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  • 170 - Group Sales 101 — Great Reps Place Groups

    170 - Group Sales 101 — Great Reps Place Groups
    2026/06/18
    Send us Fan MailMost group sales reps are order takers. The buyer asks for a date, the rep says yes, and the marquee game ends up at 55% capacity while groups scatter across midweek nights with no draw. In Episode 170 of the Sports Marketing Machine Podcast, Jeremy Neisser closes out the Group Sales 101 series by breaking down the most strategic piece of the puzzle: building an A / B / C game calendar before the season starts, leading every conversation with marquee dates, and using groups as an attendance strategy — not just a revenue line. This is the mindset shift that turns a good group sales department into a great one.KEY TOPICS COVERED:• Why "what date works for you?" is a strategic mistake, not a customer service win• A real example of a fireworks game sitting at 55% capacity while groups landed on midweek nights• How to build an A / B / C game calendar before the season starts and tape it to every rep's desk• What qualifies as an A date (fireworks, opening night, rivalry games, marquee bobbleheads)• When and how to fall back to B dates — and why C dates should never lead a conversation• How hotels, airlines, and concert venues manage demand-driven inventory and what sports teams can steal from them• Why concentrating groups on marquee games turns 4,000-fan nights into 6,000-fan sellouts• How sellouts compound — local press, social content, repeat group bookings the following season• Why groups are one of the few controllable attendance levers operators actually own• How to bring all three Group Sales 101 episodes together: understand the audience, speak their language, place them strategically• Why most group sales training misses this — focusing on objection handling instead of strategic thinkingTIMESTAMPS:[00:00] – Opening: why placement, not just selling, defines great group sales reps[00:29] – The problem with letting groups pick their own dates[01:35] – "Great group sales reps don't just sell groups, they place them"[02:02] – Why "what date works for you?" hands away scheduling control[03:00] – Buyers default to convenience — almost never the most valuable date for the team[03:30] – A real-world example: a fireworks game stuck at 55% capacity[03:50] – How to prioritize your schedule with A, B, and C dates[04:26] – What makes an A date: fireworks, opening night, rivalry, major promotions[04:55] – When to use B dates as a fallback[05:23] – The rule: always lead with an A date, never lead with a C[05:52] – Steve Delay's principle: make your good dates great[06:18] – Inside a season where concentration on marquee games moved the numbers[07:15] – Hotels and airlines: how every inventory business manages a calendar[07:50] – The grocery store ice analogy — inventory businesses sell into demand[08:13] – Groups as one of the few controllable attendance levers[08:41] – What you can't control vs. what you can[09:09] – The mindset shift: use groups to make good games great, not to fill empty ones[10:04] – The 4th of July fireworks case study — a sellout built off intentional group placement[10:58] – Beyond filling seats: atmosphere, word of mouth, repeat group bookings[11:27] – Tying the three-part series together: audience, language, placement[12:24] – Strategy beats tactics — what most group sales training misses[12:54] – Wrapping the series and what to do next[13:23] – Closing call to action and how to keep the conversation goingCALL TO ACTION:If you've got questions on any of this — building the A / B / C calendar, retraining reps out of order-taking habits, or connecting group sales to your broader attendance strategy — book a 30-minute call at sportsmarketingmachine.com. Happy to dig in.Links Mentioned:Episode 168 - Group Sales 101 — Part 1- Personalization Wins Group SalesEpisode 169 - Group Sales 101 — Part 2 - Apply Friction Test to Your OutreachYour Reps Should Be Closing… Not ProspectingMost teams only reach about 20% of their local market.The other 80%?They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.That's where we come in.We become an extension of your team, delivering qualified group sales opportunities directly to your reps.Fill out the form on this page and let's see if we can help.QUOTE PULLS:"Great group sales reps don't just sell groups. They place them."— Jeremy Neisser"Nobody wins when groups pick their own dates by default. You're going to have to guide them. Give them three good dates."— Jeremy Neisser"A fireworks game doing 4,000 fans becomes 6,000 with aggressive group sales outreach. That's a different atmosphere, a different per cap, and a more powerful marketing moment."— Jeremy Neisser"You can't control the weather. You can't control your opponent. But you can control where your groups land."— Jeremy Neisser"Groups aren't just a revenue line. They are an attendance strategy. The teams that treat them that way ...
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    14 分
  • 169 - Group Sales 101 — Part 2 Apply Friction Test to Your Outreach

