Profitable ideas for non-Profits
Drew Stevens PhD
After a recent presentation to a non-profit client I was asked how to assist in marketing services. Coincidentally, there is not difference in non-profit or for profit marketing. Both require empathy, aggression and some ingenuity. The reason for these three is simply the plethora of existing competition. Marketing the non-profit requires just as much energy because of the stiffening of donor dollars. That said, non-profits must remember two things 1) branding is imperative 2) nothing happens without a sale. These issues apply to fundraising, sponsorship dollars and any avenue affecting income.
Branding
Branding is value, the value of your product or service and more importantly the perception clients have of your business. A brand is often worth more than the business.
The value of a brand creates an allure to the business. Consumers simply want to conduct business because of its power. Exemplars are Kleenex for its quality, Rolls Royce for its luxury and Harvard for its education. Building a useful, titillating and valuable brand produces cachet. Prospective customers will find you, hear about your brand and value your offerings based on perception. The value of a brand enables the business to differentiate itself from competition. A terrific exemplar for non-profits is Susan G. Komen; in just a few short years this brand has grown to denote the "Race for the Cure".
Brand development, or reinvention begins with your description of customer wants and needs. An imperative pondering question is "What does this firm do to serve our clients?" If you do not know, ask them! The best tools for brand building are to:
1. Survey your clients
2. Interview several clients and seek trends
3. Fulfill a market need that is congruent with your particular business
4. Define the techniques used to help build the brand
Finally, branding does not exist alone it is pertinent to market the brand through advertising, promotions, public relations, web sites and blogs. When you promote your brand ensure you are not merely stating facts but offering value for every visitor. All statements must be in the form of a benefit and what is imperative to the reader.
Sales
It bewilders me to see non-profits believe they exist in a vacuum. Many have no knowledge of selling and marketing. During a recent class for a major international non-profit, the CEO indicated to me that he visits with other CEO's to solicit funds; he regurgitates information over 90 minutes. His presentation simply ends- no action step, no interest and more importantly he does not obtain the needed funds. Why? The CEO is not aligning with the objectives of the interested sponsor.
Non-profits wake up you are selling professionals. If you desire funds, you need to begin to think like selling professionals. You need to recall the steps in the selling process, and you must know how to close a sale.
There are four primary steps in the selling process. They are:
1. Uncover the needs
1. Prepare to Present
2. Manage Rapport and Objections
3. Provide Closure
I have used these principles for well over 27 years and they work. I have trained over 60,000 professionals and have helped them achieve over a half billion dollars in gross revenues! These principles work for them and they will work for you.
Here is a just a brief synopsis of each.
1. Unless you're asking provocative questions the prospect will go elsewhere. Uncovering needs means asking the difficult questions to understand their needs.
2. It is vital for our to keep you prospects attention so they are interested. If prospects are interested in your offer and they "hear" the benefits they are more apt to listen and invest the time with your offer.
3. The prospect might be interested and you might have their attention but your inability to build a relationship impacts moving forward. To that end, prospects object to your offer. You must understand how to move forward to create further interest so they trust you!
4. The most fascinating yet most daunting part of any sale is closure. Procrastination and indecision are a part of like. Moreover, many professionals are afraid to ask for the business. The best way to make money and get more members is to ask
However, these rules are based on one vital principle. Clients purchase from people they like and trust. That statement is so compelling that I need to repeat it once again so that you fully understand its importance: clients purchase from people they like and trust. It is quite possible that they do not trust you. People want honest information about what the service can do for them. This fundamental issue is the key to selling success. Ethics are difficult to instruct- you have them or not!
There are some rules about selling that I have learned over the years that I want to share with you
1. There are simply four techniques of selling that are vital. Learn the four simple steps and you will sell more than you realize.
2. There is no basic selling rule or principle that has been discovered in the last hundred years.
3. One needs to take these principles and use them daily. Practicing these rules and making them a habit in your daily life will help your nonprofit prosper.
4. Do not rush learning. Rome was not built in a day. You must learn daily and PRACTICE© daily.
5. Evaluate yourself. Be critical and learn by what you are doing and not doing to become better. Be honest in your assessment.
Selling and branding are not an overnight process. Selling is a profession that takes years to master- and even then there is always something to learn. There is no way that in three weeks your non-profit will be proficient but you will notice change. Selling and branding like human development is a process that will take you years of time, energy and investment. Similar to a stock, invest and watch the returns soar to great heights.
©2008 Drew Steven PhD. All Rights Reserved.
