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Almost a decade ago, when our event was brand new, we really struggled for sponsorship. Почти десет години назад, когато нашият случай е съвсем нов, ние наистина се борят за спонсорство. One sponsor really stepped in with some much-needed cash. Един спонсор действително се намеси с някои много по-необходими пари. The problem is that we are now doing well and have grown a lot – in size, revenues, and sophistication – but this original sponsor hasn't grown with us. Проблемът е, че сега сме справя добре и са се увеличили много - в размер, приходи, и съвършенство - но този оригинален спонсор не е нараснал с нас. They are now one of our smaller sponsors, never leverage, and keep exercising their right of first refusal, which includes category exclusivity. Сега те са един от нашите по-малки спонсори, никога лост, както и да упражняват правото си на първи отказ, който включва категория изключителност. We could get a lot more money and find a much better sponsor in this category if they were gone. Бихме могли да получите много повече пари и да се намери много по-добър спонсор в тази категория, ако те са си отишли. We have had two of enquiries from their competitors in the past couple of years. Имахме две запитвания от своите конкуренти в последните няколко години. How do we get rid of this sponsor? Как да се отървем от този спонсор? Quick primer on “first right of refusal”: This is a right that is often provided as a benefit of sponsorship and means that the sponsor has the first right to say “yes” or “no” to a similar contract at the end of the current agreement. Бързо грунд за "право на първи отказ": Това е право, което често се предлага като се възползват от спонсорство и означава, че кандидатът има право първа да каже "да" или "не" на подобни договори в края на Сегашното споразумение. Many sponsees seem to believe that offering first right of refusal to a sponsor obligates you to offer them a similar contract at the end of the current one. Много sponsees изглежда вярват, че предлагането на първо право на отказ да бъде спонсор задължава да ги предлагат подобни договори в края на настоящата. Not so! Не е така! All it does is prevent you from offering a similar contract to another sponsor without giving them a chance to say “yes” first. Всички го прави, е да ви попречи да предлагат подобна поръчка на друг спонсор, без да им шанс да кажа "да" на челно място. So, if your sponsor isn't getting it, it's time to raise the bar and see if they jump. Така че, ако си спонсор не е ли по получаване, време е да вдигнем летвата и да видим дали те скок. Create a brand new, more comprehensive, five-star proposal. Създаване на нова, по-пълен, петзвезден предложение. Make it all about their target markets and objectives. Направете всичко за своите целеви пазари и цели. Include lots of fantastic ideas for leverage. Включва много фантастични идеи за лоста. Make the package realistic, but commensurate with the type of sponsorship you should have in that category. Направете пакет реалистично, но в зависимост от вида на спонсорството трябва да са в тази категория. Present it to them as a rethink and a great opportunity. Настояща да ги като преосмисли и голяма възможност. Tell them that you want to continue to work with them, but it is inappropriate to continue with the relationship, as it currently stands. Кажи им, че искате да продължите да работите с тях, но това не е целесъобразно да се продължи с връзката, тъй като тя в момента стои. Do not back down if they want to renew the old contract instead. Да не обратно, ако искат да се поднови стария договор вместо това. Make it clear that is not an option. Стане ясно, че не е опция. This is important: Be sure to go through this process in good faith. Това е важно: Не забравяйте да преминат през този процес в добросъвестно. You never know, they may rise to the occasion and let's hope they do. Никога не знаеш, те могат да доведат до по повод и нека се надяваме, което правят. Equally important: In case they don't rise to the occasion, be sure to go through this process with a lot of lead time. Също толкова важно е: В случай, че те не водят до повод, не забравяйте да преминат през този процес с много доведе време. There is no guarantee one of your prospects will say “yes” straightaway, so you may need time to sell to another sponsor in the category. Няма гаранция, един от потенциалните си клиенти ще каже "да" веднага, така че може да е необходимо време, за да продаде на друг възложител в тази категория. Plus, they will need time to plan and implement a leverage plan. Плюс това, те ще се нуждаят от време за планиране и изпълнение на план за лоста. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Sponzillas: How to deal with a sponsor who bullies Sponzillas: Как да се справят с един спонсор, който побойници Attention Non-Profits: Your Mission Statement is Irrelevant Внимание без печалба: Вашият Декларация за мисия е без значение Should I hire a valuation service? Трябва ли да наеме услуга за оценка? If not, how do I get to the right price? Ако не, как мога да стигна до реалната цена? Pet peeve #723: Sponsees charging leverage fees Пет ядосвам # 723: Sponsees таксуване лоста такси The Games Sponsorship Seekers Play – Game #1: Threats Игрите Спонсорство убежище Play - Игра # 1: Заплахи
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Almost a decade ago, when our event was brand new, we really struggled for sponsorship. One sponsor really stepped in with some much-needed cash. The problem is that we are now doing well and have grown a lot – in size, revenues, and sophistication – but this original sponsor hasn’t grown with us. They are now one of our smaller sponsors, never leverage, and keep exercising their right of first refusal, which includes category exclusivity. We could get a lot more money and find a much better sponsor in this category if they were gone. We have had two of enquiries from their competitors in the past couple of years. How do we get rid of this sponsor? Quick primer on “first right of refusal”: This is a right that is often provided as a benefit of sponsorship and means that the sponsor has the first right to say “yes” or “no” to a similar contract at the end of the current agreement. Many sponsees seem to believe that offering first right of refusal to a sponsor obligates you to offer them a similar contract at the end of the current one. Not so! All it does is prevent you from offering a similar contract to another sponsor without giving them a chance to say “yes” first. So, if your sponsor isn’t getting it, it’s time to raise the bar and see if they jump. Create a brand new, more comprehensive, five-star proposal. Make it all about their target markets and objectives. Include lots of fantastic ideas for leverage. Make the package realistic, but commensurate with the type of sponsorship you should have in that category. Present it to them as a rethink and a great opportunity. Tell them that you want to continue to work with them, but it is inappropriate to continue with the relationship, as it currently stands. Do not back down if they want to renew the old contract instead. Make it clear that is not an option. This is important: Be sure to go through this process in good faith. You never know, they may rise to the occasion and let’s hope they do. Equally important: In case they don’t rise to the occasion, be sure to go through this process with a lot of lead time. There is no guarantee one of your prospects will say “yes” straightaway, so you may need time to sell to another sponsor in the category. Plus, they will need time to plan and implement a leverage plan.