    169 - Group Sales 101 — Part 2 Apply Friction Test to Your Outreach
    2026/06/16
    Send us Fan MailThe same friction that quietly kills conversions on your group sales page is killing your reps' email responses too — same problem, just a different channel. In Part 2 of the Group Sales 101 series, Jeremy Neisser walks through the four-question friction test for cold outreach, the caveman test that exposes a hard-to-read email in 10 seconds, and a real-world rewrite that tripled one rep's response rate without changing the offer. Practical, tactical, and ready to apply to your team's outreach this week.KEY TOPICS COVERED- How cognitive load starts in the inbox — not on your website — and why most reps miss it- The four questions every cold group sales email must answer in under 10 seconds- Why long emails get deleted, not read, by busy HR directors and office managers- Writing first lines that signal relevance to specific buyer personas- Using 3–4 short bullets instead of paragraphs to describe what's included- The case for showing pricing early — and the response-rate data that backs it up- One email, one ask: writing CTAs that get answered in 10 seconds- The caveman test — a 10-second readability gut check that flags friction fast- A real example: cutting one rep's 5-paragraph cold email to 3 sentences tripled her response rate- Using Claude or ChatGPT to stress-test your outreach against the friction test before you sendTIMESTAMPS[00:00] – Welcome and recap of Episode 168 on group sales personalization[00:35] – Why this episode builds on Episode 154 (reducing friction on your group sales page)[01:10] – The four buyer questions: Is this for me? What do I get? What does it cost? What's next?[01:55] – Same friction, different channel: applying website thinking to email outreach[02:39] – How cognitive load starts at the email or voicemail — not the landing page[03:05] – Anatomy of a typical group sales cold email — and why it fails[03:35] – TLDR: when buyers do mental gymnastics, they don't respond[04:02] – Real example: a 250-company outreach that produced only 5–10 responses[04:35] – How cutting that email to 3 sentences tripled the response rate[05:01] – The four-question test for your cold emails[05:30] – Writing a relevant first line: HR directors vs. youth pastors vs. corporate buyers[06:24] – Question 2: What do I get? Use 3–4 bullets, drop the jargon[07:23] – Why "dedicated group area" loses to "everyone sits together"[08:00] – Question 3: What does it cost? Why pricing transparency increases responses[08:19] – When pricing is missing, buyers fill the gap with a number that's too high[09:00] – A pricing A/B test that proved transparent pricing wins[09:42] – Question 4: What do I do next? Why most CTAs fail[10:11] – "Let me know if you're interested" is not a call to action[10:45] – One email, one ask: writing low-friction CTAs[11:39] – The caveman test: 10-second clarity check[12:08] – Real example: handing a cold email to a kitchen worker, groundskeeper, and usher[13:03] – Using Claude or ChatGPT to run the friction and caveman tests on your emails[14:00] – Episode takeaways[14:28] – Preview of Part 3: how great reps place groups strategically[15:50] – Why confidence and small wins change the culture of a sales team[16:42] – Closing CTA: ratings, reviews, and how to get in touchCALL TO ACTIONIf group sales is on your plate this season, share Episode 169 with your reps and run their current cold email through the four-question friction test together. Questions or want a second set of eyes on your outreach? Reach out at sportsmarketingmachine.com to schedule a call.QUOTE PULLSJeremy Neisser: "Confused people don't respond."Jeremy Neisser: "The long email isn't a thorough email. It's a hard email. And hard emails don't get read."Jeremy Neisser: "When there's no pricing at all, the buyer's brain fills in the gaps. And almost every single time, they're going to come up with a number that's too high."Jeremy Neisser: "One email, one ask. The more decisions you force a buyer to make, the less likely they are to make any of them."Links mentioned:Episode 168 - Group Sales 101 — Part 1- Personalization Wins Group SalesEpisode 154 - How to Make Your Group Sales Page Easier to Buy FromEpisode Web pageYour Reps Should Be Closing… Not ProspectingMost teams only reach about 20% of their local market.The other 80%?They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.That's where we come in.We become an extension of your team, delivering qualified group sales opportunities directly to your reps.Fill out the form on this page and let's see if we can help.Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
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    17 分
  • 168 - Group Sales 101 — Part 1- Personalization Wins Group Sales

    168 - Group Sales 101 — Part 1- Personalization Wins Group Sales
    2026/06/12

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    Most group sales reps are losing deals before they ever hit send.

