Image commercially licensed from: Unsplash
If you’ve ever been in the B2B game, you know the sales cycle can be a grueling marathon. We’re talking long waits, a dozen follow-ups, and endless rounds of negotiations. But what if you could take a shortcut? Zachary Bernard, the brains behind We Feature You PR, has some game-changing insights: Leverage the power of public relations to speed things up.
“Imagine you’re at a networking event,” Zachary begins. “You’re more likely to strike up a conversation with someone you’ve heard of, right? The same goes for B2B sales. Being known, talked about, and respected in the industry makes that sales cycle a lot smoother.”
Elevate Your Pitch with Media Coverage
Let’s start with your sales pitch. Whether you’re reaching out via cold emails or holding formal meetings, a little media coverage can go a long way. “If you’ve been featured in a top-tier publication or snagged an industry award, shout it from the rooftops—or at least, sneak it into your pitch,” Zachary suggests.
Imagine emailing a potential client and casually mentioning, “You may have read about our latest feature in TechCrunch” or “As Forbes recently noted, we’re setting a new industry standard.” Zachary believes this kind of name-dropping isn’t just okay—it’s strategic. “It’s not bragging; it’s positioning. You’re showing potential clients that you’re a key player in your field.”
Nurturing Leads: The Long Game
But what about the leads that are already in the pipeline? That’s where nurturing comes in, and Zachary believes PR can make this process more efficient, too. “Good PR is a storytelling tool, and storytelling is crucial for nurturing leads,” he says. “You can use your media coverage as touchpoints to maintain a connection.”
For instance, if a potential client is sitting on the fence, an email highlighting your recent media coverage can provide that little nudge they need. “It’s an excuse to get back in touch and a way to add value to the conversation,” Zachary notes.
Stay Top of Mind as an Industry Expert
Another way to shorten the B2B sales cycle? Position yourself as an industry expert. “When you’re seen as an authority, you cut through a lot of red tape,” Zachary explains. How do you gain that authority? You guessed it—through targeted PR efforts like op-eds, podcasts, or interviews where you share valuable insights.
“If you’re the go-to expert in your field, you’re not just another name in a crowded market. You’re the name,” Zachary stresses.
Seamlessly Integrate PR into Your Sales Process
“PR is like a Swiss Army knife for your business—it has multiple functions,” Zachary says. He advises incorporating PR not just in your initial pitch but throughout your sales process. From the first touchpoint to the final closing, media coverage and PR wins can be woven into your conversations, emails, and even your contracts.
In fact, Zachary recommends going one step further and adding a slide about your PR achievements in your sales decks or client presentations. “It wraps up the deal in a nice bow, reiterating why you’re the best choice.”
The Takeaway: Speed Up by Standing Out
In a B2B environment where time is often literally money, finding ways to accelerate your sales cycle can offer a competitive edge. And according to Zachary, PR isn’t just for damage control or flashy announcements—it’s a strategic tool that can help you cut down the wait and win clients faster.
“Effective PR turns your brand into a magnet, drawing potential clients towards you,” Zachary concludes. “And when clients are coming your way, you’re not just speeding up the sales cycle—you’re revolutionizing it.”
