getting that sponsors workshop
TRANSCRIPT
GETTING THAT SPONSORS
WORKSHOP
DATE : 29 TH NOVEMBER 2012
TIME : 9:00PM -10.30PM
VENUE : KOLEJ KEDIAMANPERTAMA, UNIVERSITIMALAYA
Objective
Introduce the fundamental of Sponsorship and CSR
Introduce the concept of cold calling
Understanding the basic of effective presentation
Sponsorship and Corporate Social
Responsibility (CSR):
Concept, Relation and the Mutual
Business Partnership
Concerns :
Sponsorship Myth #1:Only “big names” get sponsored
Sponsorship Myth #2:There are very few sponsorship opportunities
Sponsorship Myth #3:Getting sponsorship takes a lot of work:
What is Sponsorship?
Sponsorship is an investment, in cash or in
kind, in return for access to exploitable
business potential associated with an event or
highly publicized entity.
The key words in this definition are
"investment", "access to", and "exploitable".
What is CSR
“CSR is a concept whereby organizations consider the interest of society by taking responsibility for the impact of their activities on customers, employees, shareholders, communities & the environment in all aspects of their operations.” –Wikipedia
“….a business approach that creates long term shareholders value by embracing opportunities & managing risks deriving from economic, environmental & social development.” - Dow Jones Sustainability Index
“CSR is the commitment of businesses to contribute to sustainable economic development by working with employees, their families, the local community & society at large to improve their lives in ways that is good for business & for development.” - International Financial Corporation (World Bank)
Types of CSR Program
Invitation (Ajakan)
• increase awareness of specific issue at the same time to involve community in term of financial contribution, time & energy. Usually done directly by company or by cooperation of organizations
Awareness (Kesedaran)
• Corporate organization would like to open the mind of community of the designated issue so the community would know the real situation. Usually involve signing petition, memorandum, picket and etc
Marketing (Pemasaran)
• Some companies use CSR as medium to sell/promote products and donate it to charity
Education (Pendidikan) • More to educating community in change management
Contribution (Sumbangan)
• Traditional method where organizations donate money, products, foods and even materials
Voluntary (Sukarelawan)
• Usually organizations will invite their employee and community to do charity work by using their energy and time
CSR in Malaysia
(i) Environment and climate change(ii) Labour rights and human rights(iii) Transparency and accountability(iv) Institutionalization of CR(v) Shareholders engagement(vi) Talent management(vii) Community investment(viii) Supply chain and product safety(ix) Social enterprises(x) Poverty alleviation
Converting Sponsorship
to CSR Initiative
Sponsorship = Donation Less Contribution
Sponsorship = Business Collaboration High
Contribution
Why?
Donation doesn’t involve society and end users
Donation doesn’t involve product marketing
Donation doesn’t involve accreditation of brand
promotion
Donation doesn’t involve future business/income
10 Basic Steps to Get That Sponsor!
1. Determine type of event and who your audience is
2. Do Research
3. Make lots of phone calls
4. Send proposal letters
5. Set sponsorship levels
6. Follow up
7. Cultivate your relationships with sponsors
8. Cultivate your relationships with non-sponsors
9. Give your sponsors plenty of publicity
10. Cultivate relationships with sponsors, Part II
Determine type of event and who your audience is
Sending "blind" proposals usually
does not work well. Knowing your
audience helps you figure out who
to solicit brainstorming. Think
about which companies and local
businesses are likely to be
interested in reaching your
audience
Steps to Determine Type of Event
1) WIIFM – What is It for ME? (Sponsors) ROI Return of Investments, Give Before You Gain
2) What Type of Benefit or Help You want to Contribute. (CSR Concept Helping & Changing)
3) WIIFY – What is It For You (Organizer) Solid objectives , vision and mission
Exposure. Branding and Cost Deduction
Good and Bad Program
Keywords : Involve society not just the organizing committee- individual or organizations
Research
Quality research saves up to 50% of other work
Use local business directories for industry oriented
Use Bursa Malaysia for GLC, MNC and Berhadcompanies
Get the details of the person in charge and decision maker
Learn about your potential sponsors
Download their CSR report or financial report
Create a website/blog for your event
Local Business Directories
Kuala Lumpur Stock Exchange
www.malaysia-business-directory.com/
www.smibusinessdirectory.com.my/
www.malaysiabusinesslisting.com
www.biznesdirectory.com/
www.sourcemalaysia.com/
www.smecorp.gov.my/v4/node/7
www.yellowpages.com.my/
www.hotfrog.com.my/
http://www.securities.com/Public/company-profile/MY/page1.html
Leads Generation
Company
Name
Position
General Line
Direct Line
Mobile
Leads Research
Proposal Letters
It's important that sponsors feel you are asking money specifically from their company, and they're not just part of a massive group.
