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Sales Eye                                         for
                                                   the

 Non-Profit Guy
                                                                                      NPO
                                                                                            Mana
                                                                                                 ge  r
                                                                                  r
                                                                         Develope
                                                    r
                                             Designe
                             NPO Direc
                r                      tor
         Manage                                         NPO Fundraiser

                                                                                      Program Dir.



    What to do when you’re not the usual sales suspect.

    Kelsey Ruger | Schipulcon 2009
Thursday, October 15, 2009
Have you ever
                                                       r.
                                           Progr am Di




                      wanted something
                       from someone?

                                  What do you think when
                                  you hear the word


                                    Sales?
Thursday, October 15, 2009
Have you ever
               N PO F
                      u      nd    been at a loss
                                rais
                                     er



                                  knowing what to
                                 say or do to get it?
                                              What do you think when
                                              you hear the word


                                                Sales?
Thursday, October 15, 2009
e   r
                                                     D evelop


                             Has this type of
   NPO Direc
             tor              situation ever
                             frustrated you?
                                                       Desi
                                                           gner




                                         What do you think when
                                         you hear the word


                                           Sales?
Thursday, October 15, 2009
The guru says

     remember there is
        NO SPOON                              ales
                                        e a s
                            ’t b ecom
                          n                 take
                  o u wo           f you
                 Y            ut i              tter.
                     gu ru, b       ill g et be
                             ou w
                   act ion y




Thursday, October 15, 2009
Take some hints from some people who have

         mastered sales


Thursday, October 15, 2009
The Best Sales Person On The Planet..

           is a young child
          who wants something you can give them




Thursday, October 15, 2009
“Children learn to ask for
              what they want. When
                they get a ‘no’ they
              reframe and ask again.”

                             What do you think when
                             you hear the word


                               Sales?
Thursday, October 15, 2009
what happens?


                      Cupcakes Rule!
                                       ≠   Wish I had a cupcake




Thursday, October 15, 2009
The Guru says write this down...




                                     Sales isn’t just a
                                 profession it’s a skill set.




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                         You want me to
                                         work on my sales
                                         Skill?

                             Confusion




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                         You’re kidding me
                                         right?


                             Amusement




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                         Where is the
                                         hidden camera?
                                         You’ve got to be
                                         losing it...
                             Disbelief




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                           You’re not kidding
                                           are you?


                             Realization




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                        I can’t do that!
                                        Haven’t you seen
                                        Boiler Room??
                 That Sinking Feeling




Thursday, October 15, 2009
Non-Sales People generally go through

       six distinct stages
                                       WTF!

                     Scared Sh**less




Thursday, October 15, 2009
Thursday, October 15, 2009
We usually take the
            wrong approach. Doing
             the exact opposite of
              what we should do.


Thursday, October 15, 2009
Communicating, sharing
                             and winning support for
                                our ideas is still a
                                    necessity.




Thursday, October 15, 2009
Don’t confuse the sales




        METHOD   with learning the sales




        TECHNIQUE
Thursday, October 15, 2009
To understand



                 HOWTO SELL
                   you must understand



                 WHY WE BUY
Thursday, October 15, 2009
symptoms
          What are the


                             of a bad sales approach?




Thursday, October 15, 2009
SYMPTOM № 1
                             Telling instead of selling




Thursday, October 15, 2009
When you are selling
      sometimes one of the worst
       things you can do is over
       talk it. What you say will
       never be important if you
       don’t know how to say it.
                             What do you think when
                             you hear the word


                               Sales?
Thursday, October 15, 2009
SYMPTOM № 2
     Not knowing what people buy ervice
                             t or s
                             Hint: it’s n ot your produc




Thursday, October 15, 2009
SYMPTOM № 3
                   Being Caught Unprepared
                                                 ff but don’t
                                  Know your stu            .
                                     beat t hem up with it

Thursday, October 15, 2009
SYMPTOM № 4
                             Debating instead of
                             persuading Thes synonyms
                                            e words are no
                                                           t




Thursday, October 15, 2009
Color



        pre-curved
           brim




            SYMPTOM № 5
            Trying to be clear instead of
            being understood Benefi ts and features
                                                hing
                                    are n’t the same t



