Luxury Suites & Premium Tickets

Collaborating in Academics & Athletics: Events, Donors, and Development Professionals

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Collaborating in Academics & Athletics: Events, Donors, and Development Professionals
Shane Crawford, Senior AVP of Leadership Gifts
Shane Crawford
by Bryce Killingsworth – August 2015

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]In true collaborative spirit, this article was co-authored by Bryce Killingsworth, Development Associate in the School of Arts & Sciences, & Shane Crawford, Senior AVP of Leadership Gifts at Oklahoma State University.

[/dropshadowbox]There’s a reason it’s cliche to say college athletics is the front porch of nearly every university —  it’s true, especially for the power five conferences.

Game days are a special piece to the puzzle of donor and fan engagement, but only when utilized strategically. Athletic events overflow with thousands of students, faculty, alumni (young and old), and donors who identify as fans. You would be wise to take advantage of the opportunity. After all, it’s much easier to get a key donor on campus for a game rather than a campus visit in the middle of summer. Athletic teams brand the institution locally, nationally, and for some, even globally because of consistent viewings of logos, nicknames, and media attention a university receives. It is crucial that we, on the academic side of the university, utilize these attractive events to engage prospects. For the purpose of this article, we will focus on football games, as Boone Pickens Stadium is a big draw for donors to Oklahoma State University.

Strategy

Boone Pickens Stadium Suite Level
Boone Pickens Stadium Suite Level

There must be a strategy and purpose behind every engagement opportunity with a prospect — for development professionals in both athletics and academics. But first things first. Let’s not invite our top 100 donors simply because they are top donors. We need a specific strategy in place. Why are we inviting them? Is it a step within their stewardship plan? Are we cultivating them toward their next large gift? How are we bringing them closer to the University, the Dean, or relevant faculty members? The point is: have a purpose.

Purpose. At Oklahoma State, the academic units or colleges share suite tickets with a limited number of games and tickets per game for each college. With a limited ticket supply, we rely solely on strategic moves to move the donor down the continuum. Each college may have the respective Dean present or a key faculty member to connect with the invited donors. Be specific and purposeful about the interaction in order to maximize the experience for prospective donors:

  • Has the donor been solicited within a few months of the event or are we planning to ask them soon?
  • Are there high-capacity prospects that you have not met face to face?
  • Are there donors whose relationship could be moved forward by meeting the Dean and returning to campus?
  • Has a donor recently made a major gift and you need to thank them?
  • Are there high-capacity donors who would not otherwise travel the distance to come back to campus?

Referrals. We also consider asking a key donor who is an advocate of our mission to invite a friend to the game in an effort to cultivate new relationships. Alternatively, we might ask donors with suites of their own to invite key prospects on our behalf. The objective is to use stadium and club level tickets to provide a chance for key supporters to sit with the Dean, Provost, or other key people.

You can develop other creative approaches. Let’s not get content on the money we raise, but think about the possibilities that could become reality if our strategy is meaningful. We can achieve so much more if we engage our donors, our most precious assets of the university, and strengthen those relationships.

Several Teams, Same Mission

 Collaboration between academic and athletic development officers (DOs) is a necessity to maximize donor engagement and support. The majority of top university donors financially support both academics and athletics. Take into account the collective interests of each donor. If we embrace this concept, we show donors a united team that values their interests above our own.

Are you an academic DO? Embrace the fact that many donors are passionate about sports and want to ensure their university has a competitive athletics program. The more engaged donors are with an athletic program, the more engaged they will be with the university. For many donors, their initial support to their alma mater begins by first becoming involved as a season ticket holder.

Are you an athletic DO? Embrace the fact that the majority of alumni did not attend a university simply to go to athletic events, but rather to get a degree that led to their present-day success. If the athletic department is the front porch to a university, the various academic units are the foundation for the entire house. Universities do not exist for athletic programs. They exist to further educational pursuits. Successful athletic DOs will fully embrace and understand this concept.

