NCET Biz Tips: Leveraging Sports to Grow Relationships
Keenan Polan
In this article for NCET, I would like to share some of my experiences utilizing sports as a driving force to build and strengthen relationships in our community.
Over the past ten years, I have primarily worked in sales in the sports industry. Over that period, I have met hundreds of business owners and executives looking to differentiate and grow their business. My goal when meeting new people is to learn more about them and their organization. I do this in order to create and build a connection both on a personal and professional level.
Some of my favorite questions I like to ask are:
1. What makes their business unique?
2. How do they find ways to allow their salespeople to shine?
3. Why do people choose to do business, or not, with their company over others?
Simon Sinek’s “Start with Why” explains the following. “All companies know that they do. Most companies understand how they do it. Very few organizations know why they do what they do.”
What I have learned from these hundreds of meetings is whether the company knows their why or not, often B2B partnerships run off the strength of relationships. Especially in a tight-knit community like Reno-Tahoe. People take the standard “know, like, trust” saying to another level in this area. We have a population of hardworking, genuine people who like to support people they consider friends. Making meaningful connections and doing what is right for your company, your clients, and your community is a step to finding that purpose, and that why.
What type of environment is better than a sporting event that allows people to be themselves and enjoy the company of others? Not many. Think about the atmosphere when you walk into a stadium, the memories you make with your clients, colleagues, friends, and family, even strangers. Whether it’s golf, football, or whatever your favorite sport is, it’s more than the game itself. Sports partnerships have elevated over the years, and it’s more than what is happening on the field, course, court.
The experience is the driving force - the food, the drinks, the halftime show, the merch, the people. Sports and live events can bring people together from all walks of life. Sports has a way of breaking down barriers and allowing people to connect regardless of their personal beliefs, aside from fandom and arch-rivalries like Yankees vs. Red Sox, Steelers vs. Ravens, Lakers vs. Celtics.
If the why of your business centers around people and you are looking to retain your top clients, reward your key team members, spend quality time with the people that drive your business, think about sports. Using a game, tournament, or match is an excellent way to build and strengthen these valuable relationships. You have hours of face time with people in a fun and engaging atmosphere. Leveraging VIP access, brand affinity, community impact, and the goldmine of creating lifelong memories will differentiate your company.
On another level, you also support a community of fans, employers, sponsors, vendors. Which ultimately helps drive your local and regional economy and often supports charities that create a positive impact in your community. The experience is all-encompassing, and few options let people holistically connect on that level. Leveraging sports can separate your business and your relationships.
Learn about leveraging sports to grow relationships at NCET’s Biz Cafe on February 16 at the UNR Innevation Center. NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology. More info here
Keenan Polan, is the Director of Sales at Barracuda Championship (https://barracudachampionship.com/) and connecting people with experiences, ideas and, opportunities is my why.