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BOSTON CELTICS SALES PLAYBOOK

1415 Sales Playbook - FINAL

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BOSTON CELTICS

SALES PLAYBOOK

TABLE OF CONTENTSI. Sales Requirements, Values & Expectations……..……………………………………………………………….….…5

II. Sales Process……………….…………………………………………………………………………………………………………..12

III. Selling Policies.…………………………………………………………………………………………………………………….….26

IV. Corporate Account Flow Chart…………………………………………………………………………….…………………..29

V. 30 Ways to Rock.………………………………………………………………………………………………………………………30

BOSTON CELTICS MISSION STATEMENT

“Whether we’re hanging a banner, or honoring great players who have worn the uniform, or

rebuilding - either way at all times we conduct ourselves as a championship organization and

team” – Rich Gotham, Team President

BOSTON CELTICS SALES REPRESENTATIVES REQUIREMENTS

Sales Standards:

We are committed to upholding the highest of sales and service standards and being excellent representatives of the Boston Celtics Organization. We agree to follow the below requirements to ensure the most positive, productive and effective sales culture possible. We will respect our coworkers and these standards at all times.

Daily Expectations:

We are all expected to be at our desks and ready to go at 8:30 a.m. We understand circumstances out of your control may arise, but your supervisor should be notified of any changes in your schedule (for example: a commuter rail is delayed, etc). If a Celtics Sales representative is late 3 times, this will require a face-to-face meeting with his or her supervisor. A 5th fifth instance of tardiness will result in a written warning with a copy going to Human Resources. Any instances of tardiness beyond this will be grounds for termination.

Performance Coaching Plan:

Any Celtics Sales representative who is unable to achieve his or her set revenue or calling goal 4 weeks in a row will be put on a Performance Coaching Plan with his or her supervisor. The supervisor will work with the employee to find ways to improve performance. If numbers are not achieved after 8 weeks, this will be grounds for termination.

Desk Etiquette:

All Celtics Sales representatives must keep their desk areas clean and organized at all times. Please also limit personal cell phone usage while at your desk. Also, no personal headphones are allowed during business hours. In addition, you will be asked to keep distractions to your fellow coworkers at a minimum. If you must take a personal phone call, please take the call in the hallway or step into the Celtics employee phone room. Please keep these calls to a reasonable amount of time.

Voicemail and E-mail Etiquette:

All voicemails and emails related to Celtics business must be returned within 1 business day, as to ensure that the best level of service is given to all of our clients.

Out of Office Appointments and Vacation Time:

Any personal out of office appointments must be approved by your supervisor at least 48 hours in advance. We realize circumstances out of your control may arise but please communicate with your supervisor regarding any changes in your schedule. Vacation requests MUST be approved at least 2 weeks in advance. Please e-mail your supervisor requesting the time off. Once approved by your supervisor, please forward that approval to Barbara Reed (CC’ing your supervisor) to make the request official. Any request not approved by your supervisor and acknowledged by Barbara Reed are not valid.

Archtics and CRM Etiquette:

It is expected you will respect your coworkers and the sales process at all times. Anyone found “gaming” the system, hiding accounts, offering payment plans that are not approved by a manager, failing to properly log outreach efforts in the system or any other performing any action that undermines set policies will face disciplinary action.

CORE VALUES: P.R.I.D.E

• PERSEVERANCE – DEF: Steadfastness in doing something despite difficulty or delay in achieving

success

– Motivated, Hard Worker, Fighter, Tenacity, Ability to Adapt

• RESPONSIBILITY– Generate Maximum Revenue

– Always on Time, Accountability for Mistakes/Issues, Exceed Goals, Volunteer to Assist with Events

• INTEGRITY– Treat Others with Respect, Follow Sales Ownership Rules, Do the Right Thing

• DRIVE– Commitment to Techniques, Learning, Initiative

• EDUCATION, ENERGY, & EXCITMENT– Continuously Improve, Read Sales Books, Attend Networking Events, Practice

– Bring Passion and Positive Energy to Work EVERY DAY!

VALUES & EXPECTATIONS

Positive attitude: “Good attitudes among players do not guarantee a team’s success, but bad attitudes guarantee its failure.” –John C. Maxwell

Integrity/Honesty/Character: “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.” –John Wooden

o Do the right thingo Be honesto Demonstrate trusto Provide fair treatmento “As high trust sales professionals, we know that true fulfillment comes as a result of

having added significant value to others’ lives, not just with the product or service we’ve provided, but also with the methods in which we’ve communicated, the honesty with which we’ve conducted business, the integrity with which we’ve maintained the relationship, and the respect with which we’ve honored each individual….” - Todd Duncan

Hard Work: “I’m a great believer in luck, and I find the harder I work the more I have of it.” –Thomas Jefferson

o Ask for one more referralo Send one more lettero Spend more time pre-call planningo Craft more questions to asko Practice asking the questionso Role playo Make a plan, work the plano Use every minute in every dayo Make one more phone call o Ask for the ordero Keep knocking on the dooro Do it again tomorrow

Initiative: “Actions are the only way to bridge plans and goals with accomplishments. Nothing happens until you do something to make it happen – every day.”

o Are you action, or B.T.N.A (big talk, no action)? Teamwork/Respect: “Probably no greater honor can come to any man/woman than

o Respect for yourself and others o Respect for you and your co-workers’ careers o Respect for your prospect/clients o Respect for the organization/industry

PROFESSIONALISM – CAREER LIMITING MOVES (CLM’S)

