Sometimes it's difficult for us to believe that in a corporate sponsorship sales setting we have much control over situations. Indeed there is much that is out of our control.
So how are you doing on the variables you can control? Here are five areas to explore.
- Process. A key oversight I uncover with consulting, workshop, and coaching clients is that the organization has no sales process. In fact very often if I ask about process, I'm met by blank stares, which tells me there is no awareness about a need for a sales process. This step is crucial. It tells you where you are in the sponsorship development effort, what your next actions should be, and how to create greater efficiencies by know where you're going. Work to codify and make effective your sales process.
- Intention. Your intention in all sales and relationship-building interactions should be on building trusting relationships. Yet most people are focused on the transaction and getting money. When you change your intention and corresponding actions to focus on the relationship, you naturally slow things down, focus on what is most meaningful and valuable to the sponsor, and acquire sponsors more readily.
- Discipline. Having discipline within your own personal way of operating and within the larger setting of your organization or event formalizes a set of practices, expectations, and rigor supporting your trustworthiness and professionalism.
- Value. Most organizations are hard-pressed to articulate the value they have to offer sponsors. Being clear here is at the foundation of your sales effort. Why would the corporate sector be interested in partnering with you? Why would the prospect you're about to meet with have any reason to align their efforts with your organization's? What do you as a professional bring to the table? What is your value in this dynamic?
- Attitude. Your attitude and even your mood have a huge impact on the way the world sees you. If you secretly fear rejection, guess what? The way you act in a sales discussion will belie your secret. If you're unprepared and sloppy, you undermine trust with an attitude of winging it. However, if you are enthusiastic, professional, confident, and relaxed, you'll be a joy to do business with.
For further evidence of this last consideration, take a look at this video. You'll see two versions of how an artist drew several women based on how they see themselves and on how others see them.
Make sure you're approaching a sales situation comfortably, relaxed, in a positive frame of mind, with supportive practices to enable your success.