Connecting with Decision Makers

Duh duh duhhhh. Cue the suspense music after this title and we have a bonafide horror flick; at least in the world of sponsorship sales professionals.  If you’re in sales of any kind, you’re singing for your supper right now.  Let’s face it; there’s no easy wave of a wand that will guarantee you an audience with the most appropriate decision maker.  There’s just not.  It takes a serious investment of time, discernment, and charisma to make progress at all in even finding the right person and then actually speaking with them – and then hopefully speaking with them more than once!  Anyone who tells you otherwise is either lying or have been lied to – or best case scenario got really heavy dose of beginner’s luck!  Keep in mind, we at SponsorPark are reaching out to sponsors too.  Granted we’re not asking for their money, but they don’t always know that right off the bat.  We have learned over the course of time what has worked for us, had some learnings along the way, and I thought I’d share a few insights into how the heck you can connect with these people.  So here’s a few tips:

1. Referrals rock.  By far, my favorite way to connect with a new decision maker is if you have a referral.  I contacted a major bank once, and after spending some time tracking down the right decision maker I finally had a valuable dialogue about our resource.  After explaining how SponsorPark works, she thought it would be a good idea for some of her colleagues making decisions at several regional levels to know about us too.  At her suggestion I immediately jumped out of my shoes and asked for their contacts.  A few hours later I was skimming over the contact information for several decision makers and trying hard not to act like a kid in a candy store.  I reached out immediately and included in the subject line “referral from _____.”  Every one of them called me back.  Note – they all had to call me back because not one of them answered when I originally called.   Honestly, this tip probably comes as no surprise – most of you don’t even have to think about the fact that referrals rock, it’s just tough to set yourself up to get a few.  If you work on the following tips, this one might become more realistic.
2. Network like a champ: obviously in business it’s good to know people.  Go where your industry leaders go, attend sponsorship workshops, get active on social media to be seen and heard and RELEVANT.  Are you on LinkedIn?  Ask for introductions to those indiduals you’d like a dialogue with. I have found my efforts on LinkedIn to be the most valueable BY FAR in any of our social media efforts.  It’s more professional, and there are GREAT ways to get connected to other professionals in your field.  Be smart about fostering these releationships.
3. Pick up the phone.  I know, I hate this one, but you have to do it.  And the truth is, it gets easier.  We have found calling early in the morning or later in the evening tends to be the best bet.  Get in the door before or after all of the meetings and items on the agenda that block you out once a day gets started.  And don’t expect to pitch the sponsor on your first call/contact – your goal should be to set up a meeting to discuss a potential partnership.  So your verbiage is going to be centered on driving interest.  Make the brand manager on the receiving end feel like you care about their brand, believe you have some great ideas for a partnership, and ask for a good time to meet.  Don’t talk too much about yourself, and don’t EVER pitch on the phone – even if you think they want to hear it.  Be watchful of your clock and don’t get off the phone before you’ve clarified the next step; otherwise your call is moot.
4. Creatively connect:  Maybe you find a funny cartoon relevant to the sponsor you’d like to chat with – send it to them with a request to make some introductions, or a link to your website.  Think outside the box.  What would get your attention if someone were trying to gain an audience with you?  Dare to be different – sponsors are inundated with stacks of the same old thing.  Proposal after proposal sits on their desk and they end up weeding through them instead of becoming your fast friend.
5. Use what they give you: do they offer contact info on their website – emails, phone numbers or physical addresses?  We’ve used them all in our efforts to find the right person to talk to.  This is actually typically the first thing we try if we have no other connection to a sponsor by any of the above means. Usually the first person you talk to isn’t the last person you will talk to, but it will get you on the road.  And if you’ve turned on your charisma and thought realistically about why you’re a great fit for partnership, someone is bound to listen.

These are just a few ideas, but remember, it usually takes time.  I can’t say I often connect with the right person on the first attempt – unless it is handed to me.  Have patience and be persistent.  Any other great tips?  Feel free to educate our audience and us by offering your words of wisdom!