Investigating Ticket Sales Rep Questions
Any prospect is going to use game times to determine whether they can attend the event or not. This is an opportunity for ticket sales professionals to ask the questions that will drive down to the heart of the matter. Game times may not be the most crucial component for most, but there are some prospects who will consider it a large factor of their attendance than even the game itself. Seniors are a segment of prospects who typically don’t like night games because they don’t enjoy driving at night with less vision of the road. Other prospects may completely enjoy night games, but hate those afternoon ones. That is why the sales professional is there to ask the questions, dissecting the answers to help each prospect arrive at the best solution for attendance.
“How much importance do you place on game times?”
Consider what the question implies: Whether or not the start time of the game would be a deterrent to a prospect attending the event. This is crucial because it suggests that the fan might find event times irrelevant. Thus, touting the benefits of the games start times isn’t going to win the sales rep any favors with the prospect. It is no easy question, but a good disqualifying question on what benefits to share with the prospect in general.
“How early do you come to the ballpark?”
Right there, the suggestion is that the prospect already visits the venue regularly. Now its about finding out what options may be available to them. If the prospect says that they’ve always arrived early, way before anyone else, this may be an opportunity to pitch a VIP tour experience or one of the luxury space experiences that are only available to select clients. If the prospect provides this information, it can be useful to the sales rep attempting to determine whether it is feasible for the VIP experiences to be mentioned.
“When you come to the ballpark, what is the first thing you look for?”
This helps determine the location of the seating options available. If the prospect says “the bathroom” or “concessions stand,” it can help the sales rep figure out what seats in what location work best based on the area around those seats. The last thing that a person saying “bathroom” as their first thing that they look for is going to want is seats in the nose-bleed. This allows the sales rep to use the seating location as a benefit toward finding exactly what amenities the prospect wants in their sphere of seating location when they arrive at the venue.
“Do you like to know the people that you’re sitting around or next to?”
This is a loaded question in two ways: It not only suggests that by being a season ticket or mini-pack holder, the prospect will gain friendships or associations with those sitting around them; it also suggests that the prospect, should they buy, would want to bring in other associates that they know into the long-term buying deal. This works well for reference calls to that third party after the initial prospect has bought, saying “I was just talking to Sarah and she said I should call you, because there are two seats right next to her this season that we both think you’d enjoy being a part of.”
“How do you reward your best clients?”
This is something to ask for a B2B prospect, but still has a lot of value. It gets the prospect thinking of ways to separate their business from the competition. By purchasing tickets and entertaining clients at the venue, the ticket sales rep transforms themselves into a conduit for the prospect’s business. That’s a good thing, because of the association to a prospect’s own revenue streams and virtually can tie the prospect’s buying experience into a necessary business expense.