When mobilizing your business-to-business outreach to increase the sales of your product or service, it pays to recall this vital piece of dogma: Companies do not sell to companies; people sell to people. Thus, the development of strong interpersonal relationships at every possible contact point is paramount in the creation of a strong business-to-business PR strategy.
What are the elements that generate sales and guarantee success? Among other things, it is the perfect storm of a quality product, competitive pricing, good service and reliable delivery. Yet, all of this hinges on the interpersonal dynamic. No customer signs on the dotted line without a personal interaction between someone at the company making the sale and someone at the company approving the sale. It is in these B2B sales situations that an effective business-to-business PR campaign is critical because the stakes are substantially higher and a single order could add millions to your bottom line.
How likely is it that a key prospect will become a loyal customer if your representative does not adhere to the tenets of business-to-business PR and fails to develop a good personal relationship? Not very. Whether it is returning calls promptly, taking the time to answer all queries or going the extra mile to ensure that everything runs smoothly, your rep’s attention to PR public relations makes the difference between thriving and merely surviving.
Business public relations encompasses more than developing a positive image, more than media outreach and more than ribbon-cutting ceremonies. It is a means of bringing prospective customers into your company’s fold by leveraging one-on-one relationships.