Pitching a new partnership is never easy—especially when the potential collaborator comes in skeptical, questioning the value of what you’re offering, or even outright dismissing your approach.
I recently experienced one of the most challenging partnership meetings I’ve had. Despite my best efforts to present a clear and meaningful way to collaborate, I was met with resistance, skepticism, and plenty of reasons why my ideas wouldn’t work.
While the conversation didn’t lead to an immediate partnership, it was a valuable learning experience that reinforced some key principles of effective partnership-building. Whether you’re working in community impact, business development, or nonprofit collaborations, here are some insights that can help you navigate tough conversations and sell a partnership (or at least the potential of one) when the other side isn’t convinced.
1. Expect Skepticism and Come Prepared
One of the biggest mistakes you can make when pitching a partnership is assuming that your enthusiasm and well-intentioned ideas will automatically resonate with the other party. In reality, people—especially in mission-driven organizations—are often wary of new partnerships because they’ve been burned before, have limited resources, or simply don’t see an obvious fit.
What I Learned:
- Don’t just prepare your pitch—prepare for skepticism. Anticipate concerns they might raise and think about how you’ll respond.
- Research their organization thoroughly, understand their pain points, and ground your proposal in their priorities, not just what you want to do.
- Bring clear examples of how similar partnerships have worked before to provide credibility.
Tip: Before any partnership meeting, write down the top 3-5 objections you might hear and practice answering them in a way that acknowledges their concerns while reinforcing the value of your idea.
2. Listen First, Pitch Later
Early in my conversation, I realized that trying to explain the value of my work upfront was only giving my counterpart more opportunities to poke holes in it. Instead of trying to convince him, I pivoted to asking questions and listening.
What I Learned:
- Instead of starting with your pitch, start with curiosity. Ask what their biggest challenges are, what’s worked for them in the past, and what hasn’t.
- People are much more receptive to new ideas when they feel heard and understood first.
- The more they talk, the more you learn about how to frame your partnership in a way that actually meets their needs.
Tip: Open the conversation with a few thoughtful questions instead of immediately presenting your ideas. Try:
- “What are the biggest challenges your team is facing right now?”
- “What kinds of external support have actually helped in the past?”
- “Are there any gaps in resources or capacity where a partnership might be useful?”
3. Reframe Your Ask as a Low-Burden, High-Value Opportunity
A major concern for many organizations—especially those with limited resources—is that partnerships add more work than they’re worth. Even if an idea is valuable in theory, if it requires too much effort on their end, they won’t go for it.
In my case, I realized that a grant program I proposed, while potentially helpful, was dismissed because the administrative burden outweighed the funding amount. The response wasn’t “we don’t need this,” but rather, “this isn’t worth the effort for us.”
What I Learned:
- Don’t just focus on why your idea is good—explain why it’s easy and worthwhile for them.
- Make your proposal low-friction by offering flexible, simple ways to engage.
- Be upfront about reducing red tape, paperwork, or reporting requirements if applicable.
Tip: Before your next pitch, ask yourself: If I was on their team, what would my concerns be about this partnership? How can I make this feel effortless for them?
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4. When Facing Resistance, Shift to Relationship-Building Mode
When you hit a wall in a partnership conversation, trying to push harder usually backfires. Instead, shift gears: focus on building trust, keeping the conversation open, and finding a way to stay in touch.
During my conversation, when I realized I wasn’t winning him over with partnership ideas, I stopped pitching and just let him talk. By the end, even though he was still skeptical, he seemed more open to future discussions—because I had listened, respected his perspective, and didn’t try to force anything.
What I Learned:
- Sometimes, the best outcome isn’t an immediate partnership—it’s leaving the door open for one down the road.
- People are more likely to recommend you or engage with you later if they walk away from the conversation feeling heard and respected.
- If a direct partnership isn’t working, explore low-commitment ways to collaborate informally first.
Tip: If you sense a potential partner isn’t ready, ask:
- “Would it be helpful if we just stayed in touch and revisited this later?”
- “Are there any other ways I can support your team informally in the meantime?”
- “Do you know anyone else in your network who might be interested in a conversation?”
5. Follow Up Thoughtfully—Without Pressure
Just because a conversation doesn’t end in a partnership doesn’t mean it was a failure. A well-written, low-pressure follow-up email can reinforce your credibility and keep you on their radar.
In my case, I decided to send a concise, respectful follow-up email summarizing a few flexible ways I could help, emphasizing that there was no rush or obligation. This left the door open without making them feel cornered.
What I Learned:
- Keep follow-ups short and to the point. No one wants a long, formal proposal right away.
- Reiterate that you want to be helpful, not a burden.
- Give clear, flexible options for engagement rather than asking for a big commitment.
Tip: A great follow-up email might look like this:
Hi [Name],
Thanks again for taking the time to chat—I really appreciated your insights. I know time and resources are limited, so I wanted to follow up with a few simple ways I could contribute if they’re helpful:
- [Option 1]
- [Option 2]
- [Option 3]
No pressure at all—if anything sounds useful, I’d love to chat more. If not, I’d still love to keep in touch and continue supporting your work however I can. Thanks again!
Best,
[Your Name]
Final Thoughts: Building Partnerships Takes Time
If there’s one big takeaway from this experience, it’s that winning over skeptical potential partners isn’t about having the perfect pitch—it’s about trust, persistence, and genuinely trying to meet their needs.
Sometimes, an immediate “yes” isn’t possible. But if you handle the conversation well, leave a good impression, and follow up thoughtfully, you set the stage for future collaboration.
What challenges have you faced when trying to build new partnerships? How did you handle skepticism? I’d love to hear your experiences—drop a comment below!
