Melanie Seiser, director of new season ticket sales for Minnesota United FC, is passionate about the work she does. Here, the graduate and former manager of Major League Soccer's National Sales Center shares why ticket sales is so integral, breaks down the job's biggest misconceptions and offers tips for connecting with clients.
What was it about ticket sales that interested you?
It's the most important role in a sports organization. If there aren't fans in the seats on game day, nothing else we do matters. Sales is the total opposite of what I expected when I was starting out — it's not scripted, nothing is forced. It's all about communication, listening and finding out if what you have to offer is a good fit for the client. You can do some pretty cool things with a ticket, and helping others find all those uses is incredibly rewarding.
What is the biggest misconception when it comes to ticket sales?
There are two main misconceptions we are constantly trying to hurdle. The first, for any sales role, is the stereotype of the used car salesman; someone who is dishonest, sleazy and pushy. This immediately turns many talented candidates away from even exploring sales as a career path. Second, there is what we like to refer to as the "ticket sales urban legend," which is that ticket sales is your foot in the door to any sports organization. If you're willing to slave away making cold calls every day for a year, you'll be able to get promoted into that marketing job you've always dreamed of. Neither is true.
The reality of what you're doing as a salesperson is nothing like the stereotype. You're genuinely helping people, creating new fans and building a sport. It's an incredibly rewarding position, and not once since my first day in the office have I felt pushy or dishonest in closing a sale.
If you're one of those people who has been advised to get your foot in the door through entry-level sales, but you have no desire to actually work in sales, you're going to be disappointed. Of the more than 230 graduates of the program, we've seen only two move outside of sales to another department. Ticket sales is a career path, not a steppingstone.
What is an average day like for someone in ticket sales?
Cliché answer, but it will always vary because you're working directly with the fans, and people can be unpredictable. Some days may be spent in the office (I like to call these "planning days"), where you're making phone calls, setting meetings, sending emails and prospecting. On other days, you may be out in the market, meeting with companies, youth soccer groups or nonprofit organizations. The coolest part about a ticket sales role is that you can mold it into your own. You're essentially running your own business, and each salesperson will find success in different ways.
How do you break out of a sales slump?
I can't say enough about being relentlessly positive. It's not easy to do, and when you're in a slump, it's extremely hard not to let it get to you. But just like life, you're going to have ups and downs in the sales cycle, and as long as you trust the process and know that every no you get will get you that much closer to the next yes, you will find yourself out of the slump before you even had a chance to dwell on it.
What have you found to be the most effective ways to connect with a client?
It is completely dependent on the client. Much of it starts with knowing how they like to communicate. Some prefer phone, some email, some face-to-face. It's not rocket science. If you're doing your job well, and correctly, your clients should feel like friends. And when you're doing business with friends, connections come naturally.
What advice would you give someone who's just starting out in the sports industry?
Don't take a job for the title; take a job for the experience. Follow your heart, but don't be afraid to take risks. One of my favorite quotes is, "A ship is safe at harbor … but that's not why ships were built."