Targeting the correct prospective sponsors: You want to approach business that fit the program you are offering. If you program is Busch Grand National then you need bigger business. If your program is regional then look at business in that region, contact the local distributor rather than the national headquarters. Also look for companies that already have an advertising budget. Do you see them in frequent ads and do they actively market their business?

Keeping Records: Keep track of each contact, who you talked to, promises to call back, notes about the person.

Are you talking to the right person: You must make sure that you are able to contact the person that will make the desicion or is the one to recommend the program to the company.

Getting in the door: You need a compelling “Offer” to get the attention of the business owner.

Working with Voice mail & assistants: Enroll everyone! You should be willing to communicate the possibilities with voice mail and assistants. This will let the person you are trying to reach make a partial descion before you every see them. If they have an interest in your offir they will return calls.

Submitting a written presentation: You do not want to send out a presentation unless the client has expressed an interest in the program, usually after a you and you prospect have agreed that they are interested in a sponsorship program. Remember few decision makers have time for unsolicited programs.

Budget: How much you need for the project vs. what is appropriate for the company. These two numbers are not alway the same.

Timely Followup: You have to operate on their time schedule, but make sure that you follow thru with all requests.

The Close: Closing is your committment to provide value for the company and develop an appropriate project that will help the business increase revenues and profits. Remember that you are advertising for them, they are not sponsoring you.

Keeping a Sponsor: Keep the sponsor up to date on your actions, race results, statistics. Provide opportunities for the sponsor to attend races and maybe join you I the pit.

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