Marketing and public relations
What American Airlines understands - and works toward - is a facet of marketing known as relationship marketing and, yes, it's exactly what it sounds like. Download the Consultative Selling Training Program Brochure. Download Selling skills are the “muscles” that give strength and flexibility to sales professionals. the impact a sales professional's presence has on the success of a sales call. Did you know that it costs more than five times as much to get a new customer as it does to keep an existing customer? That in itself should help you understand.
Marketing Public relations Marketing promotes the transfer of goods and services from the producer and provider to the consumer. Public relations helps an organization and its publics adapt mutually to each other.
Marketing's immediate goal is sales. Public relations' immediate goal is mutual understanding or positioning of the organization with its publics.
Marketing's implicit goal is profit. Public relations' implicit goal is positive perceptions and predispositions.Science of Growth, Hypertrophy and Building Muscle w/ Brad Schoenfeld - 289
Public relations' measure of success is expressed public opinion or other evidence of public support. Marketing and public relations met different needs. That doesn't mean there was harmony or total cooperation between the two professions.
There's always been some degree of tension and competition between public relations and marketing people, especially when it came to questions of which discipline ought to be dominant or which contributed more to their parent organization's well-being. They also competed for sometimes scarce internal resources and for public attention.
Some companies and organizations used only one of these disciplines. The degree to which they used them, and the specific ways in which they used them varied from organization to organization based on the organization's purpose, size, and unique organizational history.
However, some general observations can be made.
If an organization was not-for-profit --e. Public relations was the more dominant function because building relationships with its publics was its over-riding concern. It probably had some sort of public relations unit or department, even if it was only one person, and that unit may have been called public information, community relations, community affairs, or something other than "public relations.
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If an organization was a business and profit was its over-arching goal Marketing -- possibly called sales -- was the more dominant function. Public relations was of secondary importance and was probably done to support and enhance marketing efforts.
If it was a small company, it might not have had a separate and identifiable public relations unit at all, or it might have had a public relations person or unit which provided subsidiary support from within the marketing department. If it was a medium to large corporation, it probably had separate marketing and public relations departments.
I looked forward to them. It was low pressure and friendly. My company received good service, good prices, and everyone was happy.
I knew they would react quickly if I had problems or emergency needs.
So, when competitors called, I quickly told them we were happy with our current vendor - even if they may have been able to give us a better price! That's part of the power of relationship selling!
What Is Relationship Selling? Relational Selling | 3Hr Learning | 3Hr Learning
Most people react negatively to high pressure sales. In relationship selling, high pressure is not typically part of the equation, simply because it's hard to have a friendly relationship with a client who feels pressured by you. In relationship selling, you become a form of support for your clients.
Your services or products become something they depend on, and the more you can suit their needs and make their jobs easier, the better they will respond to additional sales offers. You'll also find that relationship selling benefits companies that offer products in very competitive markets - particularly if there isn't a lot of difference between products! In the next section we'll learn about the importance of maintaining contact with the customer.