Selling PartnershipsChapter 15

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Selling partnerships

Visit the St. Gregory Fun Run sponsorship page (click here).

How would you describe their approach to selling sponsorships?

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Prospecting

Primary Categories

Secondary Categories

AutoBeerCandy/SnacksSodaWirelessHome ImprovementBanks/FinancialSporting Goods & Retailers

Grocery MarketsQuick Service Restaurants (QSR)AirlinesMediaOffice Supplies/Overnight deliveryMass Market RetailersLocal CorporationsInsurance

Select a local team to review their sponsorship portfolio.

1. Who are the sponsors in each primary and secondary category?

2. Who are they missing? Where are the opportunities?

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Listening to sell

The potential sponsor should be prepared to share these five elements. However, a good salesperson will research beforehand to have a good understanding of the company.

1. How could you learn about some, if not all, of these elements before visiting with the potential sponsor?

2. Why is it important to know when the budget period is?

3. Why is it important to understand the sponsor’s perspective on engagement versus exposures?

1. Target market2. Key market areas3. Objectives4. Budget period5. Engagement vs.

Exposures

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Beginning the partnership

Listening tips Give full attention

to the person speaking.

Let the speaker finish before you begin to talk.

Listen for main ideas.

Ask questions instead of making statements.

Watch body language signals.

Why is listening important to relationships?

Looking at these tips, how well do you think most people do with listening?

If you are selling a sponsorship, what should you listen for?

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Partnership Qualities

Good partnerships are based on trust.

On a personal level, describe a good or a bad relationship you’ve had in terms of: Long term

commitment▪ Exclusivity

Honesty Benevolence Relational benefits

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Successful salespeople

Discussion1. What is adaptive

selling? 2. Why do you think

adaptive selling skills have the most influence on sales performance compared to the other four?

1. Adaptive selling skills

2. Sales training3. Goal clarity4. Dominant

behavioral style5. Experience

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DISC dimensions

Rate yourself on a 1-10 scale on each of these dimensions.

Which of these is your highest?

Given that the high D dimension is highly correlated with success in sales, would you need to adapt much to succeed?

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Goal clarity

Discussion:If individuals in a

sales organization lack clear goals, is that more management’s fault or the individual's fault?

Successful salespeople:

1. Know exactly what output is expected.

2. Have clear and unambiguous performance targets.

3. Have a clear, planned set of goals to achieve the objectives.

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Sales training

If you were being trained for selling sponsorships, which of these would you personally need the most help with? Why?

Effective training teaches: How to interact with

customers. How much service to provide

customers. How to behave with

customers while on the job. How to handle customer

objections. How to handle unusual

problems and situations. How to deal with customers’

criticisms. Which specific strengths to

present to customers. Which specific benefits to

highlight for customers.

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Overlooking due diligence

Select at least three from the due diligence checklist. Explain what

questions must be asked.

Give examples of possible conflicts or misunderstandings which might occur if the issue isn’t defined in the sponsorship contract.

Restrictions. Exclusivity. Exclusivity of ad

sales. Customer

databases. Online rights. Audience profile. On-site

capabilities. Hospitality. Concessions. Licensing/

merchandising.

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Staffing & fulfillment

Imagine, if necessary, that your school organization is putting on a benefit concert off-campus. You’ve obtained a sponsor who wishes to have survey tables, booths, displays, and samples at the concert. Which of these issues in the fulfillment checklist might pose problems?

Who will perform the work?

Who will recruit, contact and oversee the workers?

When will these workers be recruited and in place?

What are the responsibilities and rights (e.g., game access) of the workers?

Who will the contact person be at the property?

Are there any conflicting promotions or events on the date planned that will make fulfillment of this component difficult to carry out?

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Overlooking the fans

Discussion Research or recall

what you think are some of the worst in-game sponsored promotions.

How could the team or sponsor have avoided embarrassing themselves with such a promotion?