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Selling in the Sport Industry

Selling in the Sport Industry

Author(s): David Pierce, Nels Popp, Chad McEvoy

Edition: 1

Copyright: 2017

Pages: 528

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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.

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

David Pierce

Dr. David A. Pierce is an Associate Professor of Sport Management in the School of Physical Education and Tourism Management at Indiana University-Purdue University Indianapolis. He has authored/coauthored over 50 peer-reviewed publications and given over 60 presentations at academic conferences. He has taught sport sales for over 10 years and pioneered the use of client-based sales centers in sport sales courses, as recognized by his Pedagogical Innovations paper in Sport Management Education Journal. Students in his classes have generated over $150,000 for seven sport organizations including the Indianapolis Indians, Fort Wayne TinCaps, Indianapolis Ice, Indy Eleven, Indiana Pacers, Ball State Athletics, and the Monumental Marathon.

The Sport Marketing Association has recognized his sales research with the Best Professional Paper Award in 2012 and the Bill Sutton research grant award in 2013. In 2014 he was awarded the Janet B.Parks research grant by the North American Society for Sport Management. He has been recognized as the sport management educator and young professional of the year by the Indiana Association for Health, Physical Education, Recreation and Dance. At IUPUI, he has been recognized as the researcher of the year in the Department of Kinesiology in 2015 and the Department of Tourism, Conventions, and Event Management in 2016.

Prior to his arrival at IUPUI, Dr. Pierce served six years at Ball State University as sport management program coordinator, associate chair in the Department of Kinesiology, and President’s Fellow for Immersive Learning. He earned his doctorate in Sport Management from Indiana University Bloomington in 2007 under the mentoring of Dr. Lawrence W. Fielding.

Nels Popp

Dr. Nels Popp is an Assistant Professor of Sport Administration in the Department of Exercise and Sport Science at the University of North Carolina. Prior to that, he spent five and a half years as an assistant professor and graduate program coordinator for the sport management program at Illinois State University. Popp earned his doctorate in Sport Administration from the University of Louisville.

Popp researches sport ticket sales and revenue generation for college athletics departments and professional sports teams. His work and expertise has been referenced in local and national media outlets such as ESPN.com, the SportsBusiness Journal, the Milwaukee Journal Sentinel, and the Chronicle of Higher Education. His research has been published in a variety of academic journals such as Sport Marketing Quarterly and Sport Management Review, while he has presented his work at numerous conferences, including the annual conferences of the National Association of Collegiate Marketing Administrators, North American Society for Sport Management, and the Sport Marketing Association. In 2016, Popp was given the Award of Excellence for Undergraduate Teaching at UNC’s Department of Exercise and Sport Science and he was recently elected President of the Sport Marketing Association.

Prior to working in academia, Popp spent eight years working in small college athletics media relations. In addition, he spent three years working in the front office for basketball clubs in Queensland, Australia, including a stint with the Cairns Taipans of the National Basketball League. Popp has also done market research contract work with a variety of sport organizations such as the Atlantic Coast Conference, the Missouri Valley Conference, the Durham Bulls, and the Bloomington PrairieThunder. He has also worked or volunteered at numerous events including Super Bowl XLVI, the AVP Beach Volleyball Tour, and the National Senior Games.

Chad McEvoy

Dr. Chad McEvoy is a professor and chair of the Department of Kinesiology and Physical Education at Northern Illinois University. Previously McEvoy served for three years as professor and graduate program director at Syracuse University’s David B. Falk College of Sport and Human Dynamics in the sport management area. McEvoy also served in a similar capacity at Illinois State University from 2002–2012.

McEvoy has co-authored two other textbooks in the sport management discipline, Financial Management in the Sport Industry, and Research Methods and Design in Sport Management, and his research has been featured in more than 100 media outlets, such as The New York Times, The Wall Street Journal,
The Chronicle of Higher Education, PBS Newshour with Jim Lehrer, New York Daily News, and USA Today. In June 2008, he served as a panelist before the prestigious Knight Commission on Intercollegiate Athletics in a discussion on the effectiveness of NCAA penalties for rules violations. McEvoy’s research has also been published in leading sport management academic journals such as the Journal of Sport Management, Sport Management Review, and Sport Marketing Quarterly. McEvoy also recently completed his term as President of the Sport Marketing Association, now serving as Past-President of that organization, and McEvoy has also previously served as editor of Case Studies in Sport Management and co-editor of the Journal of Issues and Intercollegiate Athletics.

McEvoy’s professional industry experience is in intercollegiate athletics marketing and he is an active consultant in sports revenue generation practices. His educational background includes earning a doctorate in sport administration at the University of Northern Colorado with a doctoral minor in applied statistics and research methods, a master’s degree in sport management at University of Massachusetts, Amherst, and a bachelor’s degree in sport management at Iowa State University.

To all my Sports Professor friends...been reading Selling in the Sport Industry, a textbook by David Pierce, Nels K. Popp, and Chad D. MCevoy....making tons of notes as I go along. This will stimulate some great discussions and really gives the student/young sales rep some great food for thought as to how to get their sales career going. Great sales read/textbook to assist students in Sports Management, and more importantly, very much needed in sales courses. Great job guys!
Kathy Burrows
​CEO (Chief Energy Officer) at Stop Selling Tickets! Next Level Sports Sales Training

Related ISBN's: 9781465285966, 9781524916084

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