Thursday, October 15, 2009
SYMPTOM № 6
                        Using facts instead of a good
                        story or metaphor People unde to stories
                                                   t
                                                     erstand facts
                                                 but rela




Thursday, October 15, 2009
What I get




                              V      vs.    P
                             Value         Price




                                                   W hat I give up
            SYMPTOM № 7
            Thinking your value proposition
            is the same as theirs. Know what they find
                                           valuable
Thursday, October 15, 2009
INFLUENCE&
     You have to develop your ability to




      PERSUADE
Thursday, October 15, 2009
a case study in

THE LAW OF NEUTRALITY
Thursday, October 15, 2009
You should also look to build the




 RELATIONSHIP
                                                                                        NPO
                                                                                              Mana
                                                                                                   ge  r
                                                                                    r
                                                                          De velope
                                                     r
                                             Designe
                             NPO Direc
             r                         tor
       Manage                                            NPO Fundraiser

                                                                                        Program Dir.

Thursday, October 15, 2009
e
                                                         you flip th




                          CH
                                                  How do




                      SW
                     to
                        IT   use a different
                                             approach
                                                        in these situations?




Thursday, October 15, 2009
Is there a good




       PRESCRIPTION          to solve these problems?




Thursday, October 15, 2009
The ability to sell and
       persuade is a life skill that
      can have as much impact on
      your success as your ability
        to perform your job task.
                             What do you think when
                             you hear the word


                               Sales?
Thursday, October 15, 2009
First you should work on your mindset




            MINDSET

Thursday, October 15, 2009
POSITIVE THOUGHT
         vs.
   POSITIVE BELIEF

Thursday, October 15, 2009
PRESCRIPTION :
                             REALLY COMMUNICATE
                             Not just what to say but how to say it.




Thursday, October 15, 2009
The Guru says write this down...



                                      How you talk with
                                     customers can easily
                                   undermine your ability to
                                          persuade.




Thursday, October 15, 2009
If you don’t know how to
                    properly structure
                communication what you
                say doesn’t matter much.

                                What do you think when
                                you hear the word


                                  Sales?
Thursday, October 15, 2009
The Guru says write this down...

                                   Conversation engages...
                                   Engagement creates learning..
                                   When what they learn is
                                   compelling enough to create
                                   change they buy...




Thursday, October 15, 2009
EXERCISES FOR YOUR PRESCRIPTION :
   COMMUNICATION TOOLKIT
                                                         Questioning.
                                                    g
         Presence.                Relating. Buildin      Creating a logical
         Communicating            rapport, using         questioning
                                                    t
         energy, conviction       acknowledgemen         strategy and using
         and interest when        and expressing         probing to find
         speaking or               empathy.              needs.
         listening.


            Positioning.          Listening.            C hecking. Getting
            Demonstrating         Understanding         fee  dback on what
           value by               what is               yo u have said to
           customizing you
                           r      communicated in        gauge customer
           offering to nee
                            ds.   words, tone and        un derstanding and
                                  body language.         agreement.

Thursday, October 15, 2009
PRESCRIPTION :
                             ASK GOOD QUESTIONS
                             The right questions not just talking




Thursday, October 15, 2009
“      Questions are a core part of developing a
           good dialog with customers. How you
              position those questions is critical
           because people are more likely to buy
            when they are a part of the decision.
          Position them well and have a questioning
                    strategy ahead of time.
                                            ”
                               -Jeffrey Gitomer




Thursday, October 15, 2009
EXERCISE № 2
                             What makes a
                             good question?




Thursday, October 15, 2009
6 Basic
                             QUESTIONS
                              for your strategy




Thursday, October 15, 2009
QUESTION № 1: The ‘What’ Question

         WHAT DO YOU DO?
                              With this question, or variations
                             of it, you’ll discover the tasks and
                             the goals both of your prospects
                              and their organizations. You may
                              think you know the answers to
                               these questions, but you can
                                      always learn more.




Thursday, October 15, 2009
QUESTION № 2: The ‘How’ Question

         HOW DO YOU DO IT?
                           In answering this question, your
                          customers will tell you about the
                          methods their organizations use to
                       achieve their goals. Even if you know why
                         customers use a particular product,
                         service or program, you may not know
                          what they tried and discarded before
                           deciding on their current process.




