Sportstao Industry Posts

Sales Script Homework

Each Monday, the use of ticket sales call scripts will be examined. It is meant to serve as a tool to those representatives looking to engage further in sales, as well as help them each develop their own personal script.


The most common crime committed by a new ticket sales representative is losing focus during the out-bound sale.

Especially when it comes to knowing EXACTLY what to offer a prospect.

This occurs one of two ways:

–       The rep offers ANY package to the prospect that is available.

–       The rep doesn’t know WHICH package on the sales menu offers enough value to the prospect at all.

The art of losing prospects is not a new phenomenon. That’s why most sports franchises stick new “I want to work in sports” folks in the Inside Sales division. That’s where the reps get to talk to single game buyers who haven’t been to a game in three years, yet have a truck-load of complaints about team performance (even when its winning). The reasoning for putting new interns and reps under the Inside Sales arm is that is doesn’t matter if a rep screws up royally on a call with a dim prospect. The team’s bottom line doesn’t take a hit off the lost sale and the rep learns how to deal with prospects.

Much like anything else, though, it is about the amount of time that the rep is willing to personally put in to develop their craft. It’s the only way to improve one’s ability to work. To focus on how to sell more and become better.

The first goal should always be to work harder at knowing not just the lingo of the call script, but to make it your own.

The second goal should be to know the menu items, even the ones that a rep may not be willing to sell, in order to best fit the prospect into the fold.

A lot of representatives ignore the second goal. They focus on the first way too much and end up sounding like robots.

They want to get to that beautiful benefit statement. Act like they understand the prospect. Then, they offer a half-cocked largest plan possible to the prospect because they want that fat commission, even though the prospect told the rep that they only attend ten games a year. That’s partial pack territory, son, yet that’s not what the prospect got offered.

That’s practice not being put into knowing how to talk to people or what to offer them.

Misdiagnosing a prospect comes in several different ways, but it starts by not knowing what the entire franchise sales menu is. It’s that rush to judgment during a prospect call, believing that a job ends at 5 p.m. along with the shift.

Working in sports means giving up your personal life for most of the time you are awake. There are 5,000 folks behind you that would kill to sit in a MLB front office and sell tickets. Even though that’s not what the fantasy compared to reality is. So, the goal is to become better at your sales craft, enough that you are doing what it takes to knock those 5,000 folks behind you away and moving forward with your sports career.

Learning the sales menu is homework. Yes, I took my work home with me. My priority was getting better not just by putting in the regular hours (which anyone can do), but also putting in the irregular hours that no one else was doing. That means learning the menu. Understanding it fully.

I never took to the idea that recording my sales calls was a chore. In fact, I enjoyed it. That’s how I spent my 38-minute commute each night and morning from the office. I would use my IPhone and record my side of the conversation ONLY at first, in order to see how I was REACTING to prospects. Often, we listen to how the prospect reactions, but really, the representative sets the tone of the conversation.

The crime that a representative commits is by not knowing what to offer a prospect. It may seem easy to say that you’ve got a 10-game, 20-game pack available. But what does that mean? What are the dates, and how do they fit into what the prospect is telling you? Misdiagnosis is a crime in ticket sales, as it is in the medical field. Both can end up killing the end user.

Remember, this isn’t YOUR customer. This is the franchise’s customer. Each representative serves as a conduit to help the customer access the franchise.

That’s a bigger deal beyond what fat commission you may have at the end of a big sale. It may affect the franchise long term. When put in perspective, knowing the sales menu a little more isn’t that hard to do, is it?

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Aw, thanks!

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