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