To Phone or not to Phone (pitch) The Media

July 12, 2011 Leave a comment

You’ve come up with your story ideas and pitch angles, you’ve written your press release,  you’ve sent out the email pitches and you’ve placed your release on one of the paid wire services and… nothing!  Not one editor or producer has called  to interview you or write a feature on you.  You’ve done everything right and everything’s gone wrong.  What now?

Time to turn to that small hand-held device that blinks and buzzes and rings (in an endless variety of tones).  Yep, the phone.  While you could pick it up and see if that editor or producer ever read your emailed press release, I can already tell you that chances are 99.9% that your release was never read.  Don’t be discouraged, however. Instead pick up the phone and interest the media in your story, not to try and sell your product or service, but to offer the media a compelling story idea that appeals to them.  There’s an idea.

An effective phone pitch is rarely jazzy or funny (although it can be both) but one that is real and genuine. Your objective is to briefly and succinctly let the media know how and why this story idea will work for them and their viewers or readers.  It’s not the time to try to sell.  Be you when you present the story. It’s best to pretend as though you are not calling someone who’s in the media when presenting this pitch.  It’s important that your enthusiasm is evident in both your voice and your delivery.  You don’t want to sound like a salesperson but like someone who is truly interested in the topic and wants to share it with others.

Review your press release and  break it down into the most important bullet points.  When you’re doing the phone pitch you won’t have time to pitch the full release and you definitely don’t want to read a pitch verbatim  from your release.  You’ll sound like a robot, which will make you less believable.  But do use your bullet points from the release as an aid.  Have them  in front of you and let them guide what  you want to say.  Don’t insist on sticking to a scripted approach.  It’s a conversation and as with any conversation it will ebb and flow and have its own rhythm.

Come up with the most compelling aspects of the story and lead with those.  Introduce yourself and let the producers or editors know that you’d like to give them a story idea.  Be polite and respectful.  Before starting your pitch, ask them whether or not it is a convenient time for them to talk. If they say it’s not a good time, thank them and ask if you can email a release and call at a later date.  Find out when would be a good time, thank them and get off the phone.

If the answer is yes, start your pitch and keep it concise.  Remember you don’t have to tell your whole story.  You want to hit the highlights, the points that make it interesting. And you want to illustrate why this story is a great fit for the particular media outlet you’re pitching.    When to make your pitch, how to pitch national versus local and how to leave a voice mail pitch will be covered in my next article.

Copyright © Anthony Mora 2011

 

Filed under Build Your Business, business, Marketing, Media, PR Campaign, Press Release Writing, Public Relations Tagged with , , , , , , , , , , , , , , , , , , , , , , , ,

When & How To Call The Media

July 8, 2011 Leave a comment

You’ve decided to give your PR campaign a real shot.  If you’re not in a position to hire a public relations firm or media consultant and are giving it a stab on your own, learn the ropes before moving forward.  It’s important to develop your story, write your press release, build your media list and send your release out to the appropriate media.  But at that point media follow up calls might be in order.  Review these tips before making your calls.  Remember producers and editors  are people like everyone else.  Some are fun and easy to get along with, others are grumpy and impatient.  They are all over worked and have little time for calls and story ideas that don’t really work for them.

Study each outlet before pitching.  Review your local morning and mid day TV and radio news shows.  They are always on the hunt for interesting stories, particularly those with a local tie in.  If you’re pitching national, make your pitch broader, tie it into a national story or illustrate how your story would be of interest to a national audience.  Present yourself as an expert who can address topics in your field.  Study the outlets and see what type of stories they feature and how they present them.  Have your pitches fall in line with those formats.

Write out your primary talking points before making the call.  Make your calls in the morning, since things begin to back up as the day goes on.

Depending on your story, give the media proper lead time before making the pitch and:

1) Be sure to clearly identify who you are.

2) Always ask if this is a good time to talk and if not if there is a time you can call back.  If they ask to call back, ask if it’s okay to email information.

