Description
Book SynopsisThe ability to generate sources of revenue continues to be the most important skill for individuals working in the sport industry.
Sales and Revenue Generation in Sport Business With HKPropel Access provides a comprehensive overview of the many ways in which sport organizations generate revenues, and it teaches students the practical concepts they will need for success.
Going beyond theoretical concepts of sales and sales management, the authors present an applied approach to revenue generation in sport: the PRO method of sales (PROspect, PRObe, PROvide, PROpose, PROtect). Students will learn how this proven five-step process for generating revenue is applicable across all avenues in sport business, including ticket sales, broadcasting and media revenue, sponsorships, corporate giving and foundation revenue, fundraising and development, grant writing, concessions, merchandising, and social media. The text covers how this sales strategy can be applied across the broad
Table of ContentsChapter 1. Introduction to Sales and Revenue Generation in Sport Business
“You Sell, You Stay”: The Importance of Generating Revenue
Revenue-Generating Jobs in Sport
Preparing for a Sales Job in the Sport Industry
B2B Versus B2C Sales
Inventory in Sport: You Can Monetize Almost Anything
Characteristics of Effective Salespeople, or Revenue Generators
Summary
Applied Learning Activities
Case Study
Chapter 2. The Revenue Generation Process: Selling With the PRO Method
Selling in the Sport Industry
The Sport Sales Process and the PRO Method Step 1: PROspect for Qualified Customers
Step 2: PRObe for Information With Open-Ended Questions
Step 3: PROvide Solutions for the Customer’s Needs
Step 4: PROpose an Offer
Step 5: PROtect the Relationship With Continuing Customer Service Summary
Applied Learning Activities
Case Study
Chapter 3. Ticket Sales for Revenue Generation
Background of Ticket Sales for Revenue Generation
Foundation of Ticket Sales for Revenue Generation
Selling Tickets With the PRO Method
Future of Ticket Sales for Revenue Generation
Summary
Applied Learning Activities
Case Study
Chapter 4. Broadcasting and Multimedia Revenues
Broadcasting and TV Viewership of Sport Events
PRO Method Sales in the Digital Age
Summary
Applied Learning Activities
Case Study
Chapter 5. Sponsorship Sales and Revenues
Sponsorship Defined
Economics of Sponsorship in Sport
Sponsorship Platforms
Sponsorship Activation and Fulfillment
Sponsorship Programs and Proposals
Applying the PRO Method to Sponsorship Sales
Summary
Applied Learning Activities
Case Study
Chapter 6. Corporate and Foundation Revenues
Corporate Social Responsibility
Corporate Giving
Philanthropic Foundations
Applying the PRO Method to Corporate and Foundation Fundraising
Summary
Applied Learning Activities
Case Study
Chapter 7. Fundraising and Development in Sport
Ethical Considerations in Development
Types of Giving
Models of Fundraising in Various Types of Sport Organizations
Applying the PRO Method to Development and Fundraising
Summary
Applied Learning Activities
Case Study
Chapter 8. Grant Writing in Sport
Understanding Grants
Steps in Writing the Grant Proposal
Writing and Submitting the Proposal
Summary
Applied Learning Activities
Case Study
Chapter 9. Food and Beverage, Hospitality, Tourism, and Merchandising Revenues
Food and Beverage Sales and Revenues
Sport Tourism Sales and Revenues
Hospitality Sales and Revenues
Merchandising and Licensing Sales and Revenues
Applying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising Summary
Applied Learning Activities
Case Study
Chapter 10. Social Media for Revenue Generation
Growth of Social Media in Sport
Social Media Platforms in Sport
Selling Sport Versus Selling Through Sport Using Social Media
Using the PRO Method for Social Media Revenue Generation
Measuring Success: Impressions, Engagements, and Ratios
Social Media Netiquette
Summary
Applied Learning Activities
Case Study
Chapter 11. Sales Force Management
Salesforce Management and Human Resources
Sales and Motivation
Applying Motivational Theories to Sales
Leading the Sales Force
Summary
Applied Learning Activities
Case Study
Chapter 12. Future Trends in Revenue Generation
Do You Want to Work in the Sport Industry?
The Pro Method Moving Forward
New Revenue Trends
Crisis Management
Summary
Applied Learning Activities
Case Study
