4 Keys To Accelerating Sales In Sports Business

Let’s talk accelerating sales today because in sports business, creating and keeping customers is a neverending conversation.

There are a ton of ways to think about building “Fans For Life” and I’m going to cover a ton of them in Melbourne, Australia on 18 November 2019.

But today I want to talk about accelerating the sports sale and 4 ideas you can put into place immediately:

  1. Expand your prospecting.
  2. Sell based on value to the prospect.
  3. Have a defined sales process.
  4. Focus on the experience over the game.

Here, let me go a little deeper with these…that might help.

Expand your prospecting:

Sports business in America is built on the cold call.

Someone asked me how often I cold call now, “not as much as I used to was my answer.”

Again, I’m in a different business now.

Which means that my prospecting has expanded. This means I use many different types of prospecting to connect with my prospects.

Some of these things include:

  • Email
  • Speaking
  • Writing
  • Social media
  • Networking
  • Referrals
  • Direct mail

I could go on, but I think you can see that you might need to consider how you are prospecting and ask whether or not you should be adding to the list.

Sell value:

This should be a key idea for any sales person.

The fact is that to accelerate any sale, you should be focusing on the value you create for your potential partner.

For me it is easy, I focus on helping you get your marketing or strategy straight so you can grow your market.

For you, it is something different.

Whatever it is, you should be selling the value of attending your game.

From my days in selling tickets all day long, here are a few that have made me a lot of money:

  • Potential opportunity to connect with a new multi-million dollar client.
  • Family time when a father has been tied up with work.
  • A holiday for a family that is often tied up with a very highly demanding family business.

I could go on, but the point here is that you have to dig deep enough to recognize how people are using your product and sell them a solution to what they are looking to solve.

What’s the next logical step?

You need a defined sales process.

Nothing fancy, but you need to know whether or not what you are selling is a complex sale or a simple sale.

A simple sale which is a lot or almost all ticket sales should be a one call close.

A complex sale which is going to be most sponsorships, partnerships, packages, and things in this vein are likely complex closes and require a different skill set.

That’s where you need your sales process.

What do I mean when I say that?

It is pretty simple and can be laid out like this:

  • Identify and research your prospects
  • Put them in your prospecting engine
  • Set the appointment
  • ID needs
  • Present solutions
  • Close or don’t
  • Deliver
  • Referrals

These middle points can go a little longer, but the key is that you need to know what the next logical step is before you go into your sales call and ask for it.

You must control the call, not the buyer.

Lead with the experience: 

I’m going to post a podcast with Douglas Mann from the Victoria Racing Club in the next few days. It was great, but you’ll learn one thing from his podcast: the value of the experience over anything else.

I don’t want to spoil the podcast, but the Victoria Racing Club is a unique property and they have a mission statement unlike any other.

They focus on “world class”.

This applies to every aspect of what they do.

The key here is that they focus on a world class experience, no matter what.

In too many instances, we can try to sell a ticket to an event, a game, or concert…the performance we can’t control, the score can’t be controlled, and a lot can’t be controlled.

But we can control a lot and that is what we can sell and we should be selling.

If you are visiting a National game, you can’t know whether or not the team is going to win. In fact, it shouldn’t matter. But you if you are part of the team, you can control the lines for beer or hot dogs. You can control how nice or rude the ticket agents are. You should be able to control the offerings in the team store.

And, if you play your cards right, you should be able to sell all of those things into something fun that people want to experience.

Or, you can sell a ticket to a game and you allow the opposition to come into play, pitching matchups, weather, and a lot more things you can’t control.

As with all of these things, accelerating sales is about controlling what you can control.

That’s a choice you have to make.


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