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David J. Halberstam - The Fundamentals of Sports Media and Sponsorship Sales: Developing New Accounts

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The Fundamentals of Sports Media and Sponsorship Sales: Developing New Accounts
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David J Halberstam
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BookBaby
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2016
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The Fundamentals of Sports Media and Sponsorship Sales: Developing New Accounts

is a tutorial in narrative form that provides practical step-by-step instruction on how to develop new sports sponsors and advertisers. Theres guidance covering the gamut from getting organized, identifying prospects, preparing for the first conversation, commanding the room when presenting a proposal and closing a piece of business.

PricewaterhouseCooper forecasts media rights and sponsorship will grow to $37 billion annually by 2018. In 2009, sponsorship and sports media rights produced just north of $20 billion. In todays general environment of restrained growth, sports revenue continues to outpace the expansion of many mainstream industries.

Sales are the backbone of support for both these revenue sources. Because of these projections, there will be an accelerated need to find and train best-in-class sports sellers.

But sports sellers dont have it easy. There are enough emotional challenges to weaken the resolve of even the best salespeople. As such, the text is chock-full of motivational suggestions and stimulating success stories.

The book provides counseling to help sellers maintain their emotional equanimity through the crucibles that they tackle regularly. There are chapters on what sellers can learn from great leaders and many tips and tricks to get through gatekeepers and other obstacles.

There are also interviews with some major marketing and advertising executives who share their views on a variety of subjects including how new sports sponsorship opportunities are best presented to them and what they consider to be both helpful and annoying behavior by sellers. Whether its the chief marketing officer of Wal-Mart or the sponsorship head of MasterCard, the guidance they share is precious.

The last chapter covers inspiring cold call successes including the three greatest in sports history; the sale of the naming rights to Barclays for the arena in Brooklyn, the NASCAR sale to Nextel for the naming rights to its cup series and most recently, the multi-million dollar sale by a relative newcomer to the business to Moda Health, covering the naming rights to the Rose Garden in Portland. As a result of this achievement, the seller, Uzma Rawn, was selected to Forbes top 30 under 30 in the sports space.

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THE FUNDAMENTALS OF SPORTS MEDIA AND SPONSORSHIP SALES DEVELOPING NEW - photo 1

THE FUNDAMENTALS OF SPORTS MEDIA AND SPONSORSHIP SALES: DEVELOPING NEW ACCOUNTS.

Copyright 2016 by David J. Halberstam.
All rights reserved. This book, or parts thereof, may not be reproduced in any form without the express written permission of the publisher. Printed in the United States of America.

Library of Congress Control Number: 2015911219

ISBN: 9780692488393
eISBN: 9780692488409

Halby Group, Inc.
http://halbygroup.com/

Cover design by Ingenious Tek Group

First Printing

Contents

Dr. Bernie Mullin graces the title with a stirring narrative that captures the importance of developing new business. Dr. Mullin is one of the few sports executives who have achieved glittering success on both sides of the business: as an academician, serving as a pioneering professor at the University of Massachusetts, and as a practitioner, holding lofty positions at NBA headquarters and later as president of the Atlanta Hawks. Mullins foreword addresses the importance of growing sponsorship revenue in the coming years by regularly landing new corporate partners.

David Halberstam comments on recent action, stymieing cold callers, (e.g., JPMorgan and Coca-Cola shutting down voicemail). Yet, he points out, it is more difficult to stifle the determined seller who finds alternative ways to get through to prospects. Halberstam acknowledges some of the pioneers of sports sponsorship sales and the early leaders who set the stage for spiraling success.

The stage is set by recognizing the contribution of sellers to the growth of the American economy and the critical role that cold callers play every day. Yes, theres some fun cold calling and theres certainly an unequaled sense of satisfaction when nailing down a new piece of business, but be prepared for the painstaking daily grind that the effort requires. Cold calling comes in a variety of forms, from hard core selling to Dodgers announcer Vin Scully knocking on doors in the neighborhood to collect charity. Because sports sponsorships and media rights are projected by PricewaterhouseCoopers to enjoy healthy growth in the next decade, hungry sellers will be in demand for the foreseeable future.

Chapters:

Before you embark, ask yourself if you have the stomach and desire, the nose of where to go to chase business, and whether you are committed to the critical organizational requirements needed to succeed?

