Jan. 9: Kathy’s Sports Sales Mailbag… “Hey Kathy!”


Here we are, at the start of a New Year, with some resolutions already broken and others working hard to keep them.  Let’s hope we all fall into the working hard category!!!!  Interesting questions this week….read on!

“Hey Kathy,

With twitter being all lit up this week with the letter sent to a season ticket holder concerning why they didn’t renew, what are your thoughts on challenging a customer once in a while?”  B, west coast

Hi B,

It starts with ‘know your customer.’  If your client is one whom you’ve had a good relationship with, respectfully challenging them can be healthy.  Rudeness isn’t.  I do remember once I had a suite holder that I ‘fired’ much to my supervisors dismay.  Having leased a suite for 3 years, we had 3 years worth of complaints, game after game.  From the soap in the bathroom not having a pleasant scent to being delivered chicken wings they didn’t feel were of a worthy size, game after game was another email.

When it came time for renewal of the suite, I met with them and told them we appreciated their support, but I would not be offering them a renewal.  It was obvious that we couldn’t give them the experience they wanted, so it was better to ‘free them up.’  They were in shock.  2 days later I got a call. He asked if he promised to be good could he come back.  He did and became a very close customer of mine. Sometimes you just have to make the ask and not be afraid, but do it in a respectful and tactful way.


“Hey Kathy,

We want to host a sales training.  When is the best time?”   C, west coast

Hi C,

Well, no time like the present!  Training can – and should – be done any time of year.  I find for most sales reps the best time is just as the season is winding down or the start of the off-season or just before the second half of the season.

Leadership training should be done anytime.

Congrats on making the choice to have a sales training.  No matter who you choose to do this, an investment in the growth of your sales team speaks volumes for your desire to help your team.


“Hey Kathy,

What 3 things do you feel is necessary to build good culture in a team?”  J, east coast

Hi J,

I would love to hear from all of you out there as to what is important to you in building a good team culture.  For me, I feel it would be:  trust, empowerment, and freedom to think and create.

Have you ever been with a team that doesn’t trust you enough to make a decision and be ok with it? Or uses top down management style and never includes the team in decision making  and instead does not give one the ability to run their own small business? Or feels that our job is to come in, make calls, make sales and sell what we tell them to? This is not good culture.  It’s a job.  And that’s a huge difference.

Want to build a great culture?  Look at your staff as a group of individuals who will each bring their own unique talents, ways of relationship building and ideas to the table for the good of the team. Encourage them to use their mind and build a plan and watch them grow.

What’s important to YOU in great culture?


Kathy Burrows, Sold Out Seating

Sales / Leadership training:  kathy@soldoutseating.com

Want to learn more sales tips?  www.ticketsalesbook.com

Potato Chip Ticket Sales

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