When the Answer Is No Before the Question
What Sponsorship Conversations Reveal About Readiness
In the world of sponsorship sales, we often talk about the power of partnerships, about creating value, and about finding alignment. But every now and then, you hit a wall before the conversation even begins. Recently, I had one of those moments—and it left me with more questions than answers.
Here’s the story:
A recruiting firm had sponsored a particular conference for several years in a row. As we prepared to open sales for the upcoming edition, I reached out to them, expecting a straightforward conversation about renewing. Instead, before I even shared a proposal, they told me: “We want a better price.”
No questions about what was changing. No curiosity about new opportunities. Just price.
That was a red flag.
So, I tried to pivot. I asked them about their goals, what they did to activate at the event, what success looked like. Their answer? “We don’t know.”
I pressed further, offering a few activation ideas tailored to their business. They said they’d review with the boss. A week later, I got the response: “It’s too much for what we’re getting.”
They hadn’t seen a proposal.
I followed up with a generous offer: I’d guarantee them last year’s (lower) pricing, and I’d personally help them build and execute an activation strategy with measurable outcomes. A few days later, the final word came through:
“The boss says he’s out.”
No explanation. No feedback. Just out.
And even though they were a small sponsor, and even though I know the conference will sell out, it bugged me. I couldn’t shake the feeling that something bigger was going on—something a lot of us in the sponsorship world see more often than we care to admit.
What Was Really Going On?
- Was it that they didn’t trust me? Did they think I was upselling them?
- Were they embarrassed that they didn’t know what activation meant?
- Was it a deeper issue—cash flow, internal tension, change fatigue?
- Or were they simply viewing this conference like a commodity, something to bargain hunt for instead of a strategic opportunity?
I may never get those answers. But the experience got me thinking about how often sponsors enter the conversation unready to succeed—and what we as organizers, agencies, and sales pros can do about it.
The Hidden Red Flags of an Unready Sponsor
Sometimes the signals are subtle. Other times, they hit you in the face. Here are a few signs that a potential sponsor isn’t ready to extract real value:
- They lead with pricing before understanding the offer.
- They can’t articulate their goals.
- They have no idea how they activated in the past.
- There’s no decision-making clarity ("I have to check with the boss").
These aren’t just red flags. They’re flares.
Because if a brand doesn’t know why they’re sponsoring, they’ll always think they’re overpaying.
Our Role: Educator, Strategist, Seller
In this case, I did what many of us instinctively do: I offered help. I wanted to guide them toward a better outcome.
But you can’t force readiness. You can offer strategy, support, and a smart deal—but if they won’t engage, you can’t drag them across the finish line.
The real challenge is knowing when to keep helping—and when to walk away.
So, What Do We Do?
What you can do about it:
1. Diagnose Earlier:
Start your prospecting conversations with questions, not pitches. You’ll quickly see who’s prepared to engage.
2. Educate Without Overcommitting:
Share a few ideas, but don’t build the whole strategy until there’s commitment.
3. Set Boundaries:
When someone isn’t ready to collaborate, know that it’s okay to move on. There’s demand elsewhere.
4. Understand the "No":
A rejection often isn’t about you. It’s about internal issues, misalignment, or simply bad timing.
5. Stay Curious:
While it’s frustrating, experiences like this reveal how much work the industry still has to do around education and value creation.
Final Thought: You Can’t Sell Strategy to Someone Who Doesn’t Want One
I still believe in helping brands see what’s possible. But I’ve also learned that not everyone is ready to be helped. Some sponsors want a logo placement and a table—and there’s a ceiling to that relationship.
But when you find the ones who are ready? The ones who want outcomes, not discounts?
That’s where the real value lives.
So let’s keep having these conversations. And let’s help move the industry from transactional to transformational—one sponsor at a time.
About The Sponsorship Guy
Since 2006 The Sponsorship Guy has been on a mission to improve results for sponsors and sponsorship properties.
Larry’s skill as an expert seller, negotiator, presenter, and strategist has connected him to many of the nation’s most recognized brands and properties. He has over $200M in sponsorship transactions to his credit and a database of over 4,000 brand and industry contacts.
TSG’s clients include sponsorship seekers such as conferences, trade Shows, convention and visitors’ bureaus, entertainment and sports properties, financial Services, tech, and fully digital properties.
TSG also provides sponsorship negotiation, valuation, selection and activation strategies to brands and companies who utilize sponsorship as a marketing channel.
Larry holds both a MBA from the University of Texas at San Antonio and a BSBA (cum laude), from The University of Texas at Dallas and recently earned a Certificate in Digital Brand Management from the Continuing and Professional Education Program at Oregon State University.
Larry is a Certified Presenter and Volunteer Climate Leader for the Climate Reality Project’s Climate Reality Leadership Corps.