Thursday, October 15, 2009
QUESTION № 3: The ‘When and Where’ Question

         WHEN AND WHERE DO YOU DO IT?
                         Responses to this question reveal the
                        temporal and physical circumstances in
                        which your prospects operate. Perhaps
                       seasonal cycles determine their usage of a
                         particular product, service or program.
                       Perhaps another operation in the company
                           requires them to take a particular
                          approach. Perhaps they would take a
                               different one if they could.


Thursday, October 15, 2009
QUESTION № 4: The ‘Why’ Question

         WHY DO YOU DO IT THAT WAY?
                           This question probes organizational
                           priorities. The answers will give you
                           insight into the formal and informal
                               distribution of power in the
                         organization and open a window onto its
                         corporate culture by showing you, for
                         example, whether decisions are made by
                                    groups or individuals.



Thursday, October 15, 2009
QUESTION № 5: The ‘Who’ Question

         WHO ARE YOU DOING IT WITH?
                               You need to learn which other
                              suppliers already work with your
                             prospect. Your research, thorough
                                 as it may be, won’t tell you
                               whether your prospect recently
                              had a conflict with a vendor or is
                                     planning a big change.




Thursday, October 15, 2009
QUESTION № 6: The ‘How’ Question

         HOW CAN I HELP YOU DO IT ?
                             Ask this question only after you
                                 have already discussed the
                             previous questions and gathered a
                               lot of information. With this
                                 question, you involve your
                              prospect in helping you develop
                                   your formal proposal.




Thursday, October 15, 2009
PRESCRIPTION :
                             FIND REAL VALUE
                             Your ‘value’ and their ‘value’ may not be
                             equal




Thursday, October 15, 2009
PRESCRIPTION :
                             REALLY LISTEN
                             The difference between hearing and listening




Thursday, October 15, 2009
Get             listening
                             your
                                                 skills
                                                          in check

      Effective Listening                            Efficient Listening

     ➊      Waiting to assess                       ➊     Waiting to rebut
     ➋      Leads to probing questions              ➋     Focused on you and your offer
     ➌      Requires good note-taking               ➌     Your Thoughts > Customer Needs
     ➍      Listens to all content                  ➍     Really not listening, just hearing.
     ➎ Clarifies ambiguous words*                    ➎ Ear to talk
     ➏ Investigates emphasis and emotion.




Thursday, October 15, 2009
Look for opportunities to




                     PRACTICE
            Your Spouse
                                          Yo ur Boss         Potential Donors
                        Your Mother
                                                                       Your Children
                                          Current Clients
            Friends                                           Your Peers
                             Co-Workers
                                            Your Employees




Thursday, October 15, 2009
Thanks
                                          for
                                                your
                                                    at tention           !
                                          Kelsey Ruger

                                  http://www.twitter.com/themoleskin
                                http://www.linkedin.com/in/kelseyruger
                                      http://www.themoleskin.com
                                        kelsey@themoleskin.com




                                                                             :)
Thursday, October 15, 2009

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Sales Eye For The Non-Profit Guy

