Farming and Group Sales: Two Peas in a Pod
Farming and Group Sales: Two Peas in a Pod
At first glance, comparing group sales and farming might sound a bit far-fetched. However, a deeper look reveals striking parallels. Both are processes that require time, patience, and consistent effort to achieve success. Exploring these similarities highlights why understanding this comparison is crucial for ticket sales leaders.
Upper management often expects group sales teams to sell through hundreds or even thousands of seats less than a week before a game. This is comparable to asking a farmer to produce a healthy corn crop in a month—an impossible task. Both endeavors depend on long-term cultivation and strategic planning to yield results.
Like farming, group sales is a process built over time. When cultivated correctly, it can produce results on short notice, but this is not the standard cadence. Below is a comparison of the basic step-by-step processes of farming and group sales.
Farming 101
- Decide on a crop and where to grow it.
- Prepare the land.
- Pick seeds.
- Sow the seeds.
- Irrigate the land/crops.
- Crops grow.
- Fertilize.
- Harvest the crop.
Group Sales 101
- Decide on the event or night.
- Find a list of leads to call.
- Begin to connect with the leads.
- Develop relationships with the leads.
- Book the group night.
- Help the group leader market the night.
- Send additional reminders to the group.
- Group night happens.
Each step in both processes is imperative to overall success. Just as a farmer cannot neglect irrigation and expect a thriving crop, a group sales executive will not see results without actively working with the group leader to market the event. Suggesting communication methods, providing marketing materials, and sending reminders are vital steps to ensure a successful turnout. Skipping a step in either scenario leads to fewer crops or tickets sold—a clear loss of potential revenue.
Group sales also differ significantly from traditional season ticket or premium sales processes. The longer, more involved nature of group sales requires time and strategic execution. This distinction has significant implications for hiring and retention as well. Long-term group sales executives bring valuable relationships and a deep understanding of the process, making them indispensable to achieving sustained success. Leaders in ticket sales must recognize these differences and incorporate them into forecasting, planning, hiring strategies, and decision-making to maximize the potential of group sales within their overall business strategy.
Cultivating Success in Group Sales
The analogy of farming underscores the importance of patience, preparation, and process in group sales. By embracing this mindset, ticket sales leaders can better support their teams and drive sustainable success. Whether growing crops or filling seats, success depends on diligent planning, consistent effort, and respecting the time it takes to reap the rewards.
