Trust is built with truth, not with beauty.
Having an attractive pdf is important, but it is sincerity that connects people. Respect for others.
An incredible project, without weaknesses and that will change the world, generates distrust.
Working on the property or sponsor side, we need to sell sponsorships.
They need to promise success and avoid risk.
After all, it is one person who approves and signs the contract. And this person will need to trust another to take the final step.
How can we express sincerity?
One of the mistakes at the beginning of my career was adopting the following sales pitch: “my property is amazing, do you want to sponsor it?”.
Over the years, I have proven it is about “I understand your challenge and I think I have a solution, let’s talk?”.
I remember a situation that surprised me. At the 2022 World Cup cycle, we signed a sponsorship deal with two competing food delivery brands for the Brazilian National Team. At first, it was a difficult mission due to the expectations of both. It was an open and transparent conversation that resulted in us all agreeing.
Understood, but I will not be able to make this pitch to everyone in the approval chain.
In the sponsorship world, we show sincerity with knowledge of the challenge (empathy), credibility of the message (data) and usefulness of the project (relevance).
How do you put this into a presentation?
Focus on the following pillars:
01 Why the project is relevant now
02 How the challenge will be solved
03 What concrete actions will be taken
04 How we will measure success
Truth > Beauty
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