In response to the column “Tickets no longer tax-deductible” (SBJ July 30-Aug. 5, 2018), the author defines the problem but gives no advice as to how to fix the problem. The only thing he suggests is to “provide viable solutions for re-selling unused seats and suites” or to “give more value.” Where are the examples and suggestions?
Even though corporations can no longer deduct 50 percent of their ticket expenses, there are far more proactive ways to address the issue than helping them find a secondary market, or piling on more expensive benefits atop what already exists.
How about working with clients one-on-one to talk about their specific usage, and to brainstorm ways in which to reap significantly more value from their investment?
How about writing a white paper or special report to send to all your season-ticket holders detailing what others have done to gain significant ROI leveraging their seats, with specific how-to’s?
How about creating a season-ticket tracking form for your clients for their ticket administrator to use, allowing them to see at a glance who went to each game, and a column to show the value of each client’s spend before and afterward?
How about an internal training session on how to combat the issue, inviting 2-3 current corporate season-ticket holders as a special council to talk out the positives of their investment and having them help you write out a specific game plan to help others continue to justify their budgets with you?
Every one of these examples is a proactive way to address the challenge without adding more unnecessary, expensive “stuff.”
We’re all susceptible to what the tax laws have done, but don’t sugarcoat the problem by simply giving people more. Be a sales professional! Become far more interested in why the client bought those seats in the first place, and double down on helping them to continue to do more of that, and you’ll be far more successful in the long run.
Bill Guertin
Bourbonnais, Ill.
