The number one mistake that start-up companies make in sales is targeting the wrong person, according to Bill Behnke, a serial sales manager for entrepreneurial firms.
Behnke, a member of the Council of Experts for Scott Public Relations, a PR and marketing company specializing in the healthcare, insurance and technology industries, lists the top seven sales mistakes made by start-up companies, in a new article, Sales Savvy for Start-Ups: Seven Mistakes to Avoid, posted on the SPR website, http://www.scottpublicrelations.com/.
Structuring the sale function for a new company is especially challenging in fields like healthcare, where the different benefits of a product will appeal to different decision-makers. If there are multiple decision-makers, the account needs to be ‘saturated’ to reach them with their respective compelling messages, says Behnke. Above all, attention must be focused on who will actually pay for the product Â“ who can make the decision to write the check.
Another common mistake is underestimating the power of public relations as a marketing tactic for new products and companies. IÂ™ve seen how powerful PR can fill an entire sales pipeline for new products and services, noted Behnke. For a new company especially, PR cost-effectively creates the ‘buzz’ you need to get noticed.
To read the entire article, go to: http://www.scottpublicrelations.com/A Step Ahead Articles/ART_SalesSavvy_06_12_08.pdf (Due to its length, this URL may need to be copied/pasted into your Internet browser’s address field. Remove the extra space if one exists.)
Scott Public Relations
Joy Scott, 818-610-0270