One of the members of our Learning Community was at the beginning of getting her business going, and wondered about doing speaking engagements or workshops for larger organizations. It’s not the most common question, but it comes up persistently over the years.
I myself have seen colleagues and clients receive five and six figure payments from corporate clients, so it’s absolutely a legitimate question.
After learning that she didn’t have experience selling into organizations, and didn’t have contacts in organizations, I dissuaded her from that strategy, and encouraged her instead to focus on individual clients.
Here’s a few things to know, before pursuing organizational clients.
The sales cycle can be long and uncertain.
Organizational sales are called “complex” for a reason. For mid-sized organizations and up, it can be very hard to be directly in communication with a decision-maker. Very often you begin, if you begin at all, with someone lower down in the hierarchy.
“Complex,” in this case, means that if you’re successful, you’ll have had a number of conversations, over weeks and months, with a variety of different people, before a decision is made.
It can, of course, happen more quickly, especially if you have a relationship with someone with decision-making power. But unlike when an individual enrolls within a day or two, usually after a single conversation, organizations are complicated.
You have to be really clear.
This is true for any business, for any offer. You have to be very clear about why what you’re offering will make a concrete difference to the organization, how it will meet their needs, solve their problems.
The paycheck should not be your motivation for choosing a client.
If you’re heart-centered, I get it, you care and want to really help whoever you’re supporting. That said, organizational sales can seem lucrative and easier.
And, for some, they are. Those are the folks who are moved by the passion in their heart, and an ease that arises from experience with navigating organizational culture, and perhaps some really good contacts. I have plenty of clients and colleagues who have done really well selling into organizations. But that’s what they do, and that’s who they are here for.
It all comes down to this.
If it’s not your passion, and not your audience, let it go.
It’s really okay. You can do really well, extremely well, focusing on the audience that is in your heart. Even if it seems like your audience doesn’t generally have a lot of money, there are probably still many who do have enough to pay you.
So, today’s message is simple: focus on serving both those who both are in your heart and you have easier access to. Make it easy on yourself.
With love,
Mark Silver, M. Div.
Heart of Business, Inc.
Every act of business can be an act of love.
P.S. Wanting to figure out your audience? Needing to craft a strong offer, a clear message, an effective website?
Need to do it all without maxing your credit card or compromising your heart?
Join our Learning Community! Open now through early September. Resource, live calls, heart-centered community, step-by-step in-depth learning. Pay-from-the-heart pricing.
Click: The Heart of Business Learning Community
Take a look, and ask any question you may have.
