In a structured enquiry handling trial – designed to mimic genuine commercial enquiries submitted by phone, email or online – the average score for Premier League clubs was 40% from a possible 100%.
BDRC found that 27% of enquiries to clubs did not receive a response, with 10 clubs not even picking up the phone to engage the potential customer. This is little more than half the national average of 75% (UK and Ireland) that BDRC Continental found.
London revealed a surprisingly poor overall performance among Premier League football clubs in handling event sales enquiries.
Mark Long, director of sports and sponsorship at BDRC Continental, said: "Our survey is an eye-opening snapshot of how Premier League football clubs handle a sales enquiry about their conference venues and packages.
"It shows very clearly that most clubs could do much better when it comes to converting sales enquiries into valuable revenue. In many cases the basic common-sense sales techniques are not happening: getting back to a potential source of business by phone, checking the potential customer is happy, and asking if they have any further questions."
Only three clubs posted scores above the 75% national average. The worst Premier League performer didn’t register positive points; instead it notched up a score of minus 34%.
Top five scoring clubs overall
The overall performance (%) based on four enquiries (two by telephone, one by email and one by web) for the top 5 Premier League clubs was as follows:
- Swansea City 96%
- Aston Villa 95%
- Reading FC* 83%
- Newcastle United 59%
- Sunderland 55%
The BDRC Continental Conference Sales Enquiry Handling Survey also recorded the delegate rates per day that were quoted. By this measure, the most expensive football club in the Premier League is Reading FC (average quoted Day Delegate Rate or DDR of £65.33). The cheapest is Wigan Athletic (average quoted DDR of £27.75).
At the time of the research, Reading and Wigan Athletic were in the Premier League.