No “all employee” e-mails No internet (non-work related) – i.e. fantasy football, Facebook, Twitter, etc. Do not fraternize with players, coaching staff, dancers Do not “hang out” on the event level, including the court (unless approved) No drinking during games Do not bad mouth other people or other teams (stay positive) Do not call anyone out during a meeting Do not “mess” with Archtics Respect the sales process and log outreach efforts properly in the system If you need to work with another department or have an idea, run it through your

manager first Do not hide anything from management. If you make a mistake, be honest, apologize,

and we will attempt to make it right. Do not surprise your boss Do not over promise Keep your cell phones on silent or vibrate mode – if you need to take or make an urgent

call, take it outside of the sales and service area Keep cell phone use to a minimum – social media, texting, internet, snapchat, etc. Do not be late to work or meetings No negative “outbursts” – control your emotions No gossiping or whispering around the office about ANYTHING – especially your co-

workers

SERVICE STANDARDS

CUSTOMER SERVICE – RETURN EVERY PHONE CALL

Always Return Every Phone Call Every Day

Returning phone calls is a basic courtesy. But not many people do it. Rainmakers return all calls every day. They return everyone’s calls – customers, prospects, suppliers, job-seekers, parents. Rainmakers are not too big, too important or too busy for anyone.

Fast return of phone calls is a point of difference.

When you return a person’s phone call, that person feels respected, important, and listened to. When you don’t return a phone call, the caller feels you don’t care, gets agitated, and is less positive toward you.

There is no excuse for not returning phone calls. There are voicemails, e-mail, phones, cell phones, etc. It is nearly always acceptable to leave voice mail messages on weekends and before and after business hours. This shows that the Rainmaker is thinking about the customer and working for him or her all the time. It also allows the Rainmaker extra time to better prepare for the upcoming two-way conversation.

Voice mail machines record the time and date of a call. Calls made at 6:15 a.m. and 11:10 p.m. are notable. Your customer will take note and remember.

CUSTOMER SERVICE – APPEARANCE

Be the Best-Dressed Person You Will Meet Today

Dress for the job you want (not the job you have).o Dress to suit the image of a successful professional

Represent your company o Your attire and image reflect on your company

Neat and cleano Clothing with stains, wrinkles or tears are not acceptable in business

environmento Shoes often get overlooked, yet they are one of the first things that get noticed

Dress for the time of dayo Clothes that may be appropriate at the office may be too informal for a business

event. Consider carefully the kind of event as you choose what to wear. Jeans days

o Should be a professional, relaxed look as we are still interacting with clients

E-MAIL STANDARDS

1. Professional Behavior: Your use of your e-mail, company e-mail address and employer’s technology is a serious issue. Sending non-business related e-mails on company time to friends or coworkers reflects a lack of professionalism. Visiting websites that are questionable or not necessary to your job responsibilities reflects poorly on your ability to be trusted. Never assume that these activities are not being monitored.

2. Subject Field: This is the window into your e-mail and often determines if your e-mail will even be opened. If this is an initial contact with a customer, be sure to clearly indicate the topic of the e-mail. Typos, all caps, or all lower case letters can send the impression you may be a spammer.

3. Level of Formality: Try to avoid the prevailing assumption that e-mail by its nature allows you to be informal in your writing. You should communicate as if your e-mail is on company letterhead. This includes black text and standard fonts.

4. Common Courtesy: Hello, Hi, Good Day, Thank You, Sincerely, Best Regards. All these intros and sign-offs are a staple of professional business communication and should be used in your business e-mails. Always include a salutation containing the customer’s name and a sign off that includes your name in every e-mail. These courtesies demonstrate that you have made the effort to communicate as a business professional. Type in full, proper sentences with correct sentence structure. Proper capitalization and punctuation are a must. The use of all capital or all lower case letters makes the impression that you are lazy or have a of lack business savvy and is not a positive way to instill confidence in your abilities or encourage others to want to do business with you.

5. Respond Promptly: You should do your best to respond to your business communications as quickly as possible – ideally within 24 hours. This is a customer service issue that should not be underestimated. By not responding promptly you seem unorganized or uncaring.

6. E-Mail Length: Just because your writing is grammatically correct does not mean that it has to be long. Nothing is more frustrating than wading through an e-mail message that is twice as long as necessary. Concentrate on one subject per message whenever possible. If you must use a long email to respond then please make sure paragraphs are used properly. This will make your email easier to read and respond to.

7. Sentence Case: USING ALL CAPITAL LETTERS LOOKS AS IF YOU'RE SHOUTING. Using all lowercase letters looks lazy.

8. Emphasis: For emphasis, use asterisks or bold formatting to highlight important words. Do not, however, use a lot of colors or graphics embedded in your message because not everyone uses an e-mail program that can display them.

9. Blind Copy and Courtesy Copy: Don't use BCC to keep others from seeing who you’ve copied; it shows confidence when you directly CC anyone receiving a copy. Be cautious with your use of CC; overuse simply clutters inboxes. Copy only people who are directly involved with your message.

10. Group/Bulk Emails: Never use your personal business email account to send bulk emails. Doing so can result in serious deliverability issues that could affect the entire organization and require help from IT to resolve. Reach out to STMBO with any questions on how to appropriately communicate with groups of clients or prospects.

11. Personal Contact: Don't forget the value of face-to-face or even voice-to-voice communication. E-mail communication isn't appropriate when sending confusing or emotional messages. Think of the times you've heard someone in the office indignantly say, "Well, I sent you e-mail." If you have a problem with someone, speak with that person directly. Don't use e-mail to avoid an uncomfortable situation or to cover up a mistake.

12. E-mail isn't Private: E-mail is considered company property and can be retrieved, examined, and used in a court of law. You should assume that e-mail over the Internet is not secure. Never put anything in an e-mail message that you wouldn't put on a postcard. This is especially true due to the high profile nature of the Celtics organization. Remember that e-mail can be forwarded and unintended audiences may see what you've written. You might also inadvertently send something to the wrong party, so always keep content professional to avoid embarrassment.

