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How sponsorships can add to the fan experience

kirk_wakefield 2015, Experiences, Sell, Sponsorships , , , , , 0 Comment
How sponsorships can add to the fan experience
by Lynda Carrier-Metz – December 2015

What is the first sponsorship question?

The first question we ask as we develop each partnership with a sports team is: How can our involvement benefit our customers? The second question quickly follows: Will this partnership ultimately drive sales for our company?

When I was in college (quite a while ago), the athletic director needed to ramp things up. He brought in camels to race during the half-time entertainment.  I don’t recall a sponsor. It was a desperate act to get fans in the stands.  It was high on the shock-level, but not very interactive.

That was then…

When we signed our first sports contract a couple of decades ago, stadiums had limited sponsor signage. Game time sponsor entertainment was sparse. Sponsors were less sophisticated about how to leverage opportunities with sports teams.

Fast forward to 2016: Schools push back on sports management companies. They say there are:

  1. Too many signs,
  2. Too many (2-3) promotions in each break, and
  3. Too many spectators numbed to the exposure overload.

How can a sponsorship add to the fan experience?

What can we do? How can we add to the fan experience–rather than add to the over-commercialization of sports? Both seller and sponsor are responsible for assuring they enhance the overall event.  Otherwise, everyone loses.  Fans stop paying attention. Sponsor messages don’t cut through the clutter. Contracts aren’t renewed.

This situation happened to us with a long term partnership. We nearly walked away from future sponsorship. The cost was high. We didn’t believe the impact was what we once had.  Both parties reviewed what we were doing. We saw what was working and what wasn’t.  After months of discussing solutions, we found new events fans would enjoy with ways to focus our media to cut through. How?

  1. Own the opening game segment. Own the beginning of the game, both on TV and in-stadium.  During our post season review we determined the in-stadium activation was a really fun promotion. The kid-fans experience was great. But, awareness was low.  The promotion ran prior to the game before many spectators were in the stands to see it.  Rather than ditching a good idea the kids enjoyed, we did the promotion and ran a recorded “recap” immediately prior to the game.  Fans now in their seats see kids having a great time. Our brand is associated with that fun fan experience that can only occur by attending the game.
  2. Activate post-game purchases by tying it to the results of the game.  While supporting their team, fans know if the team wins. When they do, they win a way to buy our product for less.  We increased views and received only favorable comments on Facebook throughout the football season. We used social media and traditional media to promote. The sales results are great. (We lucked out with a near perfect season. If the team isn’t expected to win many games, make the tie-in connected to points scored or some other favorable outcome.)

These kinds of approaches work because we connected the promotion with (a) a clearly identifiable event that happens every game and (b) an enjoyable consumer (re)action. As a sponsor, align your brand with the team to offer a better product by focusing on how to make the fan experience more enjoyable.

Cover photo courtesy of Dustin Holmes.

Sales training for CRM: The 3 sales rep types & how to reach them

kirk_wakefield 2013, CRM, Learn, Relate, Sales Training , , , , , , , , 0 Comment
Sales training for CRM: The 3 sales rep types & how to reach them
by Chris Zeppenfeld – June 2013

How can CRM fail?

Numerous studies estimate that somewhere around 50% of all CRM implementations ultimately fail.   That’s scary.  Why do CRM implementations fail?

User adoption is usually at the top of the list of most of the articles on the subject.  The recurring theme is reps and managers need ongoing CRM training to fully benefit from the installation. That brings up questions like:

  • How often do you train?
  • How long are the sessions?
  • What measurables should we use?

But, the most important questions is:  HOW am I going to treat each rep in the training session?

Typical sales responses

Tell me if any of these sound familiar among sales reps:

  • motivated by instant gratification
  • want things to be fast and quick
  • paranoid about protecting leads
  • concerned about how they will be judged by their manager
  • hates anything that slows them down from selling
  • dislikes having to put info into CRM for the sake of putting info into CRM
  • expects something to happen immediately whenever a button is clicked

After training roughly 2,000 people in my career in software, I’ve boiled it down to three types of reps you are likely to encounter in CRM training sessions. The major challenges are 1) getting buy-in and 2) keeping their attention. Achieving these goals requires different approaches with each type of rep.

THE QUESTIONER

Symptoms: 

  • always asks if CRM can do something that you haven’t built yet in CRM,
  • often the most engaged reps you have,
  • potential to be managers someday, 
  • most likely to be curious about something in CRM you never trained them on

Diagnosis: Questioners aren’t your typical rep. They want to know WHY something is the way that it is.   You may only have one or two of these people on your entire sales staff.