About Drew Stevens PhD
Drew Stevens PhD is known as the Sales Strategist. Drew assists organizations to dramatically accelerate business growth. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Drew was recently nominated as one of 50 Top Sales Experts. Download a FREE copy of Drew's White Paper on "Selling Effectiveness" or "Business Building" e-book at www.drewstevensconsulting.com/freestuff
Drew Stevens PhD
After a recent presentation to a non-profit client I was asked how to assist in marketing services. Coincidentally, there is not difference in non-profit or for profit marketing. Both require empathy, aggression and some ingenuity. The reason for these three is simply the plethora of existing competition. Marketing the non-profit requires just as much energy because of the stiffening of donor dollars. That said, non-profits must remember two things 1) branding is imperative 2) nothing happens without a sale. These issues apply to fundraising, sponsorship dollars and any avenue affecting income.
Branding
Branding is value, the value of your product or service and more importantly the perception clients have of your business. A brand is often worth more than the business.
The value of a brand creates an allure to the business. Consumers simply want to conduct business because of its power. Exemplars are Kleenex for its quality, Rolls Royce for its luxury and Harvard for its education. Building a useful, titillating and valuable brand produces cachet. Prospective customers will find you, hear about your brand and value your offerings based on perception. The value of a brand enables the business to differentiate itself from competition. A terrific exemplar for non-profits is Susan G. Komen; in just a few short years this brand has grown to denote the "Race for the Cure".
Brand development, or reinvention begins with your description of customer wants and needs. An imperative pondering question is "What does this firm do to serve our clients?" If you do not know, ask them! The best tools for brand building are to:
1. Survey your clients
2. Interview several clients and seek trends
3. Fulfill a market need that is congruent with your particular business
4. Define the techniques used to help build the brand
Finally, branding does not exist alone it is pertinent to market the brand through advertising, promotions, public relations, web sites and blogs. When you promote your brand ensure you are not merely stating facts but offering value for every visitor. All statements must be in the form of a benefit and what is imperative to the reader.
Sales
It bewilders me to see non-profits believe they exist in a vacuum. Many have no knowledge of selling and marketing. During a recent class for a major international non-profit, the CEO indicated to me that he visits with other CEO's to solicit funds; he regurgitates information over 90 minutes. His presentation simply ends- no action step, no interest and more importantly he does not obtain the needed funds. Why? The CEO is not aligning with the objectives of the interested sponsor.
Non-profits wake up you are selling professionals. If you desire funds, you need to begin to think like selling professionals. You need to recall the steps in the selling process, and you must know how to close a sale.
There are four primary steps in the selling process. They are:
1. Uncover the needs
1. Prepare to Present
2. Manage Rapport and Objections
3. Provide Closure
I have used these principles for well over 27 years and they work. I have trained over 60,000 professionals and have helped them achieve over a half billion dollars in gross revenues! These principles work for them and they will work for you.
Here is a just a brief synopsis of each.
1. Unless you're asking provocative questions the prospect will go elsewhere. Uncovering needs means asking the difficult questions to understand their needs.
2. It is vital for our to keep you prospects attention so they are interested. If prospects are interested in your offer and they "hear" the benefits they are more apt to listen and invest the time with your offer.
3. The prospect might be interested and you might have their attention but your inability to build a relationship impacts moving forward. To that end, prospects object to your offer. You must understand how to move forward to create further interest so they trust you!
4. The most fascinating yet most daunting part of any sale is closure. Procrastination and indecision are a part of like. Moreover, many professionals are afraid to ask for the business. The best way to make money and get more members is to ask
However, these rules are based on one vital principle. Clients purchase from people they like and trust. That statement is so compelling that I need to repeat it once again so that you fully understand its importance: clients purchase from people they like and trust. It is quite possible that they do not trust you. People want honest information about what the service can do for them. This fundamental issue is the key to selling success. Ethics are difficult to instruct- you have them or not!
There are some rules about selling that I have learned over the years that I want to share with you
1. There are simply four techniques of selling that are vital. Learn the four simple steps and you will sell more than you realize.
2. There is no basic selling rule or principle that has been discovered in the last hundred years.
3. One needs to take these principles and use them daily. Practicing these rules and making them a habit in your daily life will help your nonprofit prosper.
4. Do not rush learning. Rome was not built in a day. You must learn daily and PRACTICE© daily.
5. Evaluate yourself. Be critical and learn by what you are doing and not doing to become better. Be honest in your assessment.
Selling and branding are not an overnight process. Selling is a profession that takes years to master- and even then there is always something to learn. There is no way that in three weeks your non-profit will be proficient but you will notice change. Selling and branding like human development is a process that will take you years of time, energy and investment. Similar to a stock, invest and watch the returns soar to great heights.
©2008 Drew Steven PhD. All Rights Reserved.
About Drew Stevens PhD
Drew Stevens PhD is known as the Sales Strategist. Drew assists organizations to dramatically accelerate business growth. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Drew was recently nominated as one of 50 Top Sales Experts. Download a FREE copy of Drew's White Paper on "Selling Effectiveness" or "Business Building" e-book at www.drewstevensconsulting.com/freestuff
