3 Ways To Improve Your Sports Business Inside Sales Efforts

I did a few sales trainings at the end of 2019 and I learned a bunch of stuff.

As I was sitting in my office today, I started jotting down some of the lessons I learned and how they can apply to your inside sales efforts no matter what sport you are selling:

Multi-modal prospecting is key:

True or not, the impression that a lot of folks have about sportsbiz inside sales is that it is entirely built on cold calling.

I know that phone crushing is still a part of coming up in sports, but the reality of the situation shows that you aren’t likely to be able to hit your sales goals with phone crushing alone.

In the past, I’ve been a key proponent of thinking like a marketer while you are selling.

This idea builds on that belief.

When I speak of multi-modal, I mean using all of the tools that you can have at your disposal.

Use email, networking, referrals, social media, direct mail, and anything else you can think of.

My buddy, Stu Heineke, has written two amazing books on contact marketing, but I’ll point you to the original, How To Get A Meeting With Anyone.

In this book, Stu points out all the different ways that you can be successful in making contact with your prospects.

Chatting with Tony Knopp from TicketManager on my podcast, Tony laid out the challenge that many folks deal with getting time with executives and decision-makers in today’s world due to automation and salespeople using the tools that they have access to poorly.

I belabor this because I just want you to use as many different forms of contact as you can come up with to get the meetings and the attention that you need to make a sale.

Know your “next logical step”:

When I worked on the secondary market, in the days where I still picked up the phone about 100 times a day, one of the keys to success was one-call closing.

I was good at it.

But there were times when I was making big deals with partners like hotel chains, credit card companies, and advertising agencies where there was no way I was making a one-call close.

In those cases, I needed to recognize what success for the sales conversation looked like.

I call this making sure we know what our next logical step looks like.

You can apply this by asking yourself what is the minimum requirement of moving this deal forward and steering your conversation in that direction.

I’d also encourage you to know what is the best possible outcome as well.

Both are important because you can frustrate yourself if you aren’t sure you are making progress.

Make your ask clear:

In reviewing a lot of sales materials, call scripts, and hearing a bunch of sales conversations…I noticed that in too many instances, the ask, the call-to-action was not clear, buried, not obvious.

Don’t go there.

I used to laugh at the cartoons of sales folk where the salesperson would do everything in their power to not ask for the sale.

I thought it was a joke.

It is, but it is a joke built on reality.

So make certain that you don’t fall into that trap.


Make sure you know exactly how you are going to ask for the person on the other end of your sales call to move forward.

I don’t mean this in the used car salesman way, but in the way of a professional where you ask something like:

“Should we proceed?”

“What card would you like to put that on?”

“I’m going to do — and you are going to do –. Is that correct?”

There are a ton of different ways to ask for the next step, but you have to make certain that the ask you make is relevant and clear.

Then do it!

These are 3 big takeaways from my travels.

What are some of the areas you are thinking on this year?

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