How do you break through your target market?My experience with National Social Security Fund Managing Director Patrick Ayota.
About 2 years ago, I called Mr. Ayota to introduce the Uganda Financial Literacy Association UFLA to him and seek an appointment with him for further discussion. He was kind enough to ask me to share with him right on that very call. He patiently listened to me for close to 5 minutes. When I was done, with what I thought was a super ‘tele -presentation’, he asked me two questions;
1. Who is funding you?
2. What is your sustainability plan?
At the time we had no official funder but had a unique business model proposition for sustainability. We were clear on our mission, I was confident in the leadership team but these two questions kept me awake for months.
Fast forward
National Social Security Fund has become a strategic partner in promoting financial inclusion through coordinating and promoting appropriate financial literacy activities across the country.
Yesterday I had the rare opportunity of meeting him at the Ministry of Finance Planning and Economic Development and NTV Uganda 8thEconomicForum hosted at the KampalaSerenaHotel under the theme OpportunitiesforFinancingthe10FoldGrowth.
I had a chance to not only congratulate Mr Ayota upon the evident performance and innovation at the NSSF but also update him on the progress of the Uganda Financial Literacy Association UFLA
My team and I will be meeting him in the days ahead to further the conversation. I pray all goes well but for me, this is a definite win and a lesson I hope my younger friends can pick;
1. Consistence breaks resistence. After two years many of our potential partners are beginning to open their doors because their doubts about us are beginning to fade. Only time would tell.
2. Always take feedback positively. That is what will position you for success. When someone rejects your offering, usually they will give you a reason (it might be an outright concern, or an insinuation- always pay attention),it might be about price, quality, governance etc Take it divinely and see where to improve it or where to sell it. Some times we sell to the wrong market.
3. You must believe in your service or product. You can’t be passionate or better still obsessed about some thing you are not sure of. Yet it is that energy that keeps you going beyond the hard work, rejections, delays etc It is what builds grit.
What is your experience in breaking through your target market?
Hopefully I will share about how NSSF has understood the issue of ‘valuechains’ in the service sector in line with my previous post. Mr. Ayota shared a super example.
Much appreciation to NTV Uganda and Ministry of Finance Planning and Economic Development for the kind invitation and high level knowledge exchange platform.