Most sales training teaches people what to pitch. This one teaches people how to think.
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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
I. Intentional Awareness
There are three kinds of awareness. Tap each to open it.
🧭
Internal Awareness
Know for Yourself
How clear are you on what's important and why?
Before every call, tour, or renewal conversation.
Open ▾
Clarity
- What is this actually supposed to do for their business?
- What would make this conversation worth their time?
- What do I want to be true when we hang up — a tour, a hold, a date?
Motive
- Why does this matter — revenue, retention, recruiting, or a tradition?
- Why now? A new fiscal year, a renewal date, a season opener?
- Why should they trust us with it — what have we earned so far?
People
- Who has a say — Decision Maker, Guardian, User, Coach?
- Who actually uses the seats — clients, employees, family?
- Who haven’t I accounted for — finance, the office manager, the fan inside?
Measure
- How will they know it worked — deals closed, clients kept, people who showed?
- How are they handling client entertainment today?
- What are they judged on — budget, usage, or the relationships it builds?
Movement
- What am I asking for — a tour, a game, a proposal?
- What’s the smallest commitment that keeps this moving?
- What do I owe them when we hang up, and by when?
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 ▾
Identify — who has a say
Decision Maker — Owner / CEO / CFOGuardian — Finance / Office ManagerUser — The people in the seatsCoach — The fan on the inside
Uncover — what matters most
What they thinkHow they feel
MoneyTimeRiskStatus
Let’s stop asking “What question gets me a meeting?” & start asking “What question uncovers their Mode?”
The best questions are simple, conversational, and easy to answer — the kind that don’t feel like discovery. Work them in this order, and each answer opens the door to the next:
Situation→Mode→Improvement→Hook
Establish context without sounding like discovery.
- What do you know about how the seats get used today?
- Who have you been entertaining this year?
- What does your client list look like right now?
- Are you handling this internally, through an agency, or both?
- Has anything changed since last season?
- What’s hardest to get right with client entertainment?
- What are you focused on this quarter?
Where most of us struggle. Instead of asking about facts, ask about experience — these seven tell you almost everything about their Mode.
- How’s that been working for you?
- How do you feel about where things stand today?
- What’s been the biggest challenge?
- What’s been the most frustrating part?
- What’s taking more time than it should?
- Where do you feel the most pressure?
- If you could change one thing about last season, what would it be?
People don’t buy the seat. They buy improvement.
- What would success look like this season?
- What’s most important to improve from last year?
- If this went exactly right, what changes?
- What would make the biggest impact on your clients?
- What’s costing you the most today?
- What would free your team up?
- Where do you think the greatest opportunity is?
Timing separates a real opportunity from a someday.
- Why is this important now?
- What’s driving the timing — a renewal, a budget cycle, the schedule?
- What happens if nothing changes?
- Is there a date you’re working toward?
- What made this move to the top of your list?
Know who matters before you go further.
- Besides yourself, who else is involved in the decision?
- Who ultimately signs?
- Who decides who gets the seats?
- Who else would want to weigh in — finance, leadership, marketing?
- What does success look like for them?
🪝 The HookOnce you’ve heard their Situation, Mode, and Improvement — the hook writes itself. Offer a next step that fits what they just told you, and turn it into a warm, informed next conversation.
Build the Hook
“It sounds like [Situation] is creating [Impact]. If there were a way to [Improvement], would it be helpful to see how?”
“It sounds like the seats went unused most of last season and your team stopped asking for them. If there were a way to get them in front of the clients you’re actually trying to keep, would it be helpful to see how that works?”
Mode detection shapes how you ask — to gain their permission:
- Growth “It sounds like you’re looking to…” → improvement
- Trouble “It sounds like this is creating…” → relief
- Even Keel “It sounds like things are working, but…” → possibility
- Overconfident “It sounds like you’re comfortable with where things are…” → curiosity
Align — before end of conversation
Decision-Maker phrasing is shown; tap any question to see how to ask the same thing of the Guardian, User, or Coach.
