Take the consumer products company that wants a mention on Oprah — it’s ridiculous for them to try and tackle something like that without professional counsel because there are agencies that have been through that particular wringer before and, to your point, have the relationships that can make a huge difference.

Now, let’s look at a different example: An industrial manufacturer. They sell arcane, nearly commoditized products through a network of sales reps and independent distributors, and when they do bother to do PR, the stuff is usually run verbatim (or nearly so) as product news in trade pubs. An in-house person is going to be much, much more effective in a situation like that for a couple of reasons:

* They wouldn’t need a learning curve for determining what does and doesn’t matter in the industry; and

* The quality of relationships with reporters and editors matters a lot less.

Best of luck with your endeavors!

Thanks for your insights. Just to clarify, we actually were a digital marketing agency before this new direction. The TC article was slightly inaccurate with those details. We had worked on about ten web 2.0 applications for clients and ourselves before the switch, so we are well versed with the process.

We also already had a team of designers, marketers and business professionals to take on the job. So the transition was actually easier than you might have thought.

However, much like a PR agency, we were always pitching services, writing long proposals, customizing everything. I have to say, the product based approach is a nice change as is defining prices and timelines ahead of time.

Why is the only visual I’m getting in my head that of Gordon Gekko, wandering around his office talking to the air in a very authoritative voice?

The rationale is that your messages will flow more freely, and your personality will be better reflected in the tone of your voice.
– Mike

I’d argue that competitors’ existing customers fall right into the funnel at the contacts level — the only difference is that you may already have some of the knowledge you need to move them further down the pipleline.

In commoditized markets (and it’s a little irritating how often small shops in the marketing/PR world sell on that basis, but that’s another story!), the only differentiator is price. In sales organizations, there’s always a pretty significant percentage of the sales force that can never see past price and they’re always coming to management with a deal that they *know* can get done, if only we can budge on price.

Those people need to be fired. But that’s another topic…

Assuming the market’s not commoditized, you have to do due dilligence to figure out where the pain point is. No vendor is flawless, and even happy clients will let themselves talk about what a “perfect” solution looks like — that’s where you figure out the basis on which to nab those customers.

I hate selling on price and think the customers you land via that method are usually short-term wins. However, I’ve seen plenty of folks (in my industry and others) sell on price *only* when they are trying to win work away from a competitor. Their logic goes something like this:

a.) The customer is happy, so the quickest/easiest way to get their attention is via price.

b.) This is an incremental win for us, worth more for bragging rights (”we’re the industry leader!”) than for the actual dollar value of the work.

c.) Accepting lower margins is fine if it’s a key win away from a competitor that weakens them in the marketplace.

Not sure I agree with that all the time, but I can see how it makes sense sometimes.

Assume there’s a very small universe of customers buying what you’re selling. Further assume that most of those customers are perfectly happy with their existing relationship. But you want those customers.

Competitors’ customers are not-entirely-cold leads. How can they be swung? Reputation? Referral? Monetary incentives? And how are companies approaching them (besides very carefully)?

Broad question, I know, but every time a good post goes without comments, a kitten dies

I would also appreciate any knowledge you can share on the unusual format that has a high return ratio.

Thanks,

-Raj

Either way, a reporter will show up for the show.

That’s the world national politicians and Fortune 1000 executives live in.