How to persuade internal stakeholders and turn sceptics into supporters

What’s worse, a chairman who thinks sponsorship is a waste of money or one who wants to sponsor the golf tournament so they can get a good tee off time? I have come across both in my career when seeking to implement strategic sponsorship, and I can tell you that the sceptics are not confined only to the boardroom.

The psychology of persuasion is a subject well researched by academics and professors, so if you fancy some heavy reading on the topic, we recommend the works of Dr Robert Cialdini. For those of you that face the challenge of turning a fierce opponent of your sponsorship from a sceptic into a supporter, we have highlighted eight persuasion techniques to consider before your next meeting.