Now, I am gonna start right out and say that no one paid me to write this post. But I am going to tell you about what I am working on right now. For a while now, staff have been telling me they need training on how to write descriptions for programs and events. Every trainer I have brought in for the topic, while great, has just missed the mark of what they needed. So pushing the raging imposter syndrome to the side, that means I have to develop something in-house. But truthfully, I am not the greatest when it comes to this stuff. I tend to stick to the facts a little too much which is boring and dull. Cue what I do best…research!

In my research, I found a course that was exactly what I needed. What course am I talking about? The Copy Cure by Marie Forleo. The same Jersey native behind the phrase “Everything is Figureoutable”. The course is on developing website copy to promote your business. In other words, sites that are trying to get you to buy something. Libraries have a reputation of being one of the last places in the world where there is no expectation of buying something. So why would a librarian take a course meant for people trying to sell stuff? Because even in the world of nonprofits, we are all selling something when you really think about it.

That is what intrigued me about what Marie was teaching. Everyone is trying to sell something. Usually, it is something tangible, but in many cases it can be a call to action. Sounds a lot like advocacy! It could also be simply to get someone to click on your website, attend your program, or checkout a book. Yes, this is sales! You are trying to convince a customer to buy what you are selling. Libraries put the nice term of “advocacy” on it, but it really is foundational to the sales experience (with a mix of the hospitality industry as well but that is for another post). I have thought for a while that libraries could learn a thing or two from retail businesses. So the idea was not very far fetched.

I know from my dissertation research that nonprofits can glean valuable insights from sales managers when it comes to enhancing their operations, building relationships, and achieving their mission more effectively. A citation that continues to stick in my brain came from a business book that used the example of a library transaction to explain good customer service. However, the library was actually used as a bad example of customer service. To paraphrase, when a customer comes to the library looking for a specific book, but don’t find what they are looking for, they may check out three other books while there. The library looks at this in terms of success because the person checked out three books (hello checkout statistics!), but really it was a failure because the customer did not find what they were looking for. A lot of the management concepts librarians are taught in grad school originally came from the world of business. The sad thing is that once something has hit libraries, it has already been around in the business world for quite a bit. We really are late adopters…but I digress.

Here are some key lessons that nonprofits can learn from these sales managers:

1. Understanding the Audience:

• Sales Lesson: Sales managers excel at understanding their target audience, identifying their needs, and tailoring their approach accordingly.
• Nonprofit Application: Nonprofits should invest time in understanding the communities they serve, their donors, and stakeholders. This insight helps in crafting more impactful programs and fundraising strategies.

2. Effective Communication:

• Sales Lesson: Sales managers are skilled communicators who know how to convey a message clearly and persuasively.
• Nonprofit Application: Clear and compelling communication is crucial for nonprofits. Clearly articulate your mission, impact, and needs to donors, volunteers, and the community to garner support.

3. Relationship Building:

• Sales Lesson: Sales managers focus on building long-term relationships rather than just making a one-time sale.
• Nonprofit Application: Nonprofits can benefit from cultivating strong relationships with donors, volunteers, and partners. Building trust and loyalty ensures sustained support for the organization’s mission.

4. Goal Setting and Measurement:

• Sales Lesson: Sales managers set specific, measurable, and achievable goals and regularly track progress.
• Nonprofit Application: Nonprofits should adopt a similar approach by setting clear goals for fundraising, program impact, and community outreach. Regularly assess and adjust strategies based on performance metrics.

5. Adaptability and Flexibility:

• Sales Lesson: Sales managers are adaptable and adjust their strategies based on market dynamics and customer feedback.
• Nonprofit Application: Nonprofits operate in dynamic environments. Being flexible and adaptive allows organizations to respond to changing community needs, economic conditions, and other external factors.

6. Data-Driven Decision-Making:

• Sales Lesson: Sales managers leverage data to make informed decisions and identify trends.
• Nonprofit Application: Nonprofits can benefit from using data to analyze the impact of their programs, understand donor behavior, and optimize their strategies for better outcomes.

7. Motivating and Leading Teams:

• Sales Lesson: Sales managers know how to motivate and lead teams to achieve common goals.
• Nonprofit Application: Effective leadership is crucial in nonprofits. Inspire and guide your team toward the organization’s mission, fostering a collaborative and dedicated work environment.

8. Continuous Learning:

• Sales Lesson: Sales managers understand the importance of staying updated on industry trends and continuously improving their skills.
• Nonprofit Application: Nonprofits should prioritize learning and development for their staff. Staying informed about best practices, new technologies, and effective strategies ensures that the organization remains innovative and impactful.

By drawing inspiration from sales managers and incorporating these lessons into their approach, nonprofits can enhance their ability to make a positive and lasting impact in their communities. It is important to think about the end goal. What does success look like? What does your customer really want? How can you hook their interest?

I found Marie’s course to be very helpful in thinking of avenues of how to address these questions. It also gave starting points for market research and brainstorming. She only has one book as of right now, but I would so read more from her. If you want to check out what it means that Everything is Figureoutable, click here to add her book to your Amazon cart! I also strongly recommend the audiobook. In the meantime, you can also check out her website for other fabulous resources!