“Fortune favours the bold” – Latin proverb
Toby used to work as a manager for a telemarketing fundraising company. They raised money on behalf of non-profit organizations.
One of the hardest things his employees had to do was ask for money. They’d be working on behalf of charities and causes they truly believed in. They could sell you on the program, the benefits and why you should support it.
But when it came time to ask for money or for support, they froze.
Even though the entire goal of the call was to complete the sale.
Can you relate?
It’s such a common thing for a small-business owner or organization to do – just skip the sale ask.
Sure, we can promote ourselves – what we do and why we do it. Then, often, we freeze. And we avoid saying: “so that’s why we should be working together,” or, “do you think this is a project we could be collaborating on?” or “do you want to have a strudel with that coffee?”
Here’s where you need to follow the four rules of sales:
The four rules of sales.
Rule #1: The Product/Service: What is it you’re selling
Rule #2: Why is it important
Rule #3: The Urgency: Why now?
Rule #4: Ask for the Sale
Let’s go back to the fundraiser example:
Toby’s company used to make calls on behalf of an organization that provided breakfast funding to schools across Canada.
1. What is it you’re selling: A Breakfast Program for disadvantaged children in Canada
2. Why is it important: Thousands of children across Canada don’t get access to a nutritious breakfast. As a result, they aren’t focused in class which leads to behavioural problems. The company we’re raising money for provides breakfast for these kids.
3. Urgency: We’re running this program, and every dollar counts. $100 gives 10 children breakfast for the month of March.
4. Ask for the Sale: Can we count on your support for $100?
As a business owner or leader of an organization, you need to communicate these four things to your clients.
Usually, we hope that communicating the first three steps is good enough. And sometimes it will be. But you’ll close far more deals and pick and choose the people you want to work with if you’re willing to ask them. If everyone is afraid to ask, then nobody ever asks and opportunities are missed. And we then miss the opportunity to grow ourselves and our businesses.
Trust yourself. Trust your abilities. Don’t be afraid to ask.