Strategies must be inclusive rather than exclusive to maximize donor support. Academics and athletics should embrace what the other side brings to the table. Always put donor needs in the forefront with a collaborative spirit when developing strategies and solicitation plans. Do more joint calls. Think outside the box. Create an amazing donor experience. Celebrate when one side of the house receives a major gift. Recognize each gift further connects and commits donors to the university. Our individual donor strategies should never be mutually exclusive from one another.

The collaboration concept is simple in theory. But institutions struggle to create and maintain academic-athletics partnerships. Each party must assume positive intent to communicate and ultimately to trust. Reach out to your counterparts on a consistent basis to understand needs and objectives. The more educated we are about each area the better we can provide a better experience for donors. Communication is the key pillar. Communication takes time. Commit to spending this time to develop trust that results in better collaboration. We will not reach our full potential as fundraisers without embracing the roles each of us play in advancing a donor’s relationship with the university. We have more to gain by working together and more to lose if we do not have a collaborative spirit.

Next month we’ll continue with this topic and share stories of how to put the collaboration concept into practice.

Utilizing LinkedIn for Business Prospecting

kirk_wakefield 2015, Lead, Luxury Suites & Premium Tickets, Networking, Relate, Sell, Social Media, Tickets , , , , , , , 0 Comment
Utilizing LinkedIn for Business Prospecting
by Mike Dimitroff – July 2015

My sales philosophy: Better to go after the big fish than waste time fishing for minnows! Anyone can go to the local watering hole, cast a line, and catch small fish. But if LinkedIn is your fishing pole, businesses will be the big fish you are trying to catch.

[dropshadowbox align=”center” effect=”lifted-both” width=”550px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]“It’s no secret that today’s business decision makers have greater control over the buying process. Three-fourths of B2B buyers use social media to educate themselves before making purchasing decisions and twice as many use LinkedIn to research purchasing decisions than any other social network.” ~ LinkedIn.com[/dropshadowbox]

If 75% of B2B buyers do social media research prior to buying, you can bet that business professionals preparing to make a large monetary commitment will run a background check on the seller–and that’s you!

First Impressions

People buy from people they like and often decide if they like you within the first few moments of contact. What will buyers think if they look on your LinkedIn profile with no picture? A photo helps prospects put a face to the person they’re talking to and helps develop familiarity.

Your story

Provide a short background story about yourself and list your job responsibilities. I recommend listing sales accomplishments since people are more likely to buy from people who are successful at what they do. They perceive that if other people are buying from you then you must be trustworthy. These may seem like nuances, but they will help build trust with your prospective buyer and trust ultimately leads to sales.

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]”jesse salazarNew and different methods to contact decision makers are invaluable. LinkedIn is an effective, smart tool for prospecting new companies, identifying decision makers and increasing your network. Professional salespeople will definitely increase productivity, generate qualified leads, and have a higher closing ratio when using LinkedIn.” Jesse Salazar, Manager of Season Sales, Houston Rockets[/dropshadowbox]

No Off-Season

At the Houston Rockets, our motto is, “There is no off-season!” Although some sales reps choose this time to relax and take a break, this is the perfect time to build your sales pipeline. I spend most of the off-season business prospecting.

Prospecting

Prospects can come from oil & gas magazines, billboards on your drive into work, or simply searching under the “people you may know” tab on LinkedIn. With over 500+ connections, many are within my target industries of oil & gas, construction, & law firms. When you search for a new company on LinkedIn simply type in the company name and it should pop up under the drop down menu. Once you have your company selected you can begin to filter by city.

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]rob“LinkedIn is an essential tool for staying connected to business professionals and a creative method to target companies. C-level executives are almost impossible to get on the phone. LinkedIn is just another way to get in front of decision makers in a competitive business environment where their time is limited to unique salespeople who they see as a resource to get them immediate results.” Rob Zuer, VP of Ticket Sales & Services, Denver Nuggets[/dropshadowbox]

Once you identify a company, contact one of the following from your search of their LinkedIn profiles: Business Development Manager, Marketing Manager or Executive Assistants to CEO. These are typically the people that either make decisions on purchasing season tickets or handle the distribution of tickets.