13. Chain Letters, Virus Warnings, or Junk Mail: Always check with a reputable antivirus Web site or your IT department before sending out an alarm. If a constant stream of jokes from a friend annoys you, be honest and ask to be removed from the list. Direct personal e-mail to your home e-mail account.

14. E-Mail Tone: Have you ever attempted sarcasm in an e-mail and the recipient took it the wrong way? E-mail communication can't convey the nuances of verbal communication. In an attempt to infer tone of voice, some people use emoticons but you must use them sparingly to avoid appearing unprofessional. Also, don't assume that using a smiley will diffuse a difficult message.

15. Signature: To ensure that people know who you are, include a signature at the bottom of your e-mail that contains your contact information, including your mailing address, Web-site, and phone number.

16. “Do Not Email” Requests: Requests from recipients to be taken off our email list must be treated very seriously. Send any do not email requests to the Strategic Marketing group and these accounts will be noted in the system and removed from future campaigns. Emails should be treated as immediately “off limits” should you receive a do not email request

17. Email Privacy: A person’s email address must be treated as sensitive personal information and kept private. Email privacy is something we take very seriously and great care must be taken to ensure we don’t share email addresses in our system with third parties. Take great care whenever using the :CC function to add external mail addresses to a communication. Make sure each recipient has consented to making their email address visible to that distribution list.

18. Permission Based Email Marketing: Only send business emails to recipients on approved STMBO email lists, or who have given us permission to email them (i.e. opted in). Emailing recipients who don’t fall in one of these two categories could result in a violation of state or local email marketing regulations so don’t do it. Contact STMBO with any questions.

19. Summarize: Scrolling through pages of replies to understand a discussion is annoying. Instead of continuing to forward a message string, take a minute to summarize it for your reader. You could even highlight or quote the relevant passage, then include your response. Some words of caution:

If you are forwarding or reposting a message you've received, do not change the wording. If you want to repost to a group a message that you received individually, ask the author for

permission first. Give proper attribution.

BOSTON CELTICS GAME DAY STANDARDS

Game Day Expectations:

Although Game Days are hectic, we are all expected to be ready to go at the arrival time assigned by your manager. If an issue occurs where you will be late or will not be able to perform your assigned duty, you need to communicate directly with your manager and not with other coworkers. During your Game Day duties, you must at all times understand that you are an ambassador of the Celtics brand and as a result are expected to hold yourself to the highest service standards and be an excellent representative of the Boston Celtics. You must be in Game Day attire, including your TD Garden ID and Celtics nametag, which will be outlined by your manager. As has already been outlined in your employee handbook, there is no drinking during work hours including when you are at the TD Garden. Please also keep in mind that we work hand-in-hand with the TD Garden staff to ensure that our guests have best experience possible. We will respect our coworkers at the TD Garden and work WITH them in the event of any issues.

Arrival to TD Garden:

You are expected to arrive to your assigned duty at least 10 minutes prior to the assigned time in order to allow time to set up as well as adequate time to troubleshoot any issues prior to guest interactions. Your area must be clean of all personal items with the exception of your cell phone. You must have your cell phone available at all times in the event an issue arises.

General Etiquette:

You are expected to treat all guests with the utmost respect. As a result, we will react in calm and professional manner regardless of the issue or question. We will not raise our voice or take a negative tone with a client. If we see a guest who needs help, we will do our best to direct them even if it is not our assigned duty.

Non-Work Areas:

You are asked to stay out of any areas of TD Garden that you do not have a specific game night duty in. These areas include, but are not limited to, all vomitories (near Sections 3, 14, & 21), the Media Room, Courtside Club, and the Locker Room hallway area. You are also asked to remain out of the Courtside seating area pre-game unless you are escorting clients and/or prospects.

Sales Table Standards:

The Sales Table is a great opportunity to talk with potential leads face-to-face. The table doesn’t sell, you do. Take ownership of being outgoing and vocal with guests to draw them to the table. Each rep at the table should actively engage with clients and not sit behind the information, passively waiting for someone to approach.

Box Office Standards:

Although the Box Office requires us to work on issues that may not be within our control, we will talk to guests in a professional manner and explain how to resolve their issue. We will do our best to track any issues and record them so that our Operations group can address any reoccurring issues. If we all work together, we can create the best professional sports experience in Boston.

BOSTON CELTICS SALES PROCESS

Call Preparation:

Planning – Prior to making any call, every account executive needs to completely know and understand all ticket products, including the price and benefits associated with each package.

Attitude – “Your attitude, not your aptitude, will determine your altitude.” A positive attitude is the first step in a successful sales cycle. An optimistic and energetic attitude is infectious. Success in sales leads to a successful career, and success in sales starts with a positive attitude.

Needs Analysis:

Asking Questions – Questions that require more than a “yes” or “no” answer give the prospect an opportunity to participate in the selling process. Focus on open-ended questions starting with “Who”, “What”, “Where”, “Why” and “How”.

Listening – Hearing vs. Listening. Active listening is KEY for a salesperson to identify the client’s needs and potential objections. Note details of your conversations properly in the system for future reference.

Responding – Summarize the main points of every conversation and ask for confirmation. Make sure to clarify any remaining questions or issues with the prospect.

Benefits Presentation:

Customer Benefits – In sports, never sell based on wins/losses because that is out of our control. When a team starts to lose, which is inevitable in sports, the fans no longer have their main reason for purchasing. In order to be a successful sales executive, concentrate on selling the benefits of Season Ticket packages. The benefits justify the price of the seats and that needs to be communicated to the prospect.

Follow-Up:

Thank the Customer – Always say “Thank You” to the customer three times: when the sale is closed, when they receive their tickets, and when they receive their first in-season follow-up call.

TELEPHONE INSTRUCTIONS

WHEN ANSWERING PHONE:

Boston Celtics this is <NAME> how can I help you? Good Morning/Afternoon this is <NAME> how can I help you?

