New Year…New Mailbag Questions … Kathy’s Mailbag…”Hey Kathy!”


Welcome to 2018!  The new year brings new questions, one concerning moving forward in sports sales in 2018 and beyond and another concerning the new ‘sales academies’ teams are advertising. Read on!

“Hey Kathy…As an exec in sports, I’m starting to be concerned about our stagnation in the industry and what we can do to change it up.  Times are changing rapidly and I don’t feel our teams are keeping up…I know ours isn’t. Thoughts?”  J, Midwest

J, this is a question that keeps me up at night.  As I work with teams, I see some that are innovative, not afraid to take risks, and open to staff members contributing to change.  With some, everything is status quo and although they like the training I provide, they are not ready to accept it fully.   At the end of the day, I can only encourage and hope to have teams see that if innovation and a desire to surge forward isn’t there, all the training in the world won’t help them get to that next level.

In the past 30 years, medical advancements have grown by leaps and bounds, education is being provided with newer methods, online shopping has changed the way we shop, grocery stores have given us the opportunity to shop from home or away, and we in sports…well, some are surging forward in creativity and a strong desire to keep it fresh and useful for tne fan while the majority are still of the mindset  that by providing an opportunity to purchase online, they are up to date in the latest methods of sales. We are entertainment.  Of all professions, we should be leading the way in ideas, changes, enhancements, and creativity. Our sales meetings should be creativity personified and ideas for creating memories for our fans and enhancing the experience should be created.  Instead, in most sales meetings, we still talk about the goal we have to hit and the plans we have to sell.  Maybe, just maybe, we are not always hitting those goals because the plans and packages are outdated.  Perhaps change is what is needed.

90% of the battle is recognizing there is a problem … you’re experiencing that right now.  The next step is to sit with your team and ask how it can change…what can be done to set yourselves apart.  Not every team on the field/court/ice is a winning team. But you can be a winning team in the office.  Look at the Philadelphia 76ers … they haven’t won a championship…yet, and yet there is a waiting list for season tickets. Why? They have a process. They have a vision. They are open to their clients. Their clients share in the process.  A risk? Maybe. But honesty is a policy our fans will respect, and they have proven it.

Curious to hear other executive and sales departments thoughts.  This is a very important topic, and one that will be determining the future of sports as we move into the 2020’s and beyond. Keep me posted!

“Hey Kathy…I see a lot of teams have sales academies.  I am going to be graduating, and curious if they have sales academies and inside sales or just one or the other? Also, what are the expectations once completed?”  BR, west coast

Thanks for the question BR.  Sales Academies are on the rise. The majority of sales academies with teams are the former inside sales departments.  The goal  is to focus a bit more on the training aspect and be able to prepare you for a sales career in sports. No one can guarantee you that career. You are given the opportunity; what you do with it is up to you.  My advice is to interview the team as much as they interview you.  Explain the training to you, does it continue throughout the program, is there coaching along the way, etc.  The first step in your career is truly the most important.  Choose wisely.

Keep me posted!

Kathy Burrows, SOS…Sold Out Seating

Send YOUR sports mailbag sales questions by Tuesday evenings to:

Start the new year with next level training…few remaining openings the first quarter, so contact kathy now at : to see if I am the right fit for your team! 

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