In the world of sponsorship, we usually talk about money, strategy, and results.
Rational elements linked to knowledge and technical skills.
What is far less talked about – and recognised – is the immense resilience, optimism and effort of the professionals involved.
Attitudinal elements that end up being fundamental to closing deals.
These emotional skills allow you to develop the rational ones with enough time – but not the other way around.
After knocking on 100 brand doors, you learn to sell better, but it’s no use if you give up on the fifth.
At 21, I had a personal experience that made a strong impression on me and whose lessons I’ve carried into my professional career.
I was living in England, in my final year of a Marketing degree. We went on a trip to Disneyland Paris to learn about customer experience.
I accepted to be the leader of my group, but unfortunately didn’t get all the support I needed from the team to prepare a good project.
The time came to present in the main auditorium, in front of 150 people – including students, lecturers, and Disney executives.
I had never spoken in front of so many people, in English, and without being properly prepared. When it was time to go on stage, only one girl from the 10-person team agreed to help with a small part.
Besides being nervous, I was angry.
From that experience, I learned three things that have stayed with me throughout my marketing and sponsorship career:
01) Go with what you’ve got, even if it’s imperfect. You’ll never feel 100% ready. That’s how you improve over time.
02) Never miss a chance to lead, to speak, or to step on stage. The courage to share knowledge and experience teaches us a lot.
03) Preparation is 90% of success. Anticipating negative scenarios is essential to navigate unexpected situations.
With time, I’ve kept the pride of having done the best I could, and a certificate!
