Inside Sales Training Insert Team Logo Presented by: (names of Teachers) (Dates of training) (Location)
The Next Two Days What can you expect? • Understand our products and marketing strategy. • Finding the right package for your prospect. • Handling Objections • How to increase your number of referrals • Encouraging arena/stadium tours • Handling in-bound calls
Expectations Our expectations for you: • 75 calls a day • Tracking contacts, calls and notes • Work ethic, positive environment What you can expect from us • On-going training • Marketing will help • Growth opportunities
Product Information • (INSERT TICKET PRODUCT INFORMATION HERE) • Include: • Different Ticket Packages • Benefits for each package • Pricing • Group ticket information • Collateral for each ticket product
Time Management and Organization Option #1 - CRM System Option #2 - Excel Spreadsheets Option #3 - 1-31 Files • Number each file, one for each day of the month. • 8 ½ x 11 Call sheet for each lead with a space for notes. • Note the date and time of calls and any pertinent information. • Put the sheet in the file with the date of the next call. (Ex. Prospect has said call back on the 5th. Put the call sheet in the file numbered 5)
PHONE LOG Name: «First_Name» «Last_Name» «Address» «City», «State» «Zip_Code» Phone: «Phone» Email: «Email» Buying History:<<games purchased>> Date CalledNotes
Renewal Calls SALESPERSON: “Hi, I’m your personal account manager with the Kangaroos, my name is (salesperson name). I wanted to follow up on your renewal and spend a few minutes to hear more about your experiences at our games this past season. If you were going to rank it on a scale of 1-100, where would you rank your experience?” SEASON TICKET HOLDER (STH): Positive or negative answer SALESPERSON: If a high number: “That’s terrific. That’s what we like to hear. Are there any changes you’d like to make to your package?”
Renewal Calls If Negative: SALESPERSON: “That’s not as good as we’d like. What would it take to make it a 100?” STH: (Throws out any number of possible objections)
Handling Objections • Pause – Take a second. Let the STH finish. Do not interrupt them. Let them feel you are listening. • Ask, “How do you mean?” – This will have them expand on their objection. They will naturally give you more detail. • Use Feel, Felt, Found – “I understand how you feel. I’ve had a couple other clients who felt the same way. Here’s what we did to help them that they found worked well.”
Additional Keys to Handling Objections • Be non-confrontational. Never, ever argue. • Ask additional questions to identify a way to solve their problem if you can. Every objection most likely has a solution. • Narrow down the objection to one. “Other than ______, is there anything else causing you to hesitate?” • Establish next steps. Talking to other decision makers, call back date, time. • If you’ve solved their problem, ask for the order.
Follow up Questions to Specific Objections STH: “I didn’t like my seats.” SALESPERSON: “If you could pick the ideal seats, where would they be?” (Once you have the answer, see how close you can get to their ideal location and price. Your goal is to get them to buy something.) STH: “It was too expensive.” SALESPERSON: “To reduce your costs, would you prefer to have less games or a lower priced ticket?” (You can also mention payment plan options and better seat locations by buying in advance.)
Follow up Questions to Specific Objections STH: “We didn’t make it to enough games.” SALESPERSON: “How many games per month would you like to attend?” (Once you have the answer, determine a package that works best. Your goal is to get them to buy something.) STH: “The team didn’t win enough/play well enough.” SALESPERSON: “(team specific response related to the future, draft picks, changes etc). If you believe we can be stronger in the future, you want to keep your priority and your prime seat location.”
Follow up Questions to Specific Objections STH: “I’ll just buy tickets from StubHub.” SALESPERSON: “You can certainly do that and may save money on some games. The challenge with StubHub is you don’t get the benefits of being a season ticket holder like…” (List benefits that are most valuable and apply. Each situation is a little different so make the benefits specific to this prospect) STH: “I can’t plan that far ahead.” SALESPERSON: “With our biggest and best games, you can make them an event and build your schedule around them. This way, you know it’s part of your schedule months in advance.”
Other Decision Makers PROSPECT: “I need to talk to my spouse/family/friends and make sure they want to go ahead.” SALESPERSON: “Understandable.” (if friend) ”Would you like to make your life easy? I can call them and answer any questions they might have.” (if family) “When do you think you’ll speak to them? The earlier you place your deposit, the better your seats. Would you like to put a deposit down to hold your spot?” (If not, schedule a specific date and time right after to call the prospect back.)
