Pitching Beyond Credibility
How Strategic Collaboration and Future Selling Secured Sponsors for a Groundbreaking ASEAN Event
Have you ever heard the phrase 'sell the future' in business? It's a powerful concept, especially when you’re just starting out and credibility isn’t something you can take for granted. Today’s post dives into the story of Ts. Stanley Siew, a Technical Support Executive for NOKIA APAC turned executive director of DKSM Group, who is the organising chairman for the ASEAN Manufacturing Youth Conference 2024—an event organised by Federation of Malaysian Manufacturers (FMM) that brought together industry giants like TecD, Microsoft and Dell as sponsors. Despite it being the first event of its kind for the youth division, Ts. Stanley’s strategic approach to pitching and his ability to sell the future secured record-breaking sponsorship deals and set the stage for an incredibly successful conference.
In our conversation, Ts. Stanley shared how he leveraged collaborations and focused on sustainability to win over big names. As entrepreneurs, there's a lot we can learn from this—especially the value of future selling when building credibility from scratch. Let’s dive into the key takeaways from Ts. Stanley's experience and explore how you can apply these insights to your own business journey.
Winning Sponsors with ROI and Strategic Collaboration
The conversation with Ts. Stanley naturally began with his remarkable achievement as Chairman of the National Youth Committee of the Federation of Malaysian Manufacturers (FMM) in securing record-breaking sponsorship deals for the ASEAN Manufacturing Youth Conference 2024. He graciously shared his insights on pitching for sponsorship, and one standout lesson was his emphasis on ROI.
“Ultimately, in business, it’s all about ROI,” Ts. Stanley shared. Like any investment, selling a solution—or in this case, a sponsorship—must revolve around clear returns. The question he posed was simple but powerful: What’s in it for them?Whether you’re appealing to a prospect, customer, sponsor, or investor, understanding their benefit in exchange for their money is essential.
Interestingly, credibility, often seen as the cornerstone of securing sponsorships, played a more subdued role here. The ASEAN Manufacturing Youth Conference was the first of its kind for the FMM Youth Division, meaning there was no established track record to lean on. Instead, Ts. Stanley recognized the need to think outside the box and adopt unconventional strategies to attract sponsors.
Leveraging Key Collaborations for Credibility
One of Ts. Stanley’s standout strategies was forging collaborations with key government agencies. By understanding their objectives and aligning the event’s goals with their vision, he not only secured their support but also enhanced the event’s overall credibility. This alignment created a win-win situation: the agencies saw their initiatives amplified through the event, while the conference benefited from the added legitimacy of government backing.
This collaborative approach also helped ease corporate sponsors' concerns. By addressing potential risks through meaningful partnerships, Ts. Stanley demonstrated foresight and problem-solving—qualities that sponsors value.
To further solidify confidence, Ts. Stanley ensured the event’s agenda was relevant and forward-thinking. The central theme of sustainability—a pressing topic in today’s manufacturing landscape—attracted reputable speakers from MNCs and local industry leaders. These high-profile panelists added prestige and drew attention, making the conference an even more compelling opportunity for sponsors.
Selling the Future: Turning Uncertainty into Opportunity
For Ts. Stanley, the key to securing sponsorships for the ASEAN Manufacturing Youth Conference was not about showcasing past successes—because there weren’t any. This was a first-of-its-kind event. Instead, he leaned heavily on future selling, a skill early-stage entrepreneurs can’t afford to overlook.
Ts. Stanley recognized that Malaysia’s push for sustainability and global compliance created both opportunities and challenges for manufacturers. Many businesses faced concerns about balancing sustainability with profitability, a challenge that resonated deeply within the industry. By tapping into these concerns, he crafted a compelling narrative around how the event could provide answers and guidance for navigating this balancing act.
Creating a Vision Sponsors Could Trust
Ts. Stanley’s approach focused on aligning the event’s themes with broader government goals and current corporate strategies like sustainability. This alignment not only attracted high-profile panel speakers from brands known for their leadership in sustainable practices but also positioned the conference as a meaningful platform for collaboration. The result? Sponsors saw value in being part of an initiative that wasn’t just relevant to the industry but also supported their brand image and long-term goals.
For early-stage entrepreneurs, the lesson here is clear: Your pitch doesn’t have to rely on an established track record. Instead, highlight the problems you solve and the opportunities you unlock for your prospects’ futures. When you tie your offering to what matters most to them—whether it’s a business goal, societal impact, or industry advancement—you’re selling more than just a product or service; you’re selling a vision they’ll want to be part of.
Ts. Stanley’s Practical Pitching Tips
When it comes to pitching, Ts. Stanley emphasized three essential strategies that resonate whether you’re seeking sponsorships, investment, or client buy-in:
Know What You’re Selling
You need to have a deep understanding of your offering—its features, benefits, and potential impact. Confidence comes from being prepared to answer any question, from technical details to strategic benefits.Explain Like a Layman
Avoid jargon. Make your pitch relatable and easy to understand. If your audience feels overwhelmed or confused, they’re less likely to engage. Simplify your message to ensure it’s accessible to everyone in the room.Always Sell Solutions
Don’t sell the product; sell what it does for your prospect. Focus on how your offering solves their specific problems or fulfills their goals. When they see how it benefits them, your pitch will resonate more deeply.
Ts. Stanley’s journey from a mechanical engineer to leading a record-breaking ASEAN event is a testament to the power of vision, collaboration, and understanding your audience’s needs. Whether it’s pitching to sponsors or selling your product, the principles remain the same: focus on solving problems, building trust, and delivering value.
About DKSM Sdn Bhd
Founded in 1982, DKSM Group began its journey with a strong foundation in fire protection systems, earning a reputation as a trusted industry leader. Over the years, we have expanded our expertise into comprehensive Mechanical, Electrical, and Plumbing (MEP) solutions.
From design to fully constructed, certifiable buildings with authority approvals, to operational facilities supported by ongoing maintenance, DKSM delivers end-to-end services. As a provider of Engineering, Procurement, Construction, and Commissioning (EPCC) and Operations & Maintenance (O&M), we are committed to creating safe, reliable, and sustainable spaces tailored to your needs.
Do you have a story about overcoming challenges or pitching your way to success? I’d love to hear it! Share your journey with me, and who knows, it might inspire the next newsletter.