The Real Question behind the words.

I hopped on a sales call recently to help close a deal. After my usual coaching spiel, I asked the nonprofit if they had any questions. The customer responded:

"So, what value will you be providing me?"

It's not my first time hearing this question, even though I had just explained my value as a coach. So, I answered:

"Running a crowdfunding campaign is overwhelming. Organizations make avoidable mistakes, struggle to hit their goals, and lack a clear strategy. That’s where I come in. As your fundraising coach, I guide you through the process—helping you craft the right messaging, build momentum, and execute a structured outreach plan that maximizes results."

Without skipping a beat, he replied:

"I can do all that alone. What additional value are you giving me?"

I thought I had answered that question, but I kept my composure:

"That’s a great mindset to have! You could do it alone—just like someone could build their own house or manage their own investments. The question is, do you want to take the time to figure everything out yourself, risk missing key strategies and best practices, reach out to people the wrong way, and potentially leave money on the table? I don’t just provide a checklist—I bring experience from dozens of successful campaigns, helping you avoid common pitfalls, streamline efforts, and ensure you raise more in less time with less stress. My role is to maximize your return on this investment. Does that sound valuable to you?"

His colleague jumped in with a different question—so I assumed we were moving on. But a few minutes later, he circled back and asked the same question in a different way.

That's when I took a deep breath and leaned on my coaching experience. If he was asking again, it meant the real issue wasn’t in the words—but in what was behind them. It wasn’t about 'value' in the sense I understood— it was about hesitation, fear of the unknown, lack of confidence, and uncertainty about commitment.

Instead of repeating myself, I switched gears:

"What’s the biggest hesitation or worry on your mind right now?"

That led to:

"If we address A, create strategies around B, and find a solution to C—would you feel fully supported throughout this process?"

Then I asked:

"Is that the ‘value’ you’re asking about?"

The answer? Yes.

A coach doesn’t just give better words—we uncover the emotions, fears, and mindsets that shape how those words are delivered. Because at the end of the day, fundraising success isn’t just about tactics or a checklist of tasks. It’s about the confidence to execute them. And that is just an added value.

Is there something you would have said or done differently in this meeting? Let me know in the comments.