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Looking at the title, I think I probably should have been more specific. Търси в заглавието, мисля, че вероятно е трябвало да бъде по-конкретен. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time. Искам да кажа, има десетки начини да излезете от спонсорство, включително казва партньорът ви да се "пълнени", като ги berating за собствените си недостатъци, или просто не отговаря на някое от своите разговори в подновяване време. While you can take the approach that it's your money, so you can do what you want, behaving badly is not recommended. Въпреки че можете да предприемат подход, който тя е вашето пари, така че можете да направите това, което искаш, се държи лошо не се препоръчва. So, perhaps a better title for this blog should be: Така че, може би по-добро заглавие за този блог трябва да бъде: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” "Как да излезете от спонсорство, така че Светкавица Не Strike You Down за всички Bad Карма създавате" I agree. Съгласен съм. It's a little wordy, but it is more accurate. Това е малко многословен, но е по-точен. Absolutes "Абсолю" There are a few things you absolutely must do when you exit. Има няколко неща, които абсолютно трябва да направите, когато излезете. Tell them early Кажете им рано If you know you're not going to renew, you need to tell the sponsee as soon as you know. Ако знаеш, че няма да поднови, ще трябва да каже на sponsee веднага след като си знам. Don't waffle. Не гофрети. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue. Кажи им, че решението е било извършено, но ти искаше да им даде толкова информация е възможно, така че те могат да работят за подготовка за нов спонсор на мястото на приходи. Don't give them hope if there isn't any Да не им дадем надежда, ако там не е кой If there is no way it will be renewed, don't tell them it's “unlikely”. Ако няма начин то ще бъде подновено, не ги кажа, че е "малко вероятно". They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won't be providing next year. Те ще получат своите надежди, че може да победи на коефициент, а не се качва на замяна с парите, които няма да се предоставя на следващата година. Tell them why Кажете им, защо If you are not renewing because of some failing on their part, you need to tell them. Ако не сте подновяване, защото на някои не е на тяхна страна, трябва да ги кажа. Put it as nicely as you can, but do tell them. Сложете го, както добре, колкото можете, но не ги кажа. You might say something like, Може да се каже нещо подобно, “You need to know that a big part of the reason we're not renewing is that we never hear from you between one sales cycle and another. "Вие трябва да знаете, че голяма част от причината, ние не сме за подновяване е, че ние никога чуя от теб между една цикъла на продажби и други. We don't feel like you care about our brand and our needs, aside from the revenue we provide. Ние не се чувствам като те е грижа за нашата марка и нашите нужди, встрани от приходите, които предлагаме. It's too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” Вече е твърде късно за спасяване на тези отношения, но трябва да помислите за равносметка вашия подход, преди да загубят повече спонсори. On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours. От друга страна, ако си служба не е по тяхна вина, вие също трябва да направи това ясно - дори ако повредата е твоя. For instance, if it was a bad fit from the start (hello, chairman's choice!) or you didn't get enough internal buy-in to mount a strong leverage program, you need to own up. Например, ако той е лош годни от самото начало (ехо, председател на избор!) Или не сте получили достатъчно вътрешния вход за монтиране на силна програма за ливъридж, трябва да се признават. That doesn't mean you will change your mind. Това не значи, че ще промени мнението си. It just creates some transparency in the decision-making process. Тя просто създава някаква прозрачност при вземането на решения. Offer a reference Оферта препратка If the sponsee was a good partner, and it just didn't work for your brand, offer to go referee for them. Ако sponsee е добър партньор, и той просто не е работа за вашата марка, предложи да отида рефер за тях. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors. Напиши писмо и да даде разрешение за sponsee да предоставят данните си за контакт с потенциални спонсори. It's a little thing for you to do that could make a big difference to them. Това е малко нещо да направя за вас, че може да направи голяма разлика за тях. Joint press release Съвместно съобщение за пресата If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites. Ако sponsee е добър партньор, бих силно препоръчваме да издаде съвместното съобщение за пресата, който се намира на двата сайта. It doesn't need to be War & Peace. Не е необходимо да се война и мир. Just state the facts and the strategic reasons for going your separate ways. Просто държавата фактите и стратегически причини за заминаване си по различни пътища. Ensure you have a quote or two from both sides and say plenty of nice things about each other. Уверете се, че има оферта или две от двете страни и да кажа много хубави неща един за друг. Optional По избор Here are a few things you could also do, depending on the type of relationship you have had. Ето няколко неща, които биха могли да правят, в зависимост от вида на връзката сте имали. For instance, if you've been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor. Например, ако сте били основен спонсор за играчи, а вие знаете заминаване ще бъде пагубна, може да искате да отидете по-горе и след това какво е необходимо на излизане спонсор. Same if your investment has made up the lion's share of their sponsorship revenue. Също, ако вашата инвестиция е съставена лъвския пай от спонсорството си приходи. And, frankly, you may want to look at these options when exiting charitable and community organisations. И, честно казано, може да искате да погледнете на тези опции, когато излизате благотворителни и обществени организации. Educate Обучение If you think your partner may struggle to replace the funds you've been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference. Ако смятате, че вашият партньор може да се борят да замени средства сте били предоставяне дължи, поне отчасти, на техните остарели умения, една от възможностите е, че може да осигури малка заплата за покриване на разходите за работна среща или конференция. It may seem like an odd step, but it's not really that uncommon. Тя може да изглежда като странно стъпка, но това не е чак толкова необичайно. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package. Всяка година, имам няколко търсещи спонсорство в моя сервизите, които са имали обучение, обхванати от спонсори, като част от пакет за излизане. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it's a small investment in the financial well-being of an organisation that was a valued partner to your brand. Обратната връзка е, че те са по-уверени и по-успешно след sprucing си умения, както и за няколко стотин долара (може би хиляди, или за конференция), това е малка инвестиция във финансовия благосъстоянието на една организация, която е ценен партньор на вашата марка. Consulting/coaching Consulting / треньор Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together. В този смисъл, може да осигури стипендия за покриване на ограничен консултации или консултации пакет, така че те имат някои експертни помощ при подготовката им предлагаме заедно. This would be most appropriate if you're exiting a larger sponsorship, or one that makes up a lot of their sponsorship income. Това би било най-подходящо, ако сте излизане от големи спонсорство, или този, който прави се много от себе си за спонсорство доход. Again, this may seem unusual, but I've had a lot of sponsors who have provided my coaching services as an exit gesture. Отново, това може да изглежда необичайно, но аз съм имал много спонсори, които са предоставили ми треньор услуги за излизане жест. And now, I'm getting enquiries about the И сега, аз съм се запитвания за new Jump Start package нови Направо Старт пакет to fill the same need. за запълване на същата нужда. That said, there's no pressure to hire me for any of this. Това заяви, че няма натиск да ме наемат за това. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way. Основната идея е, че може да им помогне плати за конкретен съвет те се нуждаят, за да се развиват в стратегическо, уверено. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you've just exited. Тя трябва да ви струва не повече от няколко хиляди долара, което ще бъде малка част от спонсорство току-що сте излезли. Step-down year Стъпка надолу година The last option I'm going to give you is to sign on for one additional year at a much reduced level and price. Последният вариант аз ще ви дам, е да подпише за още една година на много по-ниско ниво и цена. Generally, I don't recommend this option, but there are times and relationships where it will feel like the right thing to do. Като цяло, аз не препоръчвам този вариант, но има моменти и отношения, където ще се чувстват като правилното нещо да направя. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition. Основната идея е, че ще излязат на господстващото положение за спонсорство, което им позволява на чисто да се търси спонсорство на това ниво, като същевременно им предоставя някои приходи по време на прехода. This is an option you should only use very sparsely, if at all. Това е опция, вие трябва да използват много рядко, ако изобщо. What not to do Какво да не правим While I have done all of the above in various combinations over the years, there are a few things I really don't want you to do. Въпреки че съм направил всичко по-горе в различни комбинации през годините, има няколко неща, които наистина не искам да правя. Cave in Пещерата в If you've made a strategic decision and have been open about it, don't cave in and sponsor them again, no matter how dire the situation. Ако сте направили стратегическо решение и са отворени за него, не пещерата и да ги спонсор отново, без значение колко отчаяно положението. I've seen sponsors give a sponsee over a year's notice that they won't renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing. Виждал съм спонсори дават над sponsee предизвестие от една година, че няма да поднови за събитията за спонсорство, след което отстъпи в последния месец преди събитието, защото или са се почувствали зле, или се опитват да направят "бял кон" нещо. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event. Резултатът беше да се създаде объркване и да не се дават почти достатъчно време с цел увеличаване на спонсорство - показване на възможност в резултат на тяхната марка - преди събитието. If you make a decision and exit nicely, you need to stick to that decision. Ако вземането на решение и изход добре, трябва да се придържаме към това решение. Badmouth Смейте да говорите лошо Don't ever badmouth a partner. Никога не смейте да говорите лошо партньор. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary. Дори и да има частна им казал, че има много проблеми, като бъдещите им приходи, по-трудно, за да е наказателен характер и ненужна. That's about it. Това е за него. I hope these past couple of blogs on exiting have been helpful! Надявам се през последните няколко блогове на излизане са полезни! If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Free Sponsorship White Papers, Templates, and Cheat Sheets Безплатно Финансиране бели книги, шаблони и мамят листове Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace Спонсори в Тайгър Трап: Какво се случва, когато Crossover Superstar водопад от Грейс How the World Cup Ambushed Itself Как за Световната купа самия себе си засада Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане ливъридж такси Vodafone & The New Zealand Warriors: Now That's What I'm Talking About! Vodafone & The New Warriors Зеландия: Сега, това, което аз говоря!
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Looking at the title, I think I probably should have been more specific.看著冠軍,我覺得我可能應該更具體. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time.我的意思是,有幾十個辦法退出贊助,包括告訴你的伴侶“獲得釀”,斥責他們為自己的缺點,或根本就沒有任何回應的電話,在重建的時間. While you can take the approach that it's your money, so you can do what you want, behaving badly is not recommended.雖然您可以採取的方法是,這是你的錢,所以你可以做你想做的,表現不好,不建議. So, perhaps a better title for this blog should be:所以,也許是更好的頭銜為這個博客應該是: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” “如何退出贊助,使閃電不會將你擊敗所有的惡業為您創建” I agree.我同意. It's a little wordy, but it is more accurate.這是一個有點羅嗦,但它更準確. Absolutes 絕對 There are a few things you absolutely must do when you exit.有一些事情你必須做的時候完全退出. Tell them early告訴他們早 If you know you're not going to renew, you need to tell the sponsee as soon as you know.如果你知道你不打算續約,你需要告訴贊助方只要您知道. Don't waffle.不要胡扯. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue.告訴他們已經作出決定,但你想給他們多注意越好,這樣他們就可以得到一個工作,新的贊助商,以取代收入. Don't give them hope if there isn't any不要給他們希望,如果沒有任何 If there is no way it will be renewed, don't tell them it's “unlikely”.如果沒有辦法將延續,不要告訴他們這是“不可能”. They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won't be providing next year.他們會得到他們的希望他們能做到的事情,而不是去做與取代錢,你會不會在明年提供. Tell them why告訴他們為什麼 If you are not renewing because of some failing on their part, you need to tell them.如果你不更新,因為一些失敗對他們而言,你需要告訴他們. Put it as nicely as you can, but do tell them.把它很好,你可以,但不要告訴他們. You might say something like,你可能會這樣說, “You need to know that a big part of the reason we're not renewing is that we never hear from you between one sales cycle and another. “你要知道,一個大的部分原因,我們不延續的是,我們之間從來沒有聽到你和另外一個銷售週期. We don't feel like you care about our brand and our needs, aside from the revenue we provide. 我們不覺得你關心我們的品牌和我們的需要,除了我們提供的收入. It's too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” 這是為時已晚,打撈這種關係,但是你應該考慮重新審視你的方法之前,你失去更多的贊助商.“ On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours.另一方面,如果你離開,是不是他們的錯,你還需要解釋清楚 - 即使失敗是你的. For instance, if it was a bad fit from the start (hello, chairman's choice!) or you didn't get enough internal buy-in to mount a strong leverage program, you need to own up.舉例來說,如果它是一件不適合從一開始(你好,主席的選擇!),或者你沒有得到足夠的內部買進裝入一個強有力的槓桿程序,你需要自己了. That doesn't mean you will change your mind.這並不意味著你會改變主意. It just creates some transparency in the decision-making process.它只是創建了一些透明的決策過程. Offer a reference提供參考 If the sponsee was a good partner, and it just didn't work for your brand, offer to go referee for them.如果贊助方是一個很好的夥伴,它只是不適合你的品牌,提供他們去裁判. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors.寫了一封信,並給予許可的贊助方提供您的聯繫方式向潛在贊助商. It's a little thing for you to do that could make a big difference to them.這是一個小東西為你做,可以使他們產生很大影響. Joint press release聯合新聞稿 If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites.如果贊助方是一個很好的夥伴,我也強烈建議您發表聯合新聞公報,將設兩個網站上. It doesn't need to be War & Peace.它不需要是戰爭與和平. Just state the facts and the strategic reasons for going your separate ways.只是陳述事實和理由,將你的戰略分道揚鑣. Ensure you have a quote or two from both sides and say plenty of nice things about each other.確保你有一個或兩個報價,雙方並說許多好話對方. Optional 可選 Here are a few things you could also do, depending on the type of relationship you have had.這裡有一些事情你也可以做,取決於你的類型有關係. For instance, if you've been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor.舉例來說,如果你是一個主要贊助商為不同年齡,和你知道你的離開將是災難性的,你可能想去超出所需要的一個現有的贊助商. Same if your investment has made up the lion's share of their sponsorship revenue.同樣,如果你的投資彌補了獅子的分享他們的贊助收入. And, frankly, you may want to look at these options when exiting charitable and community organisations.坦率地說,你可能想看看這些選項時,退出慈善組織和社區組織. Educate教育 If you think your partner may struggle to replace the funds you've been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference.如果你認為你的伴侶可能難以取代的資金提供給您去過到期,至少一部分,他們的過時的技能,一個選擇是,你可以提供少許的薪資,以支付費用的研討會或會議. It may seem like an odd step, but it's not really that uncommon.它可能看起來像一個奇怪的一步,但它不是真的那麼罕見. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package.每一年,我有幾個贊助者在我的講習班,有他們的學費所涵蓋的一部分由贊助商的退出方案. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it's a small investment in the financial well-being of an organisation that was a valued partner to your brand.反饋是,他們更自信,更成功後,打理一下自己的技能,並為幾百美元(也許一千元左右的會議),這是一個小的投資在金融福祉的一個組織,則是重要的合作夥伴,你的品牌. Consulting/coaching諮詢 /輔導 Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together.按照同樣的思路,您可以提供一個有限的津貼,以支付顧問或教練包,所以他們有他們的提議得到專家的幫助一起. This would be most appropriate if you're exiting a larger sponsorship, or one that makes up a lot of their sponsorship income.這將是最合適的,如果你退出了一個較大的贊助,或者是構成了很多他們的贊助收入. Again, this may seem unusual, but I've had a lot of sponsors who have provided my coaching services as an exit gesture.同樣,這似乎是不尋常,但我已經做了很多贊助商誰提供服務作為我的教練退出姿態. And now, I'm getting enquiries about the而現在,我已經查詢有關 new Jump Start package新跳躍起動計劃 to fill the same need.同樣需要填補. That said, there's no pressure to hire me for any of this.這就是說,沒有壓力,聘請我為任何這一點. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way.其基本思想是,你可以幫助他們支付的具體建議,他們需要自己去獲得一個戰略,自信的方式. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you've just exited.它的成本,應不超過你幾千元,這將是一小部分的贊助你剛剛退出. Step-down year降壓年 The last option I'm going to give you is to sign on for one additional year at a much reduced level and price.最後一個選項我想給你的是簽署了一個額外的一年大幅減少的水平和價格. Generally, I don't recommend this option, but there are times and relationships where it will feel like the right thing to do.一般來說,我不建議使用此選項,但也有時間和地方的關係會覺得是一個正確的事情. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition.其基本思想是,你將搬出的主導地位贊助,讓他們一個乾淨的石板,尋求贊助,在該水平,同時還為他們提供一些過渡期間的收入. This is an option you should only use very sparsely, if at all.這是一個選項,你應該只使用非常稀少的,如果在所有. What not to do 什麼不該做 While I have done all of the above in various combinations over the years, there are a few things I really don't want you to do.雖然我已經做了所有上述的各種組合,多年來,有幾件事情我真的不希望你做的事. Cave in塌陷 If you've made a strategic decision and have been open about it, don't cave in and sponsor them again, no matter how dire the situation.如果你已經有了一個戰略決策,並已打開它,不屈服,並贊助他們說,不管形勢多麼嚴峻. I've seen sponsors give a sponsee over a year's notice that they won't renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing.我已經看到了贊助商贊助方提供一個較去年的通知,他們將不再續簽贊助一個事件,然後退後一步,一個月前的事件,因為他們要么覺得不好或試圖做的“白衣騎士”的事情. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event.其結果是製造混亂,幾乎沒有給自己足夠的時間來利用贊助 - 將有機會成為一個結果為自己的品牌 - 在該事件. If you make a decision and exit nicely, you need to stick to that decision.如果你做出決定,並很好地退出,你需要堅持這一決定. Badmouth唱衰 Don't ever badmouth a partner.永遠不要唱衰的合作夥伴. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary.即使你已經私下告訴他們,有很多問題,使他們未來的收入難以得到的是懲罰性的和不必要的. That's about it.這就是它. I hope these past couple of blogs on exiting have been helpful!我希望這過去的博客在退出是有幫助的! If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... Sponsors: Five Phrases You Should Say More Often (and a Few You Should Ban)主辦單位:五句話你應該說更經常(和一些你應該禁令) For Maximum Impact, Forget the Event, Concentrate on the Event Experience為了獲得最大的影響,忘記事件,集中在事件的經驗 Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace贊助商在老虎陷阱:當發生一個交叉巨星墜落格雷斯 My first video tutorial: Sponsorship Measurement Basics in about 10 Minutes我的第一個視頻教程:贊助測量基礎在10分鐘左右