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What the Sales Funnel Can Teach Your PR Department

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Sales and PR have a lot in common—even if both sides are reluctant to agree. Sure, the goals are varied, the methods are unique, and even the personalities among types of professionals can greatly contrast. But there are still elements that can be borrowed from sales and repurposed for success within PR.

How can you leverage the traditional sales funnel and tried-and-true sales techniques to lend powerful insight to your PR efforts? It’s time to think like a salesperson.

Relationships Move the Needle

We know relationships are everything in PR, but sales folks tend to use relationships a bit differently. Rather than simply inquiring about a prospect’s child or buying him a cup of coffee, they take time to understand their pain points and use that to move them through the sales funnel. This might sound disingenuous, but it doesn’t have to be.

Let’s say you’ve spent months corresponding with an editor, sending them relevant news and story ideas, and sources for pieces they are working on—some of which may not have even been related to your clients—but there’s still been nothing to show for it. At this point, you might be feeling some heat from your boss or a client to get some traction.

This is where the savvy of the sales pro comes into play. From the beginning, a good sales person has their prospect’s pain point top of mind. Understanding the problem they need to solve for their prospect and what motivates them helps direct their conversations and strategy.

PR pros should be taking the time to understand the journalist’s pain points. (highlight to tweet)


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