She’ll be right is not a negotiation tactic

‘She’ll be right mate’ is not a negotiation tactic

As women marched for acknowledgment of the cavernous void between the genders, in March 2021, I ponder – how far have we come since the Suffragettes took a stand? Why is it so hard to affect change?

Firstly, we have to acknowledge that something is broken – the government is broken. ‘She’ll be right’ might have been accepted in times past, but it isn’t an appropriate approach to the solutions we now face.

Is Australia a leader or a follower? What sort of country do we want to leave our children?

We can’t leave them with the same one we inherited.

If we want to affect change we need to seek it out, be open-minded, and listen.

Rather than doggedly continuing with the ‘she’ll be right’ attitude; listening to a diversified group of thinkers, strategists, and influencers is the way forward, and then put a plan into action.

“I hate sponsorships”

If you’re a CMO who’s marketing budget is consumed by one big line item – SPONSORSHIPS,

AND if the strategy to acquire these sponsorships has been that the CEO loves cricket, so we sponsor cricket,

THEN why wouldn’t you hate sponsorships?

 

BUT IT DOESN’T HAVE TO BE THIS WAY!

A sponsorship portfolio, that is created:

  • in line with your overarching marketing and business strategies,
  • selected specifically to reach your ideal target audience, and
  • has a through-the-line marketing and sales approach around the roll out,

It WILL deliver the brand and revenue generating opportunities you seek.

 

All this may be true, HOWEVER, the challenge will be, how do we tell the CEO we’re no longer going to sponsor the ‘cricket’?

EASY, you put a strong enough case forward so she can’t say no:

  • Start with a health check of what delivers and what doesn’t deliver from your partnership portfolio,
  • understand the percentage of the overall marketing budget that the under-performing assets are eating up, and
  • do a review of more strongly aligned partnerships in the market that could deliver against your KPIs with ease.

Armed with this analysis you have a case for changing the shape of these deals for the better.

 

Then, it will be time to NEGOTIATE the:

  • reshaping of an existing deal so it works for you;
  • exiting an under-performing deal; and/or
  • entering into some new deals

All this should see you end up with a sponsorship portfolio that will rock your marketing and sales teams (in a great way).

With a strategic portfolio in place, and a co-ordinated approach to leveraging this investment across all verticals of your organisation, there’s just ONE MORE THING TO DO – buy the big boss a box at the cricket so she can continue to enjoy the summer. 😊

—————–

If any of the above has piqued your interest but you’re not sure where to start, call us to book a Sponsorship Portfolio Health Check today!

If it gets too loud in a negotiation

Time to think in a negotiation

Consider a negotiation from all angles

Take your time in a negotiation