Richard Woodward

Strategic Planning Facilitator, Business Development & Sponsorship Training

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How to Attract and Retain Sponsors
and Partners

2021 Workshops

Due to Covid 19, the workshop will take place when circumstances allow - hopefully a little later in the year.

 

There’s a process for attracting the right sponsors and corporate partners – and to ensure your relationships are robust, so that you retain them year after year. If your methods of attracting and retaining sponsors are not getting you the results you need, then join Richard Woodward at this highly practical two-day workshop that will enable you to secure long-term revenue for your organisation through sponsorships and corporate partners.

Not only will you practice the key skills, learn the essential knowledge and adopt the invaluable attitudes necessary to attract and retain corporate partners, but you’ll also leave with business development techniques that you can use for many years to come.

Gain insights from Richard’s experience on
both sides of partnerships

Richard Woodward is uniquely qualified to teach this workshop having worked on both sides of sponsorship and as a business development trainer.

As author of the book How to Attract and Retain Sponsors and Partners, Richard shares a wealth of real-world business experience. This is a unique opportunity to delve into this specialised area with a highly skilled and qualified trainer who has trod the path before you and assisted many people like you.

What this workshop covers

In a small group setting of around 16 participants, the attracting and retaining corporate partners and sponsors workshop takes you through the key stages of the sales and retention process.

What makes an effective sponsorship seeker

Understand the essential attitude, skills and knowledge of effective sponsorship seekers so that you can practice and embody these. Uncover the key questions you need to address in your sponsorship strategy so that you can confidently develop and present your strategy to your board. Richard will reveal the nine bonuses that sponsors can give you, besides dollars, that bring huge value to your organisation. Learn the ten reasons why most organisations fail to attract and retain sponsors and corporate partners – so that you can avoid these.

Understanding the sponsorship market

Knowing why companies undertake to sponsor organisations is crucial to success. We look at why sponsorship is such a powerful marketing and business development tool and what particular business objectives can be achieved through sponsorship.

Developing your proposition

Examining exactly what we have to offer our potential partners will turbocharge our success rate – we run through how to successfully determine what your organisation has to offer. We look at what a proposition is (and what it’s not) and how this is critical to your success in attracting and retaining partners. You’ll discover how to craft a compelling proposition while avoiding the crucial mistake that unsuccessful seekers make in their proposition development. You’ll know exactly what essential information you must provide corporates on your audiences and communication channels, as well as the different types of sponsorship properties and how to determine which to concentrate on.

Quick and effective valuation and pricing      

Take the heartache out of valuing and pricing your sponsorship with Richard’s six-step approach for determining your sponsorships value and seven considerations on how and when to present your price.

Finding the right prospects

Cut down your time by honing your focus on the right prospects to approach – those who are best qualified to be attracted to your sponsorship proposition. Together, we’ll get started on your business development activity plan so that you can enjoy a constant flow of qualified sponsorship prospects to approach.

Refining prospects

Identifying high value prospects to focus your time and energy on is critical to success. We examine the right amount of research to invest to enjoy a significant uptake in your successful approaches including three questions that must be answered before approaching any prospect.

Approaching prospects

Confidence is crucial, but it’s hard to stay motivated when your efforts don’t yield the desired results. We uncover the five different ways to approach a prospect, the language to use to woo and impress and exactly how to structure a phone call or emails with prospects so that they’re eager to meet you. Plus, we look at how to give a compelling summary of your partnership opportunity in just one powerful page.

Attracting prospects so that they approach you

Make yourself and your organisation highly desirable to key players in your field with attraction marketing techniques that put you in front of prospects.

Meeting prospects

The all-important first meeting can soar – or sink. Together, we cover exactly how to prepare for your first meeting with prospects to leave them wanting more.

Building rapport and enduring relationships

Building rapport is essential to building relationships – it powerfully increases your influence to bring about the desired effect. Learn how to systematically build rapport and see how this naturally translates into new sponsors, partnership retention and recurring revenue.

Uncovering your prospects’ needs through asking better questions

Learning how to ask better questions to uncover the underlying, deeper needs of your prospects will bring about a dramatic increase in your conversion rates. Practice Richard’s widely renowned questioning and listening process as we explore the exact questions to ask that will enable you to better sell to your prospects.

Solutions that sell through collaboration

Discover a highly effective questioning technique that explores solutions, together with your prospect, so that you can present a proposal that really hits the mark.

Presenting compelling proposals to ‘yes!’

Your proposal needs to speak to your prospect’s needs, leading to an inevitable “yes, where do we sign?” Together, we go through the structure and presentation of a winning proposal, five visual aids to use when selling, and the difference between key facts documents, opportunity documents and proposals. The invaluable easy-to-use checklists mean that you can easily replicate effective proposals and presentations to win new partners for years to come.

