Since forming a partnership with Highlight Sports about a year and a half ago, I’ve learned many important things about Sponsorship and Advertising Sales. Here are a few ideas:

- Instead of talking about price, talk about “return on investment” or what they want out of the sponsorship (some may not care as much about ROI - they just want to show their support and brand their company name)
- When the question is asked about cost over the phone, set up an appointment to meet in person if possible
- Ask questions about what the company does for marketing
- Take notes
- Pick their brain about how what we are doing could benefit them, if not now, later
- Tie their needs back in to the presentation
- KISS: keep it simple stupid
- Listen for buying clues
- Don’t burn bridges: what may not work now could always work later if you leave a good impression.

Additional Notes I took on my learning curve:
- Mention competitors as options for sponsorship
- Use phrase like “We are considering your company as a potential sponsor…”
- Generally better to start a little high with numbers: you can always negotiate down, but not up
- Be willing to negotiate price and tools provided
- If they are hesitant with the pricing, ask something like: “Is there some things I could rearrange to make that package a better fit for you?”
- Show clients past work we’ve done

There are many different approaches that can be taken; these are some of the things that have worked for me. More to come….

What have you all learned?