In almost three years running Get After It Sales, I have trained almost 50 organizations that span the NBA, MLB, NHL, MLS, MiLB, NASL, USL, AHL, NASCAR, NLL, sports recovery technology companies, tour organizations, and colleges. My goal has never been to "teach" sales training. My goal has been, through a collaborative effort with each property, to create a one-, two-, or three-day training program that positively effects change where it needs to be addressed within the organization while empowering its salespeople to fight for their own success.
There are some common training themes I see by sport, by the size of the sales teams, or based on the location in the country. And there are some common themes that I see based on who I’m training within the organization…or the general age of the sales team. Every organization has its own unique challenges.
But there is one training topic that I’ve heard REPETITIVELY regardless of situation: "How can we get better at selling to companies?"
Over the past decade, teams have become good at modeling or retrofitting their premium areas to help move premium inventory. And it worked for a while. Unfortunately, we’re not in a buying environment that wants the newest or shiniest thing. Businesses want to know what’s going to help solve their challenges, yet sports salespeople are conditioned to just pass along information. It’s not our inventory that’s the problem with sports teams selling corporate hospitality. It’s the process their salespeople take to do so.