INFORMATION & QUESTIONS DURING INITIAL STAGES OF CALL:

Provide contact information at beginning of call Always ask for callers name if they don’t initially provide it “Is there a specific reason you are inquiring about Celtics tickets?” “How did you first hear about our ticket options?” “Are these seats for personal or business use?” “Do you have a preferred location in the arena?” “How many seats are you looking for?” “How many games do you typically attend per year?” “Who do you attend games with?” “Have you previously owned season tickets with us?” “Do you have any special access needs? Make sure to make an effort to initiate small talk in order to build a rapport with caller

INFORMATION TO MENTION DURING SALES CALL:

Our story – why buying now is important Payments plans available Exclusive Access to special areas Access to preferred parking Same seats for the playoffs Priority to buy playoff tickets Partial season plan holders treated like full season ticket members Special events for season ticket members Special offers for additional seats during season Seats make great holiday gifts Other ways to use tickets:

o NBATickets.com, Donations to Shamrock Dreams, etc.

FINAL STEPS:

Invite prospect to view seat locations in arena Offer to send follow-up materials Offer to set up a date and time for follow up Collect prospect contact information ASK FOR SALE Close with a warm and sincere farewell.

o “Thank you for calling and your interest in tickets for the Boston Celtics.”

THINGS TO KEEP IN MIND:

Smile…it makes all the difference. In most cases you are the first impression/person that someone will encounter with the Celtics.

Be helpful, courteous, and polite. Set the tone for the rest of their experience. Please Thank you Enjoy the game Have a great day

It may be the 100th time that you’ve been asked the question, but it’s the first time the customer has asked it.

Don’t be afraid to put a caller on hold in order to get the correct answer. It’s better to take the time to get it right then to go back and fix it later on.

STEP 1 – MEET & GREET: INTRODUCE YOURSELF STATE PURPOSE PERMISSION TO PROCEED FIND COMMON CONNECTION

“Hello, is this prospect name? Prospect name, this is (Account Executive) from the front office of the Boston Celtics. The reason for my call is…..

SINGLE/MULTI-GAME BUYERS: …."Good morning, this is ________ with the Boston Celtics. Is _____ available? Hey ______, it's great to speak with you today. I wanted to reach out and thank you for coming out to a game last year! As a Celtics supporter, you’ve earned access to our STM waiting list. I'd love to have you come in for a VIP tour of the Garden, including the locker room, and we can go over what's available for next season. Before I get into the details, it would be helpful for me to ask you a few questions, is that fair?"

COLD CALLS: …"we work directly with fans like you to get you the very best seat locations AND help save fans a ton of money. May I ask...what’s been your experience with Celtics basketball? How familiar are you with Celtics Season Ticket Membership programs?”

STEP 2 – NEEDS ANALYSIS: UNDERSTANDING SIZE & SCOPE OPEN-ENDED QUESTIONS

o PICK BEST 5 QUESTIONS TO ASK WHAT IS THE NEED/GAP?

QUESTIONS:

"I'd love to hear more about your experience at the game...

What was your best memory from the game? What could we have done to improve your experience? Why do you typically come to Celtics games?

o Business: How many reps do you have? What have been past successful employee/client outings? What do you typically do to close new business/gain referrals?

o Individual: What do you do now to spend time with family/friends? Where do you like to sit? How many games do you like to attend?

STEP 3 – BENEFIT PRESENTATION: HOW DO CELTICS TICKETS FILL THE NEED/GAP? HOW CAN WE HELP THEM ACHIEVE THEIR GOALS? OVERVIEW OF OPTIONS

o 3 MAX TIE BENEFITS TO NEEDS

"Well, ________, based on __________, I would recommend __________."

Example: "Well, ________, based on the fact that you want to spend time with your kids, save money, and see the best match ups, I would recommend our HS22 package. Not only will you save money off the box office price, you'll also get to see OPPONENT #1 and OPPONENT #2 along with access to every other playoff game. You can lock in 22 nights with your kids now and imagine their faces when you tell them they'll be high-fiving the Celtics before one of the games! Should I pull up a few locations now?"

STEP 4 – TRAIL CLOSE TRANSITION FROM PRESENTATION TO CLOSE REVIEW ANY OUTSTANDING OBJECTIONS/ISSUES TO ADDRESS WITH PROSPECT HOW DOES THAT SOUND? THIS IS AN OPPORTUNITY TO SEE IF THE SALE IS MOVING IN THE RIGHT DIRECTION AND AN

EFFECTIVE WAY TO IDENTIFY ANY ADDITIONAL CHALLENGES, OBJECTIONS OR CONCERNS THAT NEED TO BE ADDRESSED

"_____, it sounds like you're (TALK ABOUT A POINT THEY MADE) and you're (LIST ONE CONCERN THEY MENTION). Is that fair?" Example: "______, it sounds like you'd love to spend time with your kids but are nervous about the number of games and financial commitment, is that fair?"

STEP 5 – OVERCOMING OBJECTIONS IDENTIFY TOP 5 OBJECTIONS WRITE SCRIPT FOR THOSE 5 OBJECTIONS

Objection #1: Too Expensive

Oh? (surprised) Too expensive as compared to...?

I can understand that. Today, most things are. Can I ask what you are comparing it to?

Oh... is there a budget that we need to stick with? We’ve got several different options, at many different price points.

They’re only expensive if you don’t use them right! I can help you use them to earn new business, keep customers happy, or motivate your best employees.

I have a lot of customers who thought season tickets were out of their reach, but when they see the total VALUE, it just makes sense.

Mention access to once in a lifetime experiences (tickets to Open Practice, post-game STH lay-ups, tour of the Celtics practice facility, High-Five Kids Tunnel access)

You only need to put % down today, and you just pay a little bit over the next few months. How does that sound?

For business... if these seats can help you make just one sale or keep one good customer, they easily pay for themselves.

