4.01
Explain the importance
and types of selling.
Selling
Selling is the exchange of goods and
services from producers to consumers
for a price.
Businesses and sponsors might
purchase incentives, media time,
naming rights, pre-/post-game
entertainment, signage, tickets (group
or season), and products designed for
the corporation's target market.
Selling Continued . . .
Sales of sponsored products should
increase as a result of advertisement at an
event.
Sponsors pay a rights fee for media time
to a sports or entertainment organization
for the opportunity to provide broadcasts.
Data-based marketing
Data-based marketing involves the
collection or information about past,
current, and potential consumers.
In sports marketing, a database is
needed to generate leads or sources of
new customers.
Data-based marketing
continued . . .
One common way to generate leads is
through telemarketing. Telemarketing
is communicating with customers via
the telephone. Ex: Sales rep. from Nike
call customers who recently purchased
the new Jordan shoes to offer them a
2nd pair at 25 discount
Personal Selling
Personal selling is a two-way
communication between a
representative of the company and the
customer.
Ex: A sales associate at the Carolina
Hurricanes team store, The Eye, selling
an authentic team jersey to a fan.
Business to Business Selling
B2B selling takes place in a
manufacturer’s or wholesaler’s
showroom (inside sales) or a customer’s
place of business (outside sales).
Ex: Good Year Tire Corporation making
a sales presentation at Hendrick Motor
Sports
Direct Mail
Direct mail is personal and
received in the mailbox.
Used to initiate the sales
process.
Ex: Carolina Panthers mail
information introducing their
new Fan Rewards program.
Internet Selling
Internet Selling
(www) is executed
using the Internet.
Ex: A Monsters, Inc.
fan purchasing the
DVD, or a customer
purchasing stuffed
toys from
www.disney.com
Customer vs. Consumer
The customer is the person who buys
the product or service
The consumer is the person who uses
the product or service
Ex: Mary selected season tickets to the
Carolina Hurricanes for her husband’s
40th birthday. Mary purchased 2 tickets
so her husband could take a friend.
Mary is the customer, while her
husband and his friend are the
consumers.
Need vs. Want
A need is anything necessary or required to
live. EX: We all need food to survive.
A want is an unfulfilled desire. EX: Tickets to
a Carolina Panthers football game.
It is crucial that sports and entertainment
businesses help customers recognize the
value and need of the products.
Selling and Full-Menu Marketing
Selling helps customers make informed
buying decisions, which results in
customer satisfaction and repeat
business.
Full-menu marketing is having products
or services that meet virtually any
customer's needs and/or wants.
Feature-Benefit Selling
Product features are the basic, physical, and
extended characteristics of an item. Ex:
Purchasing front row seats at the Emmy
Awards
Involves matching the characteristics of a
products to a customer’s needs and wants.
EX: A company leases a suite at the Emmy
Awards to host their preferred clientele.
Feature-Benefit Selling
Continued . . .
Customer benefits are the advantages
or personal satisfaction a customer will
get from a good or service. Ex: The
benefit of being on the front row at the
Emmy Awards results in better viewing
of the awards and presentations.
Customer Buying Motives
Buying motives are the motives for to
purchase a product.
Rational motives
Emotional motives
Patronage motives
Rational Motives
Based on conscious, logical thinking and
decision making.
Product dependability, time or monetary
savings, quality, and price are rational
motives for buying or purchasing a
products or service.
Ex: A mother purchases lawn sets for a
Britney Spears concert instead of the more
expensive stadium seats.
Emotional Motives
Based on feelings
Social approval, recognition, power, love,
and prestige are emotional motives for
buying or purchasing a product
Ex: A parent camping out overnight to get
front row seats to the JayZ concert for her
daughter’s 13th birthday.
Patronage Motives-
Based on loyalty
Low prices, high quality, friendly staff, great
customer service, merchandise assortment, and/or
convenience of location are patronage motives for
buying or purchasing a product.
Ex: Alyssa only purchases her son’s cross country
shoes at the Run for Your Life athletic shoe store
because of their excellent customer services and
close proximity to her home.
Decision Making Process
Customers go through a decision-making
process in order to determine what
products they will buy.
Extensive Decision-Making
Occurs when there is a high level or
perceived risk, a product or service is very
expensive or has a high value to the
customer.
A customer will conduct research and evaluate
product alternatives before making a decision
Ex: The Buffalo Bills equipment manager decides
whether equipment should be purchased from All-
star Athletics or Winners Incorporated.
Limited Decision Making
Occurs when a customer buys products
that he or she has purchased before but
not regularly.
Ex: The Carolina Little League Team decides
whether to advertise in the local paper this
season or continue with the same billboard as
they had last year.
Routine Decision Making
Occurs when little info. is needed about
the product being purchased
Ex: Mountainview High School baseball
coach always purchases the teams chewing
gum from the local wholesale store.
Activities that take Place
During the Preapproach
Product information
Reviewing current trade periodicals
Sources and methods of prospecting
Product Information
Knowing how to use and care for a product is
essential when educating consumers and
demonstrating a product. EX: Demonstrating
to a customer the proper way to oil a baseball
glove.
Four sources of product information are direct
experience, written publications, other
people, and formal training. Ex: Debbi is a
sales associate for Foot Locker. She attends
an Adidas clinic on the proper way to fit
children for shoes.
Reviewing Current Trade
Periodicals
It is crucial to stay abreast of current
trends and industry information.
The sales manager for the Carolina
Hurricanes subscribes to Street & Smith’s
Sports Business Journal
Sources and Methods of
Prospecting
A prospect is a potential customer.
Ex. Employer leads, telephone
directories, trade and professional
directories, commercial lists, customer
referrals and cold canvassing.
Ex. The Miami Heat purchases the
mailing list of the top 50 Fortune 500
companies