The most common thing is that the prospect doesn't really understand what you are offering. While your presentation feels perfectly clear to you, the likelihood is that you have befuddled your prospect's understanding. One way is to overwhelm them with knowledge, especially in ways that zip through the basics and focus on the details and as a result you lost the prospect's attention. Closely related to this is trying to dazzle prospects with brilliance about the program or techniques of working with you.
The solution became clear to me when chatting with a colleague who, by his own admission, had experienced this situation far too often. His process changed when he decided to focus on the prospect's desired outcome for a gift to his organization. He realized it was a simple question: "What will things be like if I make this gift?" This led to a great discussion to find a common desired outcome, and the value his organization brought to the help the prospect achieve that outcome.
Once there is understanding of the outcomes and the value your organization brings to them, it's time to talk about ways your organization is going to deliver on those promises. This is when discussion of details is part of the conversation. My friend said he realized that prospects don't really care about the approach you want to take until they clearly understand the vision for the value they stand to gain. In other words, start with a common vision and shared values based on the prospect, and the details of how it all works will be better understood, the chances of receiving a gift vastly improved, and a long-term relationship far more likely.
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