Dave McLurg

The vast majority of business people are in either a "survival" or "functional" operating mode.

Fear tends to move people even deeper into these modes so these challenging financial times make it even harder to get through to them. They literally have blinders on and ear plugs in and cannot see or hear solutions to help them with their business.

If you have a product or service you are attempting to get them to "enroll" in, your challenge just got a lot more difficult. You are going to have to shake them out these self-limiting modes and see the bigger picture of how you can help them.

I have a great example of what I mean by this. Craig Ballard, a fellow Canadian from Vancouver, is the managing director of Pacific Southwest Ventures, www.pacificswv.com, a venture capital firm that specializes in advanced technology companies who have a social responsibility aspect of their business.

He recently invested in an IVAR, LLC, www.ivarllc.com, a U.S. health-care firm that leverages the hospitals assets to provide needed immediate cash and funding to not only the operating hospital, but its foundation. A perfect business model as it is a slam dunk for hospitals to use.

Craig was making some calls to "enroll" some interest from his contacts when he faced a gatekeeper who would not let him in. After receiving a "not interested" e-mail this was his action plan.

This e-mail back to the EA for the hospital CFO:

Jennifer: I would appreciate you passing this on to Roger - thank you.

Dear Roger: Unfortunately I can't take a secondhand "not interested" for an answer. I would appreciate it if you would take a minute in an e-mail to elaborate on your reasons for not wanting to look further into our program.

There is little doubt it would add significant bottom line revenue on day one and put millions into the hospital's foundation, at the same time which would benefit thousands of sick children.

In that context, "not interested" doesn't seem warranted. If I was trying to sell you accounting software or payroll services -- I would understand that response. In fact, I would expect it.

This is a little different. I am not a typical "salesperson" trying to sell you something on commission. I don't need the money and I don't work for IVAR. I'm a fund manager that sees a great opportunity to make something better and help kids at the same time.

This isn't just one more bottom feeder collection agency trying to get some of your business. We are going to change the business entirely and it will add tremendous value to your hospital and its patients.

As someone who spent a significant amount of time in hospitals as a child -- this is a personal passion of mine. I'm not going to give up at two words -- "not interested" -- but I would absolutely love to get your feedback and understand why this doesn't make sense for your hospital.

Please send me an e-mail or call me. In the meantime, I will get in touch with other senior executives and the foundation to see if I can make any head way on those fronts with our program. If I want to make this happen at your hospital, then I can't stop at the first no. I hope you'll understand.

Craig got the meeting!

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Dave McLurg can be reached at dm@organicgrowthintl.com. He is the Managing Partner of OGI, an international private equity and strategic advisory firm.