You make the call

Call the mainline of a company and ask directly for the person by name. I’ve seen sales reps call the mainline and use basic intro lines like this:

“Hi, this is Michael Dimitroff with the Houston Rockets. I was wondering if you could put me in contact with the person who handles season tickets purchases at your company.”

Gatekeepers are taught to screen such calls and you’ve just given them a layup! Instead, act confidently, as if you’ve already had a conversation with the person.  Ask using their first names (e.g., Rob, or Rob Zuer; not Mr. Zuer) to give the sense you are familiar with them. Once the gate keeper transfers you to the direct line…now it’s time to work your magic and catch the big fish!

Eric Sudol’s 3 Lessons From a Career in Sports Sales

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Eric Sudol’s 3 Lessons From a Career in Sports Sales
by Brooks Byers – April 2015

S3 Board Member Spotlight: Eric Sudol, Dallas Cowboys

Eric Sudol, the Dallas Cowboys’ Senior Director of Corporate Partnership Sales & Service, has worked for the Cowboys organization for eight seasons. Mr. Sudol completed his undergraduate work at Cornell College, before earning joint masters degrees from Ohio University in Business Administration (MBA) and Sports Administration.  After starting his career in corporate partnership sales for the Memphis Grizzlies, Mr. Sudol came to Dallas intrigued by the opportunity to sell suites for the new AT&T Stadium in 2007.  Since joining the Cowboys, he has been promoted five times, moving from suite sales to Manager of Premium Sales, Director of Sales, Director of Sponsorship Sales, to his current position as Senior Director.  As a member of the Baylor S3 Advisory Board, he enjoys sharing his experience and advice with students.   Some of his key takeaways from his years in Memphis and Dallas include:

1.       Discipline is the key to sales.

  “The job is daunting. If you bat .300, then you’re in the Sales Hall of Fame,” says Mr. Sudol.  “It’s tough to do this job if you’re not very disciplined in your approach.”

2.       Sales and business acumen go hand-in-hand.

“You can’t go wrong with a first job in sales; if you want to be a leader in your company, then you have to understand what it takes to make money.”  Mr. Sudol came to Dallas to learn a different aspect of his industry.  He believes that his experience selling suites made him a better leader and manager because all areas of revenue generation are important and related.

3.      Selling sponsorships lends itself to creativity.

“You can allow your entrepreneurial spirit to run in sponsorship.  We’re always looking to innovate and create new ways to generate revenue.  We want to be at the forefront and look to invent the next sponsorship category,” says Mr. Sudol.

Mr. Sudol is proud to be a part of the S3 program because its curriculum recognizes the importance of sales as an entry point to the sports industry and gives students hands-on experience in call centers to prepare them to excel in their careers.

Why the NFL is Lifting the Blackout Rule

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Why the NFL is Lifting the Blackout Rule
by Eric Fernandez – March 2015

The NFL announced yesterday (3-23-15) that for 2015 they will lift the 30+ year blackout rule.  The blackout rule has been in effect to “protect” season ticket holders.  Teams that couldn’t technically sell out the game 72 hours before kick-off would have the game blacked out in their local markets.  The change for 2015 is driven by two simple reasons:

  1. Pressure from the TV Networks, in particular CBS and FOX, to remove blackouts
  2. Teams no longer have an incentive to sell out games

#1. Pressure From TV Networks

The current TV agreements, that kicked in before the 2014 season, increase each teams annual TV money to between $200 – $220M.  Or said another way, before each team plays a down, TV money pays for salary cap and team operating expenses and leaves each team $10+ million dollars in the black.  That’s a nice business model – do nothing and make millions.