    In Part 1 of a new three-part group sales series, Jeremy Neisser breaks down why one email template going to every organization on your list is quietly capping your response rate — and how reframing every pitch around the buyer's goal (fellowship, recognition, memories) instead of your ticket inventory tripled one rep's response rate in a matter of weeks. Tactical, specific, and built for marketing and ticket sales leaders who want a smarter outbound program this season.

    KEY TOPICS COVERED
    • Why product-first thinking is killing your group sales outreach
    • The one question every rep should answer before sending a pitch
    • Why churches don't buy tickets — they buy fellowship
    • Why HR directors need the easy button, not a 68-page PDF
    • Why youth team coordinators are buying memories, not pricing
    • How to build five core pitches that map to your five biggest group buckets
    • Using ChatGPT or Claude to categorize last year's group sales list
    • The real reason your 40–50 emails a week aren't converting
    • How decision-makers differ across group types — and what each one actually responds to
    • The mindset shift that separates order takers from revenue builders
    • What's coming in Part 2: the language shift most group sales reps miss

    TIMESTAMPS
    00:00 – Welcome to Episode 168 and what's different about this three-part series
    00:29 – The most common group sales outreach mistake — one template for every group
    01:17 – Why product-first thinking shrinks your response rate
    01:45 – Case study: 40–50 emails a week to tripled response rate in weeks
    03:35 – The one question to answer before every pitch
    04:05 – Church outreach: why fellowship beats ticket pricing every time
    05:50 – Corporate outreach: why HR directors are buying the easy button
    07:44 – Youth sports outreach: memories, not seat maps
    09:10 – The tactical shift: build five core pitches, one per group type
    09:39 – Ninja move: use ChatGPT or Claude to categorize your existing group sales list
    10:38 – Why a specific message beats a high-volume e-blast every time
    11:30 – The three big takeaways from Part 1
    12:00 – What's coming in Part 2: communication and the language shift most reps miss
    12:57 – Share the episode and what to do this week

    CALL TO ACTION
    If this episode helped, share it with your group sales manager or a teammate selling group tickets — and rate the show on Apple or Spotify so more sports business pros can find it.

    QUOTE PULLS
    • "Every group that walks through your gate has a reason for being there. And it is almost never because they wanted to buy a hundred tickets." — Jeremy Neisser
    • "The reps who ask, why would this group want to come before they send anyone anything are the ones that close more business." — Jeremy Neisser
    • "She was sending 40 to 50 emails a week and getting almost no responses. Once she built five different versions, her response rate tripled in a matter of weeks." — Jeremy Neisser
    • "The rep who loses leads with ticket pricing. The rep who wins leads with why this is a great fit for what they're already trying to accomplish." — Jeremy Neisser
    • "Build your messaging around their goal, not your product." — Jeremy Neisser

    Links:
    Podcast Episode Page

    Free Download: The ChatGPT (or Claude) Prompt Pack for Group Sales

    Your Reps Should Be Closing… Not Prospecting

    Most teams only reach about 20% of their local market.

    The other 80%?

    They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.

    That's where we come in.

    We become an extension of your team, delivering qualified group sales opportunities directly to your reps.

    Fill out the form on this page and let's see if we can help.

