1. © Inge Hill Start Up, Palgrave 2015

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

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

4. © 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

5. © 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

6. © 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

7. 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

8. © 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

9. 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

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

11. © 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

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

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

14. 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

15. 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

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