Ticket sales directors rise to their positions by being the most successful ticket sales account executive or suite/group sales executive. They worked their way into directorial positions through hard work on the front end proving their selling abilities. Although it is not true in all cases, most ticket sales directors have at least a college degree. Most do not have a graduate degree, but those that do mostly have Master’s in business administration (sometimes with a focus on sports business). The most important characteristic needed to get to the directorial level is to be a great salesperson. If your goal is to become a director of ticket sales and you are weak in your sales skills it may be best to take some time at an outside or inside sales job for a non-sports company. This will allow you to learn the do’s and don’ts of sales before you are trying to prove yourself on the professional team’s ticket sales staff.
This position requires a dynamic professional who is an energetic creative sales leader, with a successful selling track record. This position represents one of the key sales roles within the framework of the professional sports franchise structure, responsible for helping the franchise meet its financial goals while delivering the highest levels of customer service.
In addition to selling tickets, many of the job functions include some aspect of marketing. Directors sell and market all season, mini-plan, group and premium ticket packages as assigned by the Team President or VP of sales and marketing. Along with monitoring, managing, training and motivating an account executive team, this position often calls for selling through outbound sales calls and face-to-face sales presentations. Because selling is still part of the job, working knowledge of franchise’s ticketing software is essential.
With the rise of Internet and database marketing, many directors must develop and constantly grow a database comprised of major corporations, medium and smaller-sized businesses, and individual prospects through various professional prospecting and networking efforts throughout the community.
Some other related tasks especially in smaller markets with smaller marketing and community relations staffs include: monitoring customer service inquiries, maintaining the system for timely responses to all-related fan requests and feedback, maintaining weekly sales report updates for senior management and the central accounting office, and participating in other related franchise marketing, sales and event projects.
These salaries are not static and vary dependent upon many factors such as years of practice, education level, geographic region and team reputation.
Major League Baseball: $65,000 – $100,000
National Football League: $75,000 – $110,000
National Basketball Association: $67,000 – $95,000
National Hockey League: $55,000 – $85,000