A lot of people split seats with others, so they don’t have to spring for the whole thing themselves. Is there someone who might want to go in on a Full Season package with you? Maybe friends at work, family, neighbors?

With season tickets, you will always pay the lowest price for your seats. Over the course of the season you will save money!

The Celtics use dynamic pricing for individual game sales, which means that the more in-demand games are priced higher than the games with lesser demand.

Objection #2: Team Uncertainty/Outlook/Don’t Know Who’s Back

The Celtics improved by 15 wins this past season, and I think we can agree Brad Stevens has pushed this team to compete every game. The assets that the Celtics have this offseason and beyond are invaluable and set us up to be a championship team moving forward. Danny has always made good moves to put us in the best position. What are your thoughts?

What do you enjoy most about coming out to games at the Garden?

We will have a very competitive and hungry team next season. This roster is not like pervious “rebuild” teams. We have A LOT of young talent, draft picks, and flexibility over the new few seasons.

The names on the back of the jerseys may be different, but the TD Garden is going to continue to be a great place to bring your family, your friends, co-workers, clients and others to experience all the excitement of the NBA.

Aside from the Celtics, you will see some of the top teams and players live next season (Cleveland, LA Clippers, OKC, Houston, Golden State, and San Antonio to name a few).

It sounds like you follow the team pretty closely. How long have you been a fan?

How do you feel about the Celtics as an organization and the job that Danny Ainge has done? Do you think he puts the team in the best possible position to win?

We do too... and we know that he’ll continue to do his best for all of us, and put an exciting product on the floor no matter who ends up on the final roster.

We’re looking ahead to the great times to be! How important is it to be a part of the excitement of the chase for Banner 18?

No one can predict what will happen in sports, which is part of what makes it exciting and fun to follow, but this season WILL be something special and we know you’re going to want to be a part of it!

Winning IS important to us, but regardless of Danny’s choices in the offseason, we’re going to make your game experience the very best it can be.

No matter the score, there’s going to be excitement and drama at every game we play and we need the support of fans like you to continue to give us every advantage at home. Can Brad Stevens count on you to be there next season?

Objection #3: Call Me Back Later (No Urgency)

Well, it is tough to reach people by phone today. If we can just get it done today, we won’t have to go back and forth with phone tag. You know you’d like to go to the games, and this way you’ll know exactly where you’ll be when the time comes.

I understand. You’ve got a lot of things going on, but it would only take a few moments to show you what’s still available. Can we do that?

It just takes a moment to see what’s available, and I’m LIGHTNING FAST on the computer! Can we take a look while I have you here on the phone?

We can’t guarantee ANYTHING will be there from day to day. It’ll only take a few moments, and you’ll be sitting right where you want to be. Fair enough?

Objection #4: I Prefer to Watch the Games on TV

I like to watch on TV too... but there’s so much more to a game when you’re there live that you will never experience on the TV.

You can see what goes on away from the cameras, during the time-outs, between plays, away from the ball, the strategy, and all the activity on the court while others are watching commercials on TV.

There’s action all around you, people are high-fiving you that you don’t even know – where else does that happen?

Hi-Def is great... but there’s NOTHING more Hi-Def than being there live & in person!

Can I make a suggestion? There are 41 games we play this year in a place OTHER than the TD Garden... and those are PERFECT for your TV! Enjoy ‘em at home while we’re away, and come enjoy the Celtics LIVE when we’re at home!

Objection #5: Too Many Games in the Season

I can understand that. About how many games would you be looking at?

A lot of my customers split Season Ticket Memberships with friends, family, or people they work with. They each go to a few games and they split the costs.

There are lots of ways you could use the tickets you don’t use yourself. You can resell them on NBATickets.com, they make great birthday gifts, rewards for good effort from employees, thank-yous for suppliers, great sales incentives, and lots more.

You don’t have to use them all yourself! You get 43 great opportunities for memories, time with family and friends, or even for business.

Plus, you can sell what you can’t use through the NBATickets.com resale site. It’s easy!

Objection #6: Already Have Season Tickets Elsewhere

Great! Then you already know the benefits of being a season ticket member!

We have just 43 home games a season, from October through April, and since they’re so spread out, there are very few conflicts with any other sports in town.

If you have Red Sox seats, the Celtics are a great complement to what you already have, because we won’t start playing until most of the baseball season is over.

With the Bruins, we have very few games that ever conflict, and if they do happen to be on the same date, I’m sure those seats are never a problem to give away. Plus, a lot of fans enjoy a hockey/basketball doubleheader!

With the addition of THESE seats, you’ll have more entertainment options to appeal to more people who may not be fans of the other tickets you have.

Objection #7: I Only Go to One/A Few Games a Year

Okay... what games do you see yourself making it out to?

A lot of the people I talk to that make it out to a couple of games a year are pretty surprised at the savings they get as a Season Ticket Member vs. buying one at a time. Have you seen our Season Ticket pricing lately?

We’ve changed up some of our pricing and payment options and packages are more affordable than ever. Are you near a computer right now?

Objection #8: We’ve Had to Cut Back on Expenses

I can understand that. Many of our clients have had to cut back in other places, but they can’t see cutting out the Celtics because it’s the one thing they really enjoy with friends or family, customers or employees. If you were to have seats, how do you think you would use them?

If there was an idea that could potentially make the company money by using these seats in the RIGHT way, would you be open to that?

When my clients compare the Celtics to some of the other things they are invested in, they see there is a lot of VALUE, and now is a great time to come aboard.

Out payment plans let people pay a little bit each month, and spread the cost out over several months. Would that be do-able for you?

Objection #9: Need Better Seats

These will be your first seats with the Celtics – not your last!

If you start here now, we can improve your seat next year.

Are you near a computer right now? (Go online and show seat locations available).

