I'm not sure if this is a series of coincidences or a disturbing trend. But this week, I've had two "asks" for sizable charitable donations via email or Facebook. And I've had at least five sales people try to pitch me with a cold call via email. Really?
Honestly, I'm the kind of person who usually returns a phone call from a sales person. I figure I can at least be courteous enough to give a minute of my time. It's up to the salesperson to take it from there. Or not.
But an electronic pitch gives me the right to do—that's right—nothing. Why? Because the personal touch is gone. The passion for telling me about the effort and persuading me to act doesn't exist.
I'm not sure why people do this, but there are several possible reasons:
- They're inexperienced or untrained sales people.
- They're just "chicken."
- They're really not that committed to the cause, so they just give it a mediocre try, then move on.
It may be a combination of these or just one. In any case, it's alarming to me because I see a lack of brand love. I see failure in the system. Or no system at all. But even worse for the company: lame results.
A great brand has loveable bulldogs
Within any organization—for profit or nonprofit—the people on the inside must be drinking that company's brand of kool-aid. If they're really impassioned and inebriated with the brand, they're ready to be enthusiastic, you-can't-help-but-love-em bulldogs.
They're able to make a phone call and enjoy it. If they're really powered up, they sniff out opportunities to tell everyone—and maybe even howl it from the rooftops.
Are you catching the stick or just chasing it?
Are your sales or fundraising efforts lackluster? Are you trying to figure out why things aren't progressing as you'd hoped? You may need to look at how sales in your organization are actually being carried out.
You don't have time for runts. Do you have a well-branded sales protocol? If not, it's high time to get one in place.
We double dog dare you.
If you need to put some teeth into your sales, call Martha at 785.969.6203. Let's see how we can help!
Tags: branded sales protocol, profitable brands, internal brand love
