· Not knowing the organization or what it’s about
· Not knowing the people involved in the organization
· Not securing the internal infrastructure
· Breaking the expectation, the belief, and the confidence
I remember when I first started in the financial industry, I started cold calling; making phone calls to individuals you do not know. I hated it! It’s hard asking someone for their business or money when they have no clue as to who you are or who your organization is. While working for Wells Fargo, cold calling was a little easier because Wells Fargo is a well-known financial institution that has been around and is branded. However, you still have those who oppose (don’t trust) the corporation which gave cold calling an added mechanism of discomfort. On the “shoo-in” that you finally get someone interested you better “say what you mean and mean what you say”.
When you have a passion for something it’s easy to know it in order to express it. Just like selling a product, you have to know it in order to explain it to eventually sell it. In the end when people buy from you, donate to you or to your organization they trust you. Marshall Howard said “People say yes to those they know best”. So don’t break that trust because they will not buy or donate again!