como comprar proventil dutas online ordering acquisto glycomet sicuro online order amoxil from india without prescription bayer financial results 2012 how do i get propecia in the uk billig clonidine online kaufen is generic serpina effective the online drugstore digoxin buy actonel mexican pharmacies is solodyn better than minocycline cheapest zyloprim proventil coupons discounts shallaki online coupon code order furosemide from uk without prescription buy provera tablets uk buy sustiva metformin pcos weight loss pregnancy is it illegal to order generic isoniazid buy cipro lowest price buy revia tablets online purchase coversyl cheap buy evecare 20 buy kamagra online india ajanta how much does accutane cost albendazole by mail order minipress in the uk list of tesco stores selling singulair how to order cialis online in canada brittle asthma symptoms can you buy pharmacy online nizoral famciclovir famvir and valacyclovir valtrex order desyrel buy amaryllis bulbs wholesale canadian pharmacy prandin valacyclovir 1000 mg valtrex lipitor on line in the canada micronase no rx anafranil online overnight bystolic dosage schedule antivert prices cvs generic accutane sale high blood pressure medicine clonidine retail price proventil hfa can you buy fucidin cream over counter depakote india how long for zyrtec d to take effect filme onlain 2012 how to get imuran in australia eurax lotion for scabies buy tamoxifen online no prescription nolvadex zetia 10 mg cost trazodone tablets ndc order yasmin uk pharmacy viagra with debit card co irbesartan side effects where to buy alli canada why has atrovent been discontinued pills for erectile dysfunction otc buy buspar with visa prednisone pharmacies cod lozol mg tablet where to buy finpecia cheap generic buy glyset online usa transdermal estradiol patches buy lopid 100 is there a generic for aciphex levlen discount code torsemide express canada allopurinol class action lawsuit best online pharmacy generic zithromax side effects of losartan tablets paxil spain canadian beauty blog drugstore makeup advair diskus prescribing information brafix side effects uk pletal uk online one man one jar real video buy abilify uk generic micronase cost buy viagra online canada no prescription alli no prescription discounts generic india pharmacy prednisone how to buy aygestin in london erythromycin cost walmart suprax next day purchase lioresal cheap acheter livebox 2 orange oxycodone l368 best mexican pharmacies quality how to buy promethazine codeine syrup elavil ndc code leucistic alligator snapping turtle for sale brand viagra pfizer online dutas tablets 150 mg buy viagra 150 mg purchase biaxin in australia buy fmla hong kong forte liquifilm canadian alliance of british pensioners cabp where to buy cymbalta online lasix for men sale in uk buy nitrofurantoin online uk buy busbar lasix pills identify para que se usa el medicamento prilosec spironolactone heart failure dose canadian glucotrol xl cheap prescription order aciclovir online with visa femcare over the couter femcare sold over counter ranitidine tablets before c section what is in codeine cough syrup prescriptions in australia generic buy viagra online himcolin sale generic vpxl canadian medications without prescription periactin on line purchase zoloft 10 mg dosage what is promethazine with codeine syrup red used for strattera echeck lithium orotate buy uk fluoxetine hcl 20 mg capsule side effects where can i get some decadron skelaxin online from canada northwest pharmacy promo coupon code switching from propranolol to atenolol where to buy tamoxifen online discount alphagan for discount starlix delivery mexican online pharmacy .1 retin-a order actos 30 mg clomid success on cycle 2; buy diclofenac with paypal where to buy viagra super active online canada is accutane legal in uk phone in order for erexor can buy aricept online tricor buy on line slovenska viagra-cena allopurinol online prescription comprar brand viagra ginseng salem ct lasix buy no prescription buy viagra uk online over the counter mentat comprar propecia proscar finasteride gene'rico tratamiento benicar hct discount coupon tadalafil tablets 40 mg ponstel buy canada buy hydrochlorothiazide online usa cost of premarin without insurance floxin where can i buy it levaquin 250 mg tablet hay pastillas para abortar fast premarin deleviery what is estradiol used for can order ashwagandha canada actos from europe generic vermox canada how much wellbutrin do i need to take to lose weight purchase entocort pills how much does cipro 500mg cost buy cheap alli pfizer generic lipitor rosuvastatin online meds sominex sleeping tablets voltaren trusted online drug stores in canada venta de viagra en farmacias en chile buy generic propecia canada cialis prescription coupon decadron italiano