Treatment:

  1. Important to develop good relationship since they can be your best source of ideas for new things in CRM
  2. Focus on how CRM can make them smarter than the average rep
  3. React quickly when they complain since they can “poison” everyone else with their vocal barbs
  4. If you do create a new tool in CRM based off their suggestion, make sure to give them credit so they feel engaged
  5. Spend more time explaining the logic behind the new task and less time having them repeat the task over and over again in the training session

THE SOLDIER

Symptoms: 

  • rarely raises an issue about CRM (but if they do it’s all of them at once)
  • not curious at all about the other things in CRM outside of their world,
  • uses CRM as a means to an end rather than a tool to help them improve as a sales rep

Diagnosis: Soldiers are your typical rep: Here’s what the world looks like, put your head down, and sell it!

Treatment:

  1. Focus on showing them that CRM makes them faster and more efficient
  2. Use them as showcase examples to your staff to reward good CRM habits
  3. Engage them and ask for their input when considering adding a new feature to CRM
  4. Tell them to click where and when, and they will do it (as long as it is fast)
  5. Try to get as many repetitions as possible during the training session of the new task you are showing them

THE OLD GUARD

Symptoms:

  • usually most tenured reps consistently selling at high volume,
  • stuck in their ways,
  • struggle to get notes in CRM,
  • think their way (spreadsheets, note cards, outlook, etc.) is “good enough” to do the job,
  • often say things like, “I sold XXXX without CRM then, so I don’t need to learn this new CRM thing”

Diagnosis: Old Guards are usually skilled salespeople, but are a mixed bag when it comes to CRM adoption.

Treatment:

  1. Show them indisputable statistics that using CRM helps their winning percentage
  2. Show them that the time it takes to put in a note in CRM is less than what they are doing now (literally conduct a time trial session – if his method is quicker/better, you have a design issue)
  3. Focus on the bare essentials (put your notes in) of CRM rather than all of the bells and whistles
  4. Lean on managers for enforcement of CRM when you get non-compliance
  5. If you have to resort to threats of taking away sales for lack of CRM notes, make sure that comes from the sales manager not you!
  6. Much better to have 5 CRM training sessions over 5 days that last 10 minutes each vs. 1 training that lasts 60 minutes straight

The Sales Commandments According to This Disciple

kirk_wakefield 2013, Luxury Suites & Premium Tickets, Sell, Sponsorships, Tickets , , , , , , , , , , 1 Comment
The Sales Commandments According to This Disciple
by Carson Heady – April 2013

Sales is a psychology; a profitable sport by which we engage clients, build relationships and seek the perfect balance for the holy sales trinity: customer, company and you.  Without all of these entities in mind, the transaction and stability suffers.

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

Rob Kristiniak
Rob Kristiniak

As a sales person you always need to be working on your craft and being innovative. Sometimes that will involve doing things outside of your comfort zone. At the end of the day it’s the innovation and creativity that separates you from the rest of the pack.[/dropshadowbox]That said, there are certain fundamentals we must ingrain in each and every leg of the sales process; without them, our process is defunct and the results will tell that story.  Remember: results do not define us, but they do not lie.  If there is a breakdown in your process, your results will be broken, too.

  1. BE PROACTIVE AND THINK OUTSIDE THE BOX.  A major area of opportunity of many salespeople is their predisposition of wanting to follow the leaders or be like others; fit in, follow the beaten path.  But why be like everyone else?  That makes one average.  Blaze your own trail.  Stand out.  Reach out for more customers; do not just accept the low-hanging, less challenging fruit.  Don’t get me wrong: you pick up every bit of fruit you can find – small or big.  Nevertheless, always think of innovative ways to put yourself in front of new clients.  Like a billboard on a busy freeway, be where your customers are looking and show them why you’re the one they need to pay attention to.  Doing so puts you in position to guide the process.  Not doing so puts the customer in control and your paycheck and career are in their hands.
  2. LISTEN.  Salespeople often ask me how to overcome certain objections, but they fail to realize that if they had set the right foundation they would be using the customers’ own words in the presentation, the close and any necessary overcomes.  Your words and philosophies pale in comparison in the customers’ minds to their own; listen and learn their language so you can speak it.  Find out what you need to know from the customer so you can diagnose their situation; where do the gaps lie?  How can you plug those gaps?  How are you going to make them realize that jettisoning their comfortable, familiar ways of doing business and going with you is going to be better?  You can’t get there unless your ears perk up and you get them doing the talking.[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]
    Linday Beale
    Lindsay Beale

    The most important part of the sales process is to put the customer first by listening. If you ask the right questions they will lead you down a path allowing you to make a recommendation based on what your product can offer them. As you follow-up you that let them know your call is to help them accomplish their goals, not just sell a seat location.[/dropshadowbox]

  3. REACT.  React to everything, and know when to use your information.  You can be the smartest person in the room – great.  However, if you are simply unloading jargon and facts on your potential client, are you showing them why your way of doing business is better?  Knowledge is power, but knowing when and how to use it is even more effective.  Improve your pitch, but perfect your reaction.  If you role play, don’t practice improbable scenarios; get used to setting the right foundation and knowing how to react to every objection your client throws at you.  See objections before they happen and address potential hitches before your customer even can.  You will see many customers, but only a few themes; master those themes and there’s no slipping one by your goalie.
  4. FOLLOW UP.  Unfortunately, no matter how effective a closer you are, the sale will not always happen on your timetable.  Don’t get me wrong: you need to do everything you can to build trust and determine why specifically the customer is not doing business today.  But if they leave the table for a viable reason, you must have an organized, prompt and thorough follow up process in place.  Customers will “browse” or “do research” and finally get tired enough to do business and pay more elsewhere if you do not stay front and center in their universe.  Follow up within 24 hours to a week and reignite the lead.  You cannot win them all, but you can nurture them all to as close to completion as possible.  That’s your job.  If you can look back on every transaction and know you did everything you could to earn the business, you did your job.  Congratulations.
  5. MASTER THE GAME.  There are ups and downs; when you’re up, ride the wave.  When you’re down, make sure you behave – according to process, that is.  You may get the shanks in your golf game or your baseball hitting suffers, but do you drastically change your swing to get back to desired results?  Of course not.  You have to envelop yourself in the process.  You also must learn the playing field – how can you make money where you currently are not?  What best practices are others using?  Steal them shamelessly; those who execute best are the best.

Finally, refresh and recharge often.  You need to make sure you are the person you were on interview day.  Play for the love of the game, the adoration of the crowd and the benefit of the customer and you will be victorious.

 

 

 

Top 20 Tips for Blogging and Writing Good

kirk_wakefield 2013, Digital Strategy, Relate, Social Media , , , , , , , , , , , , 0 Comment
Top 20 Tips for Blogging and Writing Good
by Kirk Wakefield – April 2013

Why you should be blogging

Your profile picture may be ridiciously good looking and you may already write good like Derek Zoolander. But why should you write anything for others to read? Because you have something to say–and if you work for a team you have a built in audience. [dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Little known fact about John Grisham

john grisham

John and I were church ushers together in Oxford, Mississippi. Some time after getting to know John, The Pelican Brief was published with a character named F. Sims Wakefield. Unfortunately, F. shoots himself. So, I was never certain if his outcome was just because he was a lawyer or maybe the impression I left on John. [/dropshadowbox]

You may not think of yourself as a writer. But, if you follow these guidelines, in time, you’ll be as popular as my friend John Grisham.

CEOs from major corporations use blogs as a way to build personal and corporate brand equity. You can follow some of the best here.

Top 20 tips for blogging

Adapted from McGraw Hill’s Online Marketing book, we share the Top 20 Tips for writing ideas.

Note: Read this book if doing anything in digital marketing.

  1. Write as simply as possible. Like that.
  2. Keep it short. See?
  3. Plan a writing schedule and keep it. See #5.
  4. Make a list of topics to cover. Think about your target market.
  5. Look at the calendar. What’s in season?
  6. Create editorial departments. Like a magazine.
  7. Stay informed. Try www.google.com/alerts.
  8. Look to the key phrases for inspiration. What is trending? 
  9. Take advantage of inspiration. Write down clever thoughts during the day. Or night.
  10. Plan “think pieces.” Provide background, analysis, and opinions. 400-500 words.
  11. Slice the onion thinly. Divide longer pieces into part 1 & 2. Stay tuned.
  12. Author how-to articles. Like this one.
  13. Include educational articles. Be authoritative. Research and facts help.
  14. Share your checklists. What works for you? Make a list. With numbers. Like this one.
  15. Try a Top 10 list. Or even 20.
  16. Interview people in your industry. Now you have an excuse.
  17. Embed videos from YouTube or elsewhere. Videos engage. Try it.
  18. Link to podcasts. Then add your opinion.
  19. Outsource to experts. Get a guest blogger. Day off!
  20. Get the best blogging advice everyday. Where? Here.

What sells?

According to the same Online Marketing book, six things:

  1. Comparisons between two competing ideas or products.
  2. Problems solved. How have people made mistakes doing something? Show pitfalls and how to do it right.
  3. A better way. Sure, that’s a good way, but have you tried this “cool trick”?
  4. New uses. People forget what used to work still works. Or maybe it’s used elsewhere (corporations), but not here (music, sports, entertainment).
  5. New features, new prices, and, well, news. What’s new?
  6. User stories. (No, not drugs.)People trust people like them. What have you or others you know used and it worked?

Looking for something to write for the S3 Report? If you work in professional/collegiate sports or affiliated agencies/brands, pick a topic from one of the six that sell and you can start today. Or in the off-season. Either way, let me know.

[dropshadowbox align=”center” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]S3 Editor Contact Info: Kirk_Wakefield@baylor.edu or connect via LinkedIn.[/dropshadowbox]