    Sports Marketing Machine on LinkedIn
    Sports Marketing Machine on Instagram
    Book a call with Jeremy from Sports Marketing Machine
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    14 分
  • 167 - The Real Value of Outsourcing Your Marketing (The Hidden Cost of Doing Everything In-House)

    167 - The Real Value of Outsourcing Your Marketing (The Hidden Cost of Doing Everything In-House)
    2026/06/04
    Send us Fan MailIn Episode 167 of the Sports Marketing Machine Podcast, Jeremy Neisser breaks down the strategic value of outsourcing marketing functions inside a sports organization. Instead of anchoring the conversation on agency fees, Jeremy reframes it around leverage — how external support frees internal capacity so your best people can focus on the relationships, sponsorships, and revenue activities that actually move the business. A must-listen for any lean front office trying to do more with the staff they have.KEY TOPICS COVERED• The true cost of doing everything in-house versus outsourcing• How busy staff often spend time on low-value, operational tasks• The revenue impact of strategic activities like sponsorships, community engagement, and partnerships• The importance of focusing internal talent on relationship-building and revenue growth• When certain marketing functions should stay internal versus outsourced• The role of external agencies in providing expertise, systems, and breathing room• Common chaos in sports organizations and how outsourcing can bring consistency and discipline• The four levers every lean team should be pulling: own, systematize, automate, delegate• Why the best sports organizations win on leverage, not headcount• Main takeaways: opportunity cost, leverage, and strategic focus for lean teamsTIMESTAMPS[00:00] – Introduction: rethinking outsourcing in sports marketing[00:27] – The core question: what's the best use of your staff's time?[00:57] – Low-value tasks overwhelming talented sports staff[01:26] – The concept of leverage through outsourcing[02:05] – Hidden costs of in-house work and revenue opportunities missed[02:33] – Evaluating agency costs versus opportunity costs[03:02] – Tasks that distract from revenue growth (graphics, ads, lists)[03:29] – Strategic activities like sponsorships, community relations, and retention[03:54] – The value of long-term partnerships and event experiences[04:24] – The toll of execution work on talented staff[04:53] – Differentiating between operational and strategic work[05:23] – How operational tasks limit growth potential[05:47] – Focusing on relationship-driven, revenue-generating activities[06:13] – The importance of leaders spending time on high-impact tasks[06:43] – Talented sports marketing pros are often overwhelmed[07:11] – The chaos inherent in sports organizations[07:40] – The constant reactive nature of sports marketing[08:07] – The need for strategic focus amidst chaos[08:33] – External support creates stability and systems[09:00] – Expertise versus capacity: the real value of outside support[09:28] – The value of outside partners in trend spotting and learning[09:55] – Outsourcing decisions should maximize internal talent[10:25] – Tasks suitable for external support (ads, reporting, automation)[10:54] – The evolving nature of platform algorithms and AI[11:23] – The key takeaway: maximizing internal talent through outsourcing[11:53] – The importance of leverage: systems, automation, delegation[12:22] – Main takeaways summary: opportunity cost, revenue impact, strategic focus, leverage[12:52] – Reflect on where your team spends time and elevate high-impact activities[13:20] – How to get help: scheduling a call for sports marketing insights[13:45] – Preview of upcoming episodes on group sales strategies[14:15] – Call to action: rate, review, and share to help others grow their fan baseCALL TO ACTIONIf this episode made you rethink where your team spends its time, take a hard look at what your best people actually do all day. Two people on our staff have 20+ years in sports — one is a former team president. We'll spend 30 minutes walking through your marketing structure, automation opportunities, and outsourcing decisions with you. Schedule a call using the link in the show notes.RESOURCES & LINKSSports Marketing Machine on Apple PodcastsSports Marketing Machine Podcast on SpotifyEpisode page: LINKRevelocity SportsQUOTE PULLS"The best outsourcing decisions aren't about replacing your people. They're about maximizing your people." — Jeremy Neisser"A GM putting together meta ads is using your cleanup hitter to drag the field. Sure they could do it, but should they?" — Jeremy Neisser"The real cost of outsourcing isn't the fee. It's the opportunity cost of what your staff can't focus on internally." — Jeremy Neisser"The best organizations aren't the ones with the biggest staffs. They're the ones that understand leverage." — Jeremy Neisser"Sometimes the value isn't they're better than us. Sometimes the value is they allow us to focus on the highest value work." — Jeremy NeisserSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
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    15 分
  • 166 - How Do You Know If Your Agency Is Actually Good?

