Where do I Start? (Part 1)

Where do I Start? (a.k.a. zeroing in on your prospects)

In a previous post, I discussed the importance of knowing WHO your customers are...because THEY (not you...) hold the core key to your sponsorship success. These folks - your customers, are easily the most valuable piece of your business and for you to have any success in selling sponsorship, you've got to get your arms around what you do have ... before you go out looking for what you don't have!

So, now that we know WHO our customers are, where do you go from here? What's the next step?

Your next "step" is really little more than asking yourself one simple question:

"Who ELSE out there wants to reach the people I have?"

In other words, who or what other product/service suppliers out there can you think of that are also targeting your "herd?"

For instance, let's say, you put on a monthly meeting for avid golfers. A group of people that come together once a month ... every month ... 12 times a year... to discuss new courses, the latest golf-related technology and go over/practice new techniques.

Demographically, they're all over the map: young, old, tall, short, Caucasian, African American, men, women, college educated, PhD certified, -you name it.

Ok, we've got enough, let's get to work.

Right off the bat we know there is one thing they all have in common... that's right, their LOVE of golf!

To play golf you're going to need clubs, balls, gloves, proper clothing, latest technology (toys), sunglasses, sun screen, etc. So whip out your yellow pages or hop up on-line. Are there any local golf shops or sporting good stores in your community? (Do you think any of those store owners wouldn't mind having a "direct pipeline" into your group?!)

I'm thinking they probably would.

But don't stop there... how about the local public courses in your community? Bet they wouldn't mind hosting a tournament or filling a few empty tee times with your group, eh? And what about some of the local teaching pros in your area? (What golfer out there wouldn't mind shaving a few strokes off their score?)

Now you're getting it. Grab a pad and a pen and start writing down all the categories that "touch" on what it is you do ... and those that wouldn't mind tapping into your "herd" (Go ahead and write down some of the "crazy" ones as well ... don't worry, no one's going to grade your paper!) A little creativity and ingenuity will go a long way as you start to put together a target list of prospects to pursue.

Remember: Don't over-analyze, just START writing!

Take some time now (yes, right now – not “later”, not “tonight” – right now) and start writing. That’s your “homework assignment” and we’ll pick it up from there in tomorrow’s post.