What to do when clients don't listen....

It is very hard to make clients do anything, even when it is in their best interest. I want to talk about the dark side or public relations tonight. Most people think the life of a publicist means coordinating interviews and residing on the sidelines of glamorous red carpets.

In fact, our job can be very special at time and glamorous, but most of the time we have to convince clients to show up for interviews, say the right thing at interviews, and then understand that the interviews still may not be composed in a positive light. We can arrange interviews all day long, but we can't make the reporter like our clients all of the time.

This is the dark side of public relations and it is the main reason why a client skips from PR agency to PR agency. They will never find the perfect public relations firm because they are unwilling to listen to their publicity team. So, how do you handle this scenario when you come across it (and you will)?

First, have an air-tight contract to define that PR is only as good as the client who gives the interview and accountability is shared with the client.

Second, make sure you client signs off on any media interview, offer, press release, or other collateral that is represented to the public by your firm. Why? Well, your clients may become irritated at this procedure but it will protect you should an interview go south. The accountability doesn't sit solely on your shoulders if the client acknowledged the risks, benefits, and then gave the answers during an interview.

These two small tips will save you a lot of heartache and they will give your client a clearer picture of what his or her expectations are within the confines of your contract.

Until next time,

Coco the CEO

The Inside Track to Sales

Here’s the thing, you have to sell yourself. Regardless of what it is for (contracts, a job, new accounts, promoting a nightclub), you need to convince people to buy products and service pitched by yourself. It can be nerve wracking, right? Well, it doesn’t have to be.  I have developed a few ways to ensure sales without becoming nervous during a pitch.

First, never think of a sale as a sale. Instead, think of yourself as a problem solver. You are presenting someone with the opportunity to fulfill a need or rectify a problem. You are a hero, act like one!

Next, listen. People are so busy selling stuff that they forget to listen. The biggest and easiest way to gain a sale is to listen to the client and then explain, using their words, how you can help. Don’t be pushy and don’t do the majority of the talking. If your client isn’t a talker then ask questions. The more they hear themselves talking to you, the more they envision working with you.

Finally, be honest. Don’t tell people what they want to hear. People know this is a trick and they are weary of people who say things that don’t seem valid. So, be upfront and honest. This goes a looooonnnnnnnggggg way.

Coco the CEO

Be A Better You in 2014

I wish business owners knew it all. Wouldn’t the world run smoother if all of us business owners knew everything and had all the answers? Outside of pretending to live in a Disney movie, we don’t know everything and we often don’t have all or some of the answers.

I spent today thinking about three ways I can be better in 2014. I think these tips can apply to all business owners, which is why I am sharing them.

#1. De-Clutter. Have a two minute rule for small tasks. If something is going to take longer than two minutes to do, schedule it. If not, put it in your “action items” pile and address these items at the end of the day.

#2. Send out “Thinking of You” cards to current and former clients. Yes, order specialty cards specific to this effort and send them out to refresh current relationships and rekindle stale ones. This is a nice way to show clients you care and stay in the game.

#3. Talk to other business owners how you want to be talked to. I knew this ignorant woman business owner. She used fancy phrases and talked herself up to be bigger than she was. However, having a business conversation with her, even by email, was always difficult because she had no clue as to what she was doing or how to execute certain tasks. I often wanted to give her a piece of my mind, but I didn’t. I wouldn’t want someone treating me this way, so I kept quite. Eventually, she sent enough “look at me” emails with demands and action items that she ran herself right out of business. The universe will take care of those who come at your. In the meantime, don’t go after anyone without a valid reason.

Until Monday,

Coco the CEO