All I need is the Right Contact…
I hear this, or some variation of it, every single week. When we survey our database, asking “What is the one thing standing in your way from selling more sponsorship?” the answer from the majority is some version of “all I need is the right contact person.”
I understand why this belief is so common but the reality is, this belief is incorrect.
Sponsors are Overwhelmed with Unsolicited Sponsorship Requests
For proof that this belief is incorrect, one only has to talk to any brand or sponsor and ask them how many unsolicited sponsorship packages they receive every day. In one case, a sponsor told me that they receive over 10,000 proposals every single month.
The one thing that every one of these unsolicited packages had in common?
They all had the right contact information.
The Problem With Getting What You Want
All those who believe that their biggest problem is getting in front of the right people change their minds once they actually get in front of the right people.
That’s when it becomes obvious that the sponsorship seeker is unprepared to:
- Talk about their audience in any meaningful ways
- Brainstorm activation ideas with their prospects
- Articulate their value and ROI
- Report on benchmarks
- Measure outcomes instead of outputs (like logos on stuff)
The heart of the problem is the belief that your sponsorship opportunity is so good that anyone who hears about it will jump at the opportunity.
Unfortunately, this isn’t how it works.
In order to sell sponsorship, a process must be followed, and you have to do your research. Once you have followed the process outlined in The Five Stages of Sponsorship Sales.
I know it seems counterintuitive but until you are ready, the last thing you want is to get in front of the right person before you are ready.
ABOUT THE AUTHOR
Chris Baylis is the President and CEO of The Sponsorship Collective and a self-confessed sponsorship geek.
After several years as a sponsor (that’s right, the one investing the money!) Chris decided to cross over to the sponsorship sales side where he has personally closed tens of millions of dollars in sponsorship deals. Chris has been on the front lines of multi-million dollar sponsorship agreements and has built and coached teams to do the same.
Chris now spends his time working with clients to value their assets and build strategies that drive sales. An accomplished speaker and international consultant, Chris has helped his clients raise millions in sponsorship dollars.