Moving From Selling Benefits to Selling the “Experience”

With over 160,000 non-profit organizations in Canada, the competition for sponsorship dollars is fierce, with some companies receiving 300-500 proposals a week. And like it or not, the reality is that there could be dozens or even hundreds of organizations offering sponsorship features and benefits similar to your proposal. So the big question is, how do you stand out from the sea of competition?

One of the most powerful approaches you can use is to move away from features and benefits as your key selling point and focus on presenting the “sponsorship experience”. In other words, you want to provide an opportunity for your prospect to see, hear, touch or get a taste of your sponsorship opportunity – to appeal to the emotional “hot buttons”. Here are some quick tips on how you can sell the “experience”:

  • Visual Representation – Use visual images to give your prospect a sense of what it’s like to be part of your audience. If you have a conference, show pictures of your customers listening intently to a speaker or show a crowded trade show floor. If you are running a public event, show your customers participating in one of your signature activities. Where possible, show sponsor profile opportunities in these visual images.
  • Auditory and Customer Emotional Representation – Post an on line video (through your web site or a link to You Tube) that features your event or activity and includes audience testimonials. By demonstrating the customer experience, you are providing the prospect with a clear vision of your product and its importance to your audience.
  • Peer-to-Peer Representation – If you have current sponsors, feature their testimonials in your promotional material. Nothing speaks stronger than a third-party endorsement of your product.
  • Impact Representation – If your organization is dedicated to a specific cause, use case studies and statistics to demonstrate the results that are achieved through sponsored initiatives. This provides a clear vision of the good work that a sponsor can be a part of through their involvement with your organization.
  • Creative Representation – Brainstorm for other creative ways you can demonstrate your sponsorship product or brand through one of the senses. For example, if you are an environmental group that is involved in planting trees, include a seedling with your proposal that includes a quote from a community member that benefited from your program (don’t try this on line).

The bottom line is that by focusing on the “sponsorship experience”, you can move beyond logos and other unpersonalized benefits to an emotional level where the prospect begins to visualize themselves as a willing participant. And once you make a connection at this level, the rest is a matter of details.

Later,

BC