Happy Thursday and Happy Baseball Season! Welcome to this week’s sales meeting. We all know that in our fast-paced world of media sales, success hinges on more than just delivering great pitches to a client and hitting quotas. It’s about building trust, establishing relationships, and creating meaningful connections with your clients.
In an industry where competition is fierce and options are plentiful, the most successful salespeople understand that building client relationships often makes the difference between a one-time deal and a long-term partnership.
One of the best ways to strengthen these relationships is by stepping outside the business setting and spending quality time with clients in a relaxed, more casual environment. And what better way to do that than by taking them out to a baseball game? America’s pastime provides the perfect backdrop for building connections, deepening relationships, and ultimately driving more business.
At its core, what we do is all about trust. Clients are more likely to do business with someone they know, like, and trust. While delivering value and being competitive with pricing are important, those factors alone aren’t always enough. Clients want to feel that they’re working with someone who understands their needs, cares about their business, and is invested in their long-term goals.
Simply put, by taking the time to spend time with your clients, you can develop a deeper level of trust with them. When they see you as more than just a salesperson—but rather as a partner or even a friend—they’ll be more inclined to work with you over the competition. I have always told sellers, “You want to win the tiebreakers, and that comes from personal relationships.”
While lunch or coffee meetings have their place, a baseball game offers a unique way to connect with clients on a deeper level. Unlike the formality of an office or a boardroom, a game provides a casual setting where conversations can flow naturally. This allows both you and your client to open up and engage without the pressure of a sales pitch.
Baseball games also offer a slower pace compared to other sports, providing ample time for conversation. You’re not forced to talk in quick snippets between plays, allowing for deeper discussions about business, trends, or personal topics. Plus, something memorable could happen at the game, which will always make the client think of you whenever that moment is replayed.
Inviting a client to a game also shows that you value their business and appreciate the relationship. It’s a way to say thank you in a manner that feels personal and genuine rather than just transactional. If you become the salesperson who only shows up when it’s time to sell something, you won’t get the benefit of the doubt should the client need to cut back or test another option.
Taking a client to a baseball game is an investment in your relationship, but like any business effort, it should be done with intention. Choose someone who could be a long-term client, a current long-term client you need to thank, a new prospect you’re trying to win over, or even a client with whom you need to rebuild rapport.
This should go without saying, but this is not the time for a hard sell. Focus on genuine conversation and getting to know your client. Business discussions will happen naturally, but the main goal should be to strengthen your relationship with the decision-maker and learn more about their business.
The ROI on this can be significant. We all know that stronger relationships lead to increased client retention, bigger deals, and more referrals. Clients who feel valued and appreciated are far more likely to continue doing business with you and recommend you to others.
Investing in relationships isn’t just about closing the next deal; it’s about building partnerships that last for years to come.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Dave Greene is a former Editor and Columnist for Barrett Media. His background includes over 25 years in media and content creation. A former sports talk host and play-by-play broadcaster, Dave transitioned to station and sales management, co-founded and created a monthly sports publication and led an ownership group as the operating partner. He has managed stations and sales teams for Townsquare Media, Cumulus Media and Audacy. Upon leaving broadcast media he co-founded Podcast Heat, a sports and entertainment podcasting network specializing in pro wrestling nostalgia. To interact, find him on Twitter @mr_podcasting.
