Quit Working and Fish for a Living
OutdoorHub 02.01.12
Forestville, WI- With a workshop titled, “How to Quit Work and Fish for a Living,” pro angler Tommy Skarlis turned heads. He is “Fishing for a Living” as he told the attendees at the National Professional Anglers Association Annual Conference earlier in January in Minneapolis.
However, it didn’t take long to realize that the “Quitting Work” just transferred to a new career for Tommy, who had been in the building trades prior to going fishing full-time. His two word answer to what it really takes to succeed, “Hard work!” He won a number of major walleye tournaments, and quickly established himself as one of the top-ranked walleye anglers on any tour.
His advice was timely with so many first-time members at an NPAA conference, many considering careers in the fishing industry. To make it, Tommy said sponsorships are important, and the only secret to know about sponsorships is there is no secret. It takes those two words, “Hard work.”
When considering companies for a sponsorship relationship, Tommy said he learned to:
- Live by the Golden Rule;
- Work hard;
- Deliver what is promised;
- The best relationship is mutually beneficial;
- When investing in a pro, the company will want Return on Investment (ROI);
- Business is business;
- Define what you do best;
- Learn what the company wants and needs;
- Determine what the value is to the company;
- What is the pro’s cost?
- Make sure the pro has adequate time and space to accomplish the requirements, which include boat and truck wrap, hat, shirt, pants, personal endorsements, promotional efforts (on radio, writing, on the web, etc.), and the commitment of days;
- Look locally first; when the time and opportunity presents itself, reach out to regional and national companies.
Tommy listed three skill sets, public speaking, marketing and sales experience, as essential for representing companies as a sponsored pro. “Get good at these skills,” he said. A pro might specialize as a teacher and/or trainer, a leader/motivator, an entertainer, an inventor, engineer, or a consultant.
“Most of all, a sponsor wants you to move the needle and sell product,” he said. Pro anglers must discover what a company needs and wants, and get face-to-face in an interview situation. Do it in your boat if possible or at lunch or even golf where there are no distractions. “Ask what you can do for them,” he said. “Be positive. Keep notes. Be professional.”
He did offer some “don’t do this” tips. NPAA members should never criticize previous promotions or other pros. Don’t tell a company how to run the business. Don’t leave your cell phone turned on. Don’t give a resume out until late in the meeting. Don’t take “No!” personally.
He said companies want ideas for improving floor traffic and increasing sales. Another priority is improving customer satisfaction and helping customers learn how to use products. Determine if fishing trips might work. What type of signage do they prefer? How would you generate more awareness? After all this fact-finding, Tommy said he digests what’s been learned, and creates a unique sponsorship proposal for that company. His proposals feature bullet points with the most important facts at the top. “Whenever possible, deliver it personally,” he advised.
Local opportunities exist with chiropractors, massage therapists, home builders, remodeling companies, insurance and investment agencies, restaurants, hotels, casinos, agriculture businesses, oil and gas exploration companies and developers, lawyers, accountants, architects, cell phone companies and others.
At some point, the question about money will arise. When a number is agreed upon, the work starts. If the “Can’t afford it” comment is aired, Tommy suggested considering sales or sales leads commissions. “Ask about co-op advertising budgets,” he said. “Try to find a way to make it work.” He would consider a lower fee if other intrinsic values made sense. Tommy said, “It could really benefit my other sponsors if one company used me in an ad campaign that resulted in millions of impressions.”
Once the handshake and the signatures are done, Tommy said, “The work begins. It’s time to plan your work and work your plan and give them what you promised. Never under deliver and try not to over-deliver because you may not be able to do the same the next year.”
Working with sponsors also requires regular communication, a desire to represent them throughout the year, and the knowledge that hard work is required. Tommy said, “If you do all that, maybe you can quit working and fish for a living.”
