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  • Brett Zalaski

Should We Even Be Selling Right Now?


I've been asked this question more this past week than I have since #COVID19 started. As cases are spiking around the country, and more people in #sportsbiz are hearing that their friends are losing jobs, and clarity on playing in front of fans isn't coming, this is becoming a moral dilemma for some salespeople.


The answer is, 'Yes, you should be selling right now.' Now it's not THAT easy, so here are some thoughts:

  • Ask them up front: I've talked about this multiple times, but leading with empathy should include asking the question, 'Is this an ok time to talk about tickets?' If they say, 'no'...end the conversation. If they say, 'yes'...keep going.

  • People are adults: They can choose for themselves whether or not they want to buy right now. Ask the questions, make the recommendation, then let them decide if now is the time. You can act with urgency but still be empathetic at the same time.

  • Be the bearer of 'Good News': If in the conversation they say 'no' or 'not now'...that's totally fine. The majority of people will say that...that's just sales. But if they do decide to go to a game, you want them to do it through you. So any piece of 'good news' you get, send it to them in an email. Let them decide what news is the one that will push them over the edge. Returning to play in a bubble? Send it to them. Sign a new player? Send it to them. Create a new ticket package? Send it to them. Creating a video of fan safety for playing in front of fans? Send it to them. Finally, actually announcing playing in front of fans? Send it to them. Don't make assumptions that our fans are constantly checking out team news. Most aren't. And, again, let them decide for themselves what news gets them to re-engage.

Don't make assumptions for people before you call them. Don't bring your challenges with the moment into these calls. If you don't trust that your team can keep your fans safe, then you probably shouldn't be working there. That may be tough to hear...but that's the truth. If you support your team...sell your team the best you can.


Have a happy and healthy 4th!