They Believe in Your Cause – Businesses must agree with what your organization is doing and support it.
They are Part of Your Industry – If a company does business in your field, they will want to see the industry do well.
To Entertain Clients – If they can use it as a tool to bring out clients and entertain.
To Reach New Clients – If they believe that their potential clients are playing in your event.
Specific Exposure – If they can reach people in their industry.
Public Relations – If they believe that it will get their company name in the paper or the news.
How to Sell Sponsors
Develop a Sponsor Committee – Businesses will sponsor if asked by someone they know and or respect. Develop a committee with relationships.
Develop Sponsor Package and Benefits – Provide as many benefits as possible.
Create a List of Potential Sponsors – Get the committee together and brainstorm on businesses that will benefit by being involved.
Send out a Letter with Benefits to Potential Prospects – Have the letter come from the person who has the contact at that business or use a well-known name, like the Honorary Chairman.
Follow up with Phone Calls in a timely manner – Phones are the most important part of the process. They will not respond to mail only.
Find his or her Hot Button – Every person has a hot button. Exposure, money, community. Find out what it is and use it.
Mutual Relationship – It is hard to high-level decision-makers, if you do not have a common relationship, find one.
Explain Benefits – Do not assume that they know the benefits, take the time to discuss the benefits.
Sell larger sponsors face to face – Don’t try to sell a large package over the phone. Get a meeting and allow them to get to know you.
In summary...Sponsors make the profit for every successful event. To sell more sponsorships you must build relationships and provide value to the sponsors. Value to sponsors means increasing their business and building relationships for