3-Steps to Help Student-Athletes Sell Successfully
Sales is the lifeblood of any business, and it's no different when it comes to NIL.
Before we begin, a special announcement…
Register today for "NIL Quickstart" - a free webinar that teaches the curriculum that correlates with student-athletes landing their first NIL deal in 45 days.
For student-athletes who are interested in NIL, their #1 goal is to land their first/next NIL partnership. Helping them do so will strengthen your university’s recruiting and player retention.
Without sales, there is no NIL success
In this week’s newsletter, I’m going to skip past two essential steps for student-athletes to complete in order to secure their first NIL deal - building their personal brand and cultivating a strong social media presence. (I’ll write about those in upcoming newsletters.)
Today I want to focus on a woefully neglected element of most NIL education: sales. Training on how to sell themselves is one of three areas that correlates directly to a student-athlete’s NIL success, yet it’s mostly not taught.
Sales is the lifeblood of any business, and it's no different when it comes to NIL. If a student-athlete doesn't learn to sell themselves, they will face repeated rejections or lack of interest from businesses. This will lead to frustration, disappointment, and a loss of confidence by the student-athlete in their ability to succeed in NIL.
So here, let’s cover three areas of NIL sales: identifying ideal business partners, crafting a killer pitch deck, and leveraging the initial deal to open doors to even bigger opportunities.
Identifying ideal business partners
Identifying ideal business partners is a crucial step in maximizing a student-athlete’s NIL potential. The right partnerships can boost their brand, expand their reach, and lead to more fulfilling (and lucrative) deals.
For the sake of this newsletter, I’m going to assume the help is for student-athletes who are looking for their first NIL deal. And with that profile of athlete in mind, I’m going to make recommendations that focus on the local market (not national brands.)
Several tools can help student-athletes identify potential local business partners for NIL deals:
Online Directories and Search Engines:
Google My Business: Search for businesses in their area based on category, location, or keywords. They can also see reviews and ratings.
Yelp: A popular platform for finding and reviewing local businesses, including restaurants, shops, and services.
Chamber of Commerce Websites: Local chambers often have directories of member businesses, providing information on their offerings and contact details.
Industry-Specific Directories: If the student-athlete has a particular interest or passion, they can look for online directories specific to that industry (e.g., fitness, fashion, food).
Social Media Platforms:
Instagram and Facebook: Use location tags and hashtags to discover local businesses and see how they engage with their audience.
LinkedIn: The professional networking platform that can be used to connect with local business owners and decision-makers. Student-Athletes should learn how to use its filtering features!
Twitter/X: Student-Athletes should follow local businesses and engage with their tweets to get a sense of their brand and values.
Additional Tools:
Local News Websites and Blogs: Student-Athletes should stay up-to-date on local business news and events to identify potential partners.
Community Events: They can attend local events, fairs, and festivals to meet business owners and learn about their offerings.
Networking Groups: They should join local business groups and networking events to connect with potential partners in a more informal setting.
By utilizing these tools and resources, student-athletes can create a targeted list of potential business partners that align with their personal brand and goals.
Crafting a killer NIL pitch deck
A killer NIL pitch deck should be a concise and visually appealing presentation that showcases a student-athlete’s value proposition to potential business partners. Here's how to craft one that gets results:
1. Start Strong:
Opening Slide: The student-athlete should introduce themselves with a compelling photo and a brief headline that highlights their unique value proposition.
Problem Statement: Identify a problem or opportunity the business faces that they can help solve. (e.g., "Need to reach a younger audience? Increase social media engagement?")
2. Highlight Value:
Personal Brand: The student-athlete should showcase their personality, values, and interests. What makes them unique and relatable to their target audience?
Athletic Achievements: The student-athlete should highlight their accomplishments, awards, and statistics. Demonstrate their dedication, work ethic, and competitive spirit.
Social Media Presence: Include follower counts, engagement rates, and examples of successful campaigns. Emphasize the student-athlete’s ability to create authentic and engaging content.
Community Involvement: Show the student-athlete’s commitment to giving back by highlighting volunteer work, charitable initiatives, and community events you've participated in… [Continuing read below on the rest of Crafting a killer NIL pitch deck]
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