  • 1. Sales Eye for the Non-Profit Guy NPO Mana ge r r Develope r Designe NPO Direc r tor Manage NPO Fundraiser Program Dir. What to do when you’re not the usual sales suspect. Kelsey Ruger | Schipulcon 2009 Thursday, October 15, 2009
  • 2. Have you ever r. Progr am Di wanted something from someone? What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 3. Have you ever N PO F u nd been at a loss rais er knowing what to say or do to get it? What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 4. e r D evelop Has this type of NPO Direc tor situation ever frustrated you? Desi gner What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 5. The guru says remember there is NO SPOON ales e a s ’t b ecom n take o u wo f you Y ut i tter. gu ru, b ill g et be ou w act ion y Thursday, October 15, 2009
  • 6. Take some hints from some people who have mastered sales Thursday, October 15, 2009
  • 7. The Best Sales Person On The Planet.. is a young child who wants something you can give them Thursday, October 15, 2009
  • 8. “Children learn to ask for what they want. When they get a ‘no’ they reframe and ask again.” What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 9. what happens? Cupcakes Rule! ≠ Wish I had a cupcake Thursday, October 15, 2009
  • 10. The Guru says write this down... Sales isn’t just a profession it’s a skill set. Thursday, October 15, 2009
  • 11. Non-Sales People generally go through six distinct stages You want me to work on my sales Skill? Confusion Thursday, October 15, 2009
  • 12. Non-Sales People generally go through six distinct stages You’re kidding me right? Amusement Thursday, October 15, 2009
  • 13. Non-Sales People generally go through six distinct stages Where is the hidden camera? You’ve got to be losing it... Disbelief Thursday, October 15, 2009
  • 14. Non-Sales People generally go through six distinct stages You’re not kidding are you? Realization Thursday, October 15, 2009
  • 15. Non-Sales People generally go through six distinct stages I can’t do that! Haven’t you seen Boiler Room?? That Sinking Feeling Thursday, October 15, 2009
  • 16. Non-Sales People generally go through six distinct stages WTF! Scared Sh**less Thursday, October 15, 2009
  • 18. We usually take the wrong approach. Doing the exact opposite of what we should do. Thursday, October 15, 2009
  • 19. Communicating, sharing and winning support for our ideas is still a necessity. Thursday, October 15, 2009
  • 20. Don’t confuse the sales METHOD with learning the sales TECHNIQUE Thursday, October 15, 2009
  • 21. To understand HOWTO SELL you must understand WHY WE BUY Thursday, October 15, 2009
  • 22. symptoms What are the of a bad sales approach? Thursday, October 15, 2009
  • 23. SYMPTOM № 1 Telling instead of selling Thursday, October 15, 2009
  • 24. When you are selling sometimes one of the worst things you can do is over talk it. What you say will never be important if you don’t know how to say it. What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 25. SYMPTOM № 2 Not knowing what people buy ervice t or s Hint: it’s n ot your produc Thursday, October 15, 2009
  • 26. SYMPTOM № 3 Being Caught Unprepared ff but don’t Know your stu . beat t hem up with it Thursday, October 15, 2009
  • 27. SYMPTOM № 4 Debating instead of persuading Thes synonyms e words are no t Thursday, October 15, 2009
  • 28. Color pre-curved brim SYMPTOM № 5 Trying to be clear instead of being understood Benefi ts and features hing are n’t the same t Thursday, October 15, 2009
  • 29. SYMPTOM № 6 Using facts instead of a good story or metaphor People unde to stories t erstand facts but rela Thursday, October 15, 2009
  • 30. What I get V vs. P Value Price W hat I give up SYMPTOM № 7 Thinking your value proposition is the same as theirs. Know what they find valuable Thursday, October 15, 2009
  • 31. INFLUENCE& You have to develop your ability to PERSUADE Thursday, October 15, 2009
  • 32. a case study in THE LAW OF NEUTRALITY Thursday, October 15, 2009
  • 33. You should also look to build the RELATIONSHIP NPO Mana ge r r De velope r Designe NPO Direc r tor Manage NPO Fundraiser Program Dir. Thursday, October 15, 2009
  • 34. e you flip th CH How do SW to IT use a different approach in these situations? Thursday, October 15, 2009
  • 35. Is there a good PRESCRIPTION to solve these problems? Thursday, October 15, 2009
  • 36. The ability to sell and persuade is a life skill that can have as much impact on your success as your ability to perform your job task. What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 37. First you should work on your mindset MINDSET Thursday, October 15, 2009
  • 38. POSITIVE THOUGHT vs. POSITIVE BELIEF Thursday, October 15, 2009
  • 39. PRESCRIPTION : REALLY COMMUNICATE Not just what to say but how to say it. Thursday, October 15, 2009
