It's time for a wake-up call. The alarm rang and we must wake up. Undertaking or carrying out corporate projects is increasingly challenging due to the recession and the economic situation. We need to eat, pay bills. It's clear. There are many people who are looking for a job and can't find it or people who can't pay their bills with what they earn. There are entrepreneurs who go like Diogenes looking for support. Students who are slow to find work. As a result, many are forced to focus on money more than usual. Looking for alternatives in networks is the new trend. The problem is that, by not doing it intelligently, thousands of dollars are being left on the table because we execute it badly.

The first mistake is to ask, like one who begs and stretches out his hand. No begging. There is no way to use this approach for a client to buy my stuff or support my projects. It's just silly. It sounds silly. It is a hard pill to swallow and yet it is true: consumers do not care if we are going through a moment of glory or misfortune. Buyers think about themselves and the advantages they can have for themselves. Therefore, instead of asking for money or reaching out to ask for support, you must show them value. Before demanding, you have to give. That's a simple rule. After showing that value, you have to put it on a list and give it a price tag. Not before.

On the other hand, it is necessary to be patient before asking for money or support. Investors, bosses or buyers will support projects if we manage to convince them of the value we are going to give them, but not after a five-minute interaction. To convince, you have to persevere. If you're desperate to pay bills, it makes more sense to get a new job or upgrade to a higher-paying job, than to destroy all the goodwill you've built by trying to take quick money from someone's back pocket. That rarely works.

Reduce speed and urgency. Breathe. Undertaking or starting a project is a long game. We can never rely on goodwill, luck or the brilliance of our ideas if we like to eat well. The bias of reciprocity runs deep in buyers. If you want to sell something—an idea, a service, or a product—you must give something valuable in exchange for the money you expect.

The key element is value, but it is not enough to have it: you have to measure the value. For this, Tim Denning, CNBC business collaborator proposes the following formula:

  1. Act politely. Many of the calls to action from entrepreneurs or executives are simply rude. If I'm yelling at someone to click on their link so they can get an affiliate commission, call me on the phone at lunchtime or when I'm about to sleep, I'm just going to cut off communication. There are no manners. I don't even know you. These are not forms or formulas of success. There is a way to sell, and most good sellers know it.
  2. Obsessively study and refine your writing skills. This modern skill is not one that most people have. People don't know how to write. And, definitely, no one will read the advertising and then give money if you don't understand the wording. The goal is not to add more platforms or add more links to follow you on social media and earn zero pesos. No. The goal is to learn how to sell and get customers.
  3. Use this ancient technique that never dies, give before receiving. The goal is not to withdraw cash as quickly as possible. Consumers will be happy to pay more over time if we are smart about it. What we will do is present something valuable in exchange for your purchase. This is nothing new, but it's surprising how many executives or entrepreneurs don't.
  4. Ask the right question and be empathetic. Think to yourself: what's the most important question I can ask a customer? Which, if I were to buy something, would I want to be made? Encuéntrala y entonces hazla. This question is what drives us as consumers to take our wallets and disburse. Usually, we are all careful with our resources, then: how would they convince me if I had to buy, invest or support this project?
  5. It is not about giving money or support to investors or consumers directly from the outset. That's desperate and like you're trying to slow down. This is counterproductive in any type of negotiation, whether you are asking for a job or if you request a salary increase, requiring support or want an investor to be interested in a venture.
  6. Giving a good experience to a client is a pertinent thing. If we treat a client well, over time and they will spend more than you can imagine. If a boss feels confident in a project, he will do what it takes to move it forward. If an investor is given security, he will invest. That's the experience of what's worked with me over the years.

These clever ways for entrepreneurs and executives to find support are simply about showing courage and persevering in doing so. We can all do it with the right approach. It's time for a wake-up call. The alarm sounded and we have to wake up. Undertaking or carrying out corporate projects is increasingly challenging due to the recession and the economic situation, but if we do it wisely, I am sure we will achieve it with glory and success.