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Full Description
With an industry at $498 billion according to Plunkett Research, Ltd, sports is one of the largest industries in the United States. Being able to sell items in this industry is key to excelling in the field itself.
Selling in the Sport Industry is a groundbreaking publication and is the only book in the market to address this endeavor. In addition to informing readers on the sports industry, Selling in the Sport Industry also provides faculty with a means to teach students the mechanics of the sales process.
Available in print and eBook versions, Selling in the Sport Industry:
Is unique! It is the only title dedicated to the sales aspect of the sports industry.
Is proven! The features empirical results based on people who actually do the job on a daily basis.
Is practical! The publication teaches students the mechanics of the sales process.
Contents
Preface
Features of the Text
Acknowledgments
About the Authors and Contributors
Chapter 1 Introduction to Sport Sales
Learning Objectives
Key Terms
Chapter Overview
Why Sales Are Important to Sport Organizations
History of Sport Sales
The Need for Salespeople
Misconceptions About Sport Sales
Benefits to Learning Sales Principles
The Nature of Jobs in Sport Sales
Your Beliefs Determine Your Success
Chapter Summary
Chapter Activities
Chapter 2 Sales in the Sport Organization
Learning Objectives
Key Terms
Chapter Overview
Major League Team Sports
Minor League Sports
Other Professional Sport Organizations and Innovative
Sales Models
College Athletics
Pursuing a Career in Sport Sales
Chapter Summary
Chapter Activities
Chapter 3 Products and Pricing
Learning Objectives
Key Terms
Chapter Overview
The Sport Product
Ticket Packages
Pricing
Chapter Summary
Chapter Activities
Chapter 4 Sport Sales Foundations
Learning Objectives
Key Terms
Chapter Overview
Consultative Sales Philosophy
Consumer Motivation
Diagnosing Dominant Buying Motives
Sell Benefits, Not Tickets
Introduction to the Steps of the Sales Process
Unique Nature of the Sport Product
Chapter Summary
Chapter Activities
Chapters 1-4 Competency Assessment
Chapter 5 Opening the Business-to-Consumer Relationship
Learning Objectives
Key Terms
Competencies
Chapter Overview
Purpose of the Opening
Pre-Call Preparation
Sales Call Anxiety
Establishing Rapport Early in the Conversation
Step 1: Introduction
Step 2: Begin the Sales Conversation
Voice Mails
Chapter Summary
Chapter Activities 129
Chapter 6 Opening the Business-to-Business Relationship
Learning Objectives
Key Terms
Competencies
Chapter Overview
Sport Hospitality Provides Return on Investment
Comparing B2B to B2C Selling
Initiating New B2B Relationships
Targeting the Right Person
Key Players in the Decision-Making Process
Chapter Summary
Chapter Activities
Chapters 5 and 6 Competency Assessment
Chapter 7 Needs Analysis
Learning Objectives
Key Terms
Competencies
Chapter Overview
Purpose of the Needs Analysis
Key Principles for Phrasing Questions
SPIN Technique .Questions Manage the Flow of the Conversation
Applying the SPIN Questioning Technique in Conversation
Chapter Summary
Chapter Activities
Chapter Competency Assessment
Chapter 8 Presenting Solutions
Learning Objectives
Key Terms
Competencies
Chapter Overview
Making the Recommendation-The Trial Close
Key Principles
The Three Big Mistakes
Making Face-to-Face Presentations
Characteristics of Effective Sales Presentations
Chapter Summary
Chapter Activities
Chapter Competency Assessment
Chapter 9 Overcoming Objections
Learning Objectives
Key Terms
Competencies
Chapter Overview
Objections Move the Conversation Forward
Types of Objections
Ten Approaches to Overcoming Objections
Nine Keys to Overcoming Objections
Chapter Summary
Chapter Activities
Chapter Competency Assessment
Chapter 10 Obtaining Commitment
Learning Objectives
Key Terms
Competencies
Chapter Overview
Closing - Asking for the Customer's Business
When to Close
Creating a Sense of Urgency
Closing Methods
How to Successfully Obtain Commitment
What to Do If There Is Commitment
What to Do If Commitment Is Not Obtained
Chapter Summary
Chapter Activities
Chapter Competency Assessment
Chapter 11 Communication
Learning Objectives
Key Terms
Competencies
Chapter Overview
Communication Process
Sending Effective Verbal Messages
Sending Effective Nonverbal Messages
Interpreting Nonverbal Messages
Adapting to the Customer
Active Listening
Building Trust
Barriers to Communication
Chapter Summary
Chapter Activities
Chapter Competency Assessment
Chapter 12 Prospecting
Learning Objectives
Key Terms
Competencies
Chapter Overview
Prospects
Qualifying Leads
Classifying Leads
Generating Leads
Chapter Summary
Chapter Activities
Chapter 13 Sales Force Management
Learning Objectives
Key Terms
Chapter Overview
Who Makes a Good Sales Manager?
Management Defined
Recruitment
Hiring
Training
Motivation
Evaluation
Chapter Summary
Chapter Activities
Chapter 14 Customer Retention From Game Time to Renewal
Learning Objectives
Key Terms
Chapter Overview
Customer Relationships: The Foundation of Retention and Loyalty
Working From a Social CRM Framework
Principle 1: Gaining, Valuing, and Utilizing Customer Feedback
Principle 2: A Comprehensive Customer Service Plan
Principle 3: Relationship Building Through Aftermarketing
Principle 4: Utilize Technology
Principle 5: Evaluation and Upgrade
Chapter Summary
Chapter Activities
Chapter 15 Sponsorship Sales
Learning Objectives
Key Terms
Chapter Overview
Purpose of Sponsorship
Leveraging Sponsorship Assets
Steps of the Sale
Use of Agencies
Chapter Summary
Chapter Activities
Glossary
Index