Each year, we improve as many season ticket members’ seats as we can by using a domino process. Our current season ticket members get moved down before any new season ticket members get a chance to buy.

These ARE the best seats I have available right now, and they give you 100% of the action, all the benefits, AND the first chance to move down when the opportunity comes up.

It’s truly the only way I can begin to get you the seats you really want.

You can come down to the Garden and actually sit in the seats yourself. Would a morning or an afternoon time be best for you to do that?

Objection #10: Are You Trying to Sell Me Something?

Only if it makes sense for you!

That’s what I do... I sell for a living. What do YOU do?

If you have a good reason to buy, then yes, I can set you up... but I promise not to sell you something you won’t absolutely love. Fair enough?

I prefer to think of it as matchmaking, if there’s a match, then yes, I’m going to suggest you buy something. Is that okay with you?

Yes. Are you in sales too?

Only if you’re buying!

Objection #11: I’m Not a Basketball Fan

(surprised) You’re not!? Are you a SPORTS fan at all? What sports do you follow?

Have you ever been to a live NBA event before? Being at the Garden for a Celtics game is an experience all by itself! It’s a party, a tradition, and a social gathering all at one time, and you don’t have to BE a basketball fan to enjoy it!

The Celtics put on a great show, including the Celtics Dancers, pre-game and halftime entertainment, and lots more.

IF you entertain clients, how would your best clients feel about seeing some Celtics games with you next season?

If your family is looking for a way to enjoy some time together, there’s no better way than to enjoy the Celtics live and in person!

As a supervisor, how would your best employees feel about Celtics tickets as a reward for outstanding performance?

Objection #12: Send Me Some Information

I can do that. What information were you looking for, specifically? A schedule? Price list? Seating chart?

Are you close to a computer right now? All of the info I can send you is right on our website. Can I walk you through it right now while we’re on the phone?

I can send it out... but I can’t guarantee what seats will be available. Can we take a moment to see what’s open right now, just so you’ll have the information?

Okay... let me get your e-mail address, and I would be happy to send you what you’re looking for. I will follow up with you tomorrow. How does (time) sound?

Objection #13: Need to Talk it Over With _________

Not a problem! If you’re going to talk it over, can we say for sure that YOU agree it’s a good idea? If it was YOUR decision completely, would you be in?

Great... so when do you think you’ll be able to talk to about the seats?

Okay, so knowing that we want to save your place in line, let’s just take all your credit card information to reserve your seats short-term. I’ll need $ from you to hold those seats until I can officially put in the order tomorrow at 3pm. If for some reason the seats aren’t perfect for you, you can always call me in the morning. What credit card will you be using?

Well... is there a number we can reach right now? Maybe bring in on your speakerphone? We’re both here now... you want to do it... so let’s get your questions answered and lock these seats in for you before someone else takes ‘em!

Is there a chance that you and can come down to the Garden to check out seats? There are a few locations that have just opened up, and I know there are others here in the office that are going to want to show those seats as fast as they can. How does tomorrow look to you?

Well, what do you think (s)he will say?

What if (s)he says no?

What will (s)he say no to?

What will you say to try to convince him(her)?

Sounds pretty convincing to me! Why don’t we just go ahead and get it done, and you can go over the details with later?

Objection #14: I’d Rather Buy Online/ Outside on Game Day /StubHub

We’re glad you enjoy coming! How many games do you get to see in a season?

When you buy elsewhere, you do leave your seat choices up to chance, AND the price you’ll pay per game isn’t near what I can give you today.

The games that you are targeting will most likely be inflated. Why would you want to pay someone else more money for a ticket than the face value?

There is always a chance of purchasing fraudulent tickets. We see numerous cases at the box office each night regarding fraudulent tickets purchased off StubHub. This is most likely to happen during the most in-demand games.

With StubHub, you don’t get the control of choosing your seats. By doing a package directly through the front office, we can work together to get you your ideal location (i.e. aisle seats, close to the entrance/exit of the building, close to the Celtics tunnel, etc.)

We appreciate you wanting to be here... but check out everything you’d be missing out on if you weren’t a season ticket member....

o .o .o .o .

Objection #15: No Time to go to the Games

Sure, we understand... and that’s why so many people partner up with others. They can choose the games they want and everyone gets to see a few.

Lots of people lead busy lives with their kids... especially at their sporting events... and many of those kids appreciate being able to sit and WATCH sports for once instead of always PLAYING – and actually spending time with their family while it’s going on.

There are all kinds of ways to use your extras... business partners, employees, friends, sell them on our NBATickets.com site, or you can even donate them to our in-house charity.

You’ll have the same great seats for each of the games you CAN attend, and you’ll get all the advantages of being a Season Ticket member, including a great price per seat and first right to buy seats to many of the other TD Garden events.

It’s a great way to spend quality time with friends, family, or business associates.

You work hard, so you deserve to play hard too!

Objection #16: Let Me Think it Over

Problem is, the seats we’re looking at right now probably won’t be there the next time we have a chance to talk. What else can I answer for you that would make your decision easier? Do you like the location? I did mention the payment plan, didn’t I?

I’d hate to see you lose this location and have to start over when you call back!

I know how busy you must be, but this will be one LESS thing you’ll need to do later on... and you’ll be sure to have the seats you want – at the right price!

It’ll just take a moment to get it done NOW, and then I can take care of all the details for you because the season will be here before you know it!

Objection #17: It’s Not in the Budget

Can I ask which budget you mean? (Probe into where $ would come from).

So if the budgets were being done TODAY, and you were making the call, is this the kind of thing that you think would make sense in your budget?

Do you have a discretionary fund in your budget?

How about a program that WAS in your budget that didn’t work out? Are there funds from THAT program that could be used for something else?

We saw people struggling with budgets a couple of years ago and created a plan that allowed people to pay a little each month. Would you consider something like that?