3) If it’s a good time to talk have you’re pitch ready.  Offer a short concise overview of the story you’re pitching and what you would like from them.  You need to have a call of action here.  Do you want them to read more information, set up an interview, go to an event, what is your specific call to action?

4) Know your information before you call.  If the producer or editor asks follow up questions, be prepared to answer.  Anticipate what questions might be asked.

5) Ask if they need additional information, or if you can set up a time to do an interview.

6) If they need time to review your pitch, be sure and give them your contact number and information.

7) If you don’t hear back in a couple of days, call again.

If you get a “no” remember that just means that he or she isn’t interested at that time.  Don’t give up on your story.  Go back to the drawing board and come up with a different angle.  Remember they are not saying no to you, but to your pitch, so don’t take it personally.  Stay upbeat and know eventually, it will work.  Keep studying the media for stories that you can tie your pitch to.  The more timely and newsworthy you can make it, the greater your chances of success.

You might want to ask what stories they are currently working on and see if you can be of any help on that front.  If you’re not the right fit, maybe you know someone else who is.  If you can help the media you’ll be seen as a resource and find a way onto their rolodex.  This is all about building bridges and relationships.  Be persistent, but don’t come off as a pushy salesperson.  After a few calls you’ll find your voice and your own personal style.  Keep at it.  It will work.

Copyright © Anthony Mora 2011

Filed under business, Marketing, PR Campaign, small business, social media Tagged with , , , , , , , , , , , , , , , , , , , ,

Nailing A TV Interview

April 27, 2011 Leave a comment

When launching a public relations campaign, it can be easy to get so focused on trying to land a TV interview that you forget to give any attention to how you’re going to handle the interview.  Print is usually the easiest in terms of how you look and carry yourself.  Those interviews are generally done over the phone.  You could be in bed in your pajamas for all the interviewer knows.  The same is often the case with radio.  If you’re calling into the show, the interviewer has no idea what you look like, what you’re wearing, and if you’re in your living room or the pool.  Another upside of those types of print and radio interviews is that you can write out cheat sheets that you can refer to.  In fact, you’re wasting a great opportunity if you don’t do that.  Write out a number of flash cards that each list a main point that you want to address, or list statistics, information or quotes that will make you sound quite brilliant, which is never a bad thing.

But, in the worlds of PR and media relations, TV is a whole different animal. Cheat sheets and pajamas are definitely out on TV interviews.  Well, you can try pajamas.  At least you’ll make an impression.

So, let’s say you’ve pitched your story to a TV outlet, the producer liked your pitch, she booked you on the show and today is your day.  First, congratulations on getting this far, now here is your TV media appearance drill.  To start, review your wardrobe and dress appropriately.  If you’re discussing a product or a book, you’ve made sure that you’re taking along some extra samples (you have already sent copies to the producer).   Give yourself plenty of time to get to the studio (keep in mind – if you’re late, you’re dead) and review two or three primary points that you want to get across during the interview.

Make sure you go over the basics as to your story and information, but remember TV is a visual medium.  With that in mind:

  1. Check yourself in a mirror before you go on camera. Is your hair in place? Is your tie crooked? Is your lipstick smeared? Give yourself the basic once-over.
  2. Remember, you don’t have to force the information; weave your points into the interview. If you spend your time forcing an issue, it will come out sounding strained and stilted.
  3. No slouching. Have good posture.
  4. Focus on the interviewer. The camera and crew is part of the furniture as far as you’re concerned.
  5. Start off with your most important information. Interviews can be very short. If you don’t lead with what’s important, you may have missed your chance.
  6. Breathe. People have a tendency to hold their breath when nervous, which only creates more anxiety. Remember to breathe.
  7. Smile. I’ve seen more media opportunities ruined by people who have refused to smile during their interviews. Looking grave does not make you appear more profound, it makes you look dull and somber.

These are the basics.  Prepare before you go on.  Get some media training.  Don’t assume you’re a TV natural.  Prepare for and invest in your media success.

Copyright © Anthony Mora 2011

Filed under Marketing, media interview, PR, PR Campaign, Public Relations, tv interview Tagged with , , , , , , , , , , , , ,

Brainstorming Secrets for Success in the New Year

December 23, 2010 Leave a comment

Start the New Year with a new attitude and a new marketing plan.  The best way to do this is to step back and look at your business in a whole new way.

Set up a Brainstorming Session Time for the New Year.  Block a couple of hours, or better yet half a day and invite your marketing team or PR consultants to look at your business in a whole new way.  If you don’t have a marketing team, that’s fine, you are now your official marketing team.  Invite your employees, associates or anyone you trust, who you feel has some understanding about your business.  This is not a “business meeting”.  This is to be a fun, adventurous time to play with ideas, options, feelings, new approaches, and interesting story angles.

The purpose is to come up with new, unique ways that you can market your business and tell your story.  Remember the best marketing campaigns tell good stories.  You don’t want to simply say “buy my product or service because it’s good”.  Everyone says that and because everyone says it, no one listens to those messages, or at least very few people do.  You want to use the Brainstorming Session to help you go beyond that roadblock.  Don’t hold back; be creative.  Remember you don’t have to use all these ideas, but if you don’t allow yourselves to really let the creative ideas flow; you could end up missing out on some of your best marketing and media relations stories.

Look at your business, product or service from all angles.  Is there a story in how the product or company was founded?  Is there a unique journey story that tells about how you came to develop the product or service?  Maybe you started the company because of a personal experience you had.  Did you jump from one career track to follow the road less traveled?  What type of challenges did you encounter?  What inspirited you to start your business?  Was there an “aha” moment that changed your direction in life?  There is a whole range of human interest stories that can connect with the public.  By telling a compelling story you get others to listen, to understand and bond with you.

And what about the business, service or product itself?  Is there a different approach you use?  What problems does it solve?  How does it differ from others in the field? Has it been updated or modified in any way?  Is it smaller, larger, brighter, less expensive, more user friendly, or more effective?  How could you present it that’s somewhat different?

And don’t forget the most important focus; how has your business or product affected others? How has it helped change lives?  Has it made life easier?  Has it made people richer, thinner, smarter, faster, or happier?  Do you have clients who would be able to tell their story to the media?  The best public relations campaigns are those that tell transformational stories.  If you have some that illustrate how your businesses has affected the life of others, you’re on the right track.

Awhile back we represented a long term health care center.  The basic stories there had to do with the various aspects around that type of care, along with the challenges of caring for those with dementia and Alzheimer’s. One day while I was visiting the client, we held a brainstorming session.  While we were meeting, I noticed that there was a small dog that followed one of the nurses form room to room.  Something clicked and I wrote a press release about the dog as one of the facilities’ favorite employees.  The dog didn’t see old age, didn’t care whether someone was in a wheelchair, or had memory problems.  The dog loved them all the same.  By presenting it this way, I was able to shift what could be seen as a depressing story to a warm and fuzzy tale (so to speak).  It worked.  We were able to land coverage in Time, the Los Angeles Times, the New York Times, NPR, NBC, ABC, the Discovery Channel and other media.  Without the brainstorming session, none of that would have happened.

So block some time, have fun with it and have your own Brainstorming Session. Believe me; it’s worth it.

Copyright © Anthony Mora 2010

Filed under Marketing, New Years Resolutions, PR Campaign Tagged with , , , , , , , , , , ,

What Was the Biggest Media Story of 2010?

December 6, 2010 Leave a comment

I generally write articles about PR and marketing tips but would like to turn the tables and have you write us for a change.  Send us what you believe was the biggest media story of 2010, and why.  If we pick your submission, you and I will have an hour and a half PR brainstorming and strategy session.  We’ll focus on developing your stories, how to pitch your stories and how to develop a comprehensive PR/Social Media program to help take your business to the next level in 2011.

To be eligible you need to email or comment on the blog- your submissions by no later than 11:59 on December 31, 2010.  We’ll be contacting the winners via email on January 7th, 2011

All you need to do is comment here, or email me at pryourstory@gmail.com, what you thought was the biggest or most important media story of 2010 and why.  It could be a story of genuine importance, or perhaps a story you thought was trivial but was given importance by the media coverage. You choose.  At year’s end, Anthony Mora Communications, Inc. will post a blog showing everyone’s thoughts and submissions.  I’ll write my take on it and will incorporate your various submissions.

Have fun with this and remember to check your emails on January 7th to see if you won a free hour and a half PR brainstorming and strategy session with Anthony Mora Communications, Inc.

Copyright © Anthony Mora 2010

email:  pryourstory@gmail.com

Filed under business, Entertainment, Marketing, Media, PR, PR Campaign Tagged with , , , , , , , , ,

The Press Conference Mind field

November 24, 2010 1 Comment

A well timed press conference can be an important PR tool if used effectively, but it can also be a risky approach.  It’s important to know when and where to hold a press conference. Unless you have a strong breaking news story, an extremely timely story, or a story that involves a celebrity, chances are holding a press conference is not your optimum choice.  Even if your story does fall into the listed categories keep in mind that just as you’re about to start your press conference a fire could break out, or a national news story could hit the wires and you could end up delivering your story to all but empty room.

Although press conferences are held for myriad reasons, the successful ones are primarily utilized to give the media up-to-the-minute information on breaking news stories, or when a celebrity or known personality is addressing a topical issue. Countless other types of press conferences are announced, but few receive any significant coverage.  When you are asking the media to be at a certain place at a certain time to cover one specific story, keep in mind that the odds are against you.

When you schedule a press conference, your story is being set on a very specific timeline and will compete with every other potential story locally, nationally and internationally. If you are going to hold a press conference, hold it in the mid-morning. The later in the day you hold it, the less media you will draw because of deadline scheduling conflicts.  If a story that the media considers more urgent, or more ratings worthy breaks at the same time – you’re out of luck. We have held some very successful press conferences.  But we’ve also held some conferences that were passed-over because of a high speed car chase in progress, a breaking murder story or a celebrity drug bust.   Those are the breaks.

There was one case where two TV crews had arrived and were setting up to cover a press conference we had scheduled, suddenly each producer was paged. Next thing I knew they were packing their gear and heading out the door. A fire had broken out at a local refinery and they were on their way to cover it. Needless to say, that was the end of that particular press conference.
Whereas there is a time and place to hold a press conference, in my experience most press conferences are ineffective, because the story or pitch usually does not warrant that type of media approach. Try to think like the media, play devil’s advocate with yourself. If you were a harried producer or editor, and were pitched a story on your proposed press conference would it be of interest to you? If the answer is no, forget going the press conference route. Reframe the hook and pitch it as a feature to the various outlets.  Chances are you’ll be more successful and your story will have a much longer lifespan.

Copyright © Anthony Mora 2010

 

Filed under business, Marketing, PR Campaign, publicity Tagged with , , , , , , , , , , , , , , , , , , , , , , , , , ,

Creating A Blog Buzz via PR

October 7, 2010 Leave a comment

Content is what makes the world go round on the internet and when it comes to marketing, content truly is king; but is it enough?  For example, if you create a blog that is poorly designed or has poor functionality, you can end up posting some great content that never gets read.  You want to offer your readers valuable information, but you want them to enjoy their experience, want them to come back, and refer others to your site.

Let’s say you have a great idea; you’ve developed some dynamite content and have created a blog that works? Now what?  It used to be that the name of the game was getting articles indexed on Google and other search engines.  Google was king.  It still is high royalty, but if you ignore the social networks such as Twitter, Facebook, Digg and YouTube, you’re doing you and your business a real disservice.  A concentrated social media campaign has to be at the top of your online marketing.  You don’t need to spend all day working every site out there.  Utilize each social media site and share links in the categories that best target your audience and put your focus there.

Linking to, commenting on and recommending other blogs is a great way to increase visitors and readers and to develop important relationships with other bloggers.  Consider adding a blog roll and spotlighting some of your favorite information. Allowing readers to comment is another way to generate interest.  The more you increase the level of interaction, the better.

Now let’s jump offline for a bit.  How about launching a public relations campaign around your blog?  Try creating an interesting angle or story idea that ties in with your blog.  What about your blog is different or unique?  What topics does it address? Does it help people solve problems?  Is it funny?  Controversial? Irreverent?  Does it appeal to a specific niche or target audience?  Or how about your story?  What has your journey been creating the blog?  How has it impacted your life?  Come up with some different angles, write a fun or incisive press release and pitch your blog as a story to the traditional media.   If you can launch an effective media campaign and generate some press coverage – that will give your blog more buzz than you can imagine.  Turn your blog into a media story.  Develop stories and angles that interest the press, and watch the media buzz build around your blog.

Copyright © Anthony Mora 2010

Filed under Blog, Blogging, Branding, Business Strategy, Marketing, Media Coverage, PR Campaign, Public Relations, target audience Tagged with , , , , , , , , , , , , , , , , , , , , , , ,

Six (More) Insider Tips to Pitching the Media

October 6, 2010 1 Comment

In a previous article I listed five secrets to pitching the media.  Those work.  Give them a try.  But there are a variety of different ways to interest producers and editors.  Remember your job is to meet the media’s needs; to give them stories that talk directly to their readers, listeners or viewers.

When pitching, put yourself in the place of the editor or producer you’re pitching.  Before you pitch a story to Vogue, the Wall Street Journal, the Today Show or the local media, figure out what stories they’re looking for as opposed to simply concentrating on the stories you want to pitch.  Remember they are looking for new and unique angles that will interest their audience.

Develop your primary story:  Your basic story may well stay somewhat the same, but you need to modify the pitch to meet the needs of each magazine, newspaper, radio show and TV outlet.  Develop a number of secondary pitch ideas

If you work it right, you can position it so that they need you and your story ideas as much as you need you need them.  When crafting your media pitch don’t limit yourself to one angle or approach.  Develop a mix of story ideas.  Some of your pitches might be serious; others might be fun or lighthearted.  The following are six more PR secrets to placing stories in the media.

1) Position yourself as an expert.  For example, if you’re an attorney and a legal case is in the news, you can position yourself as an expert to discuss the case or the issues. You don’t have to be one of the attorneys directly involved in the case. What you need to do is present yourself as an expert who can address the topic.

2) Find a strong local, human interest-oriented angle to your story. When pitching the local media, keep the emphasis on the word “local.” If you’re a hometown gal or guy that has created a new product or service, talk about your roots to the city or the community. Bring the local angle and flavor to your story.

3) Always keep in mind that you don’t want to pitch your product or service to the media; you want to pitch the outcome and the benefits. For example, if you’re a physician, don’t pitch your expertise, pitch a patient story that the media can follow.  Give them a story.

4) Develop an underdog story, one where you beat the odds and won.  Everyone roots for the underdog and those types of stories have a great narrative.  You’re able to tell a full story complete with the problem, the journey and the ultimate overcoming-the-odds conclusion.

5) Disagree with a popular point of view.  Embrace controversy.  Explain why all the experts are wrong.

6) Use opposites:  men versus women, teenager versus adults, Midwesterners vs. west coasters, suburbanites vs. city dwellers, etc.

Have fun with your pitch ideas.  Be creative and remember, if you meet the media’s needs – you’ll always meet yours.

Copyright © Anthony Mora 2010

Filed under business, Business Strategy, Marketing, Media, Media Coverage, Media Relations, PR, PR Campaign, small business Public Relations, Your Message Tagged with , , , , , , , , , , ,

5 Secrets To Pitching The Media

September 30, 2010 1 Comment

When pitching your story to the media, remember to focus on their needs.  Always keep in mind that it’s not you, your book, your expertise, or your profession, that’s going to grab the media’s interest – it’s the STORY that you can create from these materials.  So how do you find the story, below are some sure-fire tips, suggestions and public relations secrets to use.  Make sure and review these before making your pitch.

When pitching your story to the media, remember to focus on their needs.  Always keep in mind that it’s not you, your book, your expertise, or your profession, that’s going to grab the media’s interest – it’s the STORY that you can create from these materials.  So how do you find the story?  Below are some sure-fire tips, suggestions and public relations secrets to use.  Make sure and review these before making your pitch.  Also keep the particular media outlet you’re going to in mind.  Don’t pitch a hard business angle to a woman’s publication that focuses on human interest angles and, conversely, don’t pitch a beauty story to a financial publication (unless it’s a story on the business of beauty).  With that in mind, review the following and come up with the perfect pitch for you, your product and your company.

1.  Tie your story to the calendar:  Valentines Day, Spring Cleaning (taxes, teeth, house care, skincare, mental health,) summer dieting, getting in shape, Memorial Day, Summer (heat stroke, swimming, sunburn, health hazards, air conditioners, summer colds) Labor Day, back to school anxiety, flu, Fall fashions, children’s ergonomic health, Mom’s and back to school, Halloween, teeth, safety, family, Thanksgiving, over-eating, dieting, anorexia, anxiety, family stress,  winterize your skin, dieting for the holidays, holiday safety, de-stressing while planning your holiday, fashion and skincare for the holidays, New Year’s, resolutions, colds, flu.  You get the picture.

2.  Call the local TV assignment desk before 9:00 a.m. and offer yourself as an expert who can comment on a breaking news story you read about in the paper that morning.

3.  Check the websites for tidbits about reporters, producers, or the show.  Use that information when you’re creating your pitch.

4.  Follow a reporter you like and when you pitch, mention that you read his/her stories when making your pitch.  Don’t just sell, create a mutually beneficial relationship.

5.  Watch shows you want to pitch for three weeks.  Watch it, target a producer.  Don’t just pitch your story, but the entire segment you would be in – with other experts, patients, etc.  Pitch controversy, relationships, personal triumph or makeovers.

Remember your job is to give the media a compelling story.  Don’t try to sell, or push. Work with the editors or producers you’re pitching.  Become their ally.  Let them know that you’re on their side.  Together you can come up with an interesting story that meets both their needs and yours.

Copyright © Anthony Mora 2010

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Filed under advertising, business, Business Strategy, Marketing, Media, news, PR, PR Campaign, Public Relations, TV Tagged with , , , , , , , , , , , , , , , ,

How to Find Prospects and Clients Using PR

September 28, 2010 Leave a comment

You’re looking to grow your business, build your client base, and find new customers.  What’s the best way to find clients?  Should you cold call? Use direct mail? Network? Advertise? Use social media? AdWords?  All of those can work, depending on your business.

The best way to find clients is to actually have them find you.  It’s a very different conversation when prospective clients contact you than when you make cold calls or initiate conversations with prospects who don’t know who you are.  Think of how different it would be for a client to call and ask if he or she could hire you.  That would be a truly motivated client.

But how do you change the dynamics? How do you shift the playing field so that your prospects are the ones that are initiating the conversation?  One tried and true answer is to establish yourself as an expert in your field and the most effective way to accomplish that is through an effective PR campaign. A well thought out public relations campaign can frame you as the story and establish you as the expert.  By being featured on TV and radio or in magazines and newspapers, you separate yourself from the competition; you are presented as a news story, not as an ad or a commercial.  That changes the equation.  Now prospective clients or customers who are in need of your type of service or product will contact you because you’ve established yourself as the authority, or your product has been featured as one of the best, or in a new product page, or you’ve been quoted.  On the marketing end, that type of media coverage encourages viewers, readers and listeners to take action, whether that be making an appointment, purchasing a product, or visiting a store.

When it comes to PR and media relations, bottom line comes down to offering a good compelling story that also educates and informs.  By presenting yourself as an expert, and an educator, both the media and the public will turn to you for information and advice. And, when they’re looking to purchase a product or service in your field, you’ll be at the top of the list.

It’s said that we are judged by the company we keep. By being featured in the media you’re in the company of the newsworthy, and because of your association, you have suddenly leaped ahead of your competition.  Via press coverage, you and your message will enter homes and businesses, not as an ad or commercial, but as a news story. When people seek you out, they will be seeking you out as a specialist, as someone who the media deems important enough to be featured in the press. You’ll have gained two things no amount of advertising could ever buy you – validation and credibility.

Media coverage also gives your customers and prospects a sense of urgency.   By being featured on TV or in print, you and your company will be viewed as timely and news worthy.  That drives action, which results in motivated prospects and more clients.

Copyright © Anthony Mora 2010

Filed under advertising, business, Business Strategy, Marketing, marketing strategy, Media, news, PR, PR Campaign, Public Relations, publicity, traditional media Tagged with , , , , , , , , , , , , , , , , , , , , ,

How To Successfully Sell

September 23, 2010 Leave a comment

What are the elements of a successful sales call?  There are two, 1) know your information and your product or service, 2) understand the specific needs of each prospect you talk to, and address them.  Nothing will lose you a sale quicker than sticking to a basic script while your prospect is not interested in going down that road.  Yes; you do want to stick with the basics, gather the information that you need so you can figure out the prospects needs and deliver your presentation according to those needs, but you might not always be able to do that in a methodical sequential manner.

Jeff Thull, president and CEO of Prime Resource Group, states that there are four stages to closing a sale, Discovery, Diagnosis, Design and Delivery.  He describes it as a process that you walk your customers through to reach the ultimate objective.  Whereas he definitely knows his field and his process is a solid one, from my experience there are times when a sequence-based process, that is designed to move orderly and step-by-step, isn’t always possible.  Thull’s system is on the money, but prospects are like the weather, you can never predict how they’re going to act or react. With that in mind, when talking to a prospect keep your basic system and outline in mind, but be ready to move with the conversation organically.

Some prospects want to learn everything about the process.  They are ones who are eager to go through the step-by-step process.  Others are impatient or have very specific questions they want to address that will side-step your basic planned delivery.  Prepare for those.  Don’t try to stick to a script that will only make an impatient prospect even more impatient.

Practice your calls or presentations.  Remember you don’t want this to be a sales call; you want an engaging conversation that educates the prospect, solves his or her problems and offers specific solutions.  Your objective is to create a mutually beneficial relationship.  You also need to know what your prospects’ true needs are.  Each prospective client is different.  He or she might be buying the exact same product for service, but for very different reasons.  For example, I run a public relations firm.  Our job is to place clients on TV, magazines, newspapers, radio, as well as in blogs and social media sites.  But that’s just the nuts-and-bolts of our job, what we really do is bring our clients more customers, grow, their business, establish them as experts in their fields, establish their brand, position them as being at the top of their field, etc.  Each one of our clients comes to us for a slightly different reason.  Some clients are looking for media relations and PR to help sell products and bring in customers, others want to establish themselves as the expert in their field, others want to establish or reestablish their brand.  It’s important that I understand what the prospect’s needs are during the initial conversations so that he or she realizes that I do indeed understand what their specific needs are and am addressing them.

The objective is to make it an organic process.  As you speak to prospects you are gaining information on which they are, what their needs are, how they communicate and how they think.  Use that information to shift and modify your delivery.  Speak to their needs.  Present yourself as someone they can trust and can solve their problems.  Remember, that’s what they’re really looking to buy.

Copyright © Anthony Mora 2010

Filed under advertising, business, Business Strategy, Media, PR, PR Campaign, Public Relations, sales, selling Tagged with , , , , , , , , , , , , , , , , , , , , ,

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