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Sales and revenue generation is not for the faint of heart

This is an excerpt from Sales and Revenue Generation in Sport Business 2nd Edition by David J. Shonk,James F. Weiner.

Do You Want to Work in the Sport Industry?

Throughout the textbook, we noted the fundamental differences between fundraising and sales and the way that various segments (e.g., collegiate and nonprofit sport versus professional sport) of the industry can use the steps of the PRO method. This process is critical to success for anyone wanting to generate revenues. Just as a coach uses a system or game plan to help athletes succeed, so the salesperson can use the basic process outlined in the PRO method for success in revenue generation. Although the coach can draw up an excellent game plan, the athlete is ultimately responsible for studying it, training for physical strength and endurance, developing emotional intelligence, having a competitive spirit, applying a strong work ethic during practice and games, and working with teammates, coaches, and others in a collaborative manner. In the same way, the PRO method means nothing to a salesperson who does not study the process, practice through role-play, apply a strong work ethic, collaborate with others in learning, and seek to compete for sales. Sales and the generation of revenues is not for the faint of heart. Some people may naturally gravitate toward sales and fundraising. But the relevant skills can be taught, and success does not come only to those with one type of personality. Are you willing to put in the hard work? If so, sales and fundraising can offer one of the most effective paths to the top of any sport organization.

Sport is unique because of the emotion that it generates within the consumer, whether participating or spectating. This truth cannot be understated when it comes to the function of sales. Great passion is generated by affiliations in sport, especially when it comes to certain teams. Salespeople who understand how to appeal to these emotions will be successful within the industry. Equally important, those who can generate this type of emotion and demonstrate enthusiasm and passion for their product (team, program, service, etc.) can be successful influencers or persuaders of prospective consumers. Although most sales jobs in sport ask you to take off your fan hat, they simultaneously require you to generate a level of enthusiasm equal to or higher than that of the fan when selling the product.

Regardless of their industry, salespeople must understand new forms of technology, best practices and shifts in how companies are selling, and basic principles that apply to any form of sales. But we would like to focus on some important points that we hope you take away from reading this book. Sales and revenue generation are fundamentally important to every organization, and they are vital to every sport organization. Others have called sales the lifeblood of sport. We will go a step further by suggesting that any sport organization who does not have first responders ready to inject and pump blood into the system (sport organization) will simply die. We make this statement with all due respect to the true heroes in the medical field who save the lives of so many people.

More Excerpts From Sales and Revenue Generation in Sport Business 2nd Edition

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