Keep your letters short
Concentrate on the exposure the company will receive for their money, not on how the money will help you
Set sponsorship levels
Make sure the benefits at each level are distinct and enticing enough to encourage previous sponsors to move up a level.
Put a price on each benefit you'll offer and add the prices in each level
Be flexible and customize levels for some sponsors to meet their marketing needs
Introduction to Cold
Calling: Fundamental of
Sales Pitch
Sales Pitch
The most time-consuming—but ultimately money-saving—step: Get on the phone and pitch your event as a great marketing opportunity.
Sales pitch structure
Introduction
Impact Statement
Pre-Qualifying
Feature and Benefits
Probing
Follow up
Closing
Your calls will vary with the type and size of company you contact
KNOW YOUR SPONSOR'S BUSINESS BETTER THAN THEY DO THEMSELVES
Preparation before Pitching
Believe System will open the path on reaching the right person
Best source info is the phone Operator. Get name and right designation before going through
Secretary. Function is to guard the boss.
Your Goals
Reach the right person/ DM (decision maker)
Obtain direct number . Mobile number better
Identify when DM will be available
Tips Comfortable and Confidence Voice tone . Sound professional Release of info to control conversation. (Name, Company
name, Purpose of call) Call at SMART time (early morning, 1 hour before lunch hour, after
working hours to avoid gatekeeper)
Dont’s Leave voice mails Leave name with gatekeeper and ask to call back Make appointment with gatekeeper to reach DM Send email to DM that have not call or qualified yet Speak with irrelevant person i.e Secretary, Junior exec, Irrelevant
department
Sales Pitch Element
Introduction Who are you, your company/organization
Purpose of call
Impact Statement Short statement to get client hooked/ creates interest to the client. Get
ATTENTION
Spend some time to create your impact statement
Brainstorm on the phrases that could attract them
Pre Qualifying Don’t waste time. Find out if he/she is the right person or relevant
Qualifying for industry relevancy, event suitability , DM etc
Qualifying for interest vs willingness to involve
Qualifying for objection and handling
Features and Benefits Talk about the event not the achievement of your organization Relate with impact statement Emphasize on Return of Investment for them (WIIFM)
Probing Identify the need of the client How will they benefit from this event Use Open End Questions
Closing/Trial Close Validate the buying signal. ABC (Always be Closing) Interest will go down with time. 3 Calls (Pitch trial close, Call Back next day, Book/Blow)
Follow Up Arrange call back date and time
Example of Sales Pitch
Introduction
a-Hi Mr Ahmad, this is Nadia calling from University
of Malaya. I thought you might be interested in
marketing your company's products/services at an
upcoming event we're hosting...do you have a few
seconds
b-My name is Nadia from University of Malaya. I
wonder if you might help me. The reason I'm calling
is that I understand that you're the person who's in
charge of sponsorship/CSR event for A company. Is
that true? If its not, may I know who would be the
right person?
Impact Statement
I’m calling in regards to business sponsorship that I
would like to discuss with your company. University
Malaya will be conducting a Corporate Social
Responsibility Program for the secondary school
students in the importance of English Language. From
the CSR Report that I saw in your website recently, I
believe that you also conduct this type of event. This
would be a good platform for a business partnership.
The purpose of my call is to discuss further on CSR
initiative that your company and University of Malaya can
collaborate on. We will be conducing a English Language
camp for school students and from your CSR report I
believe that this might be something you would like to
look into
Pre Qualifying We are looking for an exclusive corporate partnership
with your company as we are only looking for one partner to conduct this event. From the profile of your company, we believe you would be the right company to join venture this event with
Would you be the right person when it comes to sponsorship matter?
How can I get hold of him? Can I have his number?
I understand you would be the right person who initiates and heading the sponsorship matter, am I right?
