BAG · Red Sox Sales

Selling with Awareness

Nobody buys a seat. They buy what happens in it.

Most sales training teaches people what to pitch. This one teaches people how to think.

There are three kinds of awareness. Tap each to open it.

▶ Watch first · 1 min
Season Tickets
Full and partial plans — the same seats, every game, with member pricing and priority.
They're buying consistency
Premium Memberships
Dell Technologies Club, Dugout Club, Aura Club, Aura Pavilion — the best sightlines and upscale amenities at Fenway.
They're buying the experience
Suites & Hospitality
A private room at Fenway — your guests, your agenda, your night.
They're buying the room
🧭
Internal Awareness
Know for Yourself
How clear are you on what's important and why?
Before every call, tour, or renewal conversation.
Open ▾
What?What's important? — their goal, not the seat
Why?Why is it important? — clients, culture, or family tradition
Who?Who does it impact? — who's actually in the seats
How?How is it measured? — deals, retention, memories made
Now?What are the next steps? — a tour, a hold, a plan
CreatesClarity→Focus→Action
👁️
External Awareness
Read the Room
Who has a say & what role do they play?
What mode are they in & what's their win?
Open ▾
Who has a say?
Decision Maker — Owner / CEO / CFOGuardian — Finance / Office ManagerUser — The people in the seatsCoach — The fan on the inside
What matters most?
MoneyTimeRiskStatus
Then ask
Whatare you looking to improve, solve, or accomplish this season?
Howare you handling client entertainment today?
Whereis it breaking down or falling short?
Ifit were solved — what changes today, in six months, in a year?
CreatesContext→Understanding→Alignment
🎯
Situational Awareness
Solve for Improvement
Is this account worth pursuing?
The right account — and the right time to pursue it.
Open ▾
Right Fit
Are we the right fit for this group?
  • Group size fits available inventory.
  • Travel dates line up with a homestand.
  • We solve a real budget or logistics problem.
  • Ticket volume supports the effort.
  • Trip has annual or recurring potential.
  • Opens the door to the league, not just one team.
  • Access to the coach, director, or trip organizer.
  • Fenway is the draw — not just any game.
  • Trust can be earned before deposits are due.
Right Now
Are they ready to solve it?
  • Last year’s trip fell short.
  • Families want a better experience.
  • Organizers want it simpler to run.
  • Budget, fundraising, or family pay-in exists.
  • A deposit pathway is clear.
  • Parents are bought in.
  • Season and travel dates are set.
  • Roster and headcount are known.
  • Inventory won’t hold at this size.
Right Fit+Right Now=Opportunity Qualification
Curiosity + Empathy = Context
How you show up before the conversation earns you the right to ask.
Belief + Trust = Content
What you say only lands when belief and trust are already in the room.
Role + Mindset = Reality
Role = how they see the problem. Mindset = how they feel about the problem.
A Communication Framework — Gold For Ghosting

Awareness earns the meeting. This earns the reply.

5-Steps to Earning a Response

How to get a response without chasing people.

Tap any step to open the swap — what to stop saying, what to try instead, and why it works.

Select a step above to open it.

The psychology

See it in action
Tap an example to read the full outreach.

A UO Sales Manager reached out to a group after discovering limited information online indicating they were planning a trip to Orlando.

Good Afternoon,

Thank you for choosing Orlando & allowing the City to assist you in hosting The 2026 National Championships! (This is a mutually agreeable fact) On behalf of our Gold Key partnership with the Orange County Convention Center, your group qualifies for discounts up to 40% off Universal Orlando tickets. (Provides unique offer while acknowledging their choice & giving UO credibility)

Would you be against hosting a link for your Teams, Athletes, Coaches & Parents to save on their tickets? (Get your Yes with their No) We also have programs for you to resell them the tickets & raise money for your organization while still offering a substantial savings to the attendees. (Allow two choices, no more. Always two never three.)

If there were a way to provide your group with either one or the above options, what would be the best number to reach you at? (This is an easy to answer question)

Much appreciation,
Name
Title & UO signature line

OutcomeConference Planner called my Sales Manager back that evening on their way home.

A recent graduate from Embry-Riddle’s Engineering program was struggling to get responses to his job applications and resumes. After repeated silence, the outreach was going nowhere — so he changed the approach.

Afternoon Clay, (Email contact at Northrop Grumman he found online)

Congratulations on the launch of Lumberjack! (A mutually agreeable fact) As a recent Engineering graduate from Embry-Riddle Aeronautical University and having heard about its development just over a year ago, I can only imagine how rewarding this milestone must be for you and the team. (Sharing himself as the unique offer & appreciation of someone else’s accomplishment is always adding value)

Would you be against a quick call to share 3 or 4 key decisions that helped shape your career path? (Gets a Yes with their No) Alternatively, I’d be happy to stop by next time I’m in the area to drop off my resume in person. (Allow two choices, no more. Always two never three.)

What would work best for you? (An easy to answer question)

Much appreciation,
Jeremy Jackson

OutcomeContact responded next day, looking forward to connecting with JJ.

A Sales Manager at Medicus Healthcare Solutions received a list of contacts from a colleague who had recently attended a healthcare conference. Using the five-step format, he successfully engaged several of those prospects.

Good Morning Todd,

We both value clinical excellence and sustainable staffing models. (A mutually agreeable fact) As you spoke with Garrett Williams at a recent conference, I understand he discussed our Transition and how it works as a bridge when insourcing a service line or switching between groups. (The unique offer — delivered as information, not a pitch)

If there were a way we could enable Peace of Health Medical Center to make the move to an employed model, ensure full schedule coverage in the process, and improve read turnaround times — would you be against meeting with my VP and I on 11/17? (Got his Yes with a No — and opened with “If there were a way…” not “If I had a way…” which would have subconsciously implied Brian knew more than the prospect)

We will be visiting Peace of Health St. Johns from 11 – 1:30pm on 11/17 to discuss our program for multiple service lines there.

Shortly after we meet to better understand your specific needs, we could move forward with a detailed clinical discussion to assess how our solution would look in execution.

Would a meeting on 11/17, sometime between 3pm – 5pm or a dinner that evening work better for you? (Allow two choices, no more. Always two never three — and easy to answer.)

Much appreciation,
Brian

OutcomeContact responded & Brian began “Problem Solving,” going one for one out of the gate in his email follow-up that day.
Improvement starts with understanding. Reach Out. I Can Help. →