Make no mistake, TV drove this decision.  Local market viewers are 50% – 75% of the local market TV rating.The NFL can’t justify crippling their largest revenue source, which is now the overwhelming majority to revenue for each team.  Expect the TV viewing experience to innovate and improve as networks seek ways to recoup their investment.

#2. No Incentive to Sell Out

Read point #1, read it again and then read it a third time.  This is no different than a pro athlete who ups his game in a contract year, makes a financial windfall, then gets a bit fat and happy with a large contract.  Teams have no incentive to sell the last 10% of tickets.  If anything you’ll see a shrinking of future stadiums with a model that’s focused purely on premium seating and season-tickets, sold well in advance on long-term contracts.  We’ll witness the conversion of stadiums to “sound stages” with made-for-TV experiences.

As journalists are taught in J-School, the secret to uncovering a story’s truth is to “follow the money.”  The same can be said for the NFL’s blackout lift.

Getting in the game: Removing and replacing the fear of rejection

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Getting in the game: Removing and replacing the fear of rejection
by Carson Heady – March 2015

Those moments prior to dialing, pulling that door or entering the board room are like stepping in the batter’s box or breaking the huddle.

You formulated a semblance of a strategy, thought (or over-thought!) and now you have to execute the play. But what if I whiff? What if the pass is intercepted? What if they say no?

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]I have found that rejection is a natural human reaction to changing status quo. Most people don’t like change, and most of the time your product or service is asking them to do just that, change for a perceived value. Overcoming this obstacle is purely a numbers game. By knowing exactly how many contacts, calls, demos, presentations, it takes to close a deal, you effectively establish a process. The numbers dehumanize rejection by making it all part of the end game. Celebrate the losses along with the wins, they are all part of the process. ~David Woodbury,  Venture Builder/Rev7.co [/dropshadowbox] A fear of rejection can prevent us from playing the game effectively, if at all, spelling D-E-F-E-A-T from the start. We may be confident in our knowledge of the product or service we represent. We may have prior success or failure we’ve learned from. But, facts are facts: no one enjoys being told “no.”

So, how does one eradicate the trepidation surrounding rejection?

Overcoming “No”

1. Be Prepared.

The more ready you are to confidently present your product, service and yourself, the less likely you can be deterred from that path. Knowledge and the ability to delicately drive through the selling process are what lay the foundation for the successful sale. Preparation builds confidence because it’s one less thing to worry or think about. Arm yourself with as much as you can in the situation. Go in with your intended qualifying questions, plans for rebuttals and confidence to close.

2. Name the fear.

Recognize the fear and work to dismiss it. You have more control over it than you think. If you have a fear of rejection, acknowledge its presence and contemplate why it exists. Are you afraid of not selling because you fear repercussion? Do you feel unsure of yourself or your pitch? Similar to the “release the mechanism” scenes from the Kevin Costner baseball flick For Love of the Game, you hone in on your directive and drown out everything else. If you allow yourself to deviate from the game plan because of desperation or fear, you certainly will hear “no;” so it’s all the more reason to ensure you remain undeterred.

3. Focus on process.

The real “fear” you should have, if any, is that you leave out a crucial step or do not give customers a clear picture of why they need what you have. Replace the fear you have of being told “no” with a focus on simply sticking to steps. You cannot control what your contact will do, but you certainly can control what and how you deliver. When you leave the conversation, your goal is to have a signature or a clear-cut reason as to why the customer decided against buying with a specific plan to follow up or move on.

4. Learn from the rejection.

Customers may decide against buying for reasons completely out of your control. That said, what worked during your presentation? What did you say that you may want to omit next time? Are there ways to tweak your product offerings or strategy based on the reason for opting out? It is very possible to lose the business today only to regroup, retool and revisit with a better solution that your customer will choose to use.

5. No isn’t forever.

The customer who decides against change today may feel differently given some time or change of circumstances. Leave a solid, lasting impression: Stand apart from those simply trying to get a sale at any cost. Earn the relationship. Stay in touch. Offer to help in any way you can. Find a way to be valuable, even if it brings no immediate monetary gain. When they have a need you can fill, you’ll get the call.

