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7 Ways Submitting Sponsorship Proposals is Just Like Tinder (But Without the Good Parts)

The Sponsorship Guy Blog Submitting Sponsorship Proposals is Just Like Tinder (but without the good parts)

You busted your hump to put together a great proposal. You checked out your prospect on their website, set up a Google alert, researched key people on LinkedIn. You sent it. Nothing, Nada, Crickets…

For those of you who don’t know how Tinder works or even what it is, here is the short version. For those of you who do, skip to the next paragraph. Tinder is a dating – hookup site where you submit a picture and a profile and it does some analytics and you come up in the feed of “compatible” matches. You scroll through pictures and swipe right for the ones you are interested in and swipe left to keep looking.

When you send in your sponsorship intro, offer or proposal, the only analytics are the ones you have done, and you aren’t in a marketplace that sponsors have come to looking for love. So here is what probably happened:

1 | You actually thought that someone would open, read, consider or forward your proposal.

The truth is that like Tinder, There are hundreds or thousand of choices that sponsors are flooded with.

2 | Bandwidth.

They aren’t sitting on their couch focused on finding a sponsorship. Your emails are squeezed in between the hundred plus other emails they are trying to sort through while they are multitasking between meetings and conference calls.

3 | You have an uninspiring picture.

I avoided saying ugly but you get the metaphor. So like tinder they will look at your email subject (think picture) and decide if they will open, delete, or save to the “maybe later” folder. You should have the best picture ever taken of you posted. If it isn’t, head straight to Glamour Shots!

4 | You didn’t optimize for mobile.

Take out your phone. Open email. How many words do you see in the subject line? That’s how much space you have to work with. That’s where your compelling and short value proposition (reason to open) must fit. Around half or more of emails are read on a mobile device, adapt.

5 | Don’t confuse activity with progress.

You thought if you sent it to enough prospects you would get some responses. Really?Don’t confuse activity with progress. You may get responses from poor prospects and then you will swipe left.

6 | You give up too easily.

You have heard it before and it is still true that it takes an average of 7 touches to get a response. Keep iterating, refining and improving.

7 | Maybe the best place to meet the prospect you want isn’t Tinder (email).

Try the phone, network, their agency. It isn’t ok to stalk a person for personal reasons, but you may have to be obsessive to get your deal.

In part two we will move from the stop doing these things wrong into some suggestions on doing it right.

 

For more details, please contact me.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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Why No One Responds to Your Sponsorship Pitch!

Larry Weil, The Sponsorship Guy - The word Nope on a piece of paper pinned to a cork notice board

Let’s not kid ourselves. You don’t want to answer the phone and get a sales pitch and neither does your prospect. So how do you sell without a sales pitch?

Stop selling. Put yourself in your prospect’s shoes. If someone sends you an email, reaches out on LinkedIn, leaves a voice mail or actually reaches you live, what would keep your attention?

Think about it. REALLY. Stop and think. How many emails do you scan the subject line and delete? Do you let the phone go to voice mail if you don’t recognize the number? Why? It is literally the only way to get anything done. You have to make choices and your prospect is exactly the same. Your beautifully crafted email with the attached overview, never get’s opened.

I use an extension for Chrome called Yesware. One of the things it does is track open rates. Another thing it does is show you if someone opened your attachment. The bitter truth is most of your emails will never get opened. I was shocked to find that a typical slide deck gets about 2 seconds a slide and maybe 10 seconds on one slide and 90 minutes if they leave for lunch in the middle of your deck.

Here is what works:

  1. Be specific about what benefit your bring. Not some generic B.S. about being the leading blah, blah, blah.
  2. Understand the job of the prospect and what they are evaluated upon. What is success to them.
  3. Keep it short. It is actually harder to write something short and concise, but it is worth it.

Here is an example from real life. I was prospecting using the LinkedIn “In Mail” function:

Here are the first post (didn’t work) and 3 weeks later the second post (which did):


Hey, I wrote both of these. The first one is to vague in the subject line and talks about someone else. then the close is weak. the second one gets right to the  point: Lead Gen. I make the connection to the service they provide and that I understand how they measure performance. By the way. This is the CMO of a nationally known company, that I am not connected to.

Writing is a skill. Selling is a skill. Keep learning and practicing. And don’t give up.

 

For more details, please contact me.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.