So you have put in the work and have a prospect at the point where you are about to get in front of them, face-to-face, and make your pitch.
If you are going to land this opportunity then this is your chance to do it.
So what are the key things to remember to make a good impression?
To answer this, I am going back to a really simple, but effective, piece of advice I was lucky to receive from someone who I see as a bit of a mentor: Always tell a story.
How to tell a good story
No matter what you are selling, every pitch needs a good story; it is the backbone of any successful selling technique. Having a good story will help you structure your presentation succinctly and provide you with a guide on how you structure your presentation logically.
The other benefit in having a great story is that it provides you with the background information needed to carry on more detailed conversations and to really know your product.
There are many key factors in good story telling with some subtle changes needed depending on how and what you are selling. There are 5 key factors that I always cover in telling a sponsorship story.
First impressions last, so the first 30 seconds of any sponsorship presentation needs to capture your audience and set the tone for the rest of your pitch.
One thing you want to do is make sure your prospect is engaged from the outset. You don’t want to let them wander mentally to other things and you definitely don’t want them thinking that you are wasting their time.
To set the tone in your introduction, you need to establish your credibility as an organisation through such things as who you are, why you fit their brand well and how, going forward, you are continually planning on achieving your goals.
Another key thing to ensure you express within your presentation is how by partnering with you they will see positive change.
Your research will have shown you how your organisations are aligned and this is where you show how: How will your organisation help to solve a want, need or problem of your prospect by entering into a partnership and how can you achieve something special together?
A major key in nailing your presentation is to create imagery in the mind of the audience. You want your audience to be picturing what you are presenting to them. This can be done by using creative within your presentation, by using descriptive words in any copy and story-telling. Mostly, however, by linking personal opportunity and experience to an impact and/or outcome. Imagery is really important because we know that if a vision of the outcome is pictured by the prospect then you are not many steps away from making it a reality.
4. Emotion + Passion
Those people who can present with genuine emotion and passion, by effectively sharing the opportunity at hand as being valuable and meaningful, are those who have the most success in making presentations.
No one will care more about your product or opportunity than you do. However, how you SHARE this emotion and passion (by that I mean inspire your audience to feel it and believe it) is super important to any good presentation.
Genuine emotion and passion will create natural engagement, it will generate a unique level or trust and it will open the door for you to build to a climax in your presentation.
The most important thing to remember when making a presentation is that you are there to achieve something; so you need to ask the question you are there to ask.
You can tell the best story, present the best opportunity and generate the most interest imaginable, however, if you don’t ask for anything then you won’t receive anything.
I have seen instances where people have pitched to a room full of the right people but let them leave without letting them know what they wanted. They lost the emotion and then lost the opportunity.
If you want to achieve anything from your presentation you need to let your prospect know what you are there for and let them know how they can be involved.
As with anything, presentation success comes with persistence and practice but by getting YOUR formula right and working on YOUR story then you will be a long way towards nailing it.
Mark Thompson // Director
Mark specialises in sponsorship and diversified income strategies and has used this expertise across the Community, Semi-Professional and Professional Sports sectors. He combines hands-on experience in managing the expectations and obligations of sponsors with marketing and stakeholder engagement to deliver outstanding results.
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