IS THERE A SILVER LINING IN TODAY’S SPONSORSHIP CLOUD? ABSOLUTELY!!!!

1. IS THERE A SILVER LINING IN TODAY’S SPONSORSHIP CLOUD? ABSOLUTELY!!!!

2. 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

3. WHERE DO YOU STAND ON SPONSORSHIP? • Polling question #1

4. WHATEVER THEY ARE SAYING… IGNORE IT!

5. HOW TO COUNTER THESE OBJECTIONS McGraw-Hill Bain & Co. McKinsey Consulting

6. RECESSION/DEPRESSION??? Epictetus, 55-155 AD “What concerns me is not the way things are but, rather, the way people think things are.

7. BE A BETTER SALESPERSON BE A CONSULTATIVE SALESPERSON, NOT AN ORDER TAKER!

8. DON’T BE RIGID Be prepared to change and re-think your proposition … DCH Auto example

9. L – I – S – T – E - N If you just listen, your sponsors will tell you what they want!

10. HELP THEM Eliminate packages Work first with their objectives Then your assets

11. WHAT ARE YOU DOING? • Polling question #2

12. 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

13. 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

14. NOW YOU KNOW THEIR OBJECTIVES What do you have that will help them achieve those objectives?

15. _____ 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

16. THEN CUSTOMIZE Simple categories … Title Presenting Associate Official Product Specific Asset Cheapskate 

17. WHAT HAPPENS? They make the decision … not you!

18. 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

19. WHAT ARE YOU DOING? • Polling question #3

20. 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

21. SOME SURVIVAL TIPS Be persistent Be consistent Be insistent Be creative Be willing to take less Capitalize on their assets Take credit cards

22. 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

23. WHAT CATEGORIES ARE IN YOUR FESTIVAL OR EVENT? • Polling question #4

24. WHO DO YOU TALK TO? Only deal with the decision maker

25. 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

26. 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

27. PERSONALITY SELLING Tune into your buyer’s personality … be a chameleon

28. WHAT ARE YOU READING? • Polling question #5

29. 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