Blog

Should you use PR in the sales process, or just get the close?

Book

Something occurred the other day that made me wonder – should you use PR in the sales process, or just get the close?

My opinion is that PR underlies everything – it’s the “vehicle” of how your target market perceives you.  It doesn’t just stop with a news release, a social media release or what-have-you.  One school of thought is that it pervades your business through and through – sales, presentations, delivery, etc.  Which brings me to something that occurred the other day.  I was invited to a networking event and met an author who co-wrote a book with several other big names.  She was lovely, had a great personality and was very personable – meaning it was easy to talk to her.  I was genuinely interested in her story – I wanted to know how she came to write a book with these renown experts, not being a well-known entity herself?  What’s it about?  Etc. Etc.  But before I asked any of those questions, I asked if she had it for sale anywhere or is she was using it as a promotional tool.  She right off the bat asked me if I’d like an autographed copy.  “Really?  Wow, how generous!  Sure – I’d like that, thank you.”  She then quickly flourished her pen and signed a beautiful note to me and handed me the book….

“That’ll be $20.00.  You can send the money to me later if you don’t have it with you today.”

Huh?  I thought she was giving it to me as a gift!  I did not even know what the book was about.  I had not even had a chance to ask her any of the questions that I had wanted to know…the $20.00 does not matter – it was the situation where I did not even know a-n-y-t-h-i-n-g about the book, I was just introduced to her and next thing you know I felt bamboozled into buying it.  What was I going to say after she signed a copy of her book with my name on it.  It didn’t serve as an initial impression of good PR to me.

In truth, I probably would have ended up buying the book had I been enlightened through some informal sales process…you know, just capitalize on my initial interest.  I was truly interested in her story.  But now I ‘bought’ the book and have no interest in reading it.

So, this begs the question – should you use PR in the sales process, or just get the close?  Let me know what you think!
In PR,
Karla Jo
jotopr.com

Leave a Comment

Your email address will not be published. Required fields are marked *


Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.