14 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2025 Build the mutually beneficial relationship with your retailers that drives lottery ticket sales Tonya Beenders Chief Sales Officer, Arizona Lottery Paul Jason: Do you think of the Lottery Sales Representative (LSR) as more of a customer service role or a hard-driving sales person? Tonya Beenders: Our culture best suits a solution-selling approach for our retailers. We see service and support as essential parts of an effective and strategic sales strategy. That said, we are absolutely salesoriented. For example, right now, we’re in discussions with a national chain about merchandising the $50 ticket. Convincing retailers to take on new products isn’t easy—especially when they’re unsure about consumer demand. Retailers are incredibly busy, so getting them to hear us out takes persistence. And let’s be honest—most retailers aren’t eager to change what’s already working for them. I think your readers will relate to this challenge—the ongoing effort to persuade retailers to try something new, whether it’s a different Point of Sale (POS) strategy, product, or promotion. It all takes real selling to make that happen! Relationships and customer service are the key to everything sales. But our Lottery Sales Representatives are also highly focused on driving innovation, modernization, and selling new products and ideas for increasing lottery sales. And they know that even with engaged retailers there will be objections and that “no” does not mean forever. Sometimes, it means that you have to tell your story in a different way that will appeal to the retailer and in a way that they better understand the benefits of the proposal. Are retailers more willing to innovate and modernize than they were a few years ago? T. Beenders: Yes. A great example of this shift is retailers’ growing investment in their own loyalty apps and programs. They see these as key differentiators in a competitive market. Consumers who use loyalty programs from brands like Circle K, Walmart, and Target tend to become highly engaged and loyal customers. That represents a big opportunity for lotteries to cross-promote and add value for both retailers and players. The Arizona Lottery has done an outstanding job of leading the way in retailer partnerships. Take Circle K, for example. They prioritize loyalty and want to drive more foot traffic. Vendors regularly approach them with partnership ideas, and they’re open to collaborative efforts that attract customers and add value. The lottery is a very low-cost way PGRI INTERVIEWS PGRI Introduction: With over 30 years of lottery industry experience, Tonya now serves as the Chief Sales Officer for the Arizona Lottery. Previously holding the same role at the Missouri Lottery, Tonya brings extensive expertise in sales, distribution, and retail engagement. Throughout her career, she has been instrumental in driving sales growth, strengthening retailer partnerships, and enhancing operational efficiencies. Tonya is passionate about empowering her sales team and leveraging innovative strategies to optimize the player and retailer experience. And since the vast majority of the “Player Journey” runs right through retail, there’s plenty of room to innovate and find new ways to drive sales performance. Retail is evolving — adapting to shifts in consumer shopping behavior and an increasingly competitive landscape. Change and disruption aren’t just challenges but are also opportunities for those who anticipate trends, adapt strategically to stay ahead, and build mutually rewarding relationships with their retail partners. And when it comes to seizing those opportunities, Tonya Beenders and the Arizona Lottery team are on it!
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