advanced theory and practice in sport marketing - Marshalls University

Presentation, Modification, and Closing the Deal
Should the sponsorship proposal move forward for further consideration,
the sport organization will be brought in for a presentation and discussion
about the potential partnership. The presentation should not only include verbal
discussion; it should also include visual aides including a PowerPoint presentation,
copies of all relevant documentation, and related merchandise and
collateral materials as applicable. As a result, it is important to know how many
people are going to be at the presentation, and bring more than the required
quantity of materials (some for important people who could not be at the presentation,
and/or people who show up unplanned).
During this presentation, the sport organization is effectively making a sales
pitch to the potential sponsor. As previously discussed in sales management
(Chapter 7), the focus of the pitch should be on the sponsorship proposal, especially
targeting the benefits to the corporation. The attitude of the presentation is
crucial during this stage, and they become the face of the sport organization. In
this sense, you will not get a second chance to make a first impression. Therefore,
the presenter should be appropriately dressed, be neat and well groomed, have an
appearance of confidents without being cocky, and maintain eye contact.
After the presentation, there will often be a question and answer session to
clarify points from the presentation or proposal, and to ask ancillary questions
that may be of interest to the corporation. During this time, the representatives
from the sport organization must listen and read the individuals asking the
questions. They must make every effort to clarify points from the proposal
and/or presentation, and provide any additional information that might complete
the picture for the potential sponsor and entice them to enter into an
agreement. This process may take a long time, and a number of meetings.
Regardless, the sport organization must always maintain a positive attitude and
be professional. Even if there is no agreement, it is important to leave the door
open for possible future sponsorship agreement.
Assuming that the presentation goes well and there is interest in creating this
mutual agreement, the tactics change to closing the sale. This is often conducted
through negotiations, which is a type of alternative dispute resolution
utilized by two parties to complete transactions. Prior to entering the negotiation
forum, the sport organization usually will review their initial meeting with
the potential sponsor, determine if any modification needs to be made to the
sponsorship proposal based on feedback received, and modify and resend the
updated proposal prior to the negotiation session.
While negotiations may differ slightly because of cultural issues, the type of
discussions to be negotiated, or the parties involved, the generic process is as
follows:
■ Non-task sounding: Where the first 5–10 minutes is used to introduce all the
participants and briefly talk about topics other than the business at hand,
including family, sports, news, and the economy.
■ Information exchange: This is the point when all the cards are laid out on the
table and information is provided by both parties and feedback exchanged.
SPORT SPONSORSHIP 265