1. Trade Tips: How
to Sell a Great
Idea in 5 Steps
By Nicole Hayes

2. Have a great idea?
PR professionals are in the
constant business of selling
ideas on behalf of our clients.

3. We pitch ideas to producers,
reporters, constituents and
stakeholders and hope they will buy-
in.

4. Geoffrey James, a journalist and
author of Inc.com's "Sales Source"
column offers these five steps to
present and sell your great idea.

5. 1. Have Prior Credibility
• People who know your proven
track record will at least give your
pitch more attention than if you
had no past credibility at all.
• You should be authentic and
competent in all matters
concerning your idea.

6. 2. Have The 'Next Big Thing'
• Buying is an emotional act.
People
are excited when an idea
appeals to their gut and senses.
• Your winning idea may solve their
problem or help the buyer feel
like
they're investing in something
that
could change the world.

7. 3. Adapt Your Message to
Your Audience
• If you are tone-deaf about what is
important and requested by your
audience, you have missed the
boat.
• Decision-makers view ideas from
their perspective only—not yours.

8. 4. Anticipate and Address
Objections to Your Idea
• For some people, if you tap into their
emotional side of how your idea can benefit
them, you've nearly won.
• However, their mind will instantly begin
calculating the risks involved.
• Be prepared to address these potential
objections head-on.

9. 5. Get Agreement and Move to Greenlight
• Place the ball in the buyer's court by asking,
"When do we start?"
• Ensure they have clarity and you've
managed expectations, then deliver on what
you've promised.
• Don't change or weaken the elements of
your message in hopes to obtain one buyer.
Stay true to your message and the right
person will buy.

10. This presentation was originally published
on our Voice Matters Blog.
To learn more about McKinney & Associates,
visit www.mckpr.com
McKinney & Associates was founded in 1990 with a commitment to social
justice that has prevailed for more than 20 years. From the beginning,
McKinney passionately and skillfully practiced Public Relations with a
Conscience for local, national and international organizations involved in
public policy and social advocacy. The firm has grown strategically, adding
practice areas, maturity and a strategic core to meet the needs of clients.
@McKPR
facebook.com/McKPR
youtube.com/McKinneyPR