Bottom line

Never even think about the “no.” Your focus should be to control what you can in the selling process. We spend too much time worrying about what never comes to fruition. You control truly learning your customer’s needs, formulating a plan to address those needs, and addressing any concerns. You won’t win them all, but if you leave each conversation knowing the specific reasons your customer did not purchase, you did your job and can learn, grow and get ready for the next “yes.”

Making Connections: Contact Puts the Ball in Play

kirk_wakefield 2014, Experiences, Luxury Suites & Premium Tickets, Sell, Sponsorships, Tickets , , , , , , , , 0 Comment
Making Connections: Contact Puts the Ball in Play
by Carson Heady – May 2014

How to sell: Put the ball in play

Fundamental to any activity or sport is to put the ball in play. This necessitates action on the part of the participant(s) and begins with how and when we make contact.

On the field, it is about formulating strategy, addressing the ball, following through and studying results to adjust for future shots. Business and sales are no different; prospecting and approaching connections to build relationships must be handled with the same finesse.

As with all facets of sales, the quality of each leg of the process determines quantities of successes. Fashioning the optimum game plan for narrowing our search for prospects, garnering attention in the proper way, reaching out with maximum effectiveness and showing why you or your product is supremely relevant inches you closer to your goal line. Like charging down the field, each possession’s objective is to manage plays effectively enough to get as close to that end zone as possible. We will not reach it every time, but the more masterfully we operate each play and possession, the better our chances.

Three things you must do to win

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Bart Elfrink“Networking is what landed my most prominent directing roles. As a filmmaker, networking is of utmost importance and it is truly all about who you know when it comes to securing interviews. Diversifying the groups I was networking with rather than just one core group made all the difference; taking initiative, starting conversations – you never know where they will lead and deals are made over conversation, coffee and meals.” Bart Elfrink, Director & Cinematographer[/dropshadowbox]From looking to land a job to attempting to market a product or service, it is vital to:

  1. make authentic connections,
  2. showcase unique attributes, and
  3. improve their lives.

Ultimately, you want to prove that your target audience would be better off with what you have than what they have now or have to choose from.

Examine your playing field:

  1. What experience or attributes are being sought in the arena you wish to conquer?
  2. What do you or does your product offer that ensures you are uniquely qualified to fill a gap?

These are the strengths you highlight as you grab attention and carry on throughout the selling process. Learning your audience’s needs through analysis and questions is step one; showcasing how you fill the gap best is the rest. Realize that you and your product are up against considerable odds; this does not rule out victory, but means you must work smart and understand this contact sport.

How to connect

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]laura.wiley“If you don’t put yourself out there, you will never know your fullest potential. Network and connect with everyone (and I do mean everyone) you know as will often be surprised to find what opportunities lie within the those you are closest too as well as farthest away. Connect and engage, talk and share, give and get – it is how trusting and long-term business relationships and strategic partnerships grow.” Laura Wiley, Principal/CMO of Marketing Lift[/dropshadowbox]Connecting today has a different feel with the prominence of social media and ability to quickly pinpoint your target decision maker; with a simple search we can locate VP’s and CEO’s and attempt to make contact. That said, anyone can make contact, so you must ensure your contact counts. Utilization of sites like LinkedIn grant you access to all the movers and shakers across every industry:

  1. Build your network strategically by casting a wide enough net of individuals who could serve as decision makers or point you in the right direction.
  2. Aim high, specifically in small-to-mid-sized businesses where a CEO will be more apt to accept your overtures.
  3. Do it with distinctive, classy flair. Don’t use the generic LinkedIn request.
  4. Never pin all your hopes on just one person for a job or sales decision. Formulate multiple plays across all pertinent companies and industries so you are prepared for whatever obstacles you encounter.

