NASCAR Sponsorship
Skill Set: Selling
TOPIC OR UNIT OF STUDY
Selling, Determining Customer Needs, Demonstrating and Presenting a Product/Service, and Handling
Customer Objections and Questions.
CONTENT STANDARD(S) AND OBJECTIVE(S)
Students will
 explore selling as a promotional tool.
 implement the steps in the sales process.
 recognize cultural differences.
 explain why determining customer needs is essential in the sales process.
 provide methods for determining customer needs (observation, questioning, and listening).
 demonstrate the importance of nonverbal communication and effective listening.
 identify characteristics of an effective product demonstration.
 differentiate between the features and benefits of a product or service.
 include the customer in the product/service demonstration.
 prepare sales aids.
 utilize proper terminology to demonstrate a product.
 identify methods of handling objections and questions.
 differentiate between an excuse and an objection.
 prepare an objection analysis sheet.
 analyze common objections.
 utilize specialized methods of handling objections.
 demonstrate examples of open-ended and closed-ended questions.
INTRODUCTION
You are employed with a sports and entertainments marketing company. Jose Ramirez, a professional
race car driver involved with NASCAR, is one of your newest clients. Your job is to secure a primary
sponsor or several companies that will sponsor the Jose Ramirez Car. NASCAR hopes to attract new
spectators and Hispanic fans with this outgoing, charismatic, bilingual race car driver. Your challenge is
to raise a minimum of $1 million for the new client, the cost for him to race in this year’s racing series.
Jose will be driving a Ford Taurus as a member of the Tony Pessolano Race Team. You can sell space on
any part of the driver’s suit, pit crew’s uniforms, or auto (hood, dashboard, spoiler, doors, front fender,
and rear quarter panels). You can also sell sponsored merchandise and arrange personal service
contracts, including retail point-of-purchase material, TV commercials, or public appearances. Sponsors
must be category exclusive (you cannot sell McDonald’s and Burger King sponsorships o the same car)
and must represent different categories of goods and services. Your supervisor wants you to develop a
sales training manual with a Ramirez-specific feature-benefit table and script for telephone solicitation
of potential sponsors. Additionally, you have been asked to generate a list of potential sponsorship
leads, taking into consideration the demographics of Jose’s and NASCAR’s fan base. To demonstrate
your selling skills, your supervisor expects you to role play your complete presentation. Use your sales
training manual as the basis of the role play and incorporate a computer presentation.
ESSENTIAL QUESTION
What are the steps of a sale as they relate to selling NASCAR sponsorships?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
 Entrepreneurship: students will be assuming the role of a sports and marketing entertainment
employee.
 Academics and Technology: Students will be using Microsoft off ice programs to prepare
reports and a presentation. They will also be using the internet for research.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will be given the scenario and guidelines for the reports and presentation. How they choose
to do their research will be up to them. They may design their reports and presentations as they wish
while following the guidelines.
TASK(S)
1. Research NASCAR drivers, sponsorships, and fans.
2. Generate a list of potential sponsors, research consumer products and companies that target
the same market, as well as identify untapped markets.
3. Research sponsorship agreements for other race car drivers so you can develop selling points
that you can use to create a feature-benefit chart.
4. Prepare a written sales training manual, a computer presentation for the sales presentation, and
a telephone script to qualify prospects.
5. Use a word processing program to prepare the double-spaced documents. The feature-benefit
chart in the sales training manual should be in table format. Arrange the written report around
the attached outline.
6. Present your ideas in a written report and an oral presentation. In your oral presentation,
conduct a role play that demonstrates how to utilize the telephone script to qualify prospects
and a role play for a salesperson calling on a prospective sponsor.
RESOURCES
 Flash drive
 Conduct research at library or on the internet.
 Word processing and presentation software.
 Rubrics and outlines.
TECHNOLOGY USE
Students will be using computers for research, document preparation and presentations.
EVALUATION
Presentations and reports will be evaluated with the attached rubrics and outlines.
TIMELINE
4 - 90 minute class period for research and preparation.
1- 90 minute class period for presentations.
CONCLUSION
What are the steps of a sale as they relate to selling NASCAR sponsorships?
Written Report Outline
1. Plan to generate $1 million.
 Strategy (one sponsor vs. many sponsors)
 What’s for sale?
2. Prospecting
 Rationale for selection of prospects.
 List of suggested leads (minimum of 20)
 Telephone script for use in qualifying prospects.
3. Sales training manual
 Introduction
 Feature-benefit chart for Jose Ramirez
 Sample approach dialogue
 Determining needs
o Observations that should be made
o Sample dialogue to demonstrate good listening skills and effective
questioning techniques.
 Product Presentation
o Two sample selling sentences
o Suggested sales aids
o Demonstration of selling points
o Involvement of customer in presentation
 Handling objections
o Two potential objections
o Suggested answers to potential objections
Presentation Evaluation : NASCAR Sponsor
Teacher Name:
Student Name:
________________________________________
Topics Covered
Knowledge of
motorsports,
especially NASCAR.
0
Student showed no
knowledge of
motorsports and
showed signs of no
research.
5
Student showed
some knowledge
of motorsports but
needed to do more
research.
Demonstration of
effective selling
techniques.
Student did not
demonstrate
effective selling
techniques.
Student had some
demonstration of
effective selling
techniques.
10
Students showed
extensive
knowledge of
motorsports and
research was
obvious.
Student
demonstrated
effective selling
techniques.
Ability to
communicate with
prospects.
Student did not
show the ability to
communicate with
prospects.
Student showed
some ability of
communication
with prospects.
Student showed
exceptional ability
of communicating
with prospects.
Ability to handle
questions and
objections.
Student was not
able to handle
questions and
objections.
Student was not
fully able to handle
questions and
objections.
Continuity of
presentation.
Presentation did
not flow well. No
sign that it had
been role played.
Voice quality, body
language and eye
contact.
Student did not
meet any of the
criteria.
Student showed
signs of having role
played the
presentation but
still had
hesitations.
Student met two
out of the three
criteria.
Student handled all
questions and
objections in a
professional
manner.
Student
presentation
flowed very
smoothly and
apparent signs of
role play.
Students met all
criteria during
presentation.