To read the full version of this content please select one of the options below:

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

William A. Sutton (University of Massachusetts, Amherst, USA)
Tony Lachowetz (University of Massachusetts, Amherst)
John Clark (University of Massachusetts, Amherst)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 2000

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.

Keywords

Citation

Sutton, W.A., Lachowetz, T. and Clark, J. (2000), "Eduselling: The Role of Customer Education In Selling to Corporate Clients in the Sport Industry", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 2, pp. 56-69. https://doi.org/10.1108/IJSMS-02-02-2000-B006

Publisher

:

Emerald Group Publishing Limited

Copyright © 2000 by Winthrop Publications Limited