Elevate Your Fan Experience: Personalized B2C Sales Scripts for Minor League Ticketing

Abstract

Sales Script: Ticketing B2C New Sales Call Step 1: PROspect for Qualified Customers Voicemail: Good morning, [prospect name], this is James with the Richmond Flying Squirrels. I am calling to thank you for coming to a game last year, and I wanted to talk a little more about your experience as well as the upcoming season. You can reach my direct line at [phone]. Again, it’s James with the Flying Squirrels, and you can either call this number back or reach me at [phone]. Thanks again, and I look forward to chatting soon! Customer picks up: Hello, [prospect name], this is James with the Richmond Flying Squirrels. I am calling to thank you for coming to a game last year and to chat a little about the upcoming season. How was your experience last season? DO NOT Pitch the sale in the introduction: Hi, this is James with the Richmond Flying Squirrels. I was calling to see if you wanted to buy season tickets this year. Forget to introduce yourself: Hi, I’m calling for the Flying Squirrels, and we . . . Leave no urgency: Just give us a call whenever you are ready to talk about . . . Take too long in the introduction. Forget to check that the person on the phone is the actual prospect! ______________________________________________________________________________ Step 2: PRObe for Information How was your experience? Negative statement from the prospect: Oh no! Can you elaborate on that? Maybe I can do something to help. You mentioned a few things that are challenges for you to attending games. Would you say that any one of these is the biggest challenge? It seems like this one issue is the major hurdle for you. What can I do today to help you solve this problem? Positive statement from the prospect: That’s awesome! I love hearing that our fans are having a good time. Tell me more about . . . What are your favorite things about coming to games? Who comes with you to the games? Which games were you able to make it out to last season? What do you like most about where you sit? If you could sit anywhere in the stadium, where would you be? [If applicable] You mentioned that your kids come with you. What do they seem to enjoy the most about the Flying Squirrels? What are you looking forward to most this upcoming season? What is your budget for the upcoming season? Follow-up: First and foremost, I want you to be comfortable with whatever you spend, but I also want you to get tickets that meet your needs the most. So is this the top of the budget or just where you would prefer to end up? Other: Remember, you want to find out as much as possible about their experience, wants, needs, and trigger statement! If applicable, use a support statement: I know! The new scoreboard really makes the atmosphere 100 times better. I’ve been hearing that all day. I’m glad your kids love it. Keep the customer talking: OK, I think I understand, but can you talk a little more about . . . Wants: Things that are important to the customer. Be sure to clarify whether they are essential or just important: So, if I am understanding you correctly, you would prefer to . . . It sounds like ___________ is really important. Isn’t that great? I also enjoy . . . Needs: Things that are imperative for the customer. If this need is not met, the customer is uninterested. What are the things that you must have when purchasing your tickets? You come to the games as a family, so I assume you need five seats together. You mentioned that the top of your budget is $3,500, so I am going to remove everything at our club level and above, which start at $5,000. Is that all right? What is the biggest reason you love coming to games? ___________________________________________________________________________ Step 3: PROvide Solutions Price objection (most common): [Customer name], I completely understand. Obviously, these are quality tickets. Let’s chat a little more about it and maybe we can figure out a solution. So, what IS your budget for tickets this year? When you said ___________, what did you mean exactly? What would you consider a good value for tickets? [Identify the real problem if you suspect it.] OK, so are you more concerned with paying a thousand dollars for tickets in general, or is it more related to how the team performed last season? Performance objection:...