© Inge Hill Start Up, Palgrave 2015

Public Relations and Sales CHAPTER 14 Public Relations and Sales © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Cube faces addressed © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Learning outcomes Apply the principle and practice of co-creation Explore public relations for the sustainable start-up Identify the key steps in sales processes Discuss insights from sales practice Differentiate challenges for social enterprises © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Public relations? Using yourself to get out and talk about it is a lot cheaper and more effective than a lot of advertising. In fact, if you do it correctly, it can beat advertising hands down and save tens of millions of dollars. Richard Branson, Strategy+Business Magazine, 2013 It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently Warren Buffet © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 PR – what is it? Instead of a definition: An organized and planned on-going effort to establish and maintain mutual understanding between an organization and its stakeholders Using media for a company’s own organized reputation management, externally and internally © Inge Hill Start Up, Palgrave 2015

PR – external and internal Word-of-mouth Press release Newspaper article and interview Radio interview TV feature Sponsoring an award Winning an award Internal newsletter Notice boards Staff meetings Online meetings © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 PR through… Market research Raises awareness of a new business / product Can win customers early on Sponsorship Raises awareness of a company name Provides a platform for spreading the company name (on T-shirts, hats, bags etc.) © Inge Hill Start Up, Palgrave 2015

Figure 14.2 Easy to sue start-up PR tools easy and low cost Figure 14.2 Easy to sue start-up PR tools Participation in start-up competitions and crowd funding Giving media interviews and Press release Sponsorship of school sports team and Market research © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Sales process DM = decision maker © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Sales process – 7 steps Raise awareness and make contacts. Qualify contacts into prospective clients. Develop the prospective client – into a lead. If prospect cannot make buying decision, get linked to the person in the organization that can make the decision. Establish if that decision maker (DM) is sales ready. Develop the opportunity and match the DM’s needs with the change you can make. Make the deal successfully and sell the product/service. © Inge Hill Start Up, Palgrave 2015

Figure 14.4 Sales strategy elements Tacticts Activities Resources © Inge Hill Start Up, Palgrave 2015

Simple sales plan template © Inge Hill Start Up, Palgrave 2015

Sales for social enterprises Dependent on The financial model (see Chapter Seven in Start Up) Profit generation is most important – use all available traditional marketing and PR tools and highlight social impact the money can make Chosen markets B2B / B2C / B2G For B2G focus on social impact and savings for government Has trading itself a social impact? When employing those disadvantaged in the labour market highlight that in all marketing and sales messages © Inge Hill Start Up, Palgrave 2015

Sales practice – insights Six rules of thumb Have a genuine interest in the clients and their business activities Totally genuinely believe in the value of your product / service. Become an expert of your industry and market. Spend time wisely with those who can make a decision on buying your offer. Build rapport and develop relationships. Become a trusted adviser. © Inge Hill Start Up, Palgrave 2015

© Inge Hill Start Up, Palgrave 2015 Questions? © Inge Hill Start Up, Palgrave 2015