Dianna Booher is founder and CEO of Booher Research Institute and author of “COMMUNICATE LIKE A LEADER.” Dianna works with organizations to help them communicate clearly — and with leaders — to expand their influence by a strong executive presence. She works with some of the largest Fortune 500 companies and governmental agencies, such as IBM, Lockheed Martin, Raytheon, ExxonMobil, BP, Chevron, ConocoPhillips, Siemens, NASA, and the U.S. Navy. She has been featured on Good Morning America, and in USA Today, Wall Street Journal, Entrepreneur, Investor’s Business Daily, CNN, CNBC, Bloomberg, The New York Times, and The Washington Post.
Jessica Rhodes is the founder and CEO of InterviewConnections.com, the premier Guest Booking agency for podcasters and guest experts, and she is the acclaimed author of Interview Connections: How to #RockThePodcast From Both Sides of the Mic! Jessica is the host of Interview Connections TV, where each week she helps her viewers rock the podcast from both sides of the mic. She hosts/co-hosts three podcasts: Rhodes to Success, The Podcast Producers and The Parenting Rhodes. The Podcast Producers was selected by Apple as a “How to Podcast” show in iTunes and has also been included in the syllabus for a course about podcasting and audio journalism at Western University in Ontario, Canada. And, Jessica is has been a speaker at Podcast Movement, Podfest.us, and Dream Business Academy.
Ben Chiriboga is an entrepreneur, lawyer, and growth counselor dedicated to the idea of unlocking everyone’s inner entrepreneur. Through his ventures “You the Createur,” “En Masse Growth Counsel,” and “LeanGC”…Ben is in the business of helping you get into business then thrive, grow, and protect that business for you, your employees, and your personal mission.
Matthew Turner is an author and storyteller who works with entrepreneurs, founders, and creative thinkers to build thriving businesses that light a fire within them. After interviewing 163 authority figures, Matthew’s unearthed how successful people overcome failure and adversity, ensuring they fulfill their potential and craft epic successes.
Bobby Klinck is a best-selling author and intellectual property attorney. He helps entrepreneurs, startups, and innovators harness the power of their intellectual property rights and reduce exposure to lawsuits or brand challenges in the marketplace. His book “The Entrepreneur’s IP Planning Playbook” provides a short, understandable roadmap for entrepreneurs – from solopreneurs to startup founders – to handle their intellectual capital.
Croft Edwards is a Master Certified Coach, Social Media Influencer, President of CROFT + Company, and the genesis behind LeadershipFlow, the study of how to help individuals and organizations be at their best. He has been helping leaders and their teams find their Flow since 2001 in a variety of fields: mining, refining, government agencies, sovereign nations, manufacturing, start-ups, small businesses, and healthcare. Two miles down in a mine or up on the 8th floor, Croft coaches wherever there are leaders who desire a different result.
Mark Asquith is a serial entrepreneur who has built globally successful design & marketing, SaaS and digital businesses since he quit his job in 2005. A passionate podcaster, perpetual learner and helpful guy, Mark has a giant dog and an embarrassing beard.
Bobby Martin believes that too many startup founders pivot too early, quit too early, and expect rapid takeoff. Through his experience of starting and selling First Research (a leader in sales intelligence) for $26 Million to Fortune 500 firm, Dun & Bradstreet, he’s learned first-hand the challenges and solutions at each stage of entrepreneurial growth. Bobby is the author of “The Hockey Stick Principles: The Four Key Stages to Entrepreneurial Success,” which was named an 800CEORead Bestseller. Bobby’s current adventure is as chairman and co-founder of Vertical IQ, a leading provider of sales research insight for banks. Bobby is an angel investor and serves as an active board member with several innovative start-ups, including Local Eye Site, Boardroom Insiders, MyLifeSite, Sageworks, and etailinsights.
Lindsey Anderson is often called “One-Click Lindsey.” She is a web strategy expert who works with small business owners to help them utilize the web to produce more website traffic and leads. Lindsey is the founder and CEO TrafficAndLeads.com that specializes in driving traffic, getting leads and the art of nurturing leads to become lifelong clients. Lindsey is an expert in landing pages, email sequences, search engine ranking, newsletters, analytics, social media, pay-per-click ads, websites, blogging, and the list goes on. She knows how to utilize the myriad of online marketing options to generate more traffic and leads which produces more paying clients.
