Sales Expