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Have a great idea?
PR professionals are in the constant business of selling
ideas on behalf of our clients.
We pitch ideas to producers, reporters, constituents and
stakeholders and hope they will buy-in.
Geoffrey James, a journalist and author of Inc.com's "Sales
Source" column offers these five steps to present and sell your
great idea.
1. Have Prior Credibility
• People who know your proven track record will at least give your pitch more attention than if you had no past credibility at all.
• You should be authentic and competent in all matters concerning your idea.
2. Have The 'Next Big Thing'
• Buying is an emotional act. People are excited when an idea appeals to their gut and senses.
• Your winning idea may solve their problem or help the buyer feel likethey're investing in something thatcould change the world.
3. Adapt Your Message to Your Audience
• If you are tone-deaf about what isimportant and requested by your audience, you have missed the boat.
• Decision-makers view ideas fromtheir perspective only—not yours.
4. Anticipate and Address Objections to Your Idea
• For some people, if you tap into their emotional side of how your idea can benefit them, you've nearly won.
• However, their mind will instantly begin calculating the risks involved.
• Be prepared to address these potential objections head-on.
5. Get Agreement and Move to Greenlight
• Place the ball in the buyer's court by asking, "When do we start?"
• Ensure they have clarity and you've managed expectations, then deliver on what you've promised.
• Don't change or weaken the elements of your message in hopes to obtain one buyer. Stay true to your message and the right person will buy.
This presentation was originally published on our Voice Matters Blog.
To learn more about McKinney & Associates, visit www.mckpr.com
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McKinney & Associates was founded in 1990 with a commitment to social justice that has prevailed for more than 20 years. From
the beginning, McKinney passionately and skillfully practiced Public Relations with a Conscience for local, national and
international organizations involved in public policy and social advocacy. The firm has grown strategically, adding practice areas,
maturity and a strategic core to meet the needs of clients.
