NCMC Sponsorship Bulletin – Issue
3 December 14, 2004
SPIN Selling Tip #1
by Robert Villegas
Many teams that I talk with are looking for help in
developing sponsorship offerings. While I think it is essential for the team to
have a set of offerings that they present to each of their prospects, I also think
they should not paint themselves into a corner by making their offerings a “what
you see is what you get” set of services. I prefer the SPIN approach. While
you want a set of offerings that you know you can deliver for the price, you
should also be flexible enough to take a problem solver approach. Rather than
say, “I will send you my proposal,” ask them to help you develop a proposal that
will fit their needs. Ask them to first sit down with you so you can learn
about their marketing goals and help you develop a proposal that will fit their
needs.
This approach will give you a tremendous advantage over
your competition that is probably still doing mass mailings of rigid proposals.
It will get you in the door, give you a chance to make a friend and learn about
how they market their products, who they market to and what they would like for
you to do for them. Once you have all this information, you can put together a
proposal that will hit home and solve some real problems for them. Even if you
don’t win the sponsorship agreement, you have not only established your
credibility for the future, but you have also learned a tremendous amount about
their company and marketing in general.
SPIN Selling Tip #2
Finally, before you go back to your office to put your
proposal together, use this key spin tactic by making sure that they have told
you everything. Always ask if there is anything else they’d like you to do for
them. Always make sure that everything they want to say has been said. Many
deals have been scotched because of misunderstandings and not enough
communication.
Sponsorship Sales Matrix
This document is designed for the team trying to decide
what services and programs will be offered to the sponsor. It is also used to
help the team decide what services to offer for different levels of sponsorship
and the prices to charge for each level.
Sponsorship Sales Matrix
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