Why Minor League Teams Struggle to Hit Ticket Goals (and How to Fix It)
For most minor league sports teams, ticket sales aren’t just a revenue stream - they are the lifeblood of their business. Empty chairs do not purchase food and beverage. Empty chairs do not provide an ROI for corporate partnerships. Whether you’re selling season seat packages, groups, or single game tickets, the ability to consistently fill seats drives sponsorships, concessions, and community buzz.
Yet every offseason, I hear similar frustrations from General Managers and Sales Managers:
“Our reps don’t stay long enough to make an impact”
“I’m too busy recruiting, hiring, and training new people - and too busy to do it properly.”
“We’re missing our ticket goals, even though we’re working harder than ever.”
So why do so many teams struggle to hit their sales targets - and what can we do about it?
STRUGGLE 1: HIGH TURNOVER = LOST MOMENTUM
The average entry-level ticket sales rep lasts about 12-18 months in the role. Just as they are starting to get comfortable in their position, they move on. Each rep that walks means lost institutional and market knowledge, wasted recruitment dollars/time, and another rookie starting over from scratch.
How to Fix: Building out a structured onboarding process and immediate role-play training that shortens that learning curve. A rookie rep should be confident on the street with outbound sales calls and meetings within their first 30 days.
STRUGGLE 2: SALES MANAGERS ARE SPREAD TOO THIN
As is with most minor league front offices, managers juggle everything from ticket sales to operations to community events. Training quickly can become “sit next to me (or someone else) and listen” - which is rarely effective.
How to Fix: Treat training as a dedicated investment. If managers don’t have the bandwidth as they chase their renewal or new business goals, outsource it. It doesn’t mean your sales managers are not strong enough, it means that you value your sales managers time enough to free him or her to drive the business forward.
STRUGGLE 3: LACK OF SALES CULTURE
Without a clear sales driven culture, reps feel more like order-takers instead of revenue drivers. Motivation drops, accountability slips, results plateau, and those orders run out.
How to Fix: Build a culture that celebrates effort, improvement, and wins. Simple contests, call-review sessions, and recognition for creative approaches go a long way.
STRUGGLE 4: NO SYSTEMIC APPROACH TO GROUPS AND RENEWALS
Many teams rely heavily on single-game sales and last-minute promotions. That’s a dangerous place to live. Sometimes it’s hot, sometimes it rains (you can see my years of MiLB creep out in that sentence.) The most successful clubs build repeatable systems for group sales (schools, churches, companies, civic organizations) and season seat renewals.
How to Fix: Train reps on calendar-driven outreach campaigns. For example, target school groups early in the year, corporate outings in the spring, and renewals before the season is over. Structure creates consistency.
THE BOTTOM LINE
Minor league sports teams don’t fail to sell tickets because fans don’t care - they fall short because reps aren’t set up for success. With the right training, systems, and culture, any team can move from scrambling for sales to confidently hitting goals.
Investing in ticket sales training isn’t an expense. It’s the most direct way to grow revenue, retain talent, and build a sustainable front office.
If you’re a GM, VP, or team president looking to strengthen your sales team this season, I’d love to connect with you. I help minor league clubs build training programs that boost ticket sales and reduce turnover. Click here to schedule a 30 minute discussion.
