Sales Eye For The Non-Profit Guy

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?

Have you ever
N PO F
u nd been at a loss
rais
er

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

Sales?

e r
D evelop

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

you hear the word

Sales?

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


Take some hints from some people who have

mastered sales


The Best Sales Person On The Planet..

is a young child
who wants something you can give them


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

you hear the word

Sales?

what happens?

Cupcakes Rule!
≠ Wish I had a cupcake


The Guru says write this down...

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


Non-Sales People generally go through

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

Confusion



six distinct stages
You’re kidding me
right?

Amusement



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



six distinct stages
You’re not kidding
are you?

Realization



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



six distinct stages
WTF!

Scared Sh**less


We usually take the
wrong approach. Doing
the exact opposite of
what we should do.


Communicating, sharing
and winning support for
our ideas is still a
necessity.


Don’t confuse the sales

METHOD with learning the sales

TECHNIQUE

To understand

HOWTO SELL
you must understand

WHY WE BUY

symptoms
What are the

of a bad sales approach?


SYMPTOM № 1
Telling instead of selling


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.
you hear the word

Sales?

SYMPTOM № 2
Not knowing what people buy ervice
t or s
Hint: it’s n ot your produc


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


SYMPTOM № 4
Debating instead of
persuading Thes synonyms
e words are no
t


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


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


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

INFLUENCE&
You have to develop your ability to

PERSUADE

a case study in

THE LAW OF NEUTRALITY

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.


e
you ﬂip th

CH
How do

SW
to
IT use a different
approach
in these situations?


Is there a good

PRESCRIPTION to solve these problems?


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.
you hear the word

Sales?

First you should work on your mindset

MINDSET


POSITIVE THOUGHT
vs.
POSITIVE BELIEF


PRESCRIPTION :
REALLY COMMUNICATE
Not just what to say but how to say it.



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


If you don’t know how to
properly structure
communication what you
say doesn’t matter much.

you hear the word

Sales?


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


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.


PRESCRIPTION :
ASK GOOD QUESTIONS
The right questions not just talking


“ 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


EXERCISE № 2
What makes a
good question?


6 Basic
QUESTIONS
for your strategy


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.


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.


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.


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.


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.


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.


PRESCRIPTION :
FIND REAL VALUE
Your ‘value’ and their ‘value’ may not be
equal


PRESCRIPTION :
REALLY LISTEN
The diﬀerence between hearing and listening


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.


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


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

:)

Sales Eye For The Non-Profit Guy

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