propranolol dosage portal hypertension actos ships from india flomax from usa pharmacy seven second red pill spring valley acai berry reviews synthroid 50 mg price class action lawsuit against dilantin metformin recommended dosage pcos side effects of bystolic generic rogaine 5 for sale on line where coversyl erectile dysfunction vitamin deficiency online pharmacy no prescription required for albendazole, overnight delivery what if i missed a dose of coumadin cyproheptadine over the counter what does kamagra chewable bentyl tabletas 10 mg what are the side effects of xenical orlistat bupropion hcl sr 200 mg price one man one jar iphone video methotrexate to purchase without a prescription 100 mg acivir pills order viagra soft from mexico without prescription legal to buy buspar liquid duetact review cheap pills buy bentyl online irritable cialis viagra canada drugstore generic rocaltrol buy canada buy viagra riyadh over the counter promethazine codeine syrup pharmacy that sells remeron buy generic exelon online caverta online meds ponstel medication cost liv 52 generic reviews cephalexin over the counter canada lantus solostar in thailand trileptal suppliers overseas zoloft dose increase side effects clomid price at walmart buy accutane bulk atomoxetine hydrochloride vs. adderall dapoxetine brand order acai berry cleanse coupons is tamsulosin the generic for flomax can you buy allegra 180 mg over the counter customer reviews celadrin cream levitra 20mg buy doxycycline antibiotic dosage dogs diclofenac sodium enteric-coated tablets of 75 mg indian generics online voveran sr tadalafil 5 mg price imitrex without prescription vpxl mg canadian rx do you need rx hyaluronic acid piracetam powder uk trileptal tablets for purchase best prices buy prandin drugs comprar sinequan online generic zetia paypal buy zoloft online america amitriptyline purchase uk cefixime online bestellen zithromax sale online price of generic for clozaril 100mg plavix clopidogrel bisulfate seroquel xr canadian pharmacy prescription cod cordarone online cleocin gel results forum accutane cost canadian orlistat 40mg bula vitamin e deficiency erectile dysfunction how to by coumadin online safe to buy generic albendazole from usa dramamine tablets online over the counter aciclovir tablets uk ciplactin weight gain challenge buy mestinon hong kong clomid 50 mg tablets purchase fml forte orlistat next day delivery metoprolol side effects sweating buy generic cialis soft health canada yasmin purchase generic paroxetine buy cialis cheap uk discount atorlip-20 mg benadryl on line zoloft prescription drug adalat retard dosage how much will lipitor generic cost generic for cardizem la accutane 5 mg canada hunter rain boots promo code methotrexate canadian pharmacy what is colchicine for viagra professional order in the us viagra uk sale brand viagra online overnight shipping can order shatavari canada lisinopril in canada order viagra professional from india without prescription side effects viagra wiki best place to buy phentermine 37.5 vardenafil 20mg india orthotrycycline buy online Purchase abilify 1 pharmacy guaranteed bactrim online without rx xalatan dosage instructions alphagan pharmacies brimonidine ophthalmic ceftin max dose what is alliteration in poetry yahoo atarax cost without insurance que es la sertralina de 50 mg levothyroxine tablets and alcohol safe buy amantadine online serevent hong kong buy cheap domperidone dosage for inducing lactation what is blopress drugs bystolic common side effects paxil dosage range buy mentat online cheap what is dapoxetine motilium fast mexico saw mower sales service palmetto ga safe camagra jelly uk amitriptyline dose for insomnia buy cialis shoppers drug mart womenra wikipedia buy dramamine online cheap zovirax usa buy trazodone withwhere to buy flagyl metronidazole neurontin suppositories buy prednisolone online forum delivery is there a drug comparative to micardis zovirax 400 mg dosage baclofen without a script apcalis sx over counter uk baylor college of medicine allied health very cheap malegra dxt subsidized cialis nz lisinopril (prinivil zestril) 10 mg tablet biaxin low dose birth control buy proventil online us no prescription acai berry living xs side effect buy cipla products online how to get mircette drug buy tadacip online overnight delivery celebrex order on web canada drugs buy lamisil buy levaquin tablets mexico diclofenac sodium ta and alcohol buy cheap proventil buy ginseng 80 mg online entocort italiano chloramphenicol drug in canada pharmacy prevacid canada head office synthroid dosage forms buy motrin online overnight delivery zithromax 500mg chlamydia 1 channel how i met your mother season 8 episode 13 taking augmentin without food price of maxalt mlt 10 mg buy generic elavil with bonus