Objection #18: Bad Atmosphere for Families/Business

Wow, I’m sorry to hear that. Some people just don’t know how to handle themselves. Where were you sitting? (Note row/section).

Those are great seats, but let me suggest that there are probably better sections where it’s less rowdy, and still a great view. Are you in front of a computer right now? (look online - make suggestions on other seats).

If you were to choose this section, I know from others I’ve talked to in this area that you’d be much better off for this year. Can we go ahead and put you down for those now, while we still have them available?

Objection #19: I’ll Wait Until After Free Agency (No Urgency) I’m glad you brought that up! Free agency is the #1 reason why you SHOULD get your seats

today!

It’s like real estate. The best values are the ones where the interest level isn’t as high…and when the market is more robust, you’ll be right where you want to be.

The locations are the best they’ve been in ___ years…..and we have ____ people in the phones selling the very same seats we’re looking at right now. Chances are the best seats I have available right now will be gone by the time we get a chance to tlak again.

There are plenty of deals we could make in free agency the next several weeks, and if the team should improve like it did when we got the Big Three, it’s going to be impossible to get through to get the kind of seats we’re looking at right now.

STEP 6 – CLOSE PATTERN OF YES

BOOK SALE BOOK APPOINTMENT IF SALE ISN’T ACHIEVED

"Well, you mentioned spending time with kids is important." YES

"You want to make sure a ticket package is within your budget." YES

"And you want to see the hottest games this season." YES

"Well, this would be a great way to have fun with your kids without all the distractions at home. We have STM options for any budget that range from $20 to $125 and you’re getting the lowest price for all marquee games, including the hottest match-ups this year like OPPONENT #1 and OPPONENT #2. Let's lock these in now!"

STEP 7 – REFERALL QUESTIONS MENTION CLOSE LOCATION THAT’S AVAILABLE

“Before you go, may I ask you a question? I see that the two seats directly behind you are still available. Is there anyone else you’d enjoy seeing games with next season that could use some seats like yours?”

“Are there people that you work with that would have interest in seats of their own?”

“Could I ask you a favor? Who are 2 or 3 people I should reach out to that DO have interest?”

SELLING POLICIES FOR SALES REPRESENTATIVES

Prior to creating a new account in Archtics, please make sure a search is performed first so double accounts are not created.

Account Ownership Rules – must have had 2 way communication within last 30 days in order to retain lead.

o Only exception is having an IOI in the account. If IOI is in the account then you must have 2 way communication within 30 days of the product going on sale.

Prospects outside of New England are not allowed to purchase new season tickets unless they are reviewed and approved by a Sales Manager (Mackenzie, Jim, Jill, or Brian). Any new buyers (OONE or in New England) who ultimately turn out to be resellers will be reassigned to Ticket Services and could be returned.

There is a 5-seat maximum on all new sales unless approved by a Sales Managero Cannot add 5 seats in one account, and then 5 seats into a different account, etc.

Existing Season Ticket Members may add seats up until the total number of seats in their account reaches six total.

Carts will be cleaned out at the end of each day. Exceptions are to be reviewed and approved by a Sales Manager

o No seats are to be placed on reserve without approval Courtside, Club Seat or other Premium licensed product leads can be sent directly to Brian

Burnard. New Sales by Premium Account Executives, Account Executives and Inside Sales Representatives

will be transferred over to Membership Experience Executives for entry into the rookie onboarding process and subsequent renewal cycle.

It is the Sales Representative’s responsibility to make sure proper paperwork is collected from the customer at time of sale (i.e. Terms & Conditions and payment authorization form) and that the customer is added to an approved payment plan.

Sales & Service Call Lists:

We expect 100% of contacts on provided solicitations to be called, 100% of touch points (inbound and outbound) to be recorded in the system and 100% of tasks/opportunities to be closed in the system

Tasks/Opportunities should only be closed if the following actions occur:o Contact requests to be removed from the list (do not solicit request)o Contact responds that they are not interestedo Contact information is invalid for all phone numbers and emails on the accounto Contact has not responded after three outbound phone call attempts

Outbound emails do not count toward this three touch point requirement but outbound email attempts must be noted in the system

“Gaming The System” – actions like bulk loading task stages, recording outbound calls in CRM without making the actual dial (as seen in ShoreTel data) or similar actions that generate misleading tracking information will be considered “gaming the system” and will be subject to disciplinary action.

Service Campaigns – The guidelines above are not different for service campaigns assigned by STMBO (i.e. past due, event RSVP, non renewer, etc). Everyone must be called, everything must be tracked, and everything must be closed.

Do Not Call/ Do Not Solicit Requests:

Federal law and Massachusetts law mandates that we promptly remove contacts from all future solicitations when a do not solicit request is made. It is the responsibility of the sales rep to note these requests per the guidelines below.

All do not solicit requests must be noted in the system and emailed to STMBO (Ben Nickerson) for removal from future communications

It is STMBO’s responsibility to scrub lead lists of phone numbers on either the Federal or MA Do Not Call lists. These numbers will be clearly noted in Archtics and sales reps cannot dial these numbers for sales solicitations.

NEW SALES STEP-BY-STEP FLOW PROCESS

30 WAYS TO ROCK

1. First one to work, last one to leave – selling is a numbers game. The more calls you make, the more sales will result. Effort breeds results. Don’t let yourself be outworked. The difference between ordinary and extraordinary is that little extra.

2. Prepare for tomorrow before you leave tonight . Know exactly what you are going to do when you walk into the office. Have your call list ready and your day planned. “Many people have the will to win; few people have the will to prepare to win.”

3. Get smart – your education should be far from over. Now is when the real homework begins. John Grisham novels and ESPN are great but if you’re not studying how to be a great salesperson, you won’t be one. Get the books, subscribe to the magazines and learn from the great ones. Exercise your mind and stay mentally fit.