How to approach

Approach requires just as much thought. Using your own conversational style, the approach might go something like this: “Mr./Mrs. X – It is my hope this note finds you well. With your expertise in _____ and our mutual interests, I believe you would be an excellent person with whom to share ideas and learn from. I would be honored to be part of your network.”

Whether by LinkedIn or email, supplanting the generic, average introduction will get your note noticed where others land in the penalty box of the virtual trash can. From there, timely follow up within a matter of days thanking them for the connection and requesting advice on the industry to gain access to them will have far more success than pushing a product or asking for a job up front.

Casting a wide net also means:

  1. researching local networking events,
  2. utilizing your existing network to meet new prospects (i.e, referrals), and
  3. leaving no stone unturned as you put your best quality foot forward in meeting and greeting new contacts with whom to form mutually beneficial relationships.

Like any part of the game, prospecting and connecting determine how far the ball carries, and are integral in your quest to circle the bases.

Cover photo courtesy of Tate Nations.

 

Does using social media in selling increase performance?

kirk_wakefield 2013, Luxury Suites & Premium Tickets, Sell, Sponsorships, Tickets , , , , , , , , 0 Comment
Does using social media in selling increase performance?
by Wayne Guymon – October 2013

Social Media is all fun and no work, right?  Those “millennials” are always on their phones, checking Facebook and “LOL’ing” with their friends.  It always seems to be “tweet this” and “hashtag that.”  I can hardly understand what they are saying sometimes!

The truth of the matter is that social media, when used effectively, can be an extremely beneficial tool.

A study of business-to-business salespeople found that 42% frequently use social media in their selling efforts to:

  1. Build awareness.
  2. Prospect.
  3. Obtain leads.
  4. Connect with customers and keep them feeling important.
  5. Maintain good business relationships.
  6. Obtain referrals.
  7. Communicate thoroughly.

As we might guess, 73% of millennial’s use social media in selling, while 60% of Gen X salespeople do, and only 33% of baby boomers.

More importantly, the sales performance of those who use social media in these ways is significantly higher than those who don’t.

During a recent brainstorming session with one of my sales AE’s, we pulled up a prospective partner’s Facebook page.  By literally spending a few minutes browsing the page, we completely overhauled our proposal to incorporate some themes that we discovered.  When we subsequently made the pitch, the client remarked on how our theme was spot-on with their current objectives.

While there are plenty of fun and games involved, used effectively and efficiently, social media can help lead the sales charge for your sales teams.

How about your sales team?

At your next sales team meeting, see how your group is doing by asking the questions below.

How can we use social media and which social media (Facebook, LinkedIn, Twitter, Vine, Instagram, blogs, etc.) work best to:

  1. Increase your awareness among potential and current customers?
  2. Prospect new customers?
  3. Obtain leads? Referrals?
  4. Connect with customers and make them feel important?
  5. Maintain good business relationships?
  6. Communicate thoroughly?

We’d like to hear what you come up with! We’re all learning together! Tweet to us @BaylorS3 and @Wguymon. #sellsports

Join the S3 Report.

The study of 309 B2B salespeople from a national sample was conducted by: Schultz, Robert J., Charles Schwepker, and David J. Good (2012). “An exploratory study of social media in B2B selling: Salesperson characteristics, activities, and performance,” Marketing Management Journal, 22 (2), 76-89.

Cover photo courtesy of Leah Carroll.

 

 

Have phone sales gone the way of the dinosaur?

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Have phone sales gone the way of the dinosaur?
by Kris Katseanes – October 2013

Consider these changing dynamics of society:

  • More than 2/3 of event tickets are purchased online
  • The increasing number of homes with no land line, relying exclusively on cell phones:
    • Must consider legal solicitation rules/challenges
    • Increases chances of reaching someone in the middle of another activity as opposed to at home with time to talk.
    • Increases difficulty of finding appropriate number for household decision-maker
  • Sales professionals are the third hardest position to fill in America’s workforce (2012 poll)

Is texting killing us?