Closing the sale

No sale – or rejection – should ever be a surprise after we uncover how to build commitment throughout your prospect relationship and how to read buying signals so that you can quickly recalibrate your approach and respond accordingly. We look at five techniques for provoking action and a five step approach for overcoming classic objections such as “we don’t have the budget”.

Retaining sponsors and corporate partners

When you’re better able to retain sponsors and corporate partners, you’re working smarter, not harder. We explore the mindset, tools and techniques for effectively managing and servicing sponsor relationships, including how to develop a Partnership Implementation Plan and run a Corporate Partners' Workshop to help your partners maximise their investment. This is the retention strategy Richard has facilitated for organisations such as the Museum of Contemporary Art, Queensland Ballet, West Australian Ballet, Learning Links, Queensland Symphony Orchestra, Sydney Symphony Orchestra, Landcare Australia, Royal Botanic Gardens, Cerebral Palsy Alliance, Screen Producers Australia.

Maximising your personal performance

          Seeking sponsorships and corporate partners is a long sales cycle. Learn seven techniques for maintaining a positive attitude throughout your process and practical ways to boost your team’s performance.

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Workshop outcomes:

A step by step process to help you become more effective at attracting the right sponsors and corporate partners to generate long-term revenue for your organisation.

A repeatable method of better retaining sponsors and corporate partners to increase their lifetime spend and for you to work smarter, not harder.

Practical tools and templates to implement immediately to improve your success rate.

The language to use when engaging prospects – and what to avoid.

A repeatable system for crafting pitches and proposals.

Your business development activity plan, so you know exactly what to do, when and how.

Clarity on how to allocate the right amount of time to the right opportunities.

Invaluable questioning skills to use throughout your life and career.

Increased confidence and practical methods to quickly get into the right mindset for business development.

The key traits of high performing business developers across all industries and insight into what’s personally holding you back from achieving your goals.

The clarity and confidence to inspire your own performance in securing and retaining sponsors, and insight into how to better motivate your team.

This was a fantastic workshop to develop skills to apply in the commercial area. Excellent tips to be able to approach new partners and service current partners

Gen Simmons, Gymnastics Victoria

This workshop tells you everything that should be instinctive when it comes to partnerships, but makes you realise how much you haven't thought of, or forgotten or taken for granted.  Having the book in case I forget anything is most beneficial. Every minute was useful. Cant recommend it enough!

Elle Hrobat, Bell Shakespeare

Fantastic workshop that reaffirmed the work we have been doing and gave me new confidence in looking after partners once secured.

Sarah Carlson, National Museum of Australia

Brilliant – highly relevant and learned a lot despite being experienced in business development.

Anthony Thomas, CanTeen 

Great workshop content. Packed with great insights and tools. Thank you!

Jeena Joyan, The Children’s Hospital Westmead.

Practical application of learning was the stand out. Not just theory but take away tools valuable for any size organisation.

Beth Allan, Ronald McDonald House

Practical plans and tips that I can utilise immediately. All of Richard’s advice can be utilised.Truly helpful – thank you.

Zoe Davies, Century Venues

Excellent. Very relevant.

Ruth Markham, White Ribbon

Fantastic training workshop, really insightful.

Camilla Littlejohns, Fairfax Events

Really beneficial two days.

Frances Lord, City of Sydney

Excellent. Practical. Insightful and interesting. Brings it to life with practical sessions e.g. practising questioning.

Aimee Brice, Barnardos

Highly recommended.

Chris Wilson, Erebus Motorsport

What a fantastic two days and experience. Lessons were learnt I can use in business and life.

Josh Binns, Ronald McDonald House Westmead  

Really very helpful. Exceeded my expectations. It was very comprehensive.

Ashleigh Ralph, Baptist Care Australia 

Excellent, very good, highly recommend it.

Sophie Hastwell, Botanic Gardens SA

It was a great practical workshop which made me think about how to service sponsors more effectively

David Leach, Australian Society of Medical Imaging and Radiation Therapy (ASMIRT)

Excellent workshop, inspiring and motivational. Plenty of tips and tricks to take back and implement.

Erin Carroll, Tamworth Regional Council

Wonderful and rich two days that I'd recommend to others.

Amanda Thompson, Museum of Contemporary Art, Sydney

Excellent comprehensive look at all aspects of sponsorship from start to finish

Kim Eden, Australian Council of Superannuation Investors (ACSI)

A very engaging teacher and I liked how you continually got us to reflect on each topic and how this would impact our work processes.

Ally Sammassimo, Pharmacy Guild of Australia

Great two days, very useful, all sponsorship and partnership managers should do it.

Tania Pettitt, NSW Office of Environment and Heritage

 

Thank you, Richard, for a thought provoking and practical two days. It was such a valuable experience for me and my role at Learning Links. I feel energized and confident with the approach I’m taking with sponsorship. Your process has helped Learning Links gain valuable sponsorship over the last 12 months.

