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Annoy and win business – ask the right questions

I annoyed a CEO today, but got business. I have realized that you’ve to be bold to excel. Here are our exchanges with my prospect CEO.

Me: How much do you estimate your company loses to fraud on an annual basis?

CEO: We have no fraud here.

Me: On which basis do you say so? Have you done fraud risk assessment recently. Who did it for you?

CEO: Not yet. We have no fraud.

Me: Have you read the research that estimates that an average business loses over 5% of their annual revenue to fraud? And that most business that think they have no fraud risk, are actually having a bigger problem. You see, fraud is clandestine. It is done with intention to conceal and it takes a skilled fraud examiner with the right tools to identity the losses. Do you know that having several system down time is a sign of something fishy?

CEO: By the way, you might be right. Recently, our servers were off almost for four hours.

Me: You see, you might be having no skills and internal capacity to ‘see fraud clearly’ in your company. Let’s do a fraud risk assessment and training. If you are losing US $300,000 annually, I just need US $10,000 to give you a clear fraud prevention strategy. By the end of my pitch, we had become buddies and he called HR to organize my intervention asap immediately after Easter.


Selling these days is a hard one. Once you get to the right audience, keep asking the right questions. It takes persistent and breaking the ‘ice’ to get business.

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Mustapha Barnabas Mugisa is one of those rare people who provides business consulting and advisory to professionals and corporate entities who demand the very best. He is a prolific speaker and governance (strategy and risk) expert. His speaking involves making key notes at major conferences and business events on both technical subjects and leadership skills. A change agent and motivational speaker. Mustapha provides tools and proven methodologies to remarkable results through making people appreciate change. Visit Mustapha's LinkedIn profile to know more. Mustapha is the architect of #WinningMindset Leadership and #WinningTheGame strategy approach that combines Harvard Business strategy Playing To Win, with the Blue Ocean Strategy and Balanced Score Card to deliver a strategy that is easy to execute and monitor. Visit for special insights to improve your condition. Are you too good to be great?

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