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IS THERE A SILVER LINING IN TODAY’S SPONSORSHIP CLOUD? ABSOLUTELY!!!!. ANSWERS YOU ARE GETTING. No We’re not doing any marketing this year We have no budget We don’t have any money Haven’t you heard? We’re in a recession! We won’t be in business beyond ___ months!
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IS THERE A SILVER LINING IN TODAY’S SPONSORSHIP CLOUD? ABSOLUTELY!!!!
ANSWERS YOU ARE GETTING • No • We’re not doing any marketing this year • We have no budget • We don’t have any money • Haven’t you heard? We’re in a recession! • We won’t be in business beyond ___ months! • Come back later … we’ll listen if we’re still in business! • We’ve cut sponsorship out of this year’s budget
WHERE DO YOU STAND ON SPONSORSHIP? • Polling question #1
WHATEVER THEY ARE SAYING… IGNORE IT!
HOW TO COUNTER THESE OBJECTIONS McGraw-Hill Bain & Co. McKinsey Consulting
RECESSION/DEPRESSION??? Epictetus, 55-155 AD “What concerns me is not the way things are but, rather, the way people think things are.
BE A BETTER SALESPERSON BE A CONSULTATIVE SALESPERSON, NOT AN ORDER TAKER!
DON’T BE RIGID Be prepared to change and re-think your proposition … DCH Auto example
L – I – S – T – E - N If you just listen, your sponsors will tell you what they want!
HELP THEM Eliminate packages Work first with their objectives Then your assets
WHAT ARE YOU DOING? • Polling question #2
OBJECTIVES CHECKLIST • Drive sales/traffic • Heighten visibility • Differentiate your product from competitors • Obtain positive publicity • Enhance good corporate citizen role (corporate social responsibility) • Merchandising opportunities • Sell/sample products/services directly • Contribute to community economic development
STILL MORE … • Shape consumer attitudes • Business-to-business marketing • Showcase product attributes • Enhance quality of life for employees • Entertain clients • Communicate commitment to a particular lifestyle • Combat larger ad budgets of competitors • Achievement of multiple objectives • Break through media clutter
NOW YOU KNOW THEIR OBJECTIVES What do you have that will help them achieve those objectives?
_____ Radio commercials _____ Newspaper advertising _____ Television _____ Transit (bus and rail) cards _____ Metro brochures _____ Booth _____ Participation in ________________ _____ Volunteer recognition _____ Banners _____ Hospitality (customers, clients, staff, employees) _____ Sampling _____ Product sales _____ Audio announcements _____ On-site signage _____ Program guide _____ Public relations _____ Internet _____ Sales promotion _____ Database development _____ Contests _____ Premiums _____ Cross-promotion with other sponsors _____ Category exclusivity Other: __________________________________________________________________ ________________________________________________________________________ Based on this discussion, the best partnership would be the ______________________. Let’s walk through that right now to ensure that we have met all your needs. “Name of Event … contact information” ASSETS CHECKLIST
THEN CUSTOMIZE Simple categories … Title Presenting Associate Official Product Specific Asset Cheapskate
WHAT HAPPENS? They make the decision … not you!
Sales steps to take during tight financial times • Go “outside” your normal contacts • Explore recession resistant categories (fuel, utilities, telcos, pharms, consumer staples, senior products) • Make 5 extra calls a day • Ask for referrals • Offer creative financing • Treat customers as partners • Write your goals • Be a consultative salesperson • Keep in touch with former sponsors • Don’t get discouraged
WHAT ARE YOU DOING? • Polling question #3
OTHER REVENUE SOURCES • Mobile tours • Mobile phone companies • New products • Consumer staples • Electronics • Home improvement products • Wines and beers • Discount stores • Newspaper advertisers • Utilities • Health care
SOME SURVIVAL TIPS Be persistent Be consistent Be insistent Be creative Be willing to take less Capitalize on their assets Take credit cards
OFFER ACTIVATION/EXPERIENTIAL IDEAS • Traditional Advertising • Public Relations • Internal Communications • Hospitality (Trade/Consumer/Employees) • Online Promotions (Contests, Sweeps, etc.) • On-Site Sampling • Register to Win/Database Development • Have the Experience/Hands On
WHAT CATEGORIES ARE IN YOUR FESTIVAL OR EVENT? • Polling question #4
WHO DO YOU TALK TO? Only deal with the decision maker
BAD SALES TRAITS • Not making enough calls • Not following through with promises made • Not listening • Not starting every day with a plan • Not describing benefits clearly • Not asking for the order often enough • Negatively prejudging the prospect’s ability to buy • Not dealing with customer objections head on • Ignoring the power of a positive attitude • Not changing and growing • Lack of focus on priorities • Failure to work harder and smarter • Too much ego, not enough empathy
GOOD SALES TRAITS • Passion • Knowledge about the buyer • Creativity • Constant networking • Constantly seeking new contacts • A good listener • Empathy • Determination • Confidence • Self-esteem • Ego • Tenacity • Believe in yourself/believe in your product
PERSONALITY SELLING Tune into your buyer’s personality … be a chameleon
WHAT ARE YOU READING? • Polling question #5
10 Basic Rules for Success • Believe that you have already succeeded • Replace negative statements with positive phrases • Take responsibility for your actions • Always set written goals • Think positively • Formulate a personal mission statement • Always ask “what is the worst that could happen?” • Allow yourself to make mistakes • Strive to be the best you can be • No one was born great … we can CHOOSE success