  • 40. The Guru says write this down... How you talk with customers can easily undermine your ability to persuade. Thursday, October 15, 2009
  • 41. If you don’t know how to properly structure communication what you say doesn’t matter much. What do you think when you hear the word Sales? Thursday, October 15, 2009
  • 42. The Guru says write this down... Conversation engages... Engagement creates learning.. When what they learn is compelling enough to create change they buy... Thursday, October 15, 2009
  • 43. EXERCISES FOR YOUR PRESCRIPTION : COMMUNICATION TOOLKIT Questioning. g Presence. Relating. Buildin Creating a logical Communicating rapport, using questioning t energy, conviction acknowledgemen strategy and using and interest when and expressing probing to find speaking or empathy. needs. listening. Positioning. Listening. C hecking. Getting Demonstrating Understanding fee dback on what value by what is yo u have said to customizing you r communicated in gauge customer offering to nee ds. words, tone and un derstanding and body language. agreement. Thursday, October 15, 2009
  • 44. PRESCRIPTION : ASK GOOD QUESTIONS The right questions not just talking Thursday, October 15, 2009
  • 45. Questions are a core part of developing a good dialog with customers. How you position those questions is critical because people are more likely to buy when they are a part of the decision. Position them well and have a questioning strategy ahead of time. ” -Jeffrey Gitomer Thursday, October 15, 2009
  • 46. EXERCISE № 2 What makes a good question? Thursday, October 15, 2009
  • 47. 6 Basic QUESTIONS for your strategy Thursday, October 15, 2009
  • 48. QUESTION № 1: The ‘What’ Question WHAT DO YOU DO? With this question, or variations of it, you’ll discover the tasks and the goals both of your prospects and their organizations. You may think you know the answers to these questions, but you can always learn more. Thursday, October 15, 2009
  • 49. QUESTION № 2: The ‘How’ Question HOW DO YOU DO IT? In answering this question, your customers will tell you about the methods their organizations use to achieve their goals. Even if you know why customers use a particular product, service or program, you may not know what they tried and discarded before deciding on their current process. Thursday, October 15, 2009
  • 50. QUESTION № 3: The ‘When and Where’ Question WHEN AND WHERE DO YOU DO IT? Responses to this question reveal the temporal and physical circumstances in which your prospects operate. Perhaps seasonal cycles determine their usage of a particular product, service or program. Perhaps another operation in the company requires them to take a particular approach. Perhaps they would take a different one if they could. Thursday, October 15, 2009
  • 51. QUESTION № 4: The ‘Why’ Question WHY DO YOU DO IT THAT WAY? This question probes organizational priorities. The answers will give you insight into the formal and informal distribution of power in the organization and open a window onto its corporate culture by showing you, for example, whether decisions are made by groups or individuals. Thursday, October 15, 2009
  • 52. QUESTION № 5: The ‘Who’ Question WHO ARE YOU DOING IT WITH? You need to learn which other suppliers already work with your prospect. Your research, thorough as it may be, won’t tell you whether your prospect recently had a conflict with a vendor or is planning a big change. Thursday, October 15, 2009
  • 53. QUESTION № 6: The ‘How’ Question HOW CAN I HELP YOU DO IT ? Ask this question only after you have already discussed the previous questions and gathered a lot of information. With this question, you involve your prospect in helping you develop your formal proposal. Thursday, October 15, 2009
  • 54. PRESCRIPTION : FIND REAL VALUE Your ‘value’ and their ‘value’ may not be equal Thursday, October 15, 2009
  • 55. PRESCRIPTION : REALLY LISTEN The difference between hearing and listening Thursday, October 15, 2009
  • 56. Get listening your skills in check Effective Listening Efficient Listening ➊ Waiting to assess ➊ Waiting to rebut ➋ Leads to probing questions ➋ Focused on you and your offer ➌ Requires good note-taking ➌ Your Thoughts > Customer Needs ➍ Listens to all content ➍ Really not listening, just hearing. ➎ Clarifies ambiguous words* ➎ Ear to talk ➏ Investigates emphasis and emotion. Thursday, October 15, 2009
  • 57. Look for opportunities to PRACTICE Your Spouse Yo ur Boss Potential Donors Your Mother Your Children Current Clients Friends Your Peers Co-Workers Your Employees Thursday, October 15, 2009
  • 58. Thanks for your at tention ! Kelsey Ruger http://www.twitter.com/themoleskin http://www.linkedin.com/in/kelseyruger http://www.themoleskin.com kelsey@themoleskin.com :) Thursday, October 15, 2009