Memo from Jon Spoelstra and Steve Delay

Memo from Jon Spoelstra and Steve DeLay

WHEN YOU USE THIS LETTER

In Chapter 15 of the Strategy & Tactics Workbook, we discussed the idea of Dormant Season Ticket Holders. These are prospects that said no during or after your initial meeting. ‘No’ right now doesn’t mean they will never buy. They get put on the salesperson’s dormant list. That means they will receive a series of letters over the next 6-9 months from either the team president, the salesperson or possibly the coach. These dormant letters will make it much easier and warmer for the salesperson to call on the prospect next year. Remember, dormant letters aren’t asking the prospect to buy. The dormant letters could have a premium item included, an interesting news article or some other message. The following letter is the first letter in the series. It lets the prospect know they are now on the dormant list and will be receiving future dormant letters. Send this letter out within a few days of the salesperson receiving a ‘no’. You can have the sales coordinator automate these letters out of our database. Remember, this isn’t a sales letter. None of the dormant letters directly ask the prospect to buy. They are designed to develop a relationship. February 00, 2001

Mr. Joe Jones President ABC COMPANY 123 Las Vegas Blvd. Staten Island, NY

Dear Joe:

You may have been called many things, but I'll bet you haven't heard yourself called this: DORMANT STATEN ISLAND YANKEES TICKET HOLDER.

I refer to you as "dormant" because someday we’re going to figure out a ticket package that really works for you.

I've placed you and several other very select executives on my personal Dormant Yankees Ticket Holder List. By being on this list, occasionally I'll send you things that I think you'll be interested in.

You could be on my Dormant List for years. However, I'm hoping that someday we can create the right Yankees Ticket Package to make you "Active."

Best regards,

Joe Salesperson Corporate Marketing Manager

P.S. We launched a new ticket package a few weeks ago. It’s already sold over 1500 seats.