Thor Conklin is an entrepreneur, profitability consultant, and host of his daily podcast, Peak Performers. This marks his 17th year as an entrepreneur. The first company he created was a global risk management consulting firm that served the private equity community. His top 15 clients had a combined revenue of $12.7 billion and operated in over 100 countries worldwide. His background, in risk management, served him well when he lost 1/3 of his team, in the World Trade Center attacks, on 9/11. Since that time, he has started, bought and sold several multi-million dollar businesses making him a sought after, cross-industrial resource for entrepreneurs and executives in all stages of business.
Scott Schwertly is the Founder and CEO of Ethos3 and the creator of Badge, a proprietary presentation assessment tool, which helps presenters discover and maximize their presentation style. He is also the author of two books and his most recent entitled, “What’s Your Presentation Persona?”. If Scott is not working with his team building presentations, or co-hosting his Presentation Scientists Podcast, you will find him in the pool, on the bike, or on a long run since he is a two-time Ironman, seven-time marathoner, and competitive triathlete.
Dr. Anne Marie Knott is the author of “HOW INNOVATION REALLY WORKS: Using The Trillion-Dollar R&D Fix To Drive Growth.” She is a Professor of Strategy at the Olin Business School at Washington University, and prior to her position at Olin, Dr. Knott served as Assistant Professor of Management at the Wharton School of Business at the University of Pennsylvania. Her primary research area is innovation – both large-scale R&D and entrepreneurship, which stems from her previous career at Hughes Aircraft Company developing missile guidance systems. Her research has received two grants from the National Science Foundation and has been covered by CNBC, Forbes, BusinessWeek, and the Wall Street Journal. She has published numerous articles in Harvard Business Review and many other publications.
Stephen is the CEO of Predictive ROI and the host of the Onward Nation podcast. He is the author of two bestselling books, speaker, trainer, and his digital marketing insights have been featured in SUCCESS, Entrepreneur, The Washington Post, Forbes, Inc. Magazine, and other media.
Good Morning Onward Nation – I’m Stephen Woessner and welcome to Episode 490 — and today’s vital priority is to serve up Part 2 of how to sell a $30,000 sponsorship.
A couple weeks ago…I promised to you that I would invite Dave Mammano, host of The Avanti Entrepreneur podcast back to Onward Nation to share his personal story of how he sold a $30,000 annual sponsorship to the company, Paychex…and today’s the day Onward Nation.
I interviewed Dave in order to capture and document his exact step-by-step recipe so that you could apply it into your business straight away. I am so fired up to share the details with you.
Let me first share a brief backstory in order to give you full context regarding why what you are about to learn from Dave can be so impactful in your business.
Many Onward Nation listeners are business owners whose primary focus each day is to drive business development for their company. To drive new revenue, from new customers, and within new markets.
All of that is consistent with the small business revenue data we consistently see…that points to how 43 percent of owners are cite growing revenue as the top challenge within their company – so – winning at biz dev needs to be at the forefront of an owner’s vital priorities.
And breaking down the 43 percent for a second – that number – 43 percent – represents over 12 million business owners in this country who are concerned about growing revenue.
One of the proactive and super successful biz dev strategies proactive business owners have implemented is to put a podcast out in front of their core business – and then – to use their show as I like to call, a Trojan Horse of Sales – meaning – their podcast drives new client revenue into their core business by opening up biz dev relationships with the guests they interviewed for their show.
If you haven’t started your own podcast – but – you like the sound of having a Trojan Horse of Sales out in front of your business – then I encourage you to go back to Episode 445 of Onward Nation for the full recipe – in complete transparency – so you can take and apply all of the step-by-step ingredients.
And then, several weeks ago, I took our biz strategy even deeper during Episode 460 by taking you on a deep dive into how to get a $10,000 to $100,000 sponsor for your podcast.
But – I want to make sure I am very clear here – the recipe I shared in Episode 460 was not my recipe. It is a recipe I learned directly from the brilliant and super talented Linda Hollander.
Linda is one of today’s leading authorities on how to sell sponsorships to top tier sponsors – and – our incredible guest on Onward Nation and she was kind enough to let me pick her brain for Chapter 16 of my upcoming book. Linda, if you’re listening, you are a rock star – thank you for everything!
