I've never considered myself a salesperson. But recently a friend suggested there may be a lot more similarities between what I do for a living (public relations) and her chosen career path (selling software).
Not that being in sales is a bad thing. As Anne Fisher, author of one of my favorite columns in Fortune Magazine recently pointed out:
"Sales is a hot career these days, with lots of big companies eager to hire top salespeople, even if they have to raid competitors to do it. But the salesperson's role has changed radically in recent years. Glad-handing and golfing are (for the most part) out; analytical thinking and creative problem-solving are in."
(See the column here.)
Analytical thinking. Creative problem-solving. No golf. Maybe there are more similarities than I originally thought.
Here are a few ways media relations is like sales:
- A salesperson doesn't close a major piece of business with one phone call or visit; similarly I don't convince a disinterested editor to talk with, or meet with, or write about one of my clients with one phone call or e-mail.
It takes a great deal of time and effort to get my client noticed and on a reporter's radar … especially if it isn't an industry gorilla. Reporters, editors, conference managers and producers are all extremely busy people who also happen to be very skeptical and highly objective. This means I must sell – both myself and my client's story – with credibility and gentle persistence.
- As recently reported by Kelley Robinson on the Web site, Salesresources.com, one of The Top 7 Sales Blunders is "Not completing pre-meeting research." (See Kelley's full article and browse the Salesresources.com Web site for lots more great sales advice.)
This seems like common sense, but just as a salesperson should not attend a first meeting with a prospect without thoroughly researching the prospect company, I would never contact a reporter without reading past articles, examining the publication or online site, and understanding what the reporter writes about. Calling my target without this basic information will stop my dialogue cold and most certainly not result in any interest.
- Like sales, media relations is an ongoing process of planting seeds, watering, fertilizing and weeding. The steps I go through when "selling" a story are very similar to the process a salesperson goes through when selling a product:
- Identify a media target;
- Qualify the lead through an initial conversation;
- Work the "prospect" (in my case a reporter) over many weeks or months;
- Share deep knowledge of my client and its market to inform and adequately educate;
- Overcome objections;
- Be creative in how the story idea is brought to life;
- Schedule an introductory meeting or phone call;
- Stay in touch and keep working the lead;
- Use third party references to validate and persuade;
- Finally "sell" a client's story; and
- Ultimately close the deal (i.e. the actual article appears).
Lots of similarities, yes, but there are differences too.
How media relations is not like sales:
- I am not selling a product or service. I try to sell a story idea to a reporter with many other ideas vying for their attention and the editorial space in their publication. I try to convince the reporter that my idea is legitimate and newsworthy and deserves space in their publication, but I'm not selling them something that solves an immediate problem or saves them money.
- As Al Ries and Laura Ries say in their book The Fall of Advertising and the Rise of PR, "In dealing with the media, you need to be flexible. 'If at first you don't succeed try, try again' is not a good motto for a PR program…A better motto for a PR program is 'If at first you don't succeed, try something else.' A salesperson doesn't typically get to change their product or service, unless they take a new job. I can add a new angle to my story idea, provide additional third party validation, introduce a different spokesperson or in some cases move to a different reporter or publication. I get to change and customize my "product" as I go along.
- Unlike a traditional sales transaction, I don't exchange money with my prospect (i.e. the reporter). PR selling is a different kind of transaction – the reporter accepts an idea as credible and newsworthy and interesting and writes about it vs. buying a product or service they will use themselves. I don't send an invoice and I don't get paid by the reporter. The reporter can always decide not to write the story. If I succeed, my reward is a positive story for my client that increases their visibility and enhances their reputation.
- While a traditional salesperson can rely on advertising, direct mail, trade shows, collateral to get the word out about what they're selling, I don't rely on these promotional techniques to peddle my story idea. Advertising will not persuade an editor; nor will a glossy brochure. Instead I rely on credible third parties – especially customers – to help me create belief and persuade. Because reporters can sense a less than credible story a mile away, I risk damaging a relationship if I dare cross advertising and PR boundaries. Saying "my client deserves this story because they advertise in your publication" is inept PR suicide.
- Christine LeCompte, SVP, Client Services
