When people don't see the value in public relations, they don't see the dollars they are missing out on. Publicity is a long-term, layered process. You need to build a relationship to be in the game, not just send out a few releases and Tweets over the period of a couple of months.
So, how do you get a client to realize all that you do for him, her, or them when it comes to publicity? Simple, you simply say "yes" followed by "and then." This tactic has been used for years by Wolves of Wall Street. It is pretty effective because it tells clients what they are missing out on and helps you upsell all at the same time.
For example, if a client says to you "I'm not seeing results. It's been four months and I could have done this myself," don't argue with them. For the most part, they COULD have called the media and wrote their own press releases. Instead, using the 'Yes' tactic will put more into perspective for them.
Your response should be more like this; "Yes, and I can see your frustrations. I'm not doubting your ability to do what I do, but do you really have the time to dedicate to these tasks or the ready-to-go resources? Results do take time, but let me list what we have accomplished in such as short time....."
You should always upsell your strong attributes and remind clients of where your value really lies. So, as you head into the week, ask yourself if you are saying "yes" enough when clients are happy, sad, or unsure.
Until next time,
Velma Trayham
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