I’ve never quite understood why it’s so hard to get the folks in the sales department to work closely with the PR team. I’ve worked with many big technology companies, including Oracle, Microsoft, and Apple, and rarely have I ever had an easy time engaging with the sales team. It’s a very strange relationship even though it’s really a symbiotic relationship—both sides can benefit from working with the other.
One theory I’ve heard is that the people in each of these departments are fundamentally different personality wise. Chief Marketer Magazine had an interested article that focused on what each side brings to the table, using a Kirk and Spock analogy:
Spock represents the logical, data-driven (machine-like) approach to decision making, while Captain Kirk relied mainly on his training, experience and instincts to get the crew out of a tight spot. Ultimately, the Enterprise completed its mission because Kirk and Spock often collaborated to find the right answer together—demonstrating how successful man machine collaboration could be.
The key to success is collaboration. When I’ve run into roadblocks with sales reps refusing to share customer examples, it’s usually because they don’t want to lose control of the relationship with the customer. Plus, they don’t want someone from the PR team messing up the company’s standing with the customer—both of which I completely understand.
When I work with sales reps I go out of my way to outline exactly what I would like to do with the customer, how it would benefit both the customer and our company, and include them on all communication. It sounds pretty simply but, in fact, it takes discipline to make sure you don’t lose sight of the bigger picture beyond your PR needs and the sales reps’ needs—the importance of keeping the customer happy for the long-term benefit of the organization.
While I’ve had success placing customer stories for our customers—Urban Decay and Geberit come to mind as recent examples—and with placing customers as speakers at industry events, it’s critical that the PR team takes the time to develop a relationship with the sales team so that they trust what you’re doing and believe that what you’re doing is in the best interest of the customer first and your company second.
Do you have any good success stories about working with your sales reps and customers?
Author: Rob Goodman
Rob Goodman is a communications professional with more than 27 years of experience in public relations, marketing and content creation.