Five powerful minutes - Part 3

Two weeks ago, I told you how to get five minutes with a potential new sponsor.

Last week, I told you the most important thing to do when you get those five powerful minutes is ask the following question: "What are your biggest challenges for the next six months and how can I help you achieve them."

By asking that question, you are starting to create a win-win partnership. Your new contact is starting to view you as an asset - not just someone who wants something but someone who can also give something.

Your potential new sponsor will probably  say their top priority is bringing new visitors into their store. Maybe it is getting their website in front of more eyeballs. Whatever their challenge, you can use that information to start thinking of ways that you can help.

We've been trained to put company logos on t-shirts and company banners on fences at events, but many companies don't necessarily think those activities alone will bring them new visitors. Some companies avoid events altogether because they don't have the manpower to run their business on a busy Saturday AND send people for the day to an event.

That's why you have to ask what their biggest challenge is and then be prepared to offer up some real solutions.

It isn't as difficult as it sounds and you are in a unique position to help them with their challenges.

Here are some things that have worked for me:

1. Offer to put a link to their webpage on the main page of your website. Not on a sponsor page - sponsors know very few people will dive that far into your website.

2. Ask them what types of coupons they offer to drive new business. Offer to print a coupon in your organization's newsletter.

3. Give them the opportunity to put a stack of coupons in your lobby - or in lobbies of your board members' offices - for a specified period of time.

4. Give them the opportunity to sample/display products at your event and pass out coupons. Tell them if they don't have the staff for that, you will be happy to make sure their coupons are passed out near the event registration area.

5. Invite your contact to a board meeting to thank them for becoming a sponsor and let them do a 1 minute 'commercial' about their products/services in front of your board. Sponsors LOVE being able to present to new prospective clients.

6. Think creatively. Is there a space on the outside of your building that you could offer to hang their banner for a specified period of time?

7. Does your prospective sponsor have yard signs they use to promote their business and would you and your board members be willing to each take a yard sign and put it in your yards for 30 days?

I promise if you get creative, you can create win-win situations and you will not be viewed as just another person with his hat in his hand looking for a donation.

What topics would you like to see covered in future blogs?

Five powerful minutes - Part 2

Last week I wrote about how to get five minutes with a prospective new sponsor.

This week, I'm writing about what to do - and not do - when you get those five powerful minutes.

As I mentioned in last week's blog, do not ask for anything and do not hand your prospective new client anything to read. It will likely be dropped on top of a pile of other things he or she has been given and hasn't had a chance to read that have not yet made it to the trash bin. Or it will just go right to the trash.

You can give them those things after and only after you've established a relationship.

Tell the person you are meeting with briefly why you got involved with the organization you are working for. Make it personal.

And then ask your new contact a powerful question - one that in my experience seldom gets asked - but should:

"What are your biggest challenges for the next six months and how can I help you achieve them?"

Your new contact will quickly become your new friend.

One of the reasons I was so successful finding sponsors for Mecklenburg County's programs and services during the Great Recession was because I did just that. I learned quickly that if I wanted sponsorships and if I wanted repeat sponsorships, I had better be prepared to deliver something to the companies I was working with. Something THEY wanted; not something we thought they wanted.

Generally, companies want people to walk in their doors and spend money. That's the only way they can stay in business, keep employees, and support community events. And they are faced with tighter operating budgets and more competition all the time.

That's where you come in.

Your job now is to come up with ways that you can get what you want by helping your new friend achieve some of his or her objectives.

It is not as difficult as it sounds. You can do it. And I will give you some ideas in Part 3.