Now, Linda’s sponsorship recipe is not just any recipe – it’s a recipe that can help you sell a $10,000 to $100,000 sponsorship for your business.
No hyperbole. It is truly that awesome. And that is where Dave Mammano comes in.
Dave decided to sit down and really study Episode 460. He wanted to learn from Linda all about how to get a sponsor – and then – he immediately…and I do mean immediately, applied what he learned.
And when he was all done – he went out to sell it.
Then Dave called me a few days later and let me know that he sold a $30,000 sponsorship.
Yes, Onward Nation – Dave sold a $30,000 annual sponsorship that stretched over his podcast, YouTube channel, all of the other properties within his business.
Definitely an incredible result outcome for Dave – but – it is also a real testament to the community, purpose, and high-quality content his Avanti Entrepreneur team are building.
And one of the most incredible aspects of the sales process is that the negotiations with the sponsor were never about monthly downloads, website traffic, social media shares, or email optins.
Instead, the focus was about building relationships – about aligning the sponsor’s brand with Dave’s content and his ever-growing nation of true fans because both companies serve the same customers.
So Onward Nation, your ability to sell your own $30,000 or even a $50,000 sponsorship, or a $100,000 sponsorship rests solely on you creating “properties” that attract the prospects and customers who your sponsor wants to be doing business with – and – that you create the type of culture a prospective sponsor wants to be aligned with.
That should be your biz dev strategy, Onward Nation.
And of course, it’s exciting to think about building a YouTube channel with hundreds of thousands of subscribers or a super popular Instagram account.
But for most small business owners…becoming Internet famous…is not what is going to move the needle…and it shouldn’t be your vital priority.
To be clear…I am not saying credibility on social media doesn’t matter…but…what I am saying is that just because you don’t have a million followers, doesn’t mean you can’t build an incredible core business where sponsors will absolutely want to pay you $50,000 to be part of the special relationship you are building with your customers and nation of true fans.
What you do need above anything else is the confidence to know that it is possible.
That you can do it.
That you can be successful.
That you can deliver value to a sponsor.
That you have built an audience, a customer base, a loyal following – no matter the size – who value you, who love you, who appreciate your opinion, your insights, and they look to you for guidance. You have so much to be grateful for.
So now I am going to share with you the conversation I had with Dave Mammano – so you can hear in his own words – the process – the recipe – the step-by-step of how he sold a $30,000 sponsorship so you can follow the exact same steps.
Here we go, Onward Nation!
Dov Baron has been speaking internationally for over 30-years, he’s the man with a finger on the pulse of the evolving world of NextGen leadership. One of Inc. Magazine’s Top 100 Leadership Speakers to hire, Dov is a master storyteller and considered by many as the leading authority on Authentic Leadership, and the founder of Full Monty Leadership and The Authentic Speaker Academy for Leadership. Dov also works with multi-disciplinary leaders and executive teams to build the bonds that create organizational cultures that become fiercely loyal. Dov is a bestselling author of several books and his latest is entitled, “Fiercely Loyal; How High Performing Companies Develop and Retain Top Talent.” He has been featured on CNN, CBS Small Business Pulse, Yahoo Finance, Boston Globe, USA today, Entrepreneur and many more.
Dr. Mark Goulston is widely regarded as a “people hacker,” in that he listens “into” people and intuitively reads their minds. He started out in his career as a clinical interventional psychiatrist specializing in suicide where he would often tune into people’s suicidal thoughts that they weren’t expressing. He later went on to train FBI and police hostage negotiators and advise attorneys in high profile cases. He was an advisor to the prosecution in the OJ Simpson criminal trial providing insights into the jury. Recently, he has tuned into and channeled Steve Jobs coming back from the dead and turned it into a one-man show entitled, “Steve Jobs Returns.” In it, he IS Steve Jobs and as Jobs explains how he turned around Apple between 1997 to 2007 and also gives insights into Jobs that even he didn’t have about himself. Attendees are entertained — of course — but they also learn how to create and build insanely great companies.
