1. Preparation, Preparation, Preparation
Sponsorship sales
Preparation, Preparation, Preparation

2. Expectations Set up appointment with prospective sponsor
Conduct a professional sales presentation (including dress and preparation)
Obtain sponsorship
May be done individually OR
with a partner—
but one business per student

3. Pre-Approach Preparing yourself for the sale
Be familiar with your product
Attendance figures
Broadcast arrangements
Fan demographics
Identity of current sponsors

4. Pre-Approach Prospecting Know the Customer Identify WHO they are
Identify who is a good FIT
Identify members of your NETWORK
Know the Customer
Research information about them
Know about their level of involvement
Know their current advertising and promotional strategies

5. Approach B2B—generally go to the client WHO should you talk to
First sell an appointment
Choice between: something and something
vs.
something and nothing

6. Approach Face to Face Arrive early Dress appropriately
Introduce yourself, handshake
Make eye contact
Have in mind some “small talk”

7. Determining Needs
First visit in “Big” Sponsorships—simply determine needs
For high school—coming with prepared proposal works
Why Companies Sponsor?
Associate with a particular lifestyle
Distinguish themselves from competition (exclusivity)
Opportunities to Merchandise (POP displays)
Show off a product/service
Drive sales

8. Determining Needs Listen Ask Questions
Observe customer and interest level

9. Feature/Benefit Presentation
Proposal
Focus on the benefits
Promotional package
Connection to helping a student organization (DECA) and student learning (Event Management for SEM students)
Opportunity to connect with the community

10. Objections Helps to anticipate in advance
Respond back—but sometimes may require follow-up
Sell investment and partnership

11. Objections
Listen
Acknowledge
Restate
Answer
Take Notes

12. Objections
DO NOT
Feel Defeated
Become Defensive

13. Closing the Sale Timing is key Watch for buying signals
Summarize benefits
Ask for agreement to partner
Confirm “terms” of the agreement

14. Follow-up Handshake seals the deal
Express enthusiasm about partnering with them
Whether you sealed the deal or not
Thank them for their time
Send a thank you
Follow through