Case study - Coaching a sports franchise to outperform
Industry: Sports franchise
Background:
A major sports franchise (annual revenue of over 200 million dollars) realised that the key to long term success would come from strong links with the business community. The franchise believed that a commitment to helping the local business community through links with their brand would bring sustainable success.
Despite having the most recognizable Brand in this area, the inbound and outbound sales forces had been struggling to get the benefits (of a link with this brand) across to local businesses. They were commonly perceived as no more than “ticket sellers”. Also, the sports team had had a disappointing season the previous year, and sales strategies in the past had been strongly linked to team's success.
IOWEU input:
Training sessions were designed for the 30 members of the various sales teams, followed by individual coaching programs for priority salespeople (approximately 50% of the team). The group training focused on IOWEU skills, tools and techniques, and importantly, introduced the mindset shift required. We also worked closely with the franchise to introduce them to (and enhance their relationships with) business associations in the area.
Outcomes:
The sales force gained the confidence to engage the business community on a true business level.
Management reported that those coached demonstrated superior skills, and were achieving sales at levels above previous years.
The franchise has raised its profile in the business community, and this is borne out by an increase in revenue from season-ticket holders, suites and advertising.
Feedback:
"Different way of selling. Very interesting in comparison to what we have had in other training."
"The most significant addition I can see will be my ability to ask questions – I know I can sell, but this will help me to build relationships."
"I enjoyed this workshop as it covered areas we don’t normally discuss in straight “selling” seminars. Shows us a completely different way to look at our clients."
"It was informative and thought-provoking. Makes you think outside of your norms and practice applying them in real-world situations."
"Great. Unique approach and allowed me to think outside the box."
"Very beneficial towards my personal selling techniques. Will utilize the value sheet in meetings."