CAMBER.
The Sales Hunt

Module 8: The Relationship Ladder

The 7-Step Nurturing Sequence

Sponsorship is not a single transaction; it is a sales cycle. A ‘No’ today often just means ‘Not yet.’ You need a system to stay on their radar without being annoying.

The 7 Non-Negotiable Follow-Ups:

  1. The Thank You: Sent within 24 hours of your first meeting.
  2. The Value-Add: Send a relevant article or industry insight a week later. “Saw this and thought of you.”
  3. The Invite: Invite them to a race or a factory tour.
  4. The Proposal: Delivering the custom, tiered deck (Module 9).
  5. The Check-In: Non-pitch related. “I saw your company won X award. Congratulations!”
  6. The Contract Discussion: Formalizing the terms.
  7. The Renewal: The conversation starts the day the first contract is signed.

Handling Objections and Negotiations

When a sponsor says “No,” they usually mean “I don’t see the value yet.”

The Top 3 Objections:

  • “We don’t have the budget”: Counter by pitching a lower entry tier, an in-kind deal, or a performance-based pilot program.
  • “We only sponsor F1/Large Series”: Counter by highlighting your specific niche, higher engagement rates, and better B2B networking value than high-cost “billboard” sponsorship.
  • “We need more data”: Refer to your Content Engine data (Module 6) and offer a short, measurable test campaign.

Formalizing the Partnership (The Contract)

This is not legal advice, but you must be aware of these key terms:

  • Term/Duration: Is it a 1-year test or a multi-year partnership?
  • Payment Schedule: Get paid upfront or quarterly. Never agree to end-of-season payment.
  • Exclusivity: Ensure you protect their industry category (e.g., no other energy drinks) to protect their investment.
  • Deliverables: Be specific. “10 Instagram Posts,” not “Social Media Support.”

Activation, Delivery, and Renewal

A sponsorship is 50% signing the deal and 50% delivering on the promises.

  1. Activation: Execute the custom ideas you pitched.
  2. Measurement: Provide a Monthly/Quarterly Report (Module 10) with tangible proof that you delivered on the promised ROI.
  3. The Renewal Conversation: Never wait until the contract expires. Use your positive delivery reports to start the 20% growth conversation six months early.

Mindset: Sponsorship is a customer service role. Treat the sponsor like your most important client, and they will become your long-term advocate.