Public Gaming Magazine September-October 2016

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September/October 2016 // PUBLIC GAMING INTERNATIONAL // 63
brings to light the challenges or opportunities
our retailers might have with how we are
working together.
“By being there and seeing the gam-
ing environment in action we can
help optimize play areas, machine and
monitor placement, said Farshad. The
good will that this generates improves
our communication and business rela-
tionship, increases player excitement and
loyalty and offers an incentive for under-
performing retailers.”
Using the SFA platform as your
Training Channel.
The Florida Lottery shared one of its innovations; the use of
their SFA platform as a way to improve sales rep product knowl-
edge and sales skills associated with the launch of new instant
ticket games. The Lottery’s Marketing Department creates new
videos for every major promotional launch—roughly every 4 to
6 weeks, and then makes it available on the Lottery’s mobile sales
tool prior to game launch. The sales reps are able to review talking
points at their own pace and practice so they give the best presen-
tation possible to the retailer.
“A sales presentation can only be considered effective if the end re-
sult is one that convinces the prospect to buy, and without product
knowledge, including adequately being able to describe the prod-
uct’s features and benefits you don’t have a very good presentation
and your odds of success decrease dramatically,” said Tom Dela-
censerie, Secretary of the Florida Lottery. “While we can’t draw
a straight line between this and a dollar increase, we just had our
highest sales year ever breaking the $6B mark for the first time so
I believe there is a correlation.”
Looking through the eyes of the retailer.
Manny Singh is a Pennsylvania Lottery retailer who views the
Lottery as a true partner. Manny joined the panel discussion to
share some of his thoughts and ideas. From the start Manny be-
lieve retailers should be proud of the Lottery and the good causes
it serves; in Pennsylvania it is Seniors and many play because they
enjoy it, and to support the cause. Lottery sales representatives that
keep his staff up to date with the latest information is essential to
their success, and makes it a real partnership. Since 2012, when the
Lottery upgraded to its current SFA platform, Manny highly values
the real time communications that makes it easier to solve issues
and track missing packs right away. This cuts down on the staff
churn and resolves problems immediately.
“I am proud of the fact that I have had my staff for over 4 years, and
they know many of our most active players. I have a dedicated Lottery
clerk for 8 hours a day and we will take written slips and key in every
single number. We may even call some customers to let them know their
number hit,” said Manny. “With the Lottery reps so knowledgeable
about every detail of our business I can man-
age my store more effectively, from going up
to a 32 display vs. 10, to more information
about new games. They let us know more
about each game and how to sell it better.”
Manny also shared his interest in getting
more comparative information such as
how his location compares to others and
additional marketing and demographic
information so he can focus his game fac-
ings for his customers.
The Power of the First Purchase.
Victoria Holman, Western Regional Project Man-
ager for the Pennsylvania Lottery shared some interesting
insights into new research data that will help the Lottery sup-
port retailers with enhanced sales strategies. Based on some recent
research provided by Scientific Games, the Lottery will be able to
focus its promotions and sales efforts to more effectively support
players who are most likely to buy additional games after or in
combination with their first purchase; offering the right games to
the right players.
“This new research is exciting because it will help us target our sales
and marketing efforts all the way to the retailer, who we can guide
with more precise player buying preferences,” said Victoria. “Being
able to translate and apply these new strategic insights into actionable
sales strategies with the help of our SFA Employee and Retailer Portals
is the best part.”
Conclusion
The Panel enjoyed the opportunity to share their ideas and best
practices, and the Panel thanks NASPL PDS for the forum. As im-
portantly, the Panel discussion engendered a new level of profes-
sional relationship and friendships, all focused on maximizing retail
performance. The best solutions are built upon creative collabora-
tion, and the Panel was a great example of that in action. Copies of
the Panel’s presentation slides and the exhibits are available upon
request from ■
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