# Group Sales Outreach — Letter and Follow-Up Script

*One-line purpose: a first-contact letter and a phone follow-up script for selling group tickets to schools, companies and local associations.*

## How to use

Build a list of [X] local schools, companies and associations, personalise the letter's opening line for each, and send by email or post with the hospitality one-sheet attached where relevant. Call every recipient within 5–7 days using the script — the letter warms the door, the call closes the visit. Track every contact in the log at the bottom.

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**Campaign:** [SEASON] group sales · **Owner:** [NAME], [ROLE] · [EMAIL] · [PHONE]
**Group offer:** groups of [X]+ at [AMOUNT €] per ticket (gate price [AMOUNT €]); organiser goes free per [X] tickets; group name on the scoreboard and a PA welcome.

## 1. Outreach letter (adapt per audience)

**Subject (if email):** Bring [ORGANISATION NAME] to a [CLUB NAME] matchday

Dear [NAME],

[PERSONALISED OPENING — one line showing you know them, e.g. "Congratulations on the school's anniversary celebrations last month." / "We see your team out at the industrial park every day — it is time we hosted you."]

I am writing from [CLUB NAME] to invite [ORGANISATION NAME] to join us for a matchday at [STADIUM NAME] this season. Every weekend, around [NUMBER] people from [TOWN/AREA] come together here, and we would like your group to be part of it.

**What a group visit includes:**

- Tickets at [AMOUNT €] per person for groups of [X] or more (normally [AMOUNT €])
- One free organiser ticket per [X] booked
- Your group's name on the scoreboard and a welcome over the PA
- [AUDIENCE-SPECIFIC ITEM — schools: "a pitchside photo for the class and a visit from a first-team player where schedules allow"; companies: "the option to upgrade to our hospitality lounge from [AMOUNT €] per person"; associations: "a reserved block so your members sit together"]

**Suggested fixtures:** [OPPONENT] on [DATE] ([TIME]) or [OPPONENT] on [DATE] ([TIME]) — both good matches for first-time visitors.

Booking is simple: reply to this email or call me directly on [PHONE], tell me your numbers, and we reserve your block with nothing to pay until [X] days before the match.

I will call you in the next few days to see if this could work for [ORGANISATION NAME].

Kind regards,

[NAME]
[ROLE], [CLUB NAME]
[EMAIL] · [PHONE]

## 2. Follow-up call script (5–7 days later)

**Opening:**
"Good [morning/afternoon], is that [NAME]? This is [YOUR NAME] from [CLUB NAME]. I wrote to you last week about bringing [ORGANISATION NAME] to a match — did the letter reach you?"

- *If yes:* "Great — what did you think? Could a matchday work for your [pupils/team/members]?"
- *If no:* Give the 30-second version: group price, free organiser place, scoreboard welcome. "Shall I resend it while we talk?"

**Discovery (ask, then be quiet):**

1. "Have your [pupils/staff/members] been to [STADIUM NAME] before?"
2. "What size of group would be realistic — 20, 50, more?"
3. "What matters most for you — cost, the date, or the experience on the day?"

**Handling common responses:**

- *"It depends on the date."* — "The two fixtures I suggested are [DATE] and [DATE], but there are [X] home matches before [MONTH]. Which month suits you and I will send the options?"
- *"We have no budget."* — "The group rate is [AMOUNT €] and most organisers pass that on to attendees, so it usually costs the organisation nothing. Would that work?"
- *"I need to ask others."* — "Of course. I can hold a block of [X] seats for [FIXTURE] until [DATE] with no obligation — shall I do that so you have something concrete to take to them?"

**Close:**
"So that is [NUMBER] places, held for [FIXTURE] on [DATE]. I will email confirmation today, and final numbers are only needed [X] days before. What is the best email?"

**If no:** "Understood. Can I keep you on the list for [NEXT OCCASION, e.g. our end-of-season family day]?" Log the reason.

## 3. Contact log

| Organisation | Contact | Letter sent | Call date | Outcome | Group size | Fixture | Follow-up |
|---|---|---|---|---|---|---|---|
| [NAME] | [NAME] | [DATE] | [DATE] | [HELD/BOOKED/NO/CALL BACK] | [NUMBER] | [FIXTURE] | [DATE] |
| | | | | | | | |

**Targets:** [X] letters sent, [X] calls completed, [X] group bookings, [NUMBER] group tickets this half-season.

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Template from the Club Intelligence knowledge library · NSV Sports