From Cold to Sold – The Sponsorship Sales Process (3 webinar series) – Webinar

From Cold to Sold – The Sponsorship Sales Process

(3-part webinar series)

Sponsorship is about relationships…  AND it’s about sales.  Do you need to be a ‘salesperson’ to be successful at sponsorship? No.  But you DO need to understand the principles of selling in order to achieve consistent success.

The process from cold to sold in sponsorship has tangible timeframes and milestones involved.  Not understanding what’s involved is like hoping to travel to some far-off destination without a map or any means to get there.  How will you find your way?

From Cold to Sold - The Sponsorship Sales Process

Being successful at securing sponsors is not about being ‘salesy’ or ‘pushy’ or trying to be something you’re not.  It’s about being as effective as you can be in the time you have available – understanding and exploring common goals, screening potential partners efficiently, building relationships and moving through the process at your partner’s pace.  The last thing you want (or have time for) is to be tripped up by something that you were not expecting to happen – some question, delay or objection that you can’t move past.

Join me in this hands-on 3-part webinar series, as we cover the steps involved to take your sponsorship approach from cold to sold. There’ll be lots of group activities and you’ll have access to resources and templates that will help you implement what you’ve learned.

Part 1 – Approaches and Meetings

When you create a sponsorship strategy, it’s vital that you know the steps you need to take in order to make the most of every approach you make.  Sponsorship conversations are never short and decisive, they tend to be long and meandering and take time to ensure both parties are ‘on the same page’.

Every corporate fundraiser knows there is an element of ‘sales’ involved in seeking and securing corporate partners.  Unfortunately though, when we talk about ‘sales’, it can also go hand-in-hand with some anxiety about the best way to make an approach or how to make the most of meetings with potential sponsors.  In this first webinar in a series of three, Abby will take you step by step through the ‘approach and meetings’ phase in the sponsorship sales process which covers everything you need to know about moving from ‘fear and into gear’ so you start from a position of knowing what it takes to make the right approach to a potential partner and move from there to the meeting, and beyond!

What You’ll Learn

In this webinar Abby will cover:

  • ‘ditch the pitch’ to give yourself the best chance of piquing a sponsor’s interest

  • master the art of following up

  • the role of your sponsorship proposal

  • gain a potential sponsor’s trust

  • the best questions to ask throughout the process

  • what happens at the sponsorship meeting

What You’ll Get

In this webinar you will receive:

  • Email template (for making a cold approach)

  • Research Tracker template (to help you ask better questions)

  • Sponsorship needs analysis template (to help you stay in control and on track in meetings)

Part 2 – Navigating Objections and Questions

In the beginning, the sponsorship sales process is geared towards making the right approach that gets you a meeting with a potential sponsor.  Sponsorship meetings can take time to secure and while each encounter is as unique as the person you are meeting with, there are common elements to each of them, especially when it comes to understanding (the very natural part of the process) questions and objections.  In this second webinar, in a series of three, Abby will help you understand how to embrace the ‘objections and questions’ phase and use them as a barometer reading of how engaged your potential partners are, rather than see them as something to be feared or avoided.

What You’ll Learn

In this webinar Abby will cover:

  • why objections happen

  • the difference between objections and questions

  • common objections and questions

  • different ways to deal with objections – learn which works best for your style

What You’ll Get

In this webinar you will receive:

  • Ways to handle objections checklist

Part 3 – Conversations that Convert to Contracts

Closing, earning or converting all the conversations you’ve had with a potential partner into a ‘sale’ can be the most exciting (and nerve wracking) part of the sponsorship sales process.  Conversations that convert to a signed sponsorship contract is a milestone worth celebrating and the point at which you need to ensure your team and Board are prepared for the next phase of the relationship – this is where the ‘rubber hits the road’!  Getting to this point though, takes determination and courage and it is where most charity sponsorship seekers lose confidence, try too hard or simply avoid having to ask for a sponsor’s investment. Can you relate? In this final webinar in a series of three, Abby help you reframe the role that closing the sale plays in the sponsorship sales process and shows you the logical steps to follow that will take the fear away, freeing you up to have clever conversations that convert your hard work into a signed contract.

What You’ll Learn

In this webinar Abby will cover:

  • when to start those conversations to close the sale

  • why asking for permission to go to the next stage is so important, and how to be better at it

  • it’s not what you say… it’s what you ASK

  • the steps that lead to the contract

  • closing techniques that you can adapt to your style

  • how to be OK (and refine your techniques) if it doesn’t work out

What You’ll Get

In this webinar you will receive:

  • Conversations that convert process (to keep you on track as you close the sale)

  • Reflection checklist (to help you improve your conversion techniques)

Is This Webinar For You?

It is if you are a business development or marketing manager, fundraiser, sponsorship seeker, CEO, Board Director, volunteer or involved in seeking corporate partners for your event or For-Purpose organisation.

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  • Unlimited Replay
  • Access to downloadable webinar resources
  • Access to online Sponsorship Seekers Forum
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  • Instant access to EVERY live webinar
  • + Unlimited replay
  • Full Sponsorship Foundations Program
  • – including 16 modules + templates
  • 14-Day Sponsorship-Game-Changer Program
  • LIVE monthly coaching sessions
  • Full access to (25+) on-demand webinars
  • Download a variety of sponsorship eBooks
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  • Access to online Sponsorship Seekers Forum
  • Heaps of templates and downloadable resources
  • No minimum subscription – cancel anytime
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If you have any questions or concerns about joining the Fundraising Academy, please contact us via email.

Abby Clemence

About Abby

My singular focus is to help you become a better fundraiser.  It is critical that the for-profit and for-purpose sectors come together in partnership so that we can tackle the global social and environmental issues we are all concerned about.

I founded Infinity Sponsorship with this purpose in mind, and bring 25 years in marketing, sales, adult education, communications, event management and corporate / cause-related partnership experience to organisations to help them transform their performance, maximise their impact and increase their income.

2017-11-22T12:44:00+00:00 By |