Feature and Benefits
a-This would be a good platform in term of your company’s product marketing. I believe that by participating in this program you could reach your potential customers at the same time fulfilling the CSR initiatives.
b-Your company would be known by the participants involve and this could increase your sales performance.
c-But the most important benefit, your company would have easier work process in conducting a CSR Program that is required yearly by partnering with University Malaya. UM would be responsible in doing all the administration works, process flows, manpower and follow up on behalf of A company. This would be a win-win situation for both our side.
Probing
a- I was just wondering, when it comes to CSR program, does your company usually sponsors and partner with university? May I know which university you have collaborated with?
b- Usually when it comes to CSR program or sponsorship, how is the process in your company like? Would you mind sharing with me so I can follow the process accordingly?
C-Usually what type of program that your company would accept when it comes to sponsorship or CSR program?
d-Do you have any CSR program that your company have plan as we also have other activities in UM that can match with your company need.
Set Up Follow Up Call
I would send the sponsorship proposal
for your perusal and if let’s say you like
our idea/proposal, we can come to your
office and conduct the presentation
there? When do you prefer to conduct
the presentation ya? By the way can I
have your email and your mobile
number?
Closing
I really appreciate that you could spend
some time with me on the phone. Do
you mind if I call you back by next week
Friday in the morning to get some
feedback on the proposal? Great. Its
been a pleasure speaking to you.
Thank you very much and have a good
day
Purpose of Cold Call
Conversation Expectations/Probing
Sales Techniques
Follow up
Don't be afraid to call potential sponsors to find out their thoughts on sponsorship
Call the next day to inform upon receive of your proposal Set time for follow up Some interested companies may request face-to-face meetings, but
most sponsor communication will be done via phone, fax and e-mail. "This is Such And Such from My Organization. I just wanted to follow
up on the sponsorship request I sent. Do you have a few seconds?" If they don't, ask when would be a better time to call back. Then be sure
to call back at the requested time. If they say yes, your response might be: "Do you have any questions?
Does it look like something you might be interested in for this year?" If they aren't interested, find out why not.
Provide potential sponsors with a link to your organization's website, instructions for signing up to become a sponsor, and the deadline for submitting sponsorship information
Making the Great First
Impression: Conducting
Presentation and
Appointment
Conducting Presentation
Do Your Research Look Professional Get There Early Build Rapport Start with an Agenda Statement Illustrate Your Point Ask for Feedback Watch Body Language Use a Trial Close at the End Leave Time to Chat
Do Your Research
Know what your audience is looking for, and tailor your presentation to fit. Not only will this interest your audience, it will add to your credibility if they know you've done your homework.
Look Professional
If you want your audience to take you seriously, you need to look serious. When in doubt, wear a suit. If the occasion is more casual, at least make sure you look pulled together – not sloppy.
Get There Early
Plan your arrival so you'll be on time, allowing for possible delays such as traffic and construction. Few things give a worse first impression than making your audience wait for you.
Build Rapport
Find out who exactly will be at the meeting, and try to collect personal information about the major decision makers. T
The Internet makes this fairly simple. Don't just Google these folks; check out Facebook, LinkedIn, Twitter, etc. for more information. Knowing the CEO loves fly fishing gives you a great conversation point.
Start with an Agenda Statement
An agenda statement is a one-sentence summary of your presentation. It gives you control of the presentation in a friendly way, and makes a great first impression.
Illustrate Your Point
Have something for your audience to look at – photos, graphs, slides, whatever. Brochures work well because you can leave them with your audience as a reminder of your presentation.
Ask for Feedback
When you finish discussing an important point, pause and ask if your audience has any questions. By inviting a response, you draw them into the presentation and get them thinking.
Watch Body Language
If your audience is leaning forward in their seats and nodding, they like what you have to say. If they're leaning back with arms crossed, they're skeptical. Snoring is also a bad sign.
Use a Trial Close at the End
This means taking your audience's temperature on what you've just presented. You can say something like, “Does this sound right?” or “So is that what you're looking for?”
Leave Time to Chat
After your formal presentation is over, try to get some less formal talking time with the decision makers to help build more rapport. This might be a Q&A session, or just a chat. If you're talking to a prospective customer, you might ask for a tour of their building.
Thank You !