2/8/2007
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PILOT PROJECT, PT. II
In working for an airline pilot hiring consultant for several years I picked up a lot of information about how to conduct an effective pilot job search. Last month, I began describing how I thought many of those same job search tips and techniques might apply to racers seeking sponsorship.
Essentially, it all comes down to research, diligence and preparedness. Just as a pilot needs to determine which airlines are most likely to hire, a racer must figure out which sponsors are most likely to be receptive to a sponsorship pitch. That comes from looking at a company’s current marketing efforts, evaluating what your race team can add to the mix, and taking into account the present state of your potential sponsor’s business.
For instance, if a large, national company has just announced massive layoffs or a regional concern is embroiled in a nasty court case, it may not be the time to approach with a sponsorship proposal in hand. While neither of these scenarios necessarily precludes securing sponsorship (after all, the need to market never subsides), racers have to look at the big picture and figure out where and when they may or may not fit in.
But let’s say you’ve researched the company, put together a convincing proposal, got it to the right people, and actually received an invitation to make your sponsorship pitch in person. It would be tempting to think at this point that it’s practically in the bag, but there’s still a lot to consider. While there must be some interest on the potential sponsor’s part if
you get this far, just like a job seeker invited to an interview, you still have to seal the deal.
My former employer stressed to pilot hopefuls that their interview actually began the moment of their first contact with any representative of the interviewing airline. It’s not at all uncommon for an airline to fly pilot applicants from all across the country to a central location for interviews, so there’s plenty of opportunity for interaction between employees and interviewees before the official face-to-face questioning even begins. The point was that a rude or inappropriate comment to a baggage handler or flight attendant in Boise could find its way back to headquarters in Chicago and the offending pilot’s dreams of flying for the airline could be crushed, regardless of how well the official interview went.
Likewise, sponsor-seeking racers need to treat everyone—everyone!—they meet who’s remotely associated with the targeted company with respect and courtesy. The opinion of that parking-lot attendant, custodian, or security guard may carry more weight and travel a lot higher up than you ever imagined possible. And this attitude needs to continue after a sponsorship is secured. Even if you treat your sponsor’s decision makers like kings, if they learn of a slight against a rank-and-file employee it could easily end your relationship.
Being nice is not enough, though. It should go without saying, but you have to dress for success. That means knowing the corporate culture of the company you’re pitching to and dressing at least as well, if not better, than the people you meet with. So, if it’s a traditional business setting, that means a suit and tie. And this is not the time to show off your wacky personality with that novelty tie you got last Christmas. Go with a conservative look that may not garner a lot of attention, but suggests you belong in a boardroom.