Defines the outcome — clarity
Decision MakerOwns the outcome
What are you looking to improve, solve, or accomplish this season?
Ex: Growth, retention, recruiting, brand presence
GuardianFinance / Office Manager
What has to be true for this to clear budget and policy?
Ex: Cost per use, approvals, reporting, fairness
UserThe people in the seats
What would make these nights actually worth going to?
Ex: The right clients, easy logistics, a real conversation
CoachInfluencer / Alignment
What’s most important internally for this to accomplish?
Ex: Adoption, morale, a win leadership notices
Reveals the process — current reality
Decision MakerOwns the outcome
How are you handling client entertainment today?
Ex: Season tickets, one-offs, dinners, nothing formal
GuardianFinance / Office Manager
How do these get approved, tracked, and distributed?
Ex: Budget line, request process, usage records
UserThe people in the seats
How do you decide who to bring, and when?
Ex: Account stage, relationships, who asks first
CoachInfluencer / Alignment
How do decisions like this usually get made here?
Ex: Who decides, who advocates, past partners
Exposes the impact — and who feels it
Decision MakerOwns the outcome
Where is it falling short of what you hoped for?
Ex: Unused seats, no pipeline impact, no story to tell
GuardianFinance / Office Manager
Where does this get hard to justify?
Ex: Cost vs. usage, uneven access, no reporting
UserThe people in the seats
Where does it get frustrating for your team?
Ex: Last-minute scrambles, wrong dates, ticket logistics
CoachInfluencer / Alignment
Where does support tend to fall off internally?
Ex: After the first month, when budgets tighten
Creates the contrast — today vs. better
Decision MakerOwns the outcome
If this worked the way you wanted, what changes for the business?
Ex: Renewals, referrals, deals that move faster
GuardianFinance / Office Manager
If usage and value were clear, what changes for you?
Ex: Easier approval, defensible spend, fewer questions
UserThe people in the seats
If the logistics were handled, what improves for your team?
Ex: Less stress, better nights, more time selling
CoachInfluencer / Alignment
If this succeeded, what’s possible next year?
Ex: A bigger program, more influence, a repeat partnership
CreatesIdentify→Uncover→Align
📋
WITT Report — the worksheet
Frame the opportunity. Read the room. Measure the Contrast. Align the Win. Capture the buying influences, their mode, and what each one counts as a win.
Fill it out on screen and save it — or print it and fill it out by hand.
Open & fill
↓ Download
🎯
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 they share reveals what really matters.
Context + Content = Contrast
What you uncover reveals the distance between where they are and where they want to be.
Role + Mindset = Reality
Role = how they see the problem. Mindset = how they feel about the problem.
II. Simple Shifts
Change the word. Change the answer.
Same question. Different door. Curiosity opens it.
Select a shift above to open it.
✕ Instead of
“Why did you pick those seats?”
✓ Try
“What led you to those seats?”
“What went into that decision?”
Why it works
“Why” asks people to defend a decision. “What” asks them to describe one. Same information — without the wall going up.✕ Instead of
“Tell me about your group.”
✓ Try
“Help me understand what your group is looking for.”
“Help me get up to speed on how the decision gets made.”
Why it works
“Tell me” is a command — it puts you above them. “Help me” makes them the expert and you the student. People are wired to help.✕ Instead of
“Why do you say that?”
✓ Try
“What makes you say that?”
Why it works
You get the story behind the statement instead of a defense of it. Use it any time they say something you don’t understand yet — it never sounds like a challenge.✕ Instead of
“Why did you go with them instead of us?”
✓ Try
“Help me understand — what made that the better fit vs. this?”
Why it works
Asks about the choice, not the person. You learn the actual criteria they decide on.You’re not softening the question. You’re removing the reason to guard the answer.
III. Gold for Ghosting
A Communication Framework
Awareness earns the meeting. This earns the reply.