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sales training with CARY KAPLANMore Fish Bowls“Never answer an anonymous letter” — Yogi BerraMost of us recognize that fewthings are as potent or effectiveas exceptional customer service.As a result, we treat ourpremium seat holders with tremendous respect.We provide great seats, pleasant hospitality,quality food, exclusive offers, unique experiences,and o<strong>the</strong>r great benefits with <strong>the</strong> objective ofmaking an evening at our game one that will beremembered for a long time.Unfortunately, memory is nothing if notfleeting.Most of those who we entertain, while <strong>the</strong>ymay have had a great experience, will rapidlymove on to o<strong>the</strong>r things. Sadly for us, <strong>the</strong> amazingexperience that was created for <strong>the</strong>m willerode rapidly as soon as <strong>the</strong> next week, <strong>the</strong> nextday, even <strong>the</strong> next hour.For <strong>the</strong> one or two people who purchased <strong>the</strong>suite, we will send thank you notes, offer ourappreciation, and invite <strong>the</strong>m back for futurevisits. But in a suite of 15 people, that meanswe only have a relationship with 5%-10% ofthose attending, 5%-10% of those who had agreat time.When we put this into <strong>the</strong> context of o<strong>the</strong>rbusinesses, it is apparent how absurd this is.Imagine for a moment that you are flying crosscountry. How comfortable would you be if <strong>the</strong>airline let just anyone walk on and only knew5% of <strong>the</strong> people on <strong>the</strong> plane? No chanceright?Now I am not suggesting that we as suite directorsadopt <strong>the</strong> rigorous screening proceduresof airlines (talk about a nightmare as far as fanexperience), but <strong>the</strong>re are some things we cando to improve <strong>the</strong> 5%-10%.Many restaurants have <strong>the</strong> time-honoredtradition of a fish bowl on <strong>the</strong> counter wherebusinesspeople can deposit <strong>the</strong>ir business cards.Sure you could win a free lunch, but more importantly,<strong>the</strong> restaurant subtly learns who someof <strong>the</strong>ir clientele are.Now remove <strong>the</strong> fish bowl, offer a biggerprize, make it fun, and we create <strong>the</strong> ability tofind out <strong>the</strong> vast majority of attendees ra<strong>the</strong>rthan strictly <strong>the</strong> hosts. Instead of a free lunch,imagine giving away a team autographed jersey,Be it through traditionalchannels or through advancedtechnology, in order to providesustained and exceptionalcustomer service, we mustknow who our customers are,and 5%-10% is not enough.an opportunity to meet <strong>the</strong> player of <strong>the</strong> game,an LCD TV, or a high-end BBQ. The hugeupside of getting to know our clientele far outweighs<strong>the</strong> nominal cost (which should be lessanyways as most will be donated by sponsors) ofproviding <strong>the</strong>se prizes to suite holders.Sports teams have a powerful tool that manybusinesses can only dream of. Would Gilette orCoca-Cola or McDonalds not salivate at <strong>the</strong>ability to know <strong>the</strong> names, phone numbers, andemails of even a fraction of <strong>the</strong>ir customers? For<strong>the</strong>m, it is awkward, cumbersome, and in mostcases, unacceptable. Not for us; most executives,even those at a senior level, generally protectiveof <strong>the</strong>ir respective identities, are in a particularlyrelaxed state of mind at a game as <strong>the</strong>y “escape”<strong>the</strong> day-to-day rigors of life.The following statement is not intrusive, butra<strong>the</strong>r exciting, if delivered correctly:“Sir/Miss, sorry to bo<strong>the</strong>r you, but we are runningan exciting promotion at today’s game. If youhave a moment to provide us with your businesscard, one fan at today’s game in one of <strong>the</strong> suiteswill be winning a state-of-<strong>the</strong>-art BBQ (or a tripfor two to <strong>the</strong> World Series, or a $1,000 airlinevoucher, or a weekend getaway)”.Now you may be saying this isn’t a very newconcept. To that I would say two things: 1) Areyou doing it? 2) Let’s be creative and go beyond<strong>the</strong> traditional approach.The digital media world allows for a multitudeof ways to be creative, fun, and exciting in<strong>the</strong> area of name capturing. Specifically, one of<strong>the</strong> major trends in our premium seating industryhas been increasing <strong>the</strong> use of Wi-Fi broadbandcapabilities in our suites; in some cases,for <strong>the</strong> entire facility. Generally, <strong>the</strong> rationale isthat we want our fans to be able to stay connectedwhile <strong>the</strong>y are at <strong>the</strong> game, tweet somethingcool <strong>the</strong>y just experienced to <strong>the</strong>ir friends,check <strong>the</strong> scores of out of town games, or seehow <strong>the</strong> play on <strong>the</strong> field is affecting <strong>the</strong> worldof fantasy sports.All good things. But why stop short? Arewe maximizing this opportunity and creating a“fishbowl?” What if to gain full access to freeWi-Fi, all you had to do was input your name,phone number, email, and seat location. Do youthink people would mind?While I understand that <strong>the</strong> previous examplecan be expensive for some venues, <strong>the</strong> poin<strong>the</strong>re is <strong>the</strong> need to be creative. Be it throughtraditional channels or through advanced technology,in order to provide sustained and exceptionalcustomer service, we must know who ourcustomers are, and 5%-10% is not enough.So stop what you are doing, head over to yourlocal pet store and buy a fish bowl (no fish orwater required).What are some o<strong>the</strong>r creative ways to capture customernames?Write to Cary at ckaplan@cosmossports.com.88 | S E A T | www.alsd.com | #SEATWinter2013
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