“A customer is not an interruption of our work…he is the purpose of it. We are not doing a favor by serving him…he is doing us a favor by giving us the opportunity to do so.” L.L.Bean

The intrinsic high that comes in creating a sound sponsorship prospectus, closing a large exclusive deal or going over budget – all represent the adrenaline that makes sponsorship sales exhilarating.

Yet, the parades of good feelings that come with this diverge with an even more important element.

Are your sponsors happy?

Here are some thoughts related to sponsorship sales customer service:

Video

The event venue can serve as both dramatic and functional backdrop for a short video where you can take your sponsor on a journey through the eyes of the attendee. Your sponsors will appreciate this tool. It can also be a blast to make. Have fun with it.

Success Guide

Beyond the very useful FAQ document that sponsors have come to expect – consider taking the FAQ document and with each line item ask yourself in the shoes of the sponsor – “So what?” An example could be the event exhibit hours. How might this information turn into a strategic advantage for your sponsors? Pushing the boundaries of what appears to be ‘guideline’ information can give your sponsors an upper hand. And don’t they deserve it?

Pre-event Conference Call

Our sponsors contacts are busier than ever, and most likely they feel that they are the only ones who appreciate the stress involved planning an event. Break up the monotony of what is sure to be their internal meetings by chairing a conference call that encourages sponsors to both ask questions and commiserate. Handing them ‘the microphone’ can help build strong, trusting relationships, insuring they are empowered with as much information and support as possible.

Post-event Sponsors Meetings

Consider a ‘What Worked’ and ‘What Didn’t’ agenda between you and your sponsors. If we want to earn their future business, it’s important to give sponsors the ability to share the good and bad. If we genuinely listen and take action on sponsor feedback, odds are we will have transcended their emotions in order to produce an interdependent business conversation.

~ Steve McGill – Director of Client Services for ROAR events group
(contributor for TSSN – Trade Show News Network)