    166 - How Do You Know If Your Agency Is Actually Good?
    2026/05/29
    Send us Fan MailMost sports teams hire an agency to sell more tickets — then evaluate them on impressions, clicks, and CPM. In Episode 166, Jeremy Neisser breaks down why those vanity metrics are misleading, what an outside marketing partner can and can't control, and the conversion-focused metrics that actually tell you whether your agency is earning its fee. A practical episode for any marketing director, ticket sales leader, or revenue officer evaluating an outside partner this season.KEY TOPICS COVERED- Why most sports teams are scoring their agency on the wrong scoreboard — and what to use instead- The difference between vanity metrics (impressions, clicks, CPM, reach) and revenue-driving metrics (conversions, cost per buyer, attributed revenue)- Why huge website traffic with no buyers means the campaign didn't work- What marketing can fix — and what it can't (pricing, schedule, fan experience, ticketing UX)- "Marketing is multiplication, not magic": how a weak offer or broken product gets amplified, not solved- How to spot the silent killer of agency partnerships: chaos creation vs. chaos reduction- The exact KPIs to hold your agency accountable to: conversions, conversion rate, cost per purchase, cost per lead, repeat buyers, AOV, retargeting growth, attributed revenue- Why pattern recognition and platform speed are the real product you're paying for- How a great agency lets a marketing director get out of the "0-2 count" mindset and operate proactively- What separates a transactional vendor from a true strategic partner- The right questions to ask when reviewing your current agency's performanceTIMESTAMPS[00:00] – Why evaluating a sports marketing agency is harder than it looks[00:25] – The vanity-metric trap: why impressions and clicks mislead leadership[00:53] – Why heavy website traffic still produces flat ticket sales[01:22] – The metrics that actually drive growth and ROI[01:45] – What marketing can't fix: pricing, schedule, and operational issues[02:14] – Red flags: agencies that create chaos instead of reducing it[02:43] – Tactical work vs. strategic impact in agency evaluation[03:07] – Why attribution and proactive reporting separate good agencies from bad[03:35] – Building collaborative relationships, not vendor relationships[04:04] – Using your agency to actually understand fan behavior[04:32] – Where marketing hits a wall against broken business systems[05:01] – How the right agency brings clarity and reduces internal chaos[05:30] – Reactive vs. proactive communication: how to tell the difference[06:00] – Holding agencies accountable on sales and revenue, not activity[06:29] – Why strategic insight beats surface-level metrics every time[07:00] – How agency partnerships evolve from transactional to strategic[07:26] – Measuring agency success through conversions and audience growth[07:55] – The role of attribution and clear, honest reporting[08:16] – The daily firefight in sports marketing — and how an agency should ease it[08:46] – Pattern recognition, trend identification, and creative testing speed[09:13] – When an agency challenges assumptions and sparks new ideas[09:40] – Building a strategic partnership focused on tickets and fan growth[10:09] – The real value of proactive trend analysis and outside perspective[10:37] – Main takeaways: business impact over vanity metrics[11:04] – Why marketing amplifies — but doesn't solve — operational issues[11:33] – Clarity and strategic collaboration as the new standard[11:59] – How to honestly assess your current agency's reporting[12:21] – Free 30-minute consult: get a second opinion on your agency reports[12:48] – Final thoughts and how to share this with your teamCALL TO ACTIONIf you're working with an outside marketing partner and you're not sure whether the reporting you're getting actually proves they're moving the needle, Jeremy is offering a free 30-minute conversation to walk through it with you. No pitch, no strings — just clarity. Grab a slot at sportsmarketingmachine.com.RESOURCES & LINKSRevelocity Sports: https://revelocitysports.com/Jeremy Neisser on LinkedIn: https://linkedin.com/in/jeremyneisserFree 30-Minute Marketing Consultation: https://sportsmarketingmachine.com/QUOTE PULLSJeremy Neisser: "Clicks don't pay the bills. Impressions don't pay the bills. Conversions do."Jeremy Neisser: "Traffic without conversion is just noise."Jeremy Neisser: "Marketing is multiplication, not magic. If the underlying experience is broken, marketing just amplifies the problem."Jeremy Neisser: "A good agency should reduce chaos, not create it. If your agency creates more fires than they put out, that's a problem."Jeremy Neisser: "The best agencies don't just run ads and send reports. They become strategic partners — they challenge assumptions, bring ideas, and connect your marketing to revenue."Episode page - LINKSports Marketing Machine on LinkedInSports Marketing ...
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    13 分
  • 165 - You’re Behind Pace — Now What?