Kate Whitney, Learning Links  

Very worthwhile. I booked this course as the one I originally enrolled in was cancelled. Very pleased it worked out this way.

Danielle Neil, Sovereign Hill Museums Association

Provided a structure that was really succinct and straightforward to engage prospects. Thank you for adapting it to different organisations that are in the room.

Madeline Ferguson, The Fred Hollows Foundation

Great workshop! So insightful and useful and has given me the confidence to source, secure and retain partners.

Tianji Dickens, Barnardos

Excellent course. Very motivating and inspiring. I feel eager and ready to go!

Lauren Wallace, Performance Education

A clear, engaging and highly practical course. Discussions and recapping after each component was great. Thank you so much. I would highly recommend this course!

Anna Welch, QIMR Berghofer Medical Research Institute 

Excellent for any B.D activity and so glad I attended

Kerry Hayes, Group Leader – Industry Engagement, Australian Synchrotron 

The right sponsorship relationship is more than the sum of its parts, not only delivering essential revenue to an organisation, but bringing countless mutually beneficial results for many years.

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FAQs

Who is this workshop best suited for?

This workshop is especially suited to corporate partnership managers, sponsorship managers, business development managers as well as development managers working in arts, culture, sports, charity, health, environment, education, association and events sectors tasked with securing corporate partners and sponsors and managing those relationships.

Most importantly, it’s for people who are ready and wanting to improve their personal performance in attracting and retaining sponsors so that their organisation can achieve better results.

This workshop is a fantastic opportunity to meet and network with people in similar roles in different organisations across a variety of sectors.

Who is this workshop NOT suitable for?

This workshop is not relevant for people who are satisfied with their performance and results. This workshop is for motivated individuals who are willing to invest their time to implement the workshop materials so that they can experience greater results and measure their improvements.

How advanced is this workshop?

This workshop caters to a broad range of skill-sets and experiences from a wide variety of sectors and industries.

Will Richard himself be delivering this workshop?

Absolutely. Richard delivers all public workshops marketed under the Richard Woodward & Associates brand. Richard has personally delivered public workshops over the last 17 years across all major Australian capital cities and New Zealand.

How many workshop participants will there be?

Workshop numbers are limited to around 16 participants to make this as interactive and valuable as possible. As numbers are deliberately kept low and due to the highly interpersonal nature of the workshop, this is NOT the kind of training where you can catch up on work. You’ll be drawn on to share your experiences, apply the learning on the spot, give feedback to other participants and reflect on what you’ve learnt.

What system or methods will be covered in this workshop?

Drawing on his 32 years experience, Richard uses training and facilitation methodologies to apply a business development process to the world of sponsorship and partnership sales and retention.

What materials will participants receive?

All workshop participants receive a copy of Richard’s book, How to Attract and Retain Sponsors and Partners as part of the ticket price. The course is fully catered and includes morning tea, afternoon tea and lunch over the two days.

In How to Attract and Retain Sponsors and Partners, Richard has solidified his experience and expertise into a highly valuable resource with plenty of detailed information, resources, templates and case studies. This book is invaluable to refer to when developing your sponsorship strategy, making sales calls, preparing for meetings and development proposals.

Who is Richard Woodward and what makes him qualified to lead this workshop?

Richard WoodwardRichard Woodward is particularly qualified to train people in attracting and retaining corporate partners and sponsors having worked on both sides of sponsorship over many years. His first experience in sponsorship was in 1987 when he managed a lawn bowls sponsorship while working as a Marketing Executive for a construction company in the UK.

Since then, Richard has had senior roles on both sides of sponsorship for leading organisations. He was National Sponsorship Manager at the Commonwealth Bank and Marketing Manager at KPMG and, alternately, was Sponsorship Manager at Sydney Opera House and Marketing Manager at Stadium Australia. In these roles, Richard managed sponsorships ranging from cricket and netball to ballet, festivals and community days

Over the last 17 years, Richard has developed strategies and provided training and coaching to countless sectors seeking sponsorship. He has worked with leading players in the worlds of arts, culture, sports, charities, events, music, environment, health and education as well as corporations.

Richard is a frequent speaker on sponsorship and partnerships at industry conferences, presenting at Australian Sponsorship Marketing Association/Sponsorship Australasia conference on seven occasions, the Fundraising Institute of Australia (FIA) Conference five times, Fundraising Institute of New Zealand (FINZ) Conference on three occasions, plus the Culture Business Conference in Sydney and Melbourne, Communicating the Museum in Paris, Audi Marketing & Corporate Communications Conference, Sponsorship News Conference, The Business of Events Conference, Regional Events Conference, Associations Forum National Conference, International Not for Profit Convention & Exhibition (INCE),  Professional Conference Organisers Association Conference, Asia Pacific Association Executives Congress (APAEC),  Australian Business Events Expo (ABEE), Australian Events Symposium, Meetings & Events Australia (MEA) National Conference, Exhibitions and Events Association (EEA) Annual Conference and Events Queensland Regional Events Conference.

