"First impressions are lasting impressions," as
the old saying goes. This holds true in contacting potential partners
(notice, I did not call them sponsors) as well. This is the most
difficult part of sponsorship, but also the easiest to facilitate.
This sounds contradictory, but let me explain. It is very easy to
contact them but difficult to do so correctly, and not blow your
chances.
Keep in mind that
the potential partner you are trying to reach probably gets several
hundred sponsorship requests a week. The first thing you need to
do is separate yourself from all "others." The
key to doing this is to remember that you are not requesting a sponsorship.
You have to change your train of thought and think from the potential
sponsors' point of view. Peak his/her interest so that they will
want to hear more from you. How, do you ask? Well, you have to request
a partnership between the company and yourself to increase their market
exposure and bottom line. By doing this you immediately improve your
chances of getting your foot in the door.
The key is that you are immediately insinuating that the company will
benefit from working with you by utilizing the partnership approach.
Ideally, in partnerships, everyone benefits. This is what you are offering.
In your initial contact concentrate on what the benefits to the company
are. Do not ask for anything in return, but show your worth and then
let them make you an offer.
Now, do not do this and assume this is all it takes to get in the
door. You must have a plan and a proposal ready showing the details
of how you plan on doing this.
Do not ever ask a company to sponsor you. All that does is tell them
you are looking for free stuff and/or money. They do not need anyone
like that on their pro staff. They want people who can be substantiated
by the increased revenues, and additional market exposure they provide
through hard work, dedication and selflessness.
Industry is changing in that the majority of the companies out there
prefer e-mail. This does not mean it is the only way to contact potential
partners but it is the most efficient way. It provides you with a means
to put together a BRIEF e-mail that will stimulate their interest enough
to offer a response.
The steps in initially contacting a potential partner:
1. Find "the marketing contact."
2. Initialize contact with that marketing person
3. Receiving a response
4. Cover letter with proposal and resume.
5. Meeting
6. Close the deal
Find "the marketing contact" - This
is sometimes the hardest part of the entire process. Sure you can
always find someone at the company to send your request or talk to,
but getting it to THE person is the part where most people go wrong.
Do a lot of research
on the company's web site prior to attempting
to contact anyone. You want to learn what it is they do and how they
do it in as much detail as possible, as well as where, their headquarters
and other sites are located. You will want to pay special attention
to the corporate information page of their web site. This is where
you will most likely find the key people you need to, speak with. You
are looking for MARKETING. Anyone in this department will work and
most times you will do better with someone who works for "the
man" rather than "the man (or woman)." They tend
to be too busy to look at proposals and such without an employee recommending
they look first. Each company is different though, so always be flexible.
Initialize
contact with that marketing person - Initially you
want to ask who is within the company, you need to speak with about
a possible partnership to increase the company's bottom line
and exposure. You should mention what market area you are speaking
of, but keep this very short and sweet.
Receiving
a response - Hopefully you will get a response from the person to speak with
or that persons' contact information. They
may even come back and ask you to clarify your position. You can give
them a little more information, but keep them on the edge. Do not give
away too much information and DO NOT ask for anything. Tell them what
you are going to do for them. If they continue to ask for more, then
at this point you will need to ask to send a full proposal. If they
do not ask for more, then you will need to ask to send a proposal to
increase the company's bottom line and exposure. If they are
interested you can move forward. If not, then be very professional
and courteous and thank them for the opportunity. Be sure and ask if
there might be a time in the future, that you should consider contacting
them again for consideration. Always leave the door open.
Cover
letter with proposal and resume - If they
do indeed ask for a proposal or say you can send one, then you will
want to have one prepared to make some minor adjustments to be able
to send. A word of caution here: Do not send it right away. Wait
at least one to two days. This will let them know that you are seriously
putting some effort into the proposal, as well as give you time to
read and proofread the proposal and cover letter. Have someone else
read it to ensure you have all the grammar correct. Use spell check!
Meeting - This
may or may not happen. Most of the times they do not need to meet
you initially, but be prepared to do so if they ask. I take this
one step further by offering in my cover letter to come and meet
with them if they feel the need to do so. I want them to feel as
though I am willing to do whatever it takes to consummate a deal.
Do not show up for a meeting in anything other than business attire.
Try to get in touch with a secretary at the corporate office to find
out the normal office attire for them. Be candid with her/him and
tell her who and why you are calling. When you go to the meeting
do not forget to stop and thank them. A personally written card is
a great gift of appreciation but keep it professional. This person
could be a key ally if you are signed on.
Close
the deal - Know
when to stop talking. If they agree to bring you on board, stop trying
to sale yourself and wrap it up. Be prepared to speak up about what
you want, if they ask, but do not bring it up until last or until
they do. Stay focused on what you are going to do for them, but do
not close the deal without taking care of yourself.
I
hope part II has given you a better understanding of the overall
process of gaining a winning partnership with a sponsor. Look for
part III - Acceptance, to be out soon. If you missed Part 1 - Introduction, click
here to read it.
Lee
Wheeler is a regional professional angler that speaks at promotional
events and seminars across Southeast Texas. He fishes the BASS Open
Central Division, Texas Tournament Trail, as well as the Southeast
Texas Federation Nation Regional tour. He is sponsored by: DuPont
Goodrich Federal Credit Union, Ardent
Reels, E2 Bait Company, KVD
Line and Lure Conditioner, Minn
Kota, Texas Marine, Lowrance, Bassboat
Saver, Mustad, Bassmedics, Hart
Tackle Company, 2IG
Ultra Strike Rods, and Awesome
Bait Company.
To learn more about him visit his
site at www.leewheeler.com.
The
information written in the articles above is the sole property of
the individual authors. Do not reproduce or copy them in any way
without the authors explicite permission. If for any reason you can
not reach an author, please contact ProBass
Networks Inc. for assistance.