For Sponsorship Sellers, Time = Money
Posted: 5/3/2010 2:00:18 PM by
Dan Kowitz | with 0 comments
It is amazing how spoiled we have become. We get instant information through texting, social media and the Internet. We can have dinner ready in five minutes or less in the microwave and then we can watch our favorite TV show in record time as we zip through the recorded version. In some cases, we can accomplish a task that used to take two hours perhaps, such as shopping for clothes at the mall, in less than 30 minutes sitting at home online. And all of this without ever having to speak with a single soul.
Well, I am here to tell you that you can NOT sell sponsorship this way. That may seem obvious, but I am surprised by the number of people I speak with in the industry who ask, “How much time are we going to have to invest to grow our sponsorship revenue?”
After I pick myself up off the floor, I usual say “I’m sorry but I’m confused, do you not currently invest significant amounts of time to grow other parts of your business?” They usually answer, “Well of course we invest time to grow our business, but we just don’t have more time for sponsorship and we thought you could help.” I’m sure you can imagine how the conversation might continue from there.
I have spent my entire career buying, selling or consulting on sponsorship. What I have learned is that there is a direct correlation between the time you dedicate on the front end to the financial return on the back end. This actually holds true for both buyers and sellers. There is no microwave for sponsorship revenue growth and you cannot expect revenue to come from simply mailing out your offerings.
To see real growth, your organization needs to commit on the front end to an increase in time and resources devoted to sponsorship. You need to be prepared to actually sit with and talk with prospects so that you can deliver true value.
I recognize that trying to find more time for anything these days is not easy. So, if your organization can’t find more time for sponsorship, no problem. Just don’t expect revenue growth.
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Filed under: selling