One reason we find it hard to fill new sales spots among young people is their mentality of text messaging.

Consider these statements from a recent USA Today article, “Would you break up by sending a text?”

[dropshadowbox align=”center” effect=”lifted-both” width=”550px” height=”” background_color=”#FFFF99″ border_width=”1″ border_color=”#dddddd” ]And the survey says…

“People are uncomfortable using the phone. A text message is easier. You can think exactly what you want to say and how to craft it. Over the phone, there’s this awkwardness.”

“I don’t love phone calls. It’s a lot more work than a text.”

“We tell ourselves we don’t want to disturb someone. Sometimes it’s true, but more often, it’s because we can’t get them off the phone. In texting, we don’t have to talk to people or listen to what another person has to say. We decide how we want to encounter or whether we want to encounter other people. Technology gives us tools for controlling our relationships.”[/dropshadowbox].

This is the way the next generation, and many others, feel about texts versus phone calls.

With as much as we use our phones, the reality is our consumers and employees aren’t very comfortable talking on the phone. They really don’t know how to effectively communicate with it.

What’s next?

Do I think phone sales are going away? No. Will the need for phone messaging go away? No.

What do we need to do?

First, we must recognize the cultural battle of using the phone. Second, we must become wiser about how we use the phone as a sales messaging tool.

I continue to see sales representatives find success with phone sales by using these simple principles:

1. One touchpoint. The phone call cannot be the only touch point to communicate with consumers. As one of a series of touch points, a phone call  communicates urgency and purpose.

2. Be specific. Call with a specific message, establish a clear agenda for the call, and get a commitment for ‘time needed’ and ‘agenda’ from the outset.

  • Calling with a clearly defined, well-articulated, BRIEF, message is respected and appreciated.
  • Those interested will make the initial commitment and allow for the call to continue.
  • Don’t waste time with those unable to make a time commitment right then. Conduct further outreach for the same message at a later time or a new outreach with a new message in the future.

3. WIIFM. Be sure the message includes the WIIFM (what’s in it for me). They will not give you time without knowing the potential benefit. Benefits may be financial, physical, or emotional in nature.

4. Preview the next touch point.  If you receive a voice-mail tell the customer to watch for an email later that day. Tell them why they should open it (to further illustrate point #3). This preview may be the one thing that causes your email to be opened not deleted.

There are many other ideas and techniques to make the phone a successful sales tool.  We’ll need to be creative and adaptive to be effective, but some things will always be tried and true if conformed to meet consumer standards.  I personally see picking up the phone and having conversations to be a sales anchor for years to come.

What do you think?

Since everyone is dealing with these issues, I asked a few other sales managers and trainers for their input on the subject.

Jeff Berryhill
Jeff Berryhill
Bryant Pfeiffer
Bryant Pfeiffer
Clark Beacom
Clark Beacom

“Sporting events are emotional entertainment and in most cases purchased for the emotion that it invokes.  The best way to sell this is through a human voice full of emotion and not words on a screen.” Clark Beacom, Vice President of Sales, Columbus Crew

“Phone and face to face sales are here to stay for the foreseeable future.  While there is no doubt the dynamic of ticket sales is shifting, face to face and phone sales will continue to thrive as long as people still have the instinct to negotiate.  Fans are very comfortable purchasing single events online, but when it comes to larger packages they will feel the most comfortable talking through the purchase with an expert.” Jeff Berryhill, Director, National Sales Center, Major League Soccer

“At its core, sales is built on rapport, trust and relationship building skills.  Online tools certainly assist a salesperson in penetrating a prospect’s attention and in some cases accelerate the communication process. But, I find it hard to believe they will ever completely replace the overall impact of creating a connection with someone by hearing their smile come through on the phone or the feeling of warmth that a firm in-person handshake can create.” Bryant Pfeiffer, Vice President, Club Services, Major League Soccer

What do you think? Comment or click the Tweet button (#phonesales) and let us know: @BHillMLS @clarkbeacom @bpfeiff @kats_kris

 

Cover photo courtesy of Michael Varhol.

