The Ask as a Dialogue, Not Always a Singular Moment
Nick Fellers | June 24, 2010
We wrapped up our annual boot camp yesterday afternoon. 40 For Impact Leaders have flown back to different parts of the country – a few cleared customs to other countries. We have a few message points we focus on in day II, one of them being the meaning of dialogue and the importance of dialogue throughout every moment of the sales process.
Dialogue is give and take. It’s asking questions and listening… actually taking the time to process the answer. Sometimes it’s just a lot of listening. It’s engaging the prospect in the presentation… it’s making the presentation about the prospect, not about what you have to say. It’s also about discovery, using questions to learn real information.
This is all in contrast to a monologue or a moment . A monologue is one-sided, not engaging and fails to build on any information from the prospect. By ‘a moment’ I mean asking and then waiting for the answer… stopping at conversation with the prospect’s response.
As a reminder, there are three parts to every visit.
- The Opening
- The Story (at altitude covering your Purpose, Priorities and Plan)
- The Presentation of the Opportunity (the ASK!)
When you present the opportunity the dialogue continues until you meet one of the three conditions:
- You have the commitment matching the opportunity presented. (Eg. You asked for $250K for a project and the prospect has committed $250K for that project).
- You have a roadmap for the commitment. (eg. The prospect says, “I’m very interested in helping but have a few more questions first and I would like to make that decision in Q3…” Key idea is that you know what it would take to move toward commitment… you have a roadmap.”)
- You receive new and concrete information that adjusts your understanding of the prospect’s capacity or relationship / interest to the organization or project. (Eg. “Nick we can’t make that level commitment.” You continue the dialogue to determine more about capacity and relationship. “We want to help but $20K would be a very large gift for us right now.” You now have new information forming a new rationale – can continue the dialogue to create a wonderful opportunity around a $20K project or $20K/year.)
Apply the conditions above to this scenario. You ask for $100K to underwrite a science program for the 2010-2011 school year. You have a great visit, the prospect says to come back in two weeks for a follow-up and a decision. You have your roadmap (condition 2). You come back and he says, “I can do $10K”.
This is A commitment but it doesn’t satisfy the conditions.
- Does not address THE ask. $100K for Science Program. He hasn’t said yes or no.
- You don’t have any information about whether or not you can get to $100K. No roadmap.
- You don’t know if he’s saying he doesn’t have $100K or if he’s only 1/10th as interested as you thought.
CONTINUE THE DIALOGUE.
“That’s fantastic. When we were last together we discussed the program. Would it be possible to talk about funding the entire program?”
CONTINUE THE DIALOGUE until one of the three conditions is met.
There are countless ways to ask the key is to realize the dialogue is not over. If you get this concept (and you’re already asking) it will triple your results – at least.
For thinking’s sake: Would it be easier to tag on a few more questions to someone that you’ve worked months to see, strategize and ask? Or, would it be easier, to do that entire process ten more times?
7 Comments So Far
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We help "nonprofits" fund their visions through training, coaching and consulting based on 25+ years of experience and $1Billion+ raised directly and $1Billion via coaching/training. For Impact is also our message, our commitment and a movement.
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Dan - June 24th, 2010 5:24 pm
A great post that gets all the most important elements of the ask. Thanks for sharing!
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Nick Fellers reply on June 24th, 2010 8:01 pm:
Thanks, Dan!
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Victoria Coe - June 25th, 2010 11:11 am
I think it’s human nature to say “Thanks” and then end once you hear “We can give $25K” when you asked for $250K. It’s only natural to assume there’s nothing more to say after that.
Your point that this commitment does not satisfy the conditions and so the dialogue should be continued – while spot on – is a sticking point for most of us. The only way to become unstuck is practice, practice, practice. IMHO, lots of role play is essential. Thanks, Nick!
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Nick Fellers reply on June 25th, 2010 12:56 pm:
Thanks for making this point. It’s a reminder to me to keep offering ways to ‘practice’. We just wrapped Boot Camp. I didn’t let people leave until the PROMISED… in blood (or so I wanted it to feel like)… to make three practice visits in the next week.
In an unrelated story… I also spent yesterday afternoon with a Rabbi who has built an incredible program for kids with disabilities. He’s raised some $6M in the past year. He wouldn’t understand a ‘sales system’ to save his life but he’s raise a ton of money because he EXUDES the impact of the program. He IS the principle we try to teach: Impact Driving Income. He intuits the points above… He will ask and ask and continue to ask. He knows he must keep asking because several hundred kids will not be served if he does not.
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Victoria Coe reply on June 25th, 2010 1:47 pm:
Very valuable blog post, Nick. I think the value of role play is you can pick your situation. In this case, you can have your partner “be” a specific prospect you’re targeting for a BIG gift, then instruct them to surprise you with a number of different outcomes, including committing to a much smaller amount. Helps you react/think on your toes.
Re: the rabbi, you’re so right. It’s all about being authentic and it’s all about the IMPACT. If he can do both, no wonder he’s raised $6M in the past year! Good for him.
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Adjoa Acquaah-Harrison - July 29th, 2010 10:02 pm
Practice the Platinum Rule and everything else will fall into alignment with the Story (Purpose, Priority, and Plan). Yes, I agree that “it’s making the presentation about the prospect, not about what you have to say. It’s also about discovery, using questions to learn real information.” The Platinum Rule calls for us to “do unto others as they would have done unto them. It’s all about them and in this case, it should be all about the prospect. To hear them completely include being plugged in to their body language, eye contact, and other non-verbal cues. Humility goes farther than braggadocio. Keep it simple.
It seems easy to accept the Golden Rule for its sound distribution of responsibility and reward; however, making an ASK is not a personal relationship and the prospect is akin to the customer – who is always right, remember? Save the Golden Rule for your personal relationships and take the Platinum Rule to service your customers and prospects.
Our ability as fundraising executives to transcend our personal interest in presenting the image that we think will get the result is actually the best policy. It’s not about us. It’s all about the prospect. I am taking my advice on this too. Pardon typos!
Mazel tov!
AdjoA
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How to Make Your Next Ask Practically Irresistible | Gailperry.com - September 9th, 2011 10:35 am
[...] You simply have to create interaction with your donor. Dialogue means give and take with the donor. [...]