How to Retain Customers and Increase Business

Publicity is Everywhere Series- “Follow-ups”

Almost all companies, including PR Clients, advertising agencies and  major manufacturers do not make follow-up calls to exisitng customers. Why? Because sales people are too busyincrease business making calls to “potential”, or new customers. Usually it is considered a sure account when a customer is already buying from your company.

That type of thinking is what causes PR Clients to fall and loose profits. Stop for a minute and think about that. If you, as a pr client, or any company has the sales team always calling “new and potential” customers, who are they calling? It is your competitors customers, right? Well, then wouldn’t you think they (competitors) are calling YOUR customers as well! Why not have your sales team use some pr marketing strategies and other publicity tactics that are a sure fire winner. One of those tactics is called “follow-up calls”. Simple, isn’t it? Consider yourself being the customer. Or better yet, isn’t it great when a vendor calls just to see if everything they are doing is working for you.

Makes you feel good about them because they took the time to be interested in your company. This simple form of publicity can gain you favorable and positive rewards with clients. We try to remind our pr clients that they can increase sales by staying in close communication with existing customers. Why wait until you get a letter of cancelation from them to make a call. Or find out later that your competitor is gaining a tight relationship with the new buyer.

If you don’t believe me, then go to an expert in the communication field who speaks of this exact topic. His name is Ari Galper. His company is called Unlock The Game. Ari has many different topics to help companies look beyond their traditional work habits and change their thinking to be more proactive.

After you listen to a few of his topics, then give us a call. We can then help you with the marketing, publicity and promotional programs to make great things happen for your company.

Making a Story Pitch Takes Talent

How do you start the conversation?

publicity is like sellingProfessional publicity people know how to contact the media, know how to start a conversation and probably know what angle to present to the reporter. But do they really? Chances are these top publicity people get through the clutter by knowing the media on a personal basis. I don’t mean they go drinking together (or maybe they do), I mean they have built a long-term business relationship making it easier to contact them.

For the other pr firms and pr individuals, who make up about 75% of the publicity world, think about how you can improve your pitch to a reporter or publisher and get that article or press release published.

It’s all in the sales effort. Notice how different sales people get through and those who just never seem to. That’s because they have taught themselves over the years the fine art of salesmanship (or saleswomen ship).

I know of a great person who has taught thousands of people the art of "opening doors". You may have heard of Ari Galper. He has a web site called

I am not trying to sell you on him. And I am not getting any commissions either. I know that he has a clear understanding how to get into meeting with people, usually by phone. But it just isn’t the sales tools that he teaches. If you apply what he explains to your publicity activities, you will be a better individual and in the long run it will help your pr clients as well as yourself.

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