Maximise sponsorship sales for conferences & events

Essential tools and techniques for all those involved in developing and selling sponsorship opportunities and solutions at all levels

Sponsorship sales revenue is a vital part of the revenue mix for all events but, with budget conscious clients, you need to demonstrate an even greater understanding of not only your clients and their objectives, but also how to use sponsorship effectively. This course takes you through the evolution of sponsorship in recent years, covers how to put together creative sponsorship packages and summarise in a powerful written proposal, and looks at the most successful sales methods, including dealing with objections, particularly over pricing and timing.

Maximise Sponsorship Sales training will also deal with the thorny issue of Return on Investment, and how to ensure that clients are clear on how to measure the results of their involvement in your events, using it to strengthen your relationships in the long term. There will be case studies and activities to ensure you get real practical benefit from the day, giving you specific sponsorship tools to use as soon as you are back in the office.

Course outline

Modern Sponsorship:

  • What is it? What does it do?
  • Examining the latest sponsorship trends

Exploring the sponsor’s mindset — seeing it from the sponsor’s perspective:

  • Defining the different objectives of event sponsorship for different clients and understanding the implications for you
  • Exploring the integrated marketing mix and sponsorship’s position within it
  • The importance of preparation — knowing your strengths and your competitive position
  • Top tips for understanding a client’s rationale and its decision making process

From sponsorship to partnership:

  • Conceiving, building and defining the strategic value proposition
  • Integrating added value to form partnership based relationships

Developing creative sponsorship packages:

  • Alternatives to the standard platinum, gold and silver packages, and the importance of differentiation
  • Conceiving and communicating creative ideas to enhance the value proposition
  • Adding meaningful value to the client’s sponsorship experience

Enhancing the effectiveness of the sponsorship sales process:

  • Communicating strategically — key phrases, words and methodology to engage and work with sponsors on a strategic basis
  • Engaging closely with prospects, and dealing with common objections
  • Using social media to open doors to prospective sponsors
  • Developing long-term, profitable relationships with sponsors
  • Structuring a successful proposal — best practice proposal writing and presentation

Exploring Return On Investment and Return On Objectives and what it means to sponsors:

  • Definitions and methods of analysis
  • Clarifying the difference between ROI and ROO, and the implications for you and your clients
  • Managing ROI and ROO requirements of different stakeholders throughout the lifecycle of an event

Next online course:
Call for dates
10:00am to 12:00pm

Make the most of extra time you have now, to refocus and improve skills, discover new knowledge and expertise. Our online training course has been structured into two easily managed “chunks” with coursework included.

Online cost

£395 (+ VAT) for all commercial companies
£295 (+ VAT) for not-for-profit organisations

Next public course:
12 November 2020

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 designed for sales and event professionals who are looking to extend their sales skills and develop long-term profitable sponsorship sales relationships. This course is relevant for all conference and event professionals whether you are in conferences, large scale events, exhibitions, associations or charities.


12 November 2020

How much?

£595 plus VAT for all commercial companies
£545 plus VAT for not-for-profit organisations

How long?

One day: 09:00–17:00


12 November 2020
etc.venues, The Hatton
51-53 Hatton Garden,
London EC1N 8HN

Your trainer:

Mike Gwynn

Employees want more training — of almost 4,300 workers, a massive 74% felt they weren’t achieving their full potential at work.


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Fantastic! the whole course was great, I learnt a lot from both the trainer and the other delegates.

Advertising and Sponsorship Manager, Corporate Jet Investor


I found the training your team ran for me in December really productive and effective.

Fiona Miller
Group Events Director, Wilmington Healthcare

We're proud to sponsor


5/5 for Sanjay; He gave a good balance between content presentation and group discussion.

Key Account manager, Comexposium


5/5 — thoroughly enjoyable course! The trainer was very approachable and engaging, I was shown new perspectives I hadn’t considered about the sponsor’s mindset.

Client Liaison Executive, International Bar Association


5/5 — The most valuable part of the day for me was benchmarketing my sales approach with Sanjay and the other participants

Senior Manager – Event Sales, IDC


95% of attendees recommend our courses


5/5 for Sanjay; He was very engaging, articulate and interesting. He went at a good pace and was easy to understand.

Membership and Events Exec, ABPI


4/5 — Sanjay was excellent, overall it was a very good course and the trainer was very knowledgable

Senior Manager – Event Sales, IDC

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