I was sitting in a board
meeting when the subject of sponsors came up. It has come up in
several organizations, actually. Usually goes around the table and
then doesn’t go anywhere.
When all is said and done
a lot more is said than done.
The refrain is we’re
outa money, they’ve got money. Let’s get us some of that money.
I’ve sold sponsorships,
some inadvertently, and the key is knowing what you are providing and
how someone else can use it. Those inadvertent sponsorships occurred
when I didn’t know the sponsor had the need. However, the sponsor
did when they heard what I was providing. I was clear on what I was
providing.
If you’re outa money,
it’s often because you haven’t defined what you are providing so
that partners and customers can want it. Heck, you may not understand
it, really.
Getting that initial deep
understanding of the real benefit I am providing makes appealing to
other, different stakeholders quicker and easier.
Nobody’s going to
sponsor anything because it’s really important to me.
What is the best thing you
offer the world?
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