By Jacques Adam

When you begin searching for sponsors, it is crucial that you adopt a well planned sales strategy. You must know your product and the media coverage you can count on and have a mastery of all programs likely to be developed in addition to the targeted event. To help you determine the businesses that could be interested in your sponsorship proposal, you must thoroughly research their objectives. Reading annual reports is often a good starting point. You can also go on these companies’ Web sites and analyze the types of sponsorship arrangements they are involved in.

Guests of the 2005 Canadian Forces Sports Awards Ceremony, a National sponsorship property.

Try to find a “ Champion” in house. Start your lobbying with local representatives. If they cannot commit personally to your program, they will perhaps be able to direct you to persons who are interested in your program at their company’s head office. At the first meeting, explain your program briefly and listen. It is essential that you have a good understanding of what is of interest to the company you are soliciting. It is advisable to provide them with some documentation explaining in greater detail what you are offering. Do not forget to do some follow-up in the form of a letter that summarizes the main items raised in your conversation.

It is reassuring to build sponsorship programs with predetermined levels, but you must be willing to develop products tailored to the sponsor’s requirements. When you have discussed all of the details, write up a letter of intent. You will then be able to work toward having a detailed agreement approved. Do not lose sight of the fact that this is only the first step – you must ensure continuous follow-up if you want the magic to continue.

Abstract of a presentation Sales strategies that work, Phil Denyes, November 2005