The sponsorship industry is a relationship industry. It is about trust and character. People buy from people they like and trust. Yes, the product has to be good and comparable to the competition. And if it is comparable, the relationship will win the day and get the business every time. This is why the sales cycle is so long. We have to build that trust and relationship before we even offer a product or choose to buy a product.
So as professionals, we need to judge character. We need to do it well. And we need to have some fenceposts to help us along. Over the years I have made some bad decisions on people I have dealt or done business. Whether that was a supplier or a client, a staff person or a volunteer. I have made my fair share of “climbing into bed” with the wrong folks. But I have learned from those mistakes. I am a better judge of character today than I was 40, 30 or even 10 years ago.
Here are three practices or short cuts that might assist you in determining character of those you operate with:
- See how they treat front line workers! This is a big determinant of a person’s character and an easy one to observe. Whether you are at a coffee shop or a hockey game or in their office, watch the way they treat front line workers and staff. Typically, those that treat them as equals (or higher) will be honest in their relationships with you. Those that treat them as lowly or “servant” will continue to display this in your relationships with them.
- Understand how they deal with unexpected problems! Dealing with unexpected problems is stressful. How your potential partner manages these situations tells you a great deal about their character. Are they level-headed or do they run around like a chicken with their head cut off? Are they thoughtful or overly reactive? Do they look for solutions or lay blame? Their “improv” skills will tell you a whole lot!!
- How do they spend their time and money? I love to observe and to listen. It tells me a great deal. The two most valuable resources we have are time and money. Knowing how a future partner spends both of these is tale telling. Someone who spends “like a drunken sailor” I would be wary of. Especially when they are spending someone else’s (like the company’s) money. During discovery and understanding how they spend their budget (lots of ROI against corporate objectives or lots of graft) is critical to determining character. And the other finite commodity is their time. Is it all fun and games or is work the priority? Where does family fit in? The balance sheet of their time is critical to understand.
Be aware of who you are partnering with. Know their character before you partner up!
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