3-Steps to Help Student-Athletes Sell Successfully

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.

3. The Partnership Proposal:

  • Collaboration Ideas: Present specific ideas for how a student-athlete can partner with the business. Be creative and tailor their suggestions to their needs and target audience. (e.g., social media takeovers, product endorsements, event appearances)

  • Call to Action: Clearly state what the student-athlete is asking for. (e.g., "I'm seeking a partnership to promote [product/service] through social media and in-person appearances.")

  • Deliverables: Outline the specific actions the student-athlete will take to fulfill your part of the deal.

4. The Close:

  • Contact Information: Make it easy for the business to reach the student-athlete by providing email, phone number, and social media handles.

  • Testimonials: If the student-athlete has any testimonials from previous partnerships or endorsements, include them to build credibility.

  • Thank You: Express gratitude for the business’ time and consideration.

Tips for a Killer Pitch Deck:

  • Keep it Concise: Limit a pitch deck to 10-15 slides. Focus on the most impactful information and avoid overwhelming the audience with too much detail.

  • Visual Appeal: Use high-quality images, graphics, and charts to make the presentation visually engaging.

  • Tell a Story: Weave a narrative throughout a pitch deck that connects the student-athlete’s personal brand, achievements, and proposed partnership.

  • Practice Your Delivery: Rehearse the presentation to ensure it’s delivered confidently and smoothly.

  • Be Prepared to Answer Questions: Anticipate potential questions and have thoughtful responses ready.

By following these tips, a student-athlete can create a killer NIL pitch deck that grabs the attention of potential partners and opens the door to lucrative deals. Remember, it's about the student-athlete showing businesses the value they can bring to their brand.

Leveraging the initial NIL deal to open more doors

A student-athlete’s first NIL deal is more than just a paycheck – it's a stepping stone to bigger and better things. By strategically leveraging their initial success, they can unlock a world of new opportunities.

Here's how they can maximize their first NIL deal:

  1. Overdeliver: Go above and beyond the expectations outlined in their contract. Exceed the agreed-upon deliverables, create additional content, and engage with the brand's audience authentically. This will leave a lasting positive impression and make them a more valuable asset.

  2. Track Their Results: Monitor the impact of their NIL activities. Track metrics like social media engagement, website traffic, and sales figures (if applicable). This data demonstrates their value and provides leverage for future negotiations.

  3. Build Relationships: Foster strong relationships with the brand's representatives. Be communicative, responsive, and easy to work with. A positive working relationship can lead to repeat business and referrals to other companies.

  4. Case Study Creation: Turn their successful NIL partnership into a compelling case study. Document the results they achieved and showcase the value they brought to the brand. This case study becomes a powerful tool for attracting future partners. (Ask their satisfied partner for a testimonial or review. This social proof can be invaluable when pitching themselves to other brands.)

  5. Expand Their Network: Use their first NIL deal as a platform to connect with other businesses and industry influencers. Attend industry events, participate in online communities, and leverage their existing connections to expand their network.

By leveraging the student-athlete’s initial NIL success, they can create a snowball effect that opens doors to bigger and more lucrative opportunities.

About Bill Carter

Bill has advised brands on Name, Image, Likeness for 25 years—first in pro sports, now at the college level. He was the Co-Founder of the Gen Z sports agency Fuse, which he sold in 2019. In 2020, he founded Student-Athlete Insights and consults on NIL strategy with Fortune 500 companies and 30+ DI universities. Read more about Student-Athlete Insights.

Bill Carter