Sponsorship sales follow-up workshop

A focus on the practical application of the tools and techniques which are essential for selling sponsorship opportunities and solutions successfully

As sponsorship becomes increasingly recognised as a core promotional activity and as spending rises correspondingly, more and more companies are targeting this lucrative sector. This means that competition for sponsorship revenue is becoming fiercer, and potential sponsors are finding themselves inundated with approaches and proposals – of hugely varying quality.

Selling sponsorship well, therefore, requires not only a sound grasp of the fundamentals of how sponsorship works but also the sales skills which enable people to make a compelling case and which allows their proposal to stand out from the rest.

This Sponsorship Sales follow-up workshop is a very practical exercise in reviewing and improving salespeople’s knowledge and skills, providing a safe environment where they can discuss best practice, often using real life examples, so giving them the ability to convert more proposals into hard revenue. Central to the day will be a case study of an event which will be used as the basis of discussions and activities.

Course outline:

A brief recap on the key elements of sponsorship

  • Types of sponsors, and the relationship they have with the event and their target market
  • Mapping the competitive landscape and defining an event’s competitive advantage
  • Creating and delivering a powerful value proposition

The sales process

  • Modern selling and establishing strong business relationships from the outset
  • New ideas for strong openings to sales calls
  • Engaging the client in meaningful conversations which give the information needed to close the sale effectively
  • Sponsorship objections and how to handle them


  • Researching a potential sponsor, its market and its customers
  • Developing sales angles
  • Identifying the decision makers and influencers

Case study

  • Discovering objectives through effective questioning
  • Agreeing needs and wants
  • Creating tailored, relevant and realistic sponsorship packages
  • Selling the concept and the specific solution
  • Structuring a successful proposal
  • Finalising the deal

Sponsorship evaluation

  • Some examples of how the impact of sponsorship can be measured

The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.
Marketing Metrics

Who should attend?

This course is a follow up to the Sponsorship Sales for Conferences & Events training programme. It revisits key learnings and reviews how they have been applied, and identifies further areas for development and improvement.

How long?

One day: 09:00–17:00

Where and when?

This course is run as an in-house programme. Please call +44 (0)208 374 1712 if you would like further information.

Training is great value for money

Companies that invest in employee training enjoy 24% higher profit margins versus companies that don’t.


The trainer’s delivery style was great for us — the techniques he used kept the team engaged throughout the day. We received a huge amount of information so were really pleased with the outcomes we got.

Professional Development Manager, The Institute of the Motor Industry (IMI)

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