4. Drive Time Training. You will likely spend about 2 hours each day in your car or on the train and this is valuable training time. Get the tapes on selling and use this time as training. You will also be more motivated and in the right frame of mind when you get to the office.

5. Practice makes you perfect. Superior athletes probably spend about 90% of their time practicing and 10% of their time in games. That is how they develop their skills and become terrific performers. The same principle applies to selling. Record your sales pitch, give it to friends over the phone, sharpen your skills, and improve your material. Develop new approaches and prepare to win.

6. Dress for Success . Even if you will only be on the phone, you will feel more confident and professional if you dress for success. It will also create an impression with those in your office. People want to deal with someone who is sharp and crisp.

7. Know your product . You should anticipate and know the response to any question a prospect might ask. Practice in advance – write the responses out. Know them by heart. You are the expert and it must come off the same way over the phone and in person. If you are unsure of yourself, a prospect or customer will detect it immediately and it will cost you the sale.

8. Identify needs through effective questions . If you call people and start reading a script, you won’t sell anything. If you sit across from someone in his or her office and launch into a 30-minute presentation without taking a breath, you won’t sell anything. You will keep people on the phone longer, generate more interest and enthusiasm in your product or service, and develop rapport if you know how to ask the right questions. Questions will provide you with the information you need to close the sale. Ask effective questions and LISTEN.

9. Explain features but SELL BENEFITS . In other words, what is the benefit to the potential customer of using your product? Will it save time? Money? Earn them a promotion? People are naturally resistant to change and it is our job as salespeople to give a prospect compelling reasons to buy into our ideas. Typically, people will make a buying decision based on a few elements or criteria so we must identify their needs and sell a solution to their problems.

10. Be in front of the customer between 9:00 – 4:00 . This is your peak selling time. Proposals, letters, reports and paperwork are for nights.

11. Ask for the Order . You have to try and close all sales. Give them the chance to say yes or no. You’re doing this to make a deal not to share information.

12. NO DOESN’T MEAN NO. No simply means they don’t understand and have some hidden resistance. You need to uncover the resistance and eliminate it through questions and benefits selling. Don’t stop at NO, sell past it. Consider the word NO as a sign of interest for additional information.

13. Don’t miss deadlines .

14. Follow-up and follow through. Most sales are closed after the 5th attempt but most give up after the 2nd

or 3rd. Be persistent and remember tip #12. Log all touchpoints in the system so you and the rest of the organization can easily reference past outreach efforts and communications.

15. Follow-up phone calls with letters. Almost everyone you talk to should get a letter. Letters and handwritten notes serve as a reminder that you are committed to earning their business and serving their interests.

16. Customer Service. This is probably the most important tip. If you don’t take care of your customer, somebody else will.

17. Know your competition. What are you up against? Why would your product better meet the potential customer’s needs than what they currently use? Review the competitor's literature and keep updated files on your competitor’s top 10 prospects. It’s a good idea to understand how they position themselves.

18. Assume the Sale . When you are making a presentation act as if you know they are going to buy. Be confident. You want to make people feel like if they don’t buy, and buy NOW, they will be missing out on an opportunity of a lifetime. Create the subtle impression that if they don’t buy it will be a mistake. Be careful, you do not want to offend, but if done correctly, this is powerful.

19. Success Sells . People want to jump on the bandwagon and imitate other successful people who use your product. Who else bought from you? Do you have references? Do you have letters of recommendation? Ask your best customers to write them for you and make that part of your presentation. Tell the story of how your product solved a problem or met the needs of a similar company.

20. Enthusiasm. As corny as it sounds, you have to be fired up every day when you get into the office. A sale is simply transference of enthusiasm of selling the product to buyer. In other words, if you can get people to feel the same way about your product that you do, you have a deal. Let that positive energy flow over the phone, in meetings and throughout your office. Enthusiasm is contagious.

21. Develop a Relationship. Get to know your prospect and customers (remember effective questions will give you all the information you need). So your prospect likes SCUBA Diving and you see an article in “Inside Sports” on the top 10 SCUBA locations in the continental U.S. Send him the article with a handwritten note. That type of effort goes a long way.

22. GOALS . Decide where you need to be and set goals that will give you regular feedback and help measure your success. How will you get to the top if you don’t have directions? Goals are the road map

for success. What do you want to accomplish today, this week, month, year, and decade? Write it down and refer to it often.

23. Be a Team player. Be the person who takes on the extra project and volunteers for another event. Someone will take notice.

24. Ask yourself, if you were on the other end of the presentation, would you buy ? If you didn’t answer with a yes, you better rethink your approach.

25. The most difficult prospects are the best customers .

26. Find a Mentor . Pick someone in your organization/industry that exemplifies everything you want to become. How did they get there? Learn from and imitate successful people.

27. Surround yourself with successful people . Or, at the very least, keep in close contact with some other top-notch salespeople. Share ideas, discuss techniques and tips, listen and learn. Success and good habits are contagious.

28. Don’t make promises you can’t or don’t intend to keep .

29. One Final Call. At the end of the day, when you’re beat and decide to pack it in, STOP. Pick up the phone and make one more call. End on a positive note; carry some momentum home and into the next day.

30. Exercise. This has nothing to do with closing sales and everything to do with enjoying your success. Without your health you have nothing. Take care of yourself and respect your body. Selling is a very stressful occupation and exercise is the best way to relieve it. You will have more energy and feel better about yourself, which directly impacts your ability to deal with adversity and your attitude toward work and life.

You represent the team and organization 24 hours a day, 7 days a week and must ALWAYS present yourself in a professional and respectful manner, in and out of the office and on social media.

I have the read the Boston Celtics Sales Handbook and I agree to comply with all policies and procedures outlined in this document.

_____________________________________ _______________

Employee Signature Date