Like most businesses, minor league baseball isn’t just about transactions. It’s about relationships. Sponsorships, group event ticket sales, and community engagement don’t fit into neat, quantifiable boxes. Instead, they require a deep understanding of what motivates buyers, a consultative approach, and a culture of trust.
Ken Babby, Founder and CEO of Fast Forward Sports Group, owner of the Jacksonville Jumbo Shrimp (Triple-A affiliate of the Miami Marlins) and the Akron RubberDucks (Double-A affiliate of the Cleveland Guardians), knew firsthand how vital sales were to the health of his teams. He understood they were going to have to sell experiences, and he also knew from his time in sales at The Washington Post that conventional sales tactics—pitching, persuading, and pushing—were not going to be enough.
Minor league baseball operates differently than many other advertising businesses. Sponsors invest because of their connection to the community, not just because of raw impressions, click-through rates, or other conversion metrics. Families and corporate groups come to games for the memories, not just the wins and losses.
“It’s about affordable family fun, community engagement, and creating moments that last,” Babby shared. “We never use the word ‘baseball’ in our value proposition.”
The Fast Forward sales team is selling an idea, a feeling, a partnership. What they needed wasn’t just better sales techniques; they needed a systematic way to develop their sales team into trusted advisors and community leaders. That’s why he turned to Next Level, a top-ranked Sandler training firm, to help define Fast Forward Sports Group’s approach to sales.
Bringing in Next Level to Fast Forward Success
Babby’s journey with Next Level started long before he owned his teams. As a young sales rep at The Washington Post in the early 2000s, he was introduced to Sandler’s sales methodology. The experience stuck with him as he rose to CRO. So, when he left and founded Fast Forward Sports Group, one of his first calls was to Jim Ayraud, CEO of Next Level.
Together, they designed a program that created a structured framework for their sales cookbook for how they lead conversations, uncover client needs, and close meaningful deals. By late 2022, the program was in full swing, and within two years, Babby saw a significant shift—not just in sales results but in how his team thought about sales itself.
The Sandler Philosophies at Work
Most sales training programs focus on tactics: how to handle objections, how to close faster, or how to perfect your pitch. But Next Level’s Sandler-powered organizational development focuses much more. Next Level's team are strategy experts who partner with you to develop sales processes that change the way you go to market.
Here’s what changed for Fast Forward Sports Group:
Asking Questions Instead of Pitching
Rather than leading with presentations or flashy sales decks, the team learned to lead with curiosity. They asked better questions, went deeper into a prospect’s real challenges, and let the client tell them what mattered most.
For corporate sponsors, this meant uncovering why they wanted to partner—not just what package they wanted to buy. For ticket sales, it meant understanding what kinds of group outings would create lasting experiences, not just filling seats.
Building a Repeatable System for Success
One of Sandler’s core principles is that sales success isn’t about personality—it’s about process. Next Level helped Fast Forward’s sales leaders build a consistent, repeatable approach to every client interaction:
- Up-Front Contracts to set expectations for every conversation
- Pain Discovery Techniques to uncover the real motivations behind a sale
- Questioning Strategies that got prospects talking about their needs
- Clear Next Steps that eliminate uncertainty and “I’ll think it over.”
This eliminated the guesswork of selling and gave the team a structured way to move deals forward without pressure or persuasion. More importantly, the sales team itself is stronger, more confident, and more effective. They don’t just “go sell something”—they build relationships, uncover opportunities, and create long-term value for their clients and their community.
What You Can Learn from Fast Forward’s Success
Fast Forward grew because of a great product AND a repeatable, scalable sales success process.
If your organization wants to change its sales culture and drive sustainable growth, build stronger relationships, and deliver real business impact, then it may be time to take a different approach. Ken Babby and Fast Forward Sports Group didn’t just invest in sales training—they invested in a new way of doing business. The results speak for themselves.
The impact of this shift wasn’t just theoretical. It showed up in business growth, investor confidence, and expansion.
- The Jacksonville Jumbo Shrimp is now overseeing a $31 million ballpark renovation, a testament to the organization's financial strength and vision.
- The Akron RubberDucks are installing a $4 million video board, which will further enhance the fan experience and deepen community engagement.
- Investors in both clubs have seen a significant return on investment, proving that a strong sales culture translates to real financial success.
In sales—as in baseball—it’s not about hitting home runs once in a while. It’s about building a team that consistently wins. If you are ready to change your sales culture, a conversation with Next Level might be the next step.
