Eduselling: The Role of Customer Education In Selling to Corporate Clients in the Sport Industry

Abstract

Eduselling is a unique form of selling as it combines needs assessments, relationship building, customer education and aftermarketing in a process that originates at the prospect targeting stage and progresses to an on-going partnership agreement. Results of proprietary research indicate that certain professional sport organizations fall short of educating corporate clients with respect to all of the benefits and attributes of the products they offer: these results led to the development of a nine-step conceptual framework designed to assist corporate salespeople in professional sport. Future research should focus on specific selling activities and attempt to identify those activities that lead to higher retention rates of corporate sponsors.

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