How do you go about getting interviews and being relevant in the job market? How do you prepare for an interview? Where do you seek a job, and how do you differentiate yourself from others? What not to do when pursuing a job. Inspirational, successful and unique stories of job seekers are also reviewed.

Committing to good organizational practices early in sales careers is essential because account activity is fluid. This important chapter provides detailed instruction on how to remain vigilantly on top of things. The benefits of CRM (customer relationship management) now being used by so many sales organizations are also addressed.

How to train your mind, eyes and ears to glean leads. Learn to match core competencies of the product youre selling with prospects needs. The importance of reading, from the local business pages to Barrons. Think creatively and practically. How to identify new industries nationally that potentially suit sports sponsorships. What new local businesses moving into your area will benefit from a partnership with your local team?

Never pick up the phone or send an email before youre prepared. What to do before reaching prospects. Because clients want to buy from experts, not sellers, how to use social media to grow your credentials. Examples of account preparation from companies like FedEx, Microsoft, Discover Card and others.

What to say, how to say it. Be mindful of your goal: youre trying to get a face-to-face appointment. Suggested techniques and exercises. Critical importance of listening. Breaking barriers of unwillingness and dealing with silence on the other end of the phone.

Prepare psychologically. What to include, what to bring with you, how to dress and what to do if the prospect isnt there when you show up. How to command a room. How to motivate a room and galvanize a group of functionaries.

Dealing with the emotional roller coaster. Overcome adversity on tough days. Understand that failure and rejection are a prelude to success. Not allowing setbacks to temper your enthusiasm. A sampling of the many whove overcome rejection, from Oprah Winfrey and Frank Gehry to Michael Jordan and Christopher Columbus, from Dr. Seuss and Gil Hodges to FedEx and ESPN.

From the pope to Yogi Berra, from President Clinton to Commissioner David Stern, from Benny Goodman to Warren Buffett and from Phil Jackson to Peyton Manning, glean and learn. It will make you a better cold call seller.

A potpourri of broad and situational advice, from building trust to getting through gatekeepers, how to use scanned articles or handwritten notes, being careful about building trust and not betraying confidences. The devil is in the detail. Dont take the Visa client to lunch and pay with your MasterCard.

Interesting experiences in the sales trenches, breaking barriers and being disarming. Walking in cold on a chief marketing officer and fostering a multimillion dollar sale. How a unique seller commanded a room in the most charming of ways.

Inspirational cold calling stories of sellers who converted soft variables into millions in cash, including famous naming rights deals like Nextel/NASCAR, Moda for Rose Garden in Portland and Barclays Center in Brooklyn. Additionally, there are stories of how cold callers landed deals for Wise Potato Chips at Citi Field, Aaron Rentals for naming rights to the Talladega racetrack, women-targeted Reynolds Wrap for the Yankees radio broadcasts and many other heartwarming success stories.

Foreword

Dr. Bernard J. Mullin, Chairman and CEO, The Aspire Sport Marketing Group LLC

There seems to be two types of books that address highly practical topics such as The Fundamentals of Sports Sponsorship Sales: Developing New Accounts. I believe that I am unusually well placed to offer my perspective on this landmark work by David Halberstam, having lived in both realms of the typical author.

As a professor of management and sport marketing at the University of Massachusetts for 10 years, I have seen the Ivory Tower Approach firsthand. I then followed my academic career by spending the last 30 years as a C-level executive in professional team sports and the entertainment industry (MLB, NBA and NHL) along with operating world-class stadiums and arenas. Additionally, I have served as an athletic director for an NCAA Division I Intercollegiate program and as founder/CEO of the leading outsource revenue enhancement firm globally serving over 150 iconic sports and entertainment properties in 17 different sports in 8 countries.

The first type of book invariably is written by practitioners who are in desperate need of real-world training materials and how-to manuals to educate their own staff and the industry at large. As the primary author of the first ever text on sport marketing, I am well aware of how many areas of this niche are severely devoid of tried and tested strategies and tactics that produce real results and provide real-world examples of the dos and donts with accompanying business case results. While many of these manuals and practical guides provide excellent ideas, rarely do they meet the academic rigor to which university professors hold themselves accountable. Therefore, these practical works invariably dont provide the necessary theoretical and philosophical framework (the skeleton) onto which very practical programs and actions can be attached (the muscles and skin) with accompanying practical details on how to implement and execute them. For these reasons, universities rarely recommend these books be exposed to students.

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