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Sales and Revenue Generation in Sport Business With HKPropel Access

Sales and Revenue Generation in Sport Business With HKPropel Access

Author:
$104.00 USD

Available As



    Book

    The ability to generate sources of revenue continues to be the most important skill for individuals working in the sport industry. Sales and Revenue Generation in Sport Business With HKPropel Access provides a comprehensive overview of the many ways in which sport organizations generate revenues, and it teaches students the practical concepts they will need for success.

    Going beyond theoretical concepts of sales and sales management, the authors present an applied approach to revenue generation in sport: the PRO method of sales (PROspect, PRObe, PROvide, PROpose, PROtect). Students will learn how this proven five-step process for generating revenue is applicable across all avenues in sport business, including ticket sales, broadcasting and media revenue, sponsorships, corporate giving and foundation revenue, fundraising and development, grant writing, concessions, merchandising, and social media. The text covers how this sales strategy can be applied across the broad industry of sport—from professional sport and intercollegiate and interscholastic athletics to amateur sport and organizations in recreational settings—equipping students for meaningful careers with longer-lasting success within any segment of the sport industry they enter.

    Throughout the text, themed sidebars provide examples of industry best practices and successful sales strategies. Case studies in each chapter, plus discussion questions, enhance the learning experience. Plus, related online learning activities delivered through HKPropel offer practical interactive scenarios that will better prepare students to enter the sport industry. Organized by function of revenue generation, each section offers a video, an interactive scenario activity that can be assigned by instructors, and sales script templates that may be downloaded and edited for a specific application.

    Sales and Revenue Generation in Sport Business is designed to give students the practical knowledge they need to understand the sales process and how to successfully apply the PRO method of sales. Armed with this foundational knowledge, they will be better prepared to begin and succeed in a career in sport business.

    Note: A code for accessing HKPropel is included with all new print books.

    Audience

    Textbook for upper undergraduate and graduate courses in sales, sales management, or revenue generation in sport.

    Table of Contents

    Chapter 1. Introduction to Sales and Revenue Generation in Sport Business
    “You Sell, You Stay”: The Importance of Generating Revenue
    Revenue-Generating Jobs in Sport
    Preparing for a Sales Job in the Sport Industry
    B2B Versus B2C Sales
    Inventory in Sport: You Can Monetize Almost Anything
    Characteristics of Effective Salespeople, or Revenue Generators
    Summary
    Applied Learning Activities
    Case Study

    Chapter 2. The Revenue Generation Process: Selling With the PRO Method
    Selling in the Sport Industry
    The Sport Sales Process and the PRO Method
    Step 1: PROspect for Qualified Customers
    Step 2: PRObe for Information With Open-Ended Questions
    Step 3: PROvide Solutions for the Customer’s Needs
    Step 4: PROpose an Offer
    Step 5: PROtect the Relationship With Continuing Customer Service
    Summary
    Applied Learning Activities
    Case Study

    Chapter 3. Ticket Sales for Revenue Generation
    Background of Ticket Sales for Revenue Generation
    Foundation of Ticket Sales for Revenue Generation
    Selling Tickets With the PRO Method
    Future of Ticket Sales for Revenue Generation
    Summary
    Applied Learning Activities
    Case Study

    Chapter 4. Broadcasting and Multimedia Revenues
    Broadcasting and TV Viewership of Sport Events
    PRO Method Sales in the Digital Age
    Summary
    Applied Learning Activities
    Case Study

    Chapter 5. Sponsorship Sales and Revenues
    Sponsorship Defined
    Economics of Sponsorship in Sport
    Sponsorship Platforms
    Sponsorship Activation and Fulfillment
    Sponsorship Programs and Proposals
    Applying the PRO Method to Sponsorship Sales
    Summary
    Applied Learning Activities
    Case Study

    Chapter 6. Corporate and Foundation Revenues
    Corporate Social Responsibility
    Corporate Giving
    Philanthropic Foundations
    Applying the PRO Method to Corporate and Foundation Fundraising
    Summary
    Applied Learning Activities
    Case Study

    Chapter 7. Fundraising and Development in Sport
    Ethical Considerations in Development
    Types of Giving
    Models of Fundraising in Various Types of Sport Organizations
    Applying the PRO Method to Development and Fundraising
    Summary
    Applied Learning Activities
    Case Study

    Chapter 8. Grant Writing in Sport
    Understanding Grants
    Steps in Writing the Grant Proposal
    Writing and Submitting the Proposal
    Summary
    Applied Learning Activities
    Case Study

    Chapter 9. Food and Beverage, Hospitality, Tourism, and Merchandising Revenues
    Food and Beverage Sales and Revenues
    Sport Tourism Sales and Revenues
    Hospitality Sales and Revenues
    Merchandising and Licensing Sales and Revenues
    Applying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising Summary
    Applied Learning Activities
    Case Study

    Chapter 10. Social Media for Revenue Generation
    Growth of Social Media in Sport
    Social Media Platforms in Sport
    Selling Sport Versus Selling Through Sport Using Social Media
    Using the PRO Method for Social Media Revenue Generation
    Measuring Success: Impressions, Engagements, and Ratios
    Social Media Netiquette
    Summary
    Applied Learning Activities
    Case Study

    Chapter 11. Sales Force Management
    Salesforce Management and Human Resources
    Sales and Motivation
    Applying Motivational Theories to Sales
    Leading the Sales Force
    Summary
    Applied Learning Activities
    Case Study

    Chapter 12. Future Trends in Revenue Generation
    Do You Want to Work in the Sport Industry?
    The Pro Method Moving Forward
    New Revenue Trends
    Crisis Management
    Summary
    Applied Learning Activities
    Case Study

    About the Author

    David Shonk, PhD, is a professor in sport and recreation management at James Madison University, where he has taught courses on sales and marketing. In these courses, he has implemented a calling program for students and sales role-playing.

    Shonk served as a marketing director for a Pittsburgh Pirates and Colorado Rockies professional baseball affiliate, where he was vitally involved in direct sales, marketing and promotion, telemarketing, ticketing, and concessions management. He has prior experience as a development director in the nonprofit sector, where he was involved in sales, fundraising and event planning.

    Shonk is the editor of Sport Management Education Journal and a coauthor of Managing Sport Events.

    James Weiner, PhD, is an assistant professor in sport management at the University of Tampa, where he teaches classes in sport finance, sport marketing, and several contemporary issues, including sport sponsorship and multimedia sales. Weiner actively researches the sales process itself, including publications centered around sport sales classes in higher education, and his dissertation targeted several elements of service quality among box office sales representatives in college athletics.

    Prior to entering academia, Weiner served as the general manager of sales and service for Duke University as an employee of IMG Learfield Ticket Solutions, an organization that offers ticket revenue generation solutions for college athletics departments. He also has prior experience as a senior account executive and has been responsible for selling single, group, season, and corporate tickets in the college athletics landscape.

    Weiner has been published in several journals, including Sport Management Education Journal.

    Ancillaries

    All ancillaries are free to adopting instructors through HKPropel.    

    Instructor guide. Includes a sample syllabus and chapter-specific summaries, objectives, key terms, learning activities, and recommended responses for end-of-chapter applied activities and end-of-chapter case study discussion questions.

    Test package. Contains 360 questions in true-false and multiple-choice formats. The files may be downloaded for integration with a learning management system or printed as paper-based tests. Instructors may also create their own customized quizzes or tests from the test bank questions to assign to students directly through HKPropel. Multiple-choice and true-false questions are automatically graded, and instructors can review student scores in the platform.

    Chapter quizzes. Contains ready-made quizzes to assess student comprehension of the most important concepts in each chapter. Each quiz is drawn from questions in the larger test bank and may be downloaded or assigned to students directly through HKPropel. The chapter assessments are automatically graded, and instructors can review student scores in the platform.

    Presentation package. Features PowerPoint slides of text, artwork, and tables from the book that can be used for class discussion and presentation. The slides in the presentation package can be used directly within PowerPoint or printed to make handouts for students. Instructors can easily add, modify, and rearrange the order of the slides.

    Instructors also receive access to all student materials in HKPropel. For Sales and Revenue Generation in Sport Business, this includes practical interactive scenarios that will better prepare students to enter the sport industry. Organized by function of revenue generation (ticket sales, broadcasting revenue, sponsorships, corporate giving, and fundraising), each section offers a video, an interactive scenario activity that can be assigned by instructors, and sales script templates that may be downloaded and edited for a specific application.

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