    165 - You’re Behind Pace — Now What?
    2026/05/23

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    You're halfway through the season and the pacing report says you're behind — maybe way behind. This episode breaks down the three levels of being behind pace, how to diagnose the actual problem instead of panic-marketing your way into a deeper hole, and the strategic paths forward depending on how far off target you really are. Jeremy shares a daily pacing tracker template and explains why protecting future value sometimes matters more than saving today.

    KEY TOPICS COVERED
    - Why being 5% behind pace and 25% behind pace require completely different responses — and why most teams treat them the same
    - How to build and use a daily pacing tracker so you evaluate with data, not emotion
    - Why schedule context matters: weather, remaining inventory, weekend vs. weekday balance, and premium dates still ahead
    - The "diagnose before you prescribe" principle and why reacting before understanding the problem leads to wasted budget
    - Four root causes of falling behind: low awareness, weak positioning, struggling game types, or failed pre-season assumptions
    - Why clicks and website traffic don't pay bills — only ticket sales do
    - The 82% stat: most single-game buyers in MiLB don't return the following season, so there's no hidden reserve waiting to save you
    - Three strategic paths when you're behind: optimize the machine, get aggressive with concentrated impact, or protect the rest of the season
    - Why over-discounting trains fans to wait, destroys pricing power, and creates long-term problems
    - How growing your database and improving the fan experience can set up a stronger next season even when this one is tough
    - The difference between quitting and being strategic about what you can realistically recover

    TIMESTAMPS
    [00:00] - Introduction: the uncomfortable moment when you realize you're behind pace
    [02:11] - Three buckets of behind pace: slightly behind, moderately behind, and the danger zone
    [04:22] - Why hoping isn't a strategy and the danger zone reality check (20-30%+ behind)
    [06:45] - Daily pacing trackers: how to build and use a spreadsheet that tells the truth
    [09:03] - Why daily tracking beats emotional or promo-by-promo evaluation
    [11:28] - Evaluating remaining inventory: schedule context, premium dates, and what's still ahead
    [13:50] - "You can't prescribe until you diagnose" — David Hass, Hickory NC, 2001
    [16:10] - Problem: positioning is weak — when you're getting clicks but not selling tickets
    [18:33] - Problem: your pre-season assumptions were wrong and the market responded differently
    [20:53] - The 82% stat on single-game buyer non-return and why you can't manufacture demand overnight
    [23:11] - Three strategic paths: optimize, get aggressive, or protect the season
    [25:26] - Why protecting margins and growing your database isn't quitting — it's leadership
    [27:47] - Main takeaways recap: pacing daily, diagnosing before reacting, concentrated impact
    [30:10] - Don't let panic destroy future value — the Chick-fil-A lesson on discounting
    [32:27] - Steve Robinson (Chick-fil-A CMO) interview reference, free pacing template offer, and close

    CALL TO ACTION
    - Download the free daily pacing tracker template (link in show notes — no email required)
    - Listen to Jeremy's interview with Steve Robinson, the first CMO of Chick-fil-A: Episode 84 — Improving the Fan Experience the Chick-Fil-A Way with Steve Robinson

    Daily Packer Tracker Download
    - Share the episode with someone in sports who's trying to sell more tickets and grow their fan base
    - Leave a rating or review on Apple Podcasts or Spotify



    Sports Marketing Machine on LinkedIn
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    34 分
  • 164 - The “Always / Never” Customer Service Starter List

    164 - The “Always / Never” Customer Service Starter List
    2026/05/14

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    In this tactical follow-up episode, Jeremy Neisser breaks down how sports teams can create a more consistent fan experience by building a simple “Always Do” and “Never Do” customer service framework. Instead of chasing perfection, teams should focus on clarity, repeatability, and organization-wide adoption so every fan interaction feels easier, smoother, and more intentional.

