When I was a happy go lucky teenager first getting interested in boys, I remember at one point my Mom encouraging me to make a list of the qualities I wanted in a man so that I had better direction for who I dated. Not only was that fun for me as I created my list of 27 characteristics, but the important ones actually did end up helping me to really think about who I was compatible with and wanted to allow into my life. Now, in the end, it didn’t matter if he had blue eyes or dark brown hair, but the things that were non-negotiable to me ended up proving great qualifiers for future serious relationships.
In the same way, sponsorship sales can sometimes feel like you’re going out for a blind date, you’re desperately hoping for a great connection and hoping you make a good impression too. There are some ways you can proactively stand out in the crowd as an attractive partner.
Get Creative – Dinner and a movie… yawn. Logo up on a banner… double yawn. When you’re trying to make an impression, you’re impressive when you think innovatively. Consumers bore easily, and so activating a partnership needs to be done in a way that your sponsor becomes memorable. Bust out that white board and ask them what they want – anything, and start thinking about how you could possibly make that happen for them. And don’t leave it to them – have a few ideas of your own, paint a picture of an exciting partnership, one they simply can’t walk away with they’re so curious to see what you say next.
Do what you say you’re going to do – Ever heard empty promises? Or maybe started fulfilling your end of a deal when suddenly the charismatic counterpart ended up renegotiating his piece halfway through the deal? Or worse – they don’t deliver at all. If you want a bitter partner with a mouthpiece, being unfaithful to your promises is the fastest way to paint a target on your back. If you follow through faithfully and do everything in your power to put action steps in place to honor your promises, your sponsors will be not only singing your praise, but count major points in the positive towards considering a contract with you for following years – why? Because you’re reliable – and it’s tough to put a price on that.
Go above and beyond when you get the chance (add value when you’re able) – My husband once told me we should take a quick vacation with the 15 days I had between jobs. I thought he would take me to Des Moines to see his family, or maybe Kansas City for a weekend getaway – he surprised me with tickets to Cabo. The reaction was undeniably favorable, he had big points in my book for a very long time. When you’re able to find ways to add value to a sponsor’s partnership without requiring more of them is a fast way to earn points and be considered a selfless partner. You mean it when you say you want the best for them; now the tight rope you have to walk is that you don’t give away the farm. You don’t want to take away value from your offerings by doing something for nothing – and if your investment is a big one, perhaps you ask for their interest level and propose a cohesive effort to the addendum. You have to remember that your assets are like a pie, you only have so much, and the more pieces you cut, the less “big” each piece becomes. Nonetheless, small efforts of value adds when you don’t have to won’t be forgotten.
Communicate your needs clearly – this makes it easier for your partner to know how to take care of you. If you don’t ask, you don’t receive, and if you get angry about something you didn’t clearly communicate, the fault is nothing but your own. And this is a place where it’s good to recognize how valuable you are. No one likes a needy, whiny partner. Your confidence in your value is communicated by asking for reasonable and valuable contributions. One – sided relationships always fail because only one of you is putting forth an effort, and that’s just not sustainable. If you want to make your sponsor’s life easier, make it clear what you want and what you need, and then partner with them to enable that to happen.
Be easy to get a hold of – being mysterious is not sexy in sponsorship. I signed a partnership agreement with a property once who was incredibly engaging in their initial conversations with me, then after the signature was on the line, it was nearly impossible to get a hold of. Nothing rips the “your important” rug out from under a sponsor’s feet faster than being inaccessible to them. They say quality and open communication is critical for a relationship to work – that includes sponsorship partners.
Ongoing attention / ROI measurement support – You can’t do this all alone, but you can support in ways that no one else can. Make sure to ask them what they end up wanting out of the partnership and then doing everything in your ability to assist in measuring the effort. You WILL want to know if the effort worked or not. If it worked – great, you’ve got yourself a solid reason to resign; if it didn’t, you need a chance to prove how you can improve. And ultimately, if it’s not working, you both need to move on. And it’s good to stay on the radar. Just because your program ended for the year, or your event ended two months ago and you’ve not quite entered sales mode again, send a card over Christmas, grab lunch to stay in touch and don’t just disappear until you need the check signed again.
Obviously I’m just breeching the surface of great qualities, but it’s a good start. Any other great ideas out there – feel free to post!