Chris Prefontaine has been in the trenches of the real estate industry for over 25 years. He has learned the business from the ground up by building over 100 single family homes, owning a Realty Executives franchise, and then selling his brokerage business to Coldwell Banker. Chris is a practitioner at heart — which is why his company “Pre Property Solutions” still buys between 4 to 10 properties each month where Chris and his family practices what he preaches. His company has done over $75 million in real estate transactions. Chris has passion for helping others and for helping them grow and realize their full potential, which is why Chris also coaches other investors on how to apply the system he developed and mastered over the last several decades.
Phil Town is an investor, motivational speaker, hedge fund manager and two-time New York Times best-selling author. Through “Rule #1 Investing”, he teaches personal investing at a free 3-day workshop where he empowers people to invest money on their own and stop relying on fund managers to determine their financial future. Phil has been featured in MSNBC, BusinessWeek, FOX, and CNBC, and has shared the stage with Steve Jobs, Colin Powell, Bill Clinton, and many others.
Ric Edelman is widely regarded as one of the top advisors in the advisory field, having been named in 2016 among the country’s Top 10 Wealth Advisors by Forbes Magazine — and — the nation’s #1 Independent Financial Advisor (three times) by Barron’s. Ric is a #1 New York Times bestselling author with more than 1 million copies of his eight books in print worldwide — and — his latest New York Times best-seller is entitled “THE TRUTH ABOUT YOUR FUTURE: The Money Guide You Need Now, Later, and Much Later.” For more than 25 years, Ric has hosted a nationally syndicated weekly radio show — and — he serves as the resident financial expert for The Dr. Oz Show.
Mike O’Krent is the founder of LifeStories Alive, a business specializing in the making personal history “legacy” videos for families. In a life-changing experience, from 1996 through 2000 Mike interviewed Holocaust survivors for Steven Spielberg’s “Survivors of the Shoah Visual History Foundation”, now the USC Shoah Foundation. It was through that experience, that Mike discovered the significance and technique of recording the life stories of loved ones. The business has since expanded its expertise beyond capturing personal histories for families to now include recording the histories of businesses and non-profit organizations. Mike’s unique interviewing skills bring out the heart and essence of the interviewee, thus making powerfully valuable connections to the intended audience.
Todd Tresidder has been a serial entrepreneur since childhood. He went on to build his own wealth as a hedge fund investment manager before “retiring” at age 35. He grew his net worth from less than zero at 23 to the point of financial independence just 12 years later. Todd has maintained his wealth by remaining an active investor and utilizing statistical and mathematical risk management systems for investing. Through his website at FinancialMentor.com, he teaches advanced investing and advanced retirement planning principles. Take the next step beyond conventional financial advice and discover what works, what doesn’t, and why, based on years of proven experience.
Moran Pober is the founder of abd Assets and former soldier in the IDF — Israel Defense Forces. Moran has had extensive dealings with many entrepreneurial projects. He founded iTips, a Top 100 app in 100 stores around the world in the app store including the United States, Canada, and the UK. Moran has carried out extensive consulting assignments with many companies — and — his current company seeks to acquire equity stakes in companies with growth prospects with a view to assisting them develop managerially and strategically.
Mark Stoner, author of “BLUE-COLLAR GOLD: How To Build A Service Business From The Dirt Up,” has been in the chimney industry for 30-years. He ran a one-truck company for 18-years until 2003, when he changed his path and built a multi-million dollar chimney company only a few years later. Mark is the current president of the Chimney Safety Institute of America, is the past vice president and treasurer, and has also served as the National Chimney Sweep Guild Ethics Committee Chairman. Mark was also featured on Season 2 of the CNBC-TV series “Blue Collar Millionaires.”
Stephen is the CEO of Predictive ROI and the host of the Onward Nation podcast. He is the author of two bestselling books, speaker, trainer, and his digital marketing insights have been featured in SUCCESS, Entrepreneur, The Washington Post, Forbes, Inc. Magazine, and other media.
Good Morning, Onward Nation and welcome to Episode 480 – this week’s solocast.
And I am so fired up for this discussion – that I can hardly wait to share a major win from one of our Predictive ROI clients and avid listeners!
No hyperbole – this win is really off-the-charts amazing.
Here’s a brief backstory.
Many Onward Nation listeners are business owners whose primary focus each day is to drive business development for their company. To drive new revenue, from new customers, and within new markets.
