Sep 04, 2009 at 07:37 PM
written by Bob Burris

How To Prepare For a Partnership Presentation

Now that you have carefully crafted your proposal and the price of the sponsorship, it is time to make your presentation. All the information you gathered in the first meeting has been included in “The Proposal.”

For many people this is almost as difficult as giving a speech. Here is one thing that I can absolutely guarantee will happen: NO matter how many times you choreograph the presentation, it WON’T play out exactly as you planned. And I think that is actually a good thing, because it forces the presenter to be themselves and not some robotic orator.

So much happens during the start of any meeting that dictates the flow of your presentation. A new person may be in attendance as part of the corporation’s staff who you know or who knows you or a member of your family, is a member of your book club, has a child who is in the same school as your children, and etc. This changes the flow immediately. But after all the pleasantries are over, you must listen for the right time to launch into your presentation. Based on what is said in the first few minutes of a meeting, your presentation may take an entirely different approach.

That is why you have to be totally prepared and know three things:

1. What you are NOT willing to give up in the negotiation

a. Exclusivity might be something you don’t want to give up.

b. On-Site sales of products might be another activity that you don’t want your event to allow.

2. What bottom line price is necessary from the sponsorship.

3. What intangible or tangible assets you have to add into the deal to “sweeten the pot” in the negotiation process that will allow you to not lower your bottom line price.

a. Access to your mailing list for example or additional invitations to another event later in the year, etc.

b. Product Sampling might be an example of an “add-in” that has value to the sponsor.

Next week, we will take a look at negotiation tips.

Bob Burris, a former sports executive now non-profit consultant and author, offers advice to organizations on how to maximize sports sponsorship with companies. His company, The Burris Group LLC, has negotiated and sold more than $100 million in sponsorship packages to a wide variety of Fortune 500 companies. "How To Sell Sponsorships, Tickets and Popcorn: A Guide to Creating, Selling and Maximizing Sponsorships for Non-Profit or For-Profit Partnerships and Athletic Programs" is a step-by-step workbook that provides sponsorship sellers with strategies and tools to finding, selling and retaining corporate sponsors. See all of Bob's archived posts here.