    Key Topics Covered
    Why most teams do not have a customer service problem — they have a consistency problem
    How inconsistency across departments quietly hurts ticket sales and fan growth
    Why your list should be simple: 5–7 “Always Do” items and 5–7 “Never Do” items
    The importance of same-day responses and clear next steps
    Why teams should assume fan confusion is the organization’s responsibility to fix
    How “Know Before You Go” communication improves the fan experience before fans arrive
    Common mistakes like making fans search for information, overcomplicating offers, or disappearing after the sale
    How to embed the framework into staff training, meetings, game-day operations, and daily habits
    Timestamps

    00:00 – Why consistency matters in the fan experience
    01:25 – Most teams have a consistency problem, not a service problem
    02:25 – Keep your Always/Never list simple and memorable
    03:52 – Always respond the same day
    04:51 – Always make it easier to do business with you
    06:17 – Always assume confusion is your fault
    08:35 – Always prepare fans before they arrive
    09:35 – Never make fans search for information
    10:32 – Never overcomplicate your offers
    11:00 – Never treat every fan the same
    12:27 – Never pass fans around or disappear after the sale
    13:20 – How to actually use the list with your team
    15:31 – The 30-minute challenge to build your own framework

    Call to Action

    Take 30 minutes with your staff this week and build your own list: 5–7 things your team should always do, and 5–7 things your team should never do.

    If you need help creating your framework, schedule a free 30-minute call with Jeremy at Revelocity Sports.

    Episodes mentioned:
    154 - How to Make Your Groups Sales Page Easier to Buy From: LINK
    Episode page - LINK


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    Book a call with Jeremy from Sports Marketing Machine
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    17 分
  • 163 - Why Your Fan Experience Fails Without Consistency (And How to Fix It)

    163 - Why Your Fan Experience Fails Without Consistency (And How to Fix It)
    2026/05/07

    Send us Fan Mail

    Your customer service problem isn't actually a people problem—it's a consistency problem. When fans get different experiences depending on who they interact with, they blame the organization, not the employee. This episode introduces the non-negotiables framework: simple "always do" and "never do" rules that eliminate guesswork and scale great service across your entire operation.

    KEY TOPICS COVERED
    • How inconsistency in fan interactions destroys ticket sales and repeat business
    • Why your best employee doesn't define your customer experience—your most inconsistent one does
    • The Cleveland Insight: John DeJulius's non-negotiables framework for scaling service without burnout
    • Why "always do" and "never do" rules work better than motivation, pizza parties, or lengthy policy manuals
    • Death by a thousand moments: how one bad interaction overrides five good ones
    • Why customer service isn't a department—it's an organization-wide responsibility
    • The direct connection between consistency and revenue: fans return when the experience feels smooth and effortless
    • Building your organization's always do and never do list: start with 5–7 rules, not 20
    • Specific always do rules for ticket sales teams: same-day responses, clear pricing, preparing fans before arrival
    • Specific never do rules: don't make fans search, don't overcomplicate offers, don't treat all fans identically
    • How to implement consistency at every touchpoint: parking, ticketing, concessions, guest services, sales calls
    • Testing your consistency: Does your fan experience change depending on who they talk to?

    TIMESTAMPS
    [00:00] – Episode introduction and topic preview
    [01:18] – The real problem: consistency vs. customer service
    [02:50] – Introduction to the Cleveland Insight and John DeJulius's framework
    [03:47] – What are non-negotiables? Always do and never do rules explained
    [04:30] – Why simple rules scale better than motivation or lengthy manuals
    [05:15] – How consistency shows up in staff speed and confidence
    [06:07] – Death by a thousand moments: fan experience as a series of touchpoints
    [06:35] – Why one bad moment overrides five good ones
    [07:00] – Customer service isn't a department—it's organization-wide
    [07:40] – The friction created when marketing, sales, and operations send different messages
    [08:00] – How consistency directly impacts repeat purchases and ticket sales
    [08:23] – The challenge: Is your experience dependent on who the fan talks to?
    [09:00] – Building your framework: start with 5–7 rules, not 50 pages
    [09:30] – Specific always do rules for ticket sales teams
    [10:10] – Specific never do rules across all departments
    [10:43] – Implementing always do and never do lists across ticketing, parking, concessions
    [11:30] – Preview of next episode with deeper examples and implementation guidance


    LINKS Mentioned:

    John DiJulius

    Always Do/Never Do - Youtube

    Episode Link - https://revelocitysports.com/podcast/episode-163/

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