Don't Get Ghosted by Potential Sponsors


October 26, 2023

Hey, sales teams! Are you getting ghosted by potential partners and sponsors? We know that connecting with the right people can be tough. Getting in front of anyone, for that matter, is even harder. And with the uncertainty of the economy looming in the shadows, I feel it's going to get  much more difficult to get in front of the right people. Your job is to generate revenue for your association, so how can you ensure you won't get ghosted? It's time to get creative with a multi-channel approach. 

The Ways and Means of Connecting

In our digitally connected world, there are a variety of communication tools at your disposal. Two of the most popular methods for connecting with sales prospects are email and phone calls, but did you know social media can be just as effective? Albeit all selling methods have their pros and cons, so knowing which approach to take in different situations can affect outcomes.

The Association Corner Episode 8: Nurturing Business Development for Optimal Growth

The Social Train: Social media can be a valuable tool for sales outreach due to its wide reach and ability to engage with potential customers in a more informal and personal way. It allows you to build credibility, share valuable content, and establish relationships over time.

  • Increased Reach: Social media platforms have billions of active users, allowing your team to potentially connect with a larger audience and expand their reach.
  • Targeted Engagement: Each platform offers advanced targeting options, enabling you to identify and engage with their specific target audience. This can result in more meaningful interactions and higher-quality leads.
  • Building Credibility: Maintaining an active and professional social media presence can help establish credibility and trust with potential customers. It allows sales professionals to share valuable content, highlight their expertise, and engage with their audience.
  • Monitoring and Research: You can access valuable insights into customer preferences, interests, and behaviors, allowing you to gather relevant information and tailor outreach efforts accordingly.
  • Relationship Building: Social media offers a more informal and personal space to interact with potential customers. Engage in conversations, respond to inquiries, and build relationships over time, nurturing leads through the sales process.

The Dial Pad: Phone calls can provide a more direct and immediate form of communication, allowing for real-time interaction and personal connection with prospects. They are particularly effective for complex sales scenarios where deeper conversations and relationship-building are crucial. However, it's important to be mindful of the timing and receptiveness of the recipient when making phone calls.

  • Immediate Engagement: Unlike email, phone calls provide the opportunity to engage in real-time conversation. This enables you to build rapport, address questions instantly, and overcome objections on the spot. The power of voice communication cannot be underestimated in establishing a personal connection with prospects.
  • Clarity and Tone: Through verbal communication, your team can convey their enthusiasm, confidence, and conviction more effectively than in written form. The tone of voice allows for expression and subtle cues that can influence how prospects perceive the offer. Furthermore, real-time conversation reduces the chances of misinterpretation or misunderstanding.
  • Quick Decision-Making: Phone calls offer the advantage of prompt decision-making. By addressing concerns directly and being readily available to answer questions, you can guide the prospect towards a purchasing decision more efficiently. This can accelerate the sales cycle, leading to faster wins and revenue generation.
  • Relationship Building: Calling prospects provides an opportunity for more meaningful connections, which allows you to establish trust and rapport. By actively listening and engaging in two-way dialogue, prospects feel valued and understood, fostering a sense of loyalty, and increasing the likelihood of future business opportunities.

The Keyboard Clicks: Emails are a popular and scalable approach for sales outreach, allowing for targeted messaging and the ability to provide detailed information in a concise and trackable format. They can be personalized to individual prospects, making it an effective method in certain scenarios. However, it's important to note that email outreach can be easily ignored or marked as spam, so crafting compelling subject lines and relevant content is crucial.

  • Efficiency: One of the primary advantages of using email for sales prospecting is the ability to reach several prospects simultaneously. With a well-crafted email template, you can contact multiple leads in a matter of minutes.
  • Documentation: Email provides a written record of conversations, making it easy to reference vital details and keep track of the sales process. This documentation becomes invaluable when dealing with complex sales cycles or multiple stakeholders.
  • Personalization: While emails can be sent to a large group, they can also be personalized with the recipient's name and specific details relevant to their needs. By tailoring the message to each prospect, you can demonstrate their understanding of the client's situation and increase the chances of a positive response.
  • Non-intrusiveness: Email allows prospects to review and respond to messages at their convenience. This means they can consider the offer without feeling pressured or interrupted. By giving the prospect space to evaluate the proposal, you’re creating a more relaxed and mutually respectful atmosphere.

The Importance of Choosing the Right Strategy

Choosing the right method for outreach is an important process that can directly impact the effectiveness of a sales strategy. This is because different outreach methods have unique strengths and limitations that can determine their success in connecting with potential customers. For instance, some prospects may be more responsive to email outreach while others may prefer a phone call or a face-to-face meeting.

By selecting a method that aligns with the target audience's preferences and communication style, you can demonstrate a higher level of attentiveness, customization, and thoughtfulness. This can help foster trust and rapport with the prospect, which is essential in driving business growth.



The right method for sales outreach is crucial because it directly impacts the effectiveness of the outreach strategy, helps your team avoid investing resources into ineffective methods, and improve credibility and foster long-term relationships with prospects. By understanding the target audience's preferences and communication style, associations can select a method that maximizes the chances of engagement and driving business growth.



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