Stretching the Truth with Sponsorships

I am sure we have all done it at some point in our lives. Perhaps told a bit of a ‘white lie’ or stretched the truth a little to ‘get that job’ or ‘get that date in high school’ or perhaps even to sell a product or service. From my experience in days gone by, even the little white lie can come back to haunt you. Perhaps you got the date and then she finds out your dad really doesn’t have a Ferrari that you two can go to the drive-in with. (Drive-In… boy am I aging myself!)

But in today’s world, that “stretching of the truth” or “telling the prospect what they want to hear” can be devastating. Unfortunately I am seeing way too much of it in the sponsorship world. At the sponsorship property level we have observed several proposals or face to face presentations where the property “gives into” the sponsor and says they can do something ‘like get them backstage passes’ or ‘a picture with a celebrity’. I have seen where they say, “oh, not a problem, we can handle that” and they can’t! Why do they say this? Often because the motivation is to ‘close the sale’ versus do what is right and be beneficial to everyone. Sponsorship marketing is supposed to be about partnerships… I only hope we can get back there.

On the sponsor side I have seen where the sponsor promised marketing support or to activate their partnership, or with cause marketing agreements a plethora of media support. But the sponsor fails to deliver. In fact, they often know they cannot do the further activation because they don’t have the budget. Or they can’t add media support because it is outside their area of influence. But they say they can because they want the property, or they want the property at a reduced rights fee investment level to fir their budget. And nine out to ten times the partnership fails for both parties. The deal lasts a year and then it is over.

What is worse, we continue to see this in the professional selling world. We are out there and seeing sponsorship sales companies pitching properties and making promises they cannot deliver. Often they say “we can raise you a set amount of dollars (usually the number the hiring property wants to see in their coffers) in three months or six months”. We all know the average cycle for a sale in Canada is 18-22 months. Yes, some happen sooner. But some take longer. These companies lead on clients to get the cash into their business. This really scares me. Then they continue with this setting of false expectations when selling that property’s assets to a sponsor or partner. And that really really scares me!

Furthermore I am seeing it at the consulting level. Over the past several years I have seem where firms we know and also compete against tell prospects they can deliver on something they cannot. They say “yes we can do an inventory audit and valuation in two weeks” or “we can mentor you to success in six weeks”. This in my opinion is crazy! It is the typical “used car salesman” trying to close the deal because the prospect wants that timeline. I believe and know many others feel the same way that the seller (be it a consulting firm like us, a professional sponsorship sales firm or a car salesman or clothing salesperson in Harry Rosen on Winners) must be honest and work towards the goals of the prospect, not on “closing the business”.

I am a Rotarian and have been since 1989. It is an amazing organization.  One of the benefits I have been blessed with through membership is the understanding and the implementation of the Rotary Four Way Test. I try my best to use it in my professional and personal life. Here is how it goes:

In all that we say or do:

  1. Is it the TRUTH?
  2. Is it FAIR to all concerned?
  3. Will it build GOODWILL and BETTER FRIENDSHIPS?
  4. Will it be BENEFICIAL to all concerned?

I was thinking this week, if more companies (sponsors, consultants and properties) in this industry were to use this test in their business we might all be better off.

These are just one person’s thoughts. Yours are welcomed as well, please comment below, and thank you for reading.

Submit a Comment

Your email address will not be published. Required fields are marked *

 
Share This