tadacip for sale uk over counter menosan side effects of long term use of furosemide compare prices cipro cialis super active over the couter 24 medical hotline aciphex without food buy live ants australia phenamax prix en pharmacie en france eulexin refill pack the online drugstore hyaluronic acid us canada border prescription drugs suppliers of chloramphenicol in us cheap flomax online effexor xr overnight pharmacy zyban 10 order accutane 20mg fexofenadine alcohol plavix dosage children current price alli levothyroxine sodium 50 mcg buy actos online overnight pharmacy has best price depakote buy bystolic line bentyl no rx prometrium canada price very cheap ceftin what does nexium 40 mg look like mild anxiety medication over the counter how to take provera 5mg propecia with no prescription retino-a cream 0,025 with paypal payment ciprofloxacin side effects liver order benicar online with visa buy protonix with visa levitra cheap online better than fluoxetine zithromax 5 day dose pack instructions no prescription order buy medrol online non generic cheap buy atorlip buy prednisone mg buy acivir pills fast shipping como comprar na revista hermes pela internet tadapox online bestellen haldol decanoate price can you buy fucidin cream over the counter in ireland betapace direct pharmacy zovirax reviews get zestoretic las vegas indian pharmacy detrol order abilify 3 pharmacy what are the symptoms of chlamydia in the mouth terramycin order by phone colchicine pharmacy free shipping where to capoten buy over the counter motilium online buy pravachol new zealand online buy mobicool uk adalat tablets price cheap beconase aq pills cleocin medication treatment getting off wellbutrin weight gain zestril medication online keppra cost help pill rx health order lisinopril products giving methotrexate injections side effect of furosemide 40 mg atorvastatin generic coupons cheapest serophene buy aciclovir without a script walmart pharmacy discount drugs onlinecheappills.com flomax generic costco professional no prescription discounts levitra online statistics having twins clomid paroxetine hcl cost can i get in trouble for ordering viagra online hoodia medication side effects what is zantac tablets used for can bentyl be abused vardenafil hcl 10 mg tab what types of rumalaya forte are there bactroban online prescription venlor generic wikipedia drugs indian pharmacy graduate association augmentin user reviews atarax medication overnight delivery donde comprar acai berry en costa rica sky pharmacy leeds ventolin inhalers over the counter can you buy xbox live time with microsoft points can you get pregnant after methotrexate where can i purchase leanspa acai naprosyn tablets 1000mg motilium canadian online overnight pharmacy serophene from usa order suhagra-100 where to buy gar fish meat mail order generic lynoral deltasone cost without insurance hyzaar overnight delivery cialis soft canada no prescription what does ditropan xl treat valtrex 500 mg once a day generic lasix pictures discount canadian pharmacy flovent digoxin lowest price purchase adalat 5 pharmacy is it illegal to order generic celadrin long take nolvadex gyno orlistat tablets cymbalta fibromyalgia approval heartworm meds no prescription canada can order medrol canada order ophthacare cheap brand advair diskus tablets uk buy cialis canada pharmacy delivery buy diclofenac cash order viagra sublingual buy viagra over the counter uk brand amoxil without insurance femara canada overnight delivery canadian alliance of physiotherapy exam administers prevacid discount voucher femara drug store online buy clozaril 40 terramycin 40mg allegra over counter cost doxycycline hyclate vs. minocycline for acne brand amoxil pill shortage side effects of crestor 10mg tablets phenergan dosage too high buying glucotrol xl proscar tablets for hair loss cialis uses toprol xl dosage for arrhythmia brand viagra no prrescription toprol xl medicine buy erexor in singapore coumadin comprar lexapro lawsuit side effects antivert cost canadian ordering cytotec canada is it safe to use viagra every day midamor by mail doxycycline hyclate 100mg capsules for acne ciprofloxacin hcl 500mg dosage is there a discount card for plavix discount dostinex otc glucotrol xl from india where can you buy viagra online terramycin plus generic name what do aricept pills look like lisinopril no prescription zestril yeast infection treatment diflucan dose blue sky pharmacy in canada actos coupons free what is the dosage for claritin reditabs viagra online per nachnahme arthrotec w uk can i get astelin amoxil lowest price synthroid by mail cheapest evista paypal is sominex available over the counter buy famvir singapore
Home Maury Brown MLB "Mystery Shoppers" Find Padres Best, Rockies Worst in Season-Ticket Customer Service

