The Power of Following Through: Transforming Your Sales Approach in Racing Sponsorships

Sports marketing and business partnerships require you to differentiate the sales approach compared to every other salesperson. Assume every race team is contacting your prospect. And, the way you communicate with prospects can make or break your deals. Let's explore an approach that replaces the dreaded "follow-up" with a more effective strategy: following through.

The Problem with Following Up

The phrase "follow up" has become synonymous with pestering prospects about proposals they're not excited about. It's often perceived as begging for attention and rarely moves the needle on closing deals. When you're simply "following up," you're likely not offering anything of value to your prospect1.

Embracing the Follow-Through Mindset

Instead of following up, adopt a follow-through mentality. Focus on delivering continuous value and information to your prospects, even after the initial pitch.

1. Provide Relevant Market Insights: Share trends that directly impact your prospect's business and explain how your opportunity could be a solution.
2. Showcase Success Stories: Present case studies or examples of how you've helped similar companies achieve their objectives.
3. Deliver Outstanding Experiences: Take inspiration from FedEx's "Purple Promise" – make every interaction with your prospect valuable and memorable. Invite your prospects to the race track and show them the incredible immersion of motorsports.
4. Lead, Don't Chase: Following through is about guiding your prospect towards a decision by consistently providing valuable information. Never sound desperate by just wanting the contract. It lowers your position in the eyes of the potential sponsor.

Practical Tips for Effective Follow-Through

• Review Your Notes: Before reaching out, revisit your previous conversations to ensure you're adding new, relevant information. Be thoughtful every time.
• Ask Specific Questions: Instead of general check-ins, pose targeted questions that move the conversation forward.
• Share Tailored Content: Provide examples or data that directly relate to your prospect's unique situation.
• Demonstrate Value Upfront: Show concrete results and metrics from similar activations or partnerships. Start an expectation that this is the type of partner you will be if doing business with you and your clients.

The Impact of Persistent Value Delivery

Remember, most sales close after more than 10 contacts. The key is to make each of these interactions meaningful and content-rich. By consistently delivering value, you position yourself as a trusted advisor rather than a pushy salesperson.

Challenge: Revamp Your Approach

Take a moment to review your draft emails. Delete any that simply "follow up." Instead, craft messages that:

1. Deliver tangible value
2. Improve the prospect's perception of you
3. Move them closer to saying "yes"

By shifting from following up to following through, you'll transform your sales process and significantly increase your chances of turning prospects into partners in the sports marketing world.