Knute Rockne was the force who established Notre Dame as a national force. His philosophy can be summarized here:

• You must be able to cooperate
• Successful people persevere (in sales, 95% rejection rate is normal)
• Competition is a challenge you should thrill to
• A sales manager is the trustee of the potential worth of every salesman in his employ. It’s his job to put enough time and effort into training every individual so that the maximum worth of each will be brought out
• It is the job of the sales manager to know where his men and women are every day and what they are doing
• Selling is dependent on strong fundamentals
• Have a control plan (or chart of play)
• A handler of humans must be willing to break his group down into units and study and understand each one
• PEP = purpose, enthusiasm, and perseverance

Sales are essential to sport marketing, can overcome severe handicaps on paper.

The NFL is moving away slowly from the Meat in the Seats business model, with ever-larger TV contracts replacing the ticket sales as the lifeblood of the sport.

“Nobody goes there anymore; it’s too crowded.”

Yogi Berra

Sales (according to Mark McCormack) consists of:

• Identifying customers
• Getting through to them
• Increasing their awareness and interest in your product or service
• Persuading them to act on their interest

Four main factors must be considered in, let’s say, sellability (success of sales)

• Quality of product
  • On-field quality plays a big factor, as well as venue quality etc
• Quantity
  • Ticket packages, number of games, etc
• Time
  • Does the target have time to spend on the sport?
• Cost
  • pricing can include over time, etc
• Secret fifth perception: how cool the product is?

Qualities to look for in a saleshuman:

• Belief in the product
• Belief in yourself
• Seeing a lot of people (volume)
• Timing
• Listening to the customer
  • Important to recognize what people say they want doesn’t always match reality
• Sense of humor
• Knocking on old doors
• Asking everyone to buy
• Following up on the sale
• Common sense
• Preparation

The organization of the sales department is important and must include:

• The reporting structure
• The relationships between departments is vital
• The organizational style wrt producing materials
• The development process of personnel is important
• Determining the composition of the sales force (salary + commission, number of each kind of employee, etc)

What Do I Have To Sell? *Ears perk up*

• Naming right
• Electronic inventory
• Signage inventory
• Print inventory
• Assets related to ticket sales
• Tickets and hospitality inventory
• Promotions inventory
• Community programs
• Miscellaneous inventory (road trips!)

Direct data-based sport marketing and sales: database marketing (metadata, etc. to target your campaign)

There’s a FULL PAGE CHART of sources of data for different types of customers and what to target them for and just looking at it is EXHAUSTING

Ha! There’s an ROE (return on emotion) which is just as vital as ROI and ROO

Telemarketing isn’t just phone banking anymore, it’s also now internet work

Telemarketing Sales Process

1. Precall planning
2. Approach and positioning
3. Data gathering
4. Solution generation
5. Solution presentation
6. Close (ABC)
7. Wrap-up (don’t forget to prepare follow-ups)

There’s a scenario of a telemarketer….. man this is tiring. I’m really just regular tired though….

Telemarketing can be outsourced, but you would really need to work closely with your outsource crew…..

Direct Mail: another way to get in touch with the peoples.

• ADVANTAGES
  • Targeted
  • Personal
  • Measurable
  • It can be tested
  • Flexible
• STRATEGIES
  • Must differentiate
  • Offer multiple options on one document
  • Provide a range of benefits or exclusivity
  • Use discounts, etc
  • Offer deferred or flexible payments

Another option: email marketing (EMAIL CAMPAIGNS) can be more direct and cheaper to blast out

Annual report is an email with lots of content, links, videos, flyers, etc

Personal (face to face) selling is the most intensive but can be worth the cost

Relationship Marketing (RM) is marketing to other companies rather than direct to consumer

Benefit selling is the creation of new benefits to offset existing perceptions or assumed negatives related to the sport product or service

Holy crap this chapter is 45 pages. Will have to finish it up later. Yikes.

OKAY I’M BACK LET’S DO THIS.

Innovative Promotional Approaches for Selling Sport Products and Services

• Education can sell the fan base
• Remember your packaging
• Remember that fun is good
  • If you build it, they will come
• Couponing is not just for groceries
• Remember the profitability and effect of group sales

Use your Assets to Sell: Hold a meet’n’greet at a season ticket holder’s place (the New Jersey Nets pioneered this influencer-based approach) and other ways to create personal connection to the sport

The Club Sandwich (total inventory plan)

• Full season tickets (meat)
• Partial plans (cheese)
• Groups and advance ticket sales (veggies)
• Day-of purchase and community promotions (condiments)

With a long season, season tickets should be ~60% of tickets, but with fewer games like the NFL, should be 80%

Declining or losing Team	Improving Team	Successful Team
Add staff to sell inventory	Add staff to capitalize on perception	Lay off staff because of lack of inventory
Add discounts to attract buyers	Use discounts to create up-sell	Eliminate discounts
Ticket plan options	Upsell higher cost plans	Offer few plans
Emphasize group sales	Use groups to sell out, offer limited discounts	Limit group inventory, no discounting
Heavily emphasize sales training	Heavily emphasize sales training	Focus sales training or sales contests on increasing account value
Offer payment plans	Offer payment plans	Offer incentives to pay in full
Promotional nights	Target key games with promotion	Use premium giveaways for sponsor activation

Pricing is a skill all by itself. Some things that must be priced are:

• Hard or soft goods (equipment/jerseys)
• Tickets
• Memberships
• Daily usage fees
• Concessions
• Content
• Access for corporate entities
• Image
• Hospitality
• Premium seating
• Exclusive association
• Commercial time and exposure

Satisfaction = Benefit – Cost (still!) so don’t forget there are other prices built in to participating! Especially golf…..

Secondary ticket market: tickets can be resold, like StubHub etc. This may erode the season ticket market over time

Aftermarketing is a term that describes the relationship between the marketer and the customer after all the marketing and sales efforts have been completed, a purchase has been made, and the prospect has become a customer. THIS SEEMS IMPORTANT.

Through good aftermarketing, a relationship can be built that expands the usefulness of the customer.

Customer loyalty is based on the consumers’ feelings about the brand in the areas of confidence, integrity, pride, and passion, as well as satisfaction, utilization, and enjoyment of purchases. Defectors are costly and must be replaced which is troublesome. High-value customers must be treated as members.

OKAY LET’S GET THIS QUIZ OVER WITH.