All of that is consistent with the small business revenue data we consistently see…that points to how 43 percent of owners are cite growing revenue as the top challenge within their company – so – winning at biz dev needs to be at the forefront of an owner’s vital priorities.
And breaking down the 43 percent for a second – that number – 43 percent – represents over 12 million business owners in this country who are concerned about growing revenue.
One of the proactive and super successful biz dev strategies proactive business owners have implemented is to put a podcast out in front of their core business – and then – to use their show as I like to call, a Trojan Horse of Sales – meaning – their podcast drives new client revenue into their core business by opening up biz dev relationships with the guests they interviewed for their show. Very smart and my Predictive ROI team are experts at helping owners of business-to-business professional services firms drive hundreds of thousands, if not millions of dollars in new revenue into their companies, through our Podcasting for Profit System. It is awesome.
If you haven’t started your own podcast – but – you like the sound of having a Trojan Horse of Sales out in front of your business – then I encourage you to go back to Episode 445 of Onward Nation for the full recipe – in complete transparency – so you can take and apply all of the step-by-step ingredients.
And then, a couple weeks ago, I took our biz strategy even deeper during Episode 460 by taking you on a deep dive into how to get a $10,000 to $100,000 sponsor for your podcast.
But – I want to make sure I am very clear here – the recipe I shared in Episode 460 was not my recipe. It is a recipe I learned directly from the brilliant and super talented Linda Hollander. Linda is one of today’s leading authorities on how to sell sponsorships to top tier sponsors – and – our incredible guest on Onward Nation and she was kind enough to let me pick her brain for Chapter 16 of my upcoming book. Thank you, Linda – you are a rock star!
Now, Linda’s sponsorship recipe is not just any recipe – it’s a recipe that can help you sell a $10,000 to $100,000 sponsorship for your business.
Again, no hyperbole. It is truly that awesome.
Here…I’ll prove it.
Dave Mammano, a three-time guest here at Onward Nation, host of the Avanti Entrepreneur Podcast, and one of our Predictive ROI clients…decided to sit down and really study Episode 460. He wanted to learn from Linda all about how to get a sponsor – and then – what did he do?
He immediately…and I do mean immediately, Onward Nation…he immediately applied what he learned. He went to work creating what Linda calls the “Sponsorship proposal.”
He then emailed me the draft and I could see that he had applied Linda’s insights and wisdom exactly as she had recommended.
He wrote his story – he shared insights into the good – the challenges along the way – and all of those things that make Dave the amazing, awesome, and incredible business owner he is today.
He talked about his previous company that he recently sold and the story behind his latest venture. All in brilliant storytelling form.
Dave’s proposal also included details about his podcast, his YouTube channel, and all of the other ways he communicates with his growing nation of true fans within in his community.
And when he was all done – he went out and started to sell it.
Then Dave called me a few days later and let me know that he sold a $30,000 sponsorship to the company called, Paychex.
Yes, Onward Nation – Dave sold a $30,000 annual sponsorship that stretched over his podcast, YouTube channel, all of the other properties within his business.
Definitely an incredible result outcome for Dave – but – it is also a real testament to the community, purpose, and high-quality content his Avanti Entrepreneur team are building.
And one of the most incredible aspects of the sales process is that the negotiations with Paychex were never about monthly downloads, website traffic, social media shares, or email optins.
Instead, the focus was about aligning the Paychex brand with Dave’s content and his ever-growing nation of true fans because both companies serve the same customers.
So Onward Nation, your ability to sell your own $30,000 or even a $50,000 sponsorship, or a $100,000 sponsorship rests solely on you creating “properties” that attract the prospects and customers who your sponsor wants to be doing business with – and – that you create the type of culture a prospective sponsor wants to be aligned with.
That should be your biz dev strategy, Onward Nation.
And of course, it’s exciting to think about building a YouTube channel with hundreds of thousands of subscribers or a super popular Instagram account.
But for most small business owners…becoming Internet famous…is not what is going to move the needle…and it shouldn’t be your vital priority.
To be clear…I am not saying credibility on social media doesn’t matter…but…what I am saying is that just because you don’t have a million followers, doesn’t mean you can’t build an incredible core business where sponsors will absolutely want to pay you $50,000 to be part of the special relationship you are building with your customers and nation of true fans.
