The Difference Between Sales and Development

    For most of the nation, "School's Out!"  Time to take a well-deserved break from all the hard work and the successes, as well as the disappointments and the stresses of the school year, right?

    Wrong. (But you knew I was going to say that.)

    This is where the work begins!  As an example, I'll point to a public school district in Western Pennsylvania.  The Norwin Band is a nationally-acclaimed competitive high school marching band, performing Drum Corps style drills to thematically complex music.  Their first rehearsal for the coming 08-09 school year/competition season is TONIGHT!  None of this waiting until "school starts."  Perhaps this is another reason why students involved in music perform better in academics - they're ALWAYS rehearsing...just as learning is a life-long activity.

     If our kids are doing it, and their instructors are going full steam ahead, then why should we be any different.  Indeed, there is no rest for the weary...but the successes are exhilarating, fueling the passion we have for our schools and our children.

     In that spirit, there will be no "summer reruns" for Marketing Matters - fresh ideas will be presented every week, and will expand to matters involving development, as well as asset management, enrollment and retention, since marketing plays a key role in every one of those of those aspects of advancement (see "The Marketing Origin" for more about this).

     Summer is the time when change occurs in school administration - new principals are appointed, new business managers are hired, and new development directors are sought, since the average development director "lifetime" is about 18 months (scary, isn't it).  Therefore, most schools are reluctant to hire development directors - not only is it an extra salary, but the monetary results are not short-term.  The similarity between sales and development is that it takes about 3 years for all the "seeds" that are planted to begin to bear exceptional fruit.  Schools have to realize that the "return on investment" in this position may not be seen for several years.  While this is a cause for some schools to balk at the aspect of hiring a development professional (or an advancement professional), it is this very position that will be responsible for the long-term financial stability of the school.

     But this Marketing Matter is supposed to be about the "difference," not the similarity between sales and development.  This difference is the big reason why some sales professionals that are hired to be development directors have a difficult time with the position.  In a nutshell, it's the difference between basketball and volleyball.  In basketball, players pass the ball around, but have a limited time in which to do so before a player takes a shot at the basket.  If the ball misses its mark, there is the opportunity for a rebound.  In volleyball, there is one "spike" opportunity - the team has to find where that "spike point" is, and the player nearest the net gets one shot at scoring the point.

     In sales, a product or service is offered against competing products and services, so there is the opportunity to follow-up prospects.  We all know that experience if we've ever stepped into an automobile showroom in search of a new vehicle.

     In development, the groundwork is laid by identifying prospects, engaging them in the mission of the organization through invitations and communication channels, and, when the time is decidedly right, an "ask" is made.  At that point, the prospect will say either "yes," or "no."  There could be a "not at this time," but that response usually happens if the prospect is unable to make a contribution.  It is rude to follow up with another ask (as a salesperson can and does do), but engagement communication can still occur until another "ask" opportunity comes along.  While a follow-up call may be made in a week or a months, it may take months or even years before another "ask" opportunity can occur.

     Preparing potential development professionals for this type of work environment, and understanding of this process, is critical if you want your development person to break the 18-month average lifespan and develop, engage and solicit individuals for the long-term health of your school.

© Michael V. Ziemski, SchoolAdvancement, 2008 (Original Publication Date: 20080609)

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