This is not a workshop run by a consultant with limited business experience. Richard is a highly experienced, qualified trainer with the exact business experience on which he teaches. This is an invaluable opportunity to learn from someone who has trod the path before you and assisted many others like you.

ESSENTIAL INFORMATION

Workshop dates: TBC

Location: TBC

Times: Day 1: 9am - 5pm; Day 2: 9am - 4pm.

Investment: $1450 per person (ex GST).

Includes: Coffee on arrival, lunch, morning and afternoon tea, plus a copy of Richard’s book How to Attract and Retain Sponsors and Partners.

Each workshop participant receives a copy of Richard's book How to Attract and Retain Sponsors and Partners.
How to Attract and retain sponsors and partners

Course bookings terms & conditions

Subject to availability, a place will be reserved for you at the workshop for 14 days and a tax invoice will be sent to you via email. In the event that the workshop is over-subscribed, you’ll have the opportunity to be wait listed.

Confirmations: On receipt of full payment within 14 days, your registration will be confirmed via email. Payments received after 14 days cannot be guaranteed registration. Payment must be received prior to workshop attendance.

Refunds: Full refunds will be paid where a cancellation of registration is received in writing at least 21 days before the workshop. Within 21 days of the workshop, no refunds will be permitted.

Substitution: Substitute delegates will be permitted subject to prior arrangement.

Note: Richard Woodward & Associates reserves the right not to accept a registration. It may be necessary for reasons beyond the control of Richard Woodward & Associates to change the date or venue. In the unlikely event of the workshop being cancelled, a full refund will be paid.

Note: Richard may record parts of his presentations for use on his social media and website. As a participant, you may appear briefly in view.

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Workshop numbers are strictly limited to around 16 people and are often over-subscribed.

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Richard's business development and corporate partnering training is outstanding. He provides one with much to consider, skills and practical know how which is life changing and makes a huge difference in how one operates.

Christopher Wainwright, Adelaide Youth Orchestra

An empowering and motivating two days that has refreshed existing knowledge, provided a wealth of practical tools and guidance, and reaffirmed why I do what I do and love it! Just awesome!

Bronwyn Neeson, Camp Quality

Richard’s sponsorship sales training helps you focus on the real needs of potential partners. No matter what level you are at, he brings great insight and will lift you to a new level. It’s made a real dollar difference to our business.

Sean Pickwell, Waterfront Entertainment Marketing

The most mind blowing intense workshop ever experienced! Changed my views completely on how to attract sponsors.

Chrissy Hawker, South West Football Netball League, Victoria

You need to do this workshop if you work in sponsorship. It's applicable to every industry and will set your career up for life.

Anna Mathews, Bell Shakespeare

Great workshop.

Tim Hosking, Victoria Racing Club

A brilliant insight into the process of attracting sponsors.

Clare Murray, Centre for Accident Research and Road Safety Queensland

A must for anyone who wants to attract, retain or even venture into the world of sponsorship!

Dwayne Birtles, South East Primary Healthcare Network

Fantastic training session with great insight.

Bianca Ciccia, Heartkids NSW

Fantastic, thank you Richard.

Vivien Mitchell, Centenary of Canberra

After completing the one day workshop 'How to Attract More Sponsors' I applied Richard's principles to my business development practice and strategy. Within six months and despite the GFC we secured hundreds of thousands of dollars and signed up two 'meaningful' corporate partners for the next three years. I highly recommend this course!

Tarnya Van Driel, Asthma Foundation of SA

Absolutely fantastic and inspirational. Thank You. This information is priceless.

Rebecca Goodman, State Theatre Company of South Australia

This is a truly wonderful workshop, especially for people new to the industry. Full of insight, real case studies and extremely useful information to take back to your organisation. It's Friday afternoon and I want to get back to work!

Xanthe Chapman, University of NSW

Fantastic.

Peter Miller, Heart Foundation

Extremely worthwhile.

Rod Ward, Ballarat Football and Netball League

Worth its weight in gold. Return on investment will be realised in a matter of weeks.

Aaron Nunn, Ballarat Football and Netball League

About Me

Richard is a business development strategist, trainer, speaker and author who has worked with leading organisations since 2004 to help them attract and retain new business.

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Contact Me

Richard Woodward
& Associates Pty Ltd
PO Box 908
Bondi Junction 1355
Sydney, Australia

Phone: + 61 2 8964 4350
Mobile/cell: 0414 886 018

Email: richard@richardwoodward.com.au

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