What you do need above anything else is the confidence to know that it is possible.
That you can do it.
That you can be successful.
That you can deliver value to a sponsor.
That you have built an audience, a customer base, a loyal following – no matter the size – who value you, who love you, who appreciate your opinion, your insights, and they look to you for guidance. How amazing is that, right? You have so much to be grateful for.
Okay, let’s bring Dave’s success, and how you can do it too, back into focus.
I didn’t want to get you all fired up – and encourage you to go out there and start selling – without taking an opportunity to arm you with even more strategy and step-by-step process.
Yes, the recipes provided in earlier episodes will provide you with the right tactical ingredients – but in addition to Dave’s success story – I also received feedback from other listeners who felt they needed more detail. In fact…they wanted a lot more detail.
When I shared Dave’s story with them…they encouraged me to ask him to come back to the show and take us step-by-step through each and every detail that he experienced along the way.
Great push back, Onward Nation – thank you.
So I asked Dave – and – he agreed to come back and share each and every step…all the granular detail.
How he wrote his story.
What he decided to include or exclude.
How he designed the Pitch Deck or the visual format of his proposal.
How he presented it to Paychex.
And every detail in between.
Dave is going to share his story with you in full transparency because hearing his words may help move past any of the reservations – any of the hesitancy – any of the fear you may be feeling – that may be holding you back.
And we are going to air that interview two weeks from today, Onward Nation…Episode 490 on Wednesday, May 10th. Be sure to listen…download it…share it with other business owners who you think can benefit from the recipe…this biz dev strategy could be a game changer for your business and my hope is you will take advantage of it right away.
So, Onward Nation, here’s what I want to leave you with today.
The key to success with this biz dev recipe, or any of the biz dev recipes we share here, is to get out of your own head, to allow yourself to study this recipe, and to give yourself the opportunity to apply it.
Who cares if the first prospective sponsor you approach says no?
So then you make some revisions to your proposal and you keep right on going.
Just think about all of the studios and production companies that told George Lucas no – that his idea for Star Wars wasn’t going to go anywhere.
Or, the many editors from many publishers who told JK Rowling that her story about a young boy, a wizard named Harry, didn’t have what it took to be successful.
Well, billions and billions of dollars in sales later, and we all know what happened when the creators of Star Wars and Harry Potter believed enough in their purpose and vision – amazing things!
Will your business enjoy similar success?
I don’t know – but the point is – the only way you will know for sure is if you get out there and try.
Some sponsors will say no – but all you need is 1 to say yes.
Be sure to listen to Episode 490 that will air two weeks from today – May 10th – and you will get the exact roadmap – the exact recipe from Dave Mammano’s success.
So with that said…I want to say thank you.
Thank you for being here and for making Onward Nation what you listen – what you study – and maybe what you take with you on your morning run – or your daily commute.
However we fit into your compressed schedule – I want you to know how much I appreciate you sharing some of your invaluable time with me today.
And I encourage you to listen to tomorrow’s episode with Mark Stoner, who built and scaled his business from a one-man operation to now being featured in the primetime television show Blue Collar Millionaires on CNBC.
You will not want to miss, Mark, Onward Nation. He is rock solid awesome!
Until then – onward with gusto!
Tom Hogan is the author of “THE ULTIMATE START-UP GUIDE: Marketing Lessons, War Stories, And Hard-Won Advice From Leading Venture Capitalists And Angel Investors,” has more than 25-years of marketing experience, including roles as vice president of marketing at Oracle, Borland, Lucent, and VitalSigns Software. As Oracle’s original creative director, he managed the global advertising, direct marketing, seminar/trade show, and creative departments.
Dr. Paul Zak is the author of the new book “TRUST FACTOR: The Science Of Creating High-Performance Companies”, is founding Director of the Center for Neuroeconomics Studies and Professor of Economics, Psychology, and Management at Claremont Graduate University. He was part of the team of scientists that first made the connection between oxytocin and trust. His TED talk on the topic has received more than 1.4 million views. Paul is also the author of “The Moral Molecule”, has appeared on ABC World News Tonight, CNN, Fox Business, Dr. Phil, and Good Morning America.