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Seven Things That Could Change Your Life

Steve DeLay's picture

Happy New Year to all. 2013 brings new ideas, new strategies and new ways to sell tickets and suites. Here are some of the columns you’ll see this year.

Topic 1: If you’re selling out every game, don’t read this. For those of you who aren’t, this could change your life:Season tickets are the lifeblood of any organization. Teams are so fixated on selling season tickets, they load up on sometimes insanely expensive perks and benefits to entice the fan. However, sometimes, season tickets just aren’t right for a fan; either too many games or too expensive. Full-menu marketing from day one allows salespeople to make sales calls and walk away selling something. If you’re competing for the title every year and can sell 75% of your building on season tickets, do it. For those of you who aren’t selling out, full-menu marketing could save your life.

Topic 2: It’s the free food, stupid: When Bill Clinton ran for President, he used a regular statement, “It’s the economy, stupid”. When teams try to get fans to buy season tickets, they’ll through everything but the kitchen sink in and then include the kitchen sink. Your concessions operator won’t like this idea but what about including unlimited food and drinks for each ticket package buyer. This column will tell you how it works.

Topic 3: They aren’t thinking about calling you so you better call them: Top CEO’s of local businesses aren’t sitting at their desk dreaming of owning season tickets to your team. If they were, they would have called and you’d be sold out. For teams that aren’t regularly selling out, they can’t just sit back and wait until the team gets better and the hard-core fans start buying. You need to go out and get the business community to buy something from you that they can use to improve their business. This column will talk about structuring an outside sales staff to call on every single non-retail business in your community and

Topic 4: Train, train, train until you’re tired of training and then train some more: Teams regularly bring in ticket sales trainers to help their young salespeople improve. Usually, the trainer comes in for 2-3 days, gets everyone fired up and focused and then leaves. Once they leave, what’s the Ticket Sales Manager to do in order to keep the momentum going? Training isn’t just 2-3 days a year, it’s every day, every week. This column will provide tips and strategies for managers to continue to help their salespeople improve.

Topic 5: I expect you to work hard. I also expect this. Every young person that interviews for a job in sports hears the same thing. “This isn’t all glitz and glamour young man/woman. If you want to watch the games, go work somewhere else and buy season tickets.” However, these warnings don’t chase them away. They typically get chased away after a year or two. Instead of creating an environment of turnover and kill or be killed competition, how about we help them grow into more successful employees and salespeople. This is likely their first job out of college. Some of these rules of the game for how employees should act and work should help them enjoy the work environment, learn and most important to the team, stay for more than 12-18 months

Topic 6: The Ten Commandments of Leadership in the Office: I don’t pretend to be Tony Robbins or Harvey Mackay. These guys get paid tens of thousands of dollars for leadership talks and management retreats. These are rules of the office I’ve put together from my 20 years of experience in the industry, talking with others and learning from some of the best. Take the ones that matter most to you and your staff and put them in place.

Topic 7: The Suitest Sell you Could Make: Suite sales in this economy have been next to impossible for teams that aren’t competing for the title every year, building a new building or drawing the top concert acts. The biggest complaints, 1) the price of the suite and 2) “I can’t use that many tickets.” This column will talk about how to turn a suite sale in to more of a country-club style sale where there is a membership fee and the suiteholder only pays for the tickets he uses.

If you have any other subjects or ideas you would like to hear about, please feel free to send an email to

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