It is scientifically proven that the emotional factor plays a decisive role in decision making. When we present projects, proposals or budgets we seek to accelerate an affirmative decision. However, do we move closer or further away from our goal?
My first steps in the sports marketing sector have led me to put the assets of my portfolio in the spotlight on countless occasions. After all, bringing these assets closer to the client, be it fans, brands or media, in the most profitable way is what a sports marketer lives by.
I learned that one of the most effective triggers for closing proposals lies in soft skills, those skills that generate value and connect emotionally. For example, being supportive, empathetic, generous, tremendously sincere or implicated. On the other hand, the hard skills are those that serve as grounds for being discarded in a women’s football marketing job. For example, number of years of experience, clients for which you have worked, number of languages you dominate or your age. It is, therefore, that a sponsor can pre-charge a club that feels the brand as their own compared to one who has 30% more fan attendance.
In the following points, you find my 7 most relevant learnings when trying to seduce with a sponsorship proposal:
- Make your purpose clear. First and foremost, stress your ‘reason why’ to connect with their goals. If you do not walk on the same path, the best will be to not get even started. Otherwise, the message will be extremely powerful
- Remark their benefits. First, show them what they can get in your win-to-win deal, before telling them is it going to cost. If not, why would they listen to you?
- Use powerful words. Avoid using ambiguous words that dilute the personality of your presentation and add you to the list of rejected proposals
- Impact at the beginning and end. They are the parts that people remember most and in which we can catch their attention in an incisive way
- Use tangible elements. Being able to represent the benefit of your brand through a physical object will allow you to differentiate and convey the value of your proposal more directly
- Awake their emotions. The more details you know about the other person, the easier it will be to tell more effective stories to generate emotion
- Keep it simple. Make the understanding of the content very easy. Your proposal can end up being read by many more people who have something to say in the decision-making
Neither perfecting the presentation to the maximum nor sending proposals “to see if we catch them”. The preparation work for the meeting is even more important than the negotiation itself.