In advance of that, I’ve put together a new sales handout built around some of the lessons I learned training sales teams around the world in sports ticket sales. (You can get it by sending me an email firstname.lastname@example.org)
But I wanted to highlight 5 key lessons that can help sports group sales teams get greater success in their prospecting:
Focus on the next logical step:
If we aren’t careful, we can spend a lot of time trying to make each call or touch the magic touch.
As sales folks, we need to spend time focusing on advancing our sales one step at a time. So it is important for you to recognize the steps in your sales process and focus each touch on getting your prospect to take the next logical step with you.
Have a cadence:
In sports business, we often have a call list or a list of prospects and we hit them…and, hit them hard.
But is that the best approach?
You have to have a plan of attack for your prospecting. You need to have developed a prospecting cadence. Ideally, with multiple media.
Focus on your prospect’s needs, not on yours:
I’m going to go out on a limb and guess that 100% of the people reading this want to make more sales.
I’m also going to go out on a limb and say that in 100% of situations your prospects never buy because they care about your desire to make a sale.
To make more sales and accelerate your sales cycle, you have to focus on the prospect.
What is in it for them?
How are they better from working with you?
How do you improve their life?
Focus on them, not on you, and you will see more success.
Become value obsessed:
We can easily slip into the idea that we are really just selling a game, but that is never true.
We are always selling an experience, a connection, a sense of community.
This comes back to the value of the game, not as a game alone, but as a way for someone to expand their business, deepen a relationship, or have time with their family.
Have a goal for every communication:
“Checking in” and “following up” aren’t really great reasons to reach out to a prospect.
At each point in the sales process, you should have a goal for your communication, value you want to add to the relationship, or something new to convey.
If you don’t, don’t hit send on that message, text, or call.
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