In the current difficult economy and global marketplace, there is more competition than ever for businesses to earn and retain sales from customers in each of their respective industries. That is no different in the sports and entertainment industry, particularly in luxury suite sales for stadiums, arenas, and ballparks. In many instances, companies are asking customers about their preferences in regards to current product offerings and about innovations within their company and industry. By listening to the voice of the customer, companies can increase sales, improve client relationships, add to current product offerings, create new and innovative products, and earn a competitive advantage for their organization in their respective marketplace. Professional teams are calling on sales people in their luxury suite and premium ticketing departments to retain clients, generate new revenue, and improve current profit margins on products. The problem is that companies purchasing luxury suites and premium tickets to sporting events are having a difficult time justifying these expensive purchases. The economy has resulted in the cutting of jobs, but the retaining of sports luxury seating contracts. Salespeople need to more accurately provide what the customer wants and prove that the suite was a worthwhile investment. By utilizing this feedback other sports and entertainment organizations can evaluate their current selling process to determine if they may have misjudged their own customers. They can also learn how to better bridge the gap between the salesperson and the customer.
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Titlebaum, Peter; Blair, Jim; Brown, Matthew; and Dick, Ronald, "Learn What the Luxury Suite Customer Wants!" (2013). Association of Marketing Theory and Practice Proceedings 2013. 62.