A Generational Sales Challenge
My next two blogs will show you how to handle a generational sales challenge. While this particular case study focuses on philanthropy, the same approach can be used for any type of sales scenarios that you may be facing.
Meet the Hoffmans
Joan Hoffman, 76, is a loyal ARC supporter. She not only rolled bandages during WWII; she also remembers how the Red Cross helped her community during a local tornado in the 60’s. She has regularly given increasingly large donations to ARC and would like to donate more in her will.
Mike Hoffman is Joan’s only son. Now 49, he’s successful yet still trying to financially put his three kids through Ivy League colleges while planning his retirement at the same time. His favorite charities tend to be environmental causes.
Meet the GPO
Marcelle has been slowly cultivating Joan as a long-term donor, with the end goal of a major ARC gift. Because Marcelle has been cultivating Joan for so long, she knows about Mike and always asks about him during their meetings.
Meet the Puzzle
When Joan mentions the possibility of a will gift, Marcelle asks if Mike is aware of this option. Joan looks surprised. “Why would he need to know? It’s none of his business”, she exclaims. Marcelle explains the benefits of having this conversation up front with Mike. After a week of thinking, Joan agrees to call Mike and let him know that she is including charity in her will.
Mike is shocked when he hears about the amount of money his dad left his mom. He’s even more shocked when he hears that ARC is going to receive 25% of her estate. At first, he tells his mom that he is happy for her security; he adds that what she does with it is none of his business. Yet after a week, he starts asking Joan pointed questions about her decision, suggesting that the funds could make a bigger impact with different charities.
As Joan explains the situation to Marcelle, she mentions that perhaps she’ll just give 15% to ARC after all. Marcelle now wonders how to handle this puzzle.
The next blog will show you how to resolve this generational sales problem. If you have any ideas, feel free to email me at anne@anneloehr.com.