How to create a successful university season ticket holder retention program

kirk_wakefield 2013, CRM, Luxury Suites & Premium Tickets, Relate, Sell, Tickets , , , , , , , 0 Comment
How to create a successful university season ticket holder retention program
by Bryce Killingsworth – September 2013

Connecting Fans

What is customer service?

Customer service is taking an ordinary situation and making it extraordinary. At Oklahoma State University, we implemented a newly developed retention program to build long-term relationships while providing supreme customer service.

The retention program includes four representatives focused on (1) connecting with the fans, (2) moving fans through the buying funnel, and (3) cultivating fans for life. We believe our best marketing plan includes a superb customer service plan.

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]

Bill Sutton
Bill Sutton

“As a three time graduate of Oklahoma State University, and as an academic leader and consultant in the area of sport marketing – particularly as it relates to sales and retention, I am excited to see OSU Athletics realizing the importance of retention activities. OSU has decided to keep its sales and retention activities in house and is taking responsibility for the revenue generation necessitated by that approach. Having dedicated retention specialists, much like the majority of pro sport franchises, shows the Cowboys’ commitment to their customers and shows a deep understanding and strategic approach to not only customer satisfaction – but customer happiness.” [/dropshadowbox]

How we do it

The stadium sections are divided among the four reps. Each rep takes full responsibility for providing customer service for the assigned fan base and increasing renewal rate percentages. By assigning specific sections we can target more personal messages toward customers. We provide a personal touch by:

  1. Personally calling or e-mailing every season ticket holder as the first touch point.
  2. As relationships build, we make arrangements to meet season ticket holders at their tailgates on game day and bring them a small gift (poster, lapel pin, etc.) as a gesture of appreciation.
  3. This season we are leaving a personal thank you card on the seat of season ticket holders to display appreciation. Reps will provide their business card inside the note to personalize the relationship.
  4. We invite football season ticket holders over for a basketball game with complimentary tickets. When they come in to retrieve the tickets we offer refreshments, adding another touch point.

Anytime we have an opportunity to meet a fan in person is an advantage for us, as we provide that personal connection and increase the level of the relationship between the fan and Oklahoma State University.

Seizing first impression opportunities

Last season, I helped a dad buy single game tickets to take his son to his first ever football game on his birthday. I took notes of their names and seat locations and just before kickoff I went up to their seats to introduce myself and wish the boy a Happy Birthday. I also gave him a gift bag that included an OSU poster. Both the father and son were overjoyed. Seizing first impression opportunities produces a significant impact on the buyer’s connection to the program.

Results

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]“To me, the best part of the program is that it falls perfectly in line with our long term approach to relationship building. We want our fans to feel connected to our program and our university. This is just another aspect of how we do this.” Adam J. Haukap [/dropshadowbox]The most notable benefits from the program?

  1. Decreased complaints. That means not only happier fans but also saved time by administration not putting out fires. The complaints are virtually non-existent at this point.
  2. Improved process for dealing with issues. Problems still come up. But with the retention program each one is addressed in a timely manner with full communication throughout the process with the fan. The issues are managed at the lower level and rarely need reach the AD. This creates a great working environment for everyone. Fans are able to speak with a rep instead of feeling like they are battling an organization.
  3. Increased interaction. One indication our program is being productive is our direct lines ring more than our general office line. Customers directly reach out to their reps rather than dialing the 1-800 line.
  4. Increased referrals. Customers voluntarily give out referrals of friends, family, and co-workers on a regular basis to help extend the Oklahoma State family. This translates into less reliance on finding new leads each off-season to reach department goals.

We now have better quality data when making decisions and developing strategies in our retention program as we continue to increase our renewal rate percentages. OSU just broke their personal record of public season ticket sales for the fifth time in six years, in large part to increased motivation of our reps in providing great customer service in-season and out-of-season to the OSU fan base.