Real advice I gave a racer heading into a sponsor meeting

One of our racers messaged me earlier this week with a question I wish I got more often: “Hey, we have a meeting this week with a big-name sponsor. We’ve never really had a meeting with a sponsor like this. What are some pointers going into it?” 

This is exactly the kind of situation I hope all our sellers find themselves in—growing into partnerships that feel way outside their comfort zone, and knowing they can reach out to us for help when they get there. 

So, if you ever find yourself in this spot, here are a few things to keep in mind: 

Act like a consultant, not a salesperson.

Don’t go into the meeting trying to sell your program. Go in with the goal of learning. Ask questions. Be curious. Figure out what they care about and what their marketing goals are. 

You’re listening for clues. Are they focused on brand awareness—trying to get in front of a new audience or grow visibility in a certain region? Are they looking for product activation—like launching a new product or driving sales for a specific SKU? Or are they focused on brand alignment—wanting their brand to be associated with something bold, exciting, or community-focused? 

Your job isn’t to pitch just yet. Your job is to gather the info you’ll need when you’re ready to pitch later. 

The first date isn’t the time for a proposal.

Don’t jump straight into offering solutions. You’re not selling yet—you’re learning. Think of it as a discovery meeting. The most important thing you can do is make a good impression. If they like you, they’ll take your next call. If they don’t, the greatest pitch in the world won’t land. 

When the meeting wraps, it’s totally okay to say something like, “I’d love to digest everything we talked about and put together some ideas for how we could work together.” That shows thoughtfulness, not hesitation. Plus, it gives you the time to be really intentional about the proposal you put together.  

This racer reached back out to me and asked some GREAT questions about valuation for their proposal – they wouldn’t have been able to do so if they’d jumped to solutioning during the meeting. 

You’re not expected to lock in a deal in one meeting. You’re building a relationship, and that takes time. Focus on that first. 

And if your hands are shaking a little before the call? That’s a good sign.

It means you care. It means you’re growing. It means you’re stepping into something bigger than you’ve done before. That nervous energy? Channel it into curiosity. Into listening. Into asking good questions. 

Because the racers who build lasting partnerships—the kind that fund seasons and open doors—aren’t the ones who talk the loudest. They’re the ones who show up, ask the right questions, and follow through. 

So go in with confidence. You’ve earned this meeting. And you're not alone in it. 

Our sellers have a lifeline to experts in the industry of motorsports marketing. Do you want that for your program? Sign up to sell at https://racerondemand.us/pages/sell-with-racer-on-demand