Navigating Price Hikes: Effective Sales Strategies for Sports Ticket Renewals

Abstract

Sale Strategies in Sports: Scenario Paper 1 Scenario: Question One: Steven has gotten Brittany, who bought season tickets the previous year, on the phone and is struggling to gather any useful information from her. Which of the following would be best way to continue the probing process? Before settling on one response, let me explore each response to ascertain the level of effectiveness on each. In the first response, “Tell me more about why you come to game,” it gives Steven an opportunity to open up the conversation with Brittany which can help him understand her motivations for attending the games. Since this response is more of an open-ended question, it will enable Steven gather valuable insights into Brittany’s preferences, interest and reasons behind purchasing the tickets. This is a very effective approach as it expresses Steven’s genuine interest in understanding Brittany’s perspective which in return can help build rapport and trust. It is also an approach that can provide Steven with great information that he can use to tailor his pitch and offer solutions that significantly align with Brittany’s interest and needs. While exploring the effectiveness next response “Were you able to make it out to all the home games last year?” it is open that unlike with the first response that had an open-ended question, this second response is very categorical on what Steven want to know. It is a response that seeks to gather specific information about Brittany’s attendance at the previous year’s games. Based on this response, one can confirm that Steven aims at gauging Brittany’s level of engagement to game attendance which will be confirmed through Brittany’s response. Based on Brittany’s response, Steven can follow-up with more questions to identify any reasons behind the given response. This response is great as will help Steven understand Brittany’s past attitude towards the games as well as inform on the best strategy for retaining Brittany as a season ticket holder. The third response, “If you want to lock in your tickets, I can do that now. How does that sound?” is a direct sale pitch which does not work best on all clients especially those hesitant to abrupt decision making. It is an approach that sounds demanding thus not very effecting in the probing process. To this effect, I believe that the first and the second responses are the most effective to continue the probing exercise. Question Two: Steven finally got Brittany to open up about her experience and realized that she was hurt because she had major objections to this year’s price increase and was not planning to renew her tickets. Which would be an appropriate response? Please explore several responses The first response “Yeah, the price went up but that usually happens when you have a great schedule” expresses Steven ability to understand Brittany’s concern as well as justify their trigger from a positive perspective. Steven attempts to downplay Brittany’s concern with a positive factor “great schedule” providing some reassurance to her. Unfortunately, the response neither addresses Brittany’s concern nor offers any solutions to...