(Insert additional objections) Create additional slides for objections specific to your team and the answers. This could include: • “Parking is awful.” • “You need a new building.” • “The neighborhood isn’t safe.” • “I heard the team is moving out of town.”
Asking for the Order SALESPERSON: “Other than (the objection you just solved), is there anything else causing you to hesitate?” PROSPECT: “No, that was it.” SALESPERSON: “Terrific, why don’t we put your order in today? I can take care of it over the phone. Would you like to use the credit card we have on file?”
Deciding who to meet with If a key account is still hesitating, meet them personally. The Right people to meet personally: • High dollar accounts • Long-time season ticket holders • Referral sources SALESPERSON: “You know what, why don’t we get together for a cup of coffee to discuss your renewal personally? Could you come down to the arena to meet? I’d love to show you behind the scenes and introduce you to some of our key people. Could you do that next week?” (suggest a specific date and time)
Triple Threat Marketing Explained • Direct mail letter to best prospects • Past season ticket holders • Single Game buyers • Email on the same day letter is received. • Call that day or the next day. You are only calling people who have expressed an interest in the team.
New Business Calls SALESPERSON: “Hi, (prospect first name), I’m your personal account manager with the Kangaroos. My name is (your name). I wanted to follow up on the letter/email we sent you and spend just a few minutes with you to learn about your experiences at the Kangaroos games this past season.” Q1. “How did you enjoy your experience?” PROSPECT: Positive or negative response. SALESPERSON: (if positive) “That’s terrific (or if negative), That’s too bad.” Q2. “On a scale of 1-100, how would you rate the overall experience?” PROSPECT: (Gives ranking)
New Business Calls SALESPERSON: “What would it take to make the experience a 100?” (This is the opportunity to gather feedback that allows you to make a specific recommendation on a ticket package. Gather the information and note it for later) SALESPERSON: “I think we can make your experience even more enjoyable next year.” “We recently sent you some information on our new ticket packages for next season. I wanted to follow up and ask you a few questions.”
New Prospect Questions to Ask (The following are questions to ask to gather more information to make an appropriate recommendation): SALESPERSON: Q3. “Where did you sit when you came to the games? Is there anything you’d like to change about your location?” Q4. “Who attended the game with you? Are they big fans like you are?” Q5. “What opponents did you see? Why did you pick those games?” (Ask this even if you know what games they saw. The question gets them talking more.)
New Prospect Questions to Ask Q6. “Ideally, how many games per month would you like to attend? Is there anything keeping you from doing that?” Q7.“What else do you and your family (friends) enjoy doing together for entertainment?” Q8. “How do you typically buy your tickets?”
Making the Recommendation SALESPERSON: “Based on what you’ve told me, I think we have a package that could work perfectly for you. Do you have the information we sent you close by? “If not, grab a pen and paper and I can give you all the details. (or) If you’re near a computer, go to (team website with ticket information).” SALESPERSON: “I recommend our…” • Specific package including # of games, opponents and days of the week (if that was important). • Seat location and price per ticket. • Important benefits like payment plans, special events etc that may have come up during the call.
Making the Recommendation – Con’t SALESPERSON: “This package gets you just what you wanted including the right number of games per month, prime seats locked in and (list 1-2 key benefits or items they were looking for). Can I go ahead and reserve your seats today?” SILENCE – LET THE PROSPECT SAY THE NEXT WORDS
Handling New Prospect Objections Handling new prospect objections takes the same process that renewal objections takes, with a few minor tweaks. • Pause – Take a second. Let the prospect finish. Do not interrupt them. Let them feel you are listening. • Ask, “How do you mean?” – This will have them expand on their objection. They will naturally give you more detail. • Use Feel, Felt, Found – “I understand how you feel. I’ve had a couple other clients who felt the same way. Here’s what we did to help them that they found worked well.”
General Keys to Handling Objections (These keys are important enough to review them again.) • Be non-confrontational. Never, ever argue. • Identify a way to solve their problem if you can. Every objection most likely has a solution. • Narrow down the objection to one. “Other than ______, is there anything else causing you to hesitate?” • Establish next steps. Talking to other decision makers, call back date, time. • If you’ve solved their problem, ask for the order. • Use silence. After asking for the order, be quiet and let the prospect speak next.
Objection – “We’ll just buy game by game” (You’ll of course first ask “How do you mean?” After each of these objections to get more clarity before answering.) PROSPECT: “We’ll just buy tickets game by game when we want to go.” SALESPERSON: “You can do that but may risk being shut out of prime seats for our biggest and best opponents. With a ticket package, you get the perks of being a season ticket holder like (list some here). Would it help you to have the tickets on our easy monthly payment plan?” SILENCE
Objection – Other decision maker PROSPECT: “Let me talk to my spouse/friend/brother/dog and give you a call back.” SALESPERSON: “What do you think they would be inclined to say?” PROSPECT: “I think they’d be inclined to like it.” SALESPERSON: “Why don’t we just go ahead and do it then? You’ll get prime seats and a specific schedule of entertainment.” (If they persist on wanting to talk to others) SALESPERSON: “I understand. When will you talk to them?” (Nail down a specific date and time to call them back)
Objection – Cost PROSPECT: “That’s a lot of money. I don’t think we can afford it.” SALESPERSON: ”Would it help to set you up on our monthly payment plan option? We can spread the amount out over xx months.” SILENCE (If they persist on cost) SALESPERSON: “I can understand that. We can still get you the benefits and perks of being a season ticket holder. Would you prefer fewer games per month or a lower priced ticket?”
Objection – “Let me think about it” PROSPECT: “Sounds great. Let me think about it and call you back.” SALESPERSON: “I understand you wanting to think about it. When you look at it, it seems like this package has the right number of games, right opponents and is in the right price level. And, placing a deposit now gets you locked in for great seats. Is there anything about this package that’s causing you to hesitate?” SILENCE (If the prospect persists, get a specific date and time to call them back. Don’t let them off the hook.)
The Right Meetings Certain prospects would prefer to meet at the arena; others would prefer their office. Here is the difference: • Someone who is very interested in specific seat locations usually prefers to meet at the arena. • High ranking executive at a large company in town usually prefer their office. • Well connected individual who has taken a liking to you and offered to help can meet either place.. SALESPERSON: “Why don’t we get together to show you the seats here at the arena? I have time on Tuesday at 4pm. Would that work for you?”
How to Ask for Referrals When asking for referrals, be specific. Bad: “Do you know anyone else who may be interested?” Good: Ask for specific referrals such as: • “Do you have other friends or family who are big Kangaroos fans?” • “Is there anyone you work with that loves the Kangaroos that would be interested in this package?” • “Who should I talk to at your office about a company outing for employees or a ticket package for clients?” • If they have children, where do they go to school or do they play any team sports? • Other organizations they may be involved in – church, Rotary etc.
How to Ask for Referrals SALESPERSON: “My clients have told me they enjoy the games a lot more when they have friends sitting around them. The seats right near you are open. Do you have any friends or family that are big fans like you are that you’d like me to call? Possibly friends of your children or someone you work with?” “Is there someone at your office I should be talking to? Someone who oversees the sales staff or handles the company holiday party that might want to organize a group outing?”
In-Bound Call Script SALESPERSON: “Thank you for calling the Big City Kangaroos, my name is (first name), how may I help you?” PROSPECT: “Hi, I received your letter/email/saw an ad. Can you tell me more about this ticket package?” SALESPERSON: “Certainly, so I can look you up in our records, can you give me your name and telephone number?” (gather contact information discreetly in order to call them back in the future) PROSPECT: (Gives name and contact information) SALESPERSON: “Terrific. Now, let me ask you a couple questions to make sure we have the right ticket package for you.”
In-Bound Call Script (The following are some of the questions to ask an in-bound caller. These help make sure they are buying the right package at the right price). SALESPERSON: “ Q1. How many games did you attend last season? Q2. Where do you prefer to sit when you come to games? Q3. Who do you come to games with? Q4. How many games per month would you like to go to? PROSPECT: (Provides answers)
Making the Recommendation SALESPERSON: “Based on what you’ve told me, I think the (insert package) would work perfectly for you. Do you still have the letter or email we sent you?” (if not) “Grab a pen and paper and I can give you all the details. (or) If you’re near a computer, go to (team website with ticket information).” SALESPERSON: “I recommend our…” • Specific package including # of games, opponents and days of the week (if that was important). • Seat location and price per ticket. • Important benefits like payment plans, special events etc that may have come up during the call.
Making the Recommendation – Con’t SALESPERSON: “This package gets you just what you wanted including (list 2-3 key benefits or items they were looking for). Does that work for you?” SILENCE – LET THE PROSPECT SAY THE NEXT WORDS (Depending on their response, handle objections as noted before.)
Will You Do it?