The Competitive Entertainment Sales Cycle

Sales Competitive

Being competitive in sales is key to winning. Especially when looking at entertainment options. Customers can go anywhere. Why would they chose your option over various alternatives?

One thing all of us involved in sports know is that we are never the only game in town. This means that just calling more people, playing on brand loyalty, and offering more features with your tickets and packages won’t do you much good.

How is the modern salesperson supposed to compete in this competitive entertainment environment? By creating unique value for your product, of course. Here are a few ways that you can do just such a thing.

Focus On Benefits, Experience

Stop worrying so much about features and focus on the benefits of attending and being a part of your sports experience. This is different than a plush seat or being called a “member.” This might include some way for you to make your night out a professional destination as well, like connecting with other key ticketholders in a networking event, special events that are focused on the business community, or access to some item or benefit that the buyer can’t get anywhere else.

Be Competitive For The Entertainment Dollar

Most of the time we get caught up in the excitement and the enjoyment of being involved in sports and entertainment, but we lose sight of the fact that we are all really in the marketing business.

No matter what we offer, our buyers are making a choice between us and something else. It is very competitive out there. There are many options in entertainment vying for the consumer dollar. So we have to sell our product, service, or game as a better value than anything else our potential buyer might decide to do that evening or that season or WHATEVER. You do that by focusing on the benefits and value that your buyers get when they attend your events.

So highlight the added benefits and unique experience that you can only get by attending a live sporting event and the way you maximize your buyers’ evening out.

Learn from those around you

One key to success is the ability to constantly generate new ideas and to apply them in a way that will allow you to break away from the pack of people that are always claiming that “its always been done this way.”

The truth is that there are always going to be people that are going to stand in the way of you trying new things, but the only way that you can grow and continue to be successful is by trying new things.

The best source for new ideas is to look at the environment around you for the ways that other industries are being successful. Is there a certain tactic, strategy, or idea that you can transform into something you can use with your team? There should be a constant stream of them in your office.

Challenging Yourself, Your Team

What if your team started using more experiential or educational marketing as a tool to sell to business buyers? Content and event marketing around unique content is everywhere. But sports teams with some of the greatest, most unique content in the world aren’t taking advantage of this when they could be forcing themselves to use their content in creative ways to reach business buyers in a meaningful way.

Dave Wakeman

Dave Wakeman is a globally recognized expert in the areas of revenue, strategy, and marketing. His consulting firm, Wakeman Consulting Group, has attracted clients like Odwalla, Yellow Tail Wines, the US Department of State, American Express, Madison Square Garden, and Volunteers of America. Wakeman will be teaching "Making The Strategic Sale" at the Sports Sales Boot Camp in Pittsburgh on June 28, 2016.

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