Mastering The Quick Sales Pitch
24th May, 2017
Cold calling is not a dying art. It is however, a tough skill to master but it is integral to the sponsorship sales process.
One of the largest sponsorship deals in the UK started from a phone call. The Millennium Dome, London’s well-known landmark, cold-called O2 out of the blue to pitch them the idea to sponsor the dome. It was clearly a good pitch as it is now known as The O2 Arena.
Sponsorship sales experts who are armed with a well-valued platform, a professional and concise sponsorship proposal and their knowledge of sponsorship, will still need to reach the decision makers on the phone and interest them quickly. The best way to do this is to get hold of them on the phone for an initial sales pitch and wet their appetite.
Here are 4 key things to ensure you get the key aim from a cold call – the face to face meeting:
1. Me, me, me
The most obvious mistake that sponsorship sales people make is being too focused on ‘me’. They explain too much about the platform, how amazing their event is and how there is nothing else like it in the market. The best approach is to give the quickest, concise elevator pitch possible and then make the entire conversation about the brand. How can you achieve their objectives? How the platform solves their business problem? Why should they give you money compared to all other sponsorship platforms out there?
2. Ask the questions
There are sales people who neglect one of the most important elements to any form of sponsorship pitch, they don’t ask enough questions. The ideal initial call will be short, only a few minutes long, but the sponsorship sales person talks far less than the brand. In this short time frame, it is important to understand as much about the brand as possible and their objectives. A smart sponsorship expert can then turn any objections into positives, pulling across their various assets which can solve real business problems. The more the brand talks, the better the call.
3. Personalise each call
It is vital to ensure you aren’t going out with a blanket proposition to potential sponsors. If you get the decision maker on the phone, and simply pitch ‘brand awareness’ or ‘hospitality opportunities’ this will get you nowhere. Prior research on each brand will allow you to naturally tailor the conversation in your favour. Speak about their current clients, key markets, target audiences, how you will provide unique content creation and product integration. This will give you more credibility as it shows you’ve spent the time to understand why your platform is beneficial to that brand as a business.
4. Set a clear objective
Going into a sponsorship sales call with the objective to send across a proposal and potentially speak in the future is not productive. If you have the decision maker on the phone and they are engaged in what you are saying, the key objective is to get face to face with them. Here, you can develop a relationship, create rapport, influence their decision and spend more time to understand how you can solve their objectives.
With all of these tips put together, you will have a short sponsorship sales pitch that gives you the best chance of securing the crucial face to face pitch.