Like Shoot to Thrill - An AC/DC Tribute on Facebook!

An authentic tribute of AC/DC that covers the best of the Bon Scott era and the best of Brian Johnson's material

Who's Online?

We have 849 guests online

Atom RSS

MLB "Mystery Shoppers" Find Padres Best, Rockies Worst in Season-Ticket Customer Service PDF Print E-mail
User Rating: / 70
PoorBest 
Written by Maury Brown   
Wednesday, 01 June 2011 13:51
Scores
IntilliShop "mystery shopped" 25 clubs in MLB to see how well they performed
in terms of  season-ticket sales staff. The Padres win the scoring (100 being perfect)
while the Rockies finished last

A recent study looking into the quality of season ticket sales teams across Major League Baseball finds that significant differences exist between the sales skills demonstrated by each team and that too many agents are leaving money on the table by not taking advantage of core selling opportunities.

That is the findings of an IntelliShop study that used 500 “mystery shoppers” to grade 25 clubs in MLB (5 clubs had already sold out of all their season-ticket inventory)

The findings were interesting.

One might think that clubs that have had a history of losing would have a higher quality sales force than say, the New York Yankees where a history of winning “sells the tickets” for the staff. But that was not the case.

In fact, while the San Diego Padres top the survey, the Colorado Rockies came in last. As for the Yankees? They ranked fourth behind only the aforementioned Padres, Indians, and Rays as the best sales performance.

Overall Sales Experience

According to IntelliShop, in the overall, the opinion of MLB season ticket agents is best described as “good, but not great.”  More than three-fourths of the mystery shoppers evaluated season ticket inquiry as either on par with, or slightly better than, the typical telephone sales experience.

How did the survey work?

The evaluations discussed above reflect each mystery shopper’s subjective evaluation of their ticket inquiry. For that question mystery shoppers were asked to shed their role as professional auditors and put on their everyday consumer hats. According to IntelliShop, this is an important distinction because when it comes to “selling,” the attributes most closely linked to “satisfaction” are not always perfectly aligned with what management wants salespeople to say or do.

READ THE QUESTIONAIRE (PDF)

For example, the effort a salesperson makes to “close” a sale may be closely correlated to sales performance, but only marginally related to customer satisfaction. For this reason IntelliShop ranked each team on its final score, which encompasses a wide range of individual sales processes.

The scoring system is designed so that the maximum possible score for any call is 100. The questionnaire is highly discriminating. An agent’s likelihood of achieving a perfect score on a call is about as likely as a rookie knuckleball pitcher throwing a perfect game. To achieve a perfect score an agent would need to ask every needs assessment question, stress every advantage of becoming a season ticket holder, attempt to overcome every objection, make multiple efforts to close the sale, and do all of the above while demonstrating the highest level of courtesy, engagement, and enthusiasm.

With an overall average score of 63, the San Diego Padres earned the honor of having the best ticket agents in major league baseball for 2011. The Padres achieved this honor by taking advantage of selling opportunities that were ignored by most teams. For example, the Padres scored higher than any other team across each of the following:

  • Building rapport by engaging callers in conversation not directly related to the sale
  • Emphasizing the discount structure of season tickets in order to overcome pricing objections
  • Making a concerted effort to have callers visit the ballpark to sit in available seats

The Padres’ victory is also about consistency. Their agents were among the league leaders from the beginning to end (needs assessment all the way through to setting up callers for follow up).

Padres agents not only said all the right things; they did so in an engaging way that – for lack of a better term – made it seem as if one could hear the agent smiling over the phone. For example, the Padres received the highest rating for agent personality by a wide margin over the second highest team; more than two-thirds (70%) of the Padres’ shoppers rated their agent’s personality as “truly exceptional.” Compare this to a MLB average of only 22% and three teams whose agents never received a single “truly exceptional” rating for personality.

Like the Padres, the Cleveland Indians agents also scored consistently well across most performance attributes. The Indians performed particularly strong when it came to selling the benefits of season ticket ownership such as flexibility programs, financing options, and a variety of special opportunities for season ticket holders to upgrade seats and attend exclusive events.

In general, although both the Padres and Indians performed quite well overall, their path towards excellence was somewhat different. The Indians did the best job of overcoming objections directly, while the Padres demonstrated greater tenacity and fundamental selling skills.

Although it is more enjoyable to focus on the top performers, we need to analyze the performance of the bottom performers to understand some of the weaknesses identified in this study. Consider the performance of the Colorado

Rockies and Detroit Tigers who scored the lowest in the study:

  • Only 5% of the agents from the Rockies and Tigers asked for the caller’s name upfront to personalize the call (the industry average was 48%, with the Indians and White Sox asking 88% of the time).
  • The Rockies were the only team that never had an agent ever mention that season tickets were discounted off face value in an effort to overcome a pricing objection.
  • The Rockies and Tigers were two out of only three teams whose agents never attempted to build rapport by discussing matters outside the direct sale of the tickets.
  • The Rockies did not make any attempt to collect any contact information from any callers (the Tigers scored second lowest in this area by collecting follow up information only 20% of the time).

Whereas the Padres and Indians are able to close sales with callers who are sitting on the fence, agents who consistently fail to perform these basic sales processes will have both lower close rates and less penetration for ancillary sales.

As mentioned, winning or brand popularity, driven through paid attendance should be an influence in the quality of the season-ticket sales force. Surprisingly, the study found little relationship between attendance and sales performance. This finding is illustrated in the chart below. The horizontal axis shows each team’s overall score; the further to the right a team plots the better it ranked in sales performance. The vertical axis represents the percent of available home seats that each team filled during the 2010 season.

 

The other interesting aspect of the study focused on “closing the deal”. Some of the questions bring to light matters that may seem like common sense, but are often overlooked in the sales process.

For example, many fans are not aware of the ballpark’s seating configuration. Roughly half of all agents prematurely assumed that callers were intimately familiar with the ballpark’s row and section numbers. Agents would immediately begin to quote available seats by row and section, leaving some callers in a state of confusion and they had to slow the agent down.

But, some were consistent in this fundamental sales aspect.

The Arizona Diamondbacks set an example for the rest of the league in this area. Ninety-five percent (95%) of the time Diamondback agents either asked the caller how familiar they were with the ballpark upfront, or at least provided a description of seat locations along with the section number.

Seat location

What should be most concerning is that the effort by agents to “close the deal” was lackluster.

IntelliShop found  that more than two-thirds (69%) never asked for either the sale or a deposit. The Yankees, Indians, and Royals were the only teams that at least asked for the sale at least half the time. The Houston Astros came in at the other end of the spectrum by asking for the sale only 4% of the time, demonstrating once again the great disparity that exists in the sales performance of each team.

 

Close the deal

The Conclusion

What we have is a mixed bag in MLB as it pertains to the quality of sales teams across the league (remember, 5 clubs were not part of the survey). Either front office staff hasn’t focused closely on the little details that matter most, or it’s slipped through the cracks. Those at the top of the survey will surely strut their stuff upon reading, while those at the bottom need to look in the mirror and ask if increasing paid attendance and cost certainty through season-ticket blocks is simply tied to the performance of the team on the field, or the team of agents working the phones.


SPECIAL BUSINESS OF SPORTS NETWORK REPORTS:
The Labor Battle in the NFL. See BizOfFootball.com for details

Welcome to the 2011 Business of Sports Network Autism Challenge


Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

Follow Maury Brown on Twitter Twitter

Follow The Biz of Baseball on Twitter Twitter

FacebookFollow the Business of Sports Network on Facebook

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?