiliate with special cause
Bond employees and customers
Affiliate with idealized past
Parent –child ticket program
Health/fitness
Inspire participation
Sponsorship to increase employee health and morale
Fun/festival
Limited interest in core product
Consumption experience
techtainment
Implementation
Objective
Increase sales, usage, block competitor…
Reward loyal customers first (goodwill)
New market development
Link objective to incentive (p. 57)
Inclusiveness
Value added (as many as possible)
Targeted audience (exclusive)

7. Recipient
Sales staff, suppliers, consumers
Direction
Positive/negative (reward/punishment)
Amount
Ineffective vs. wastefull
Just noticeable difference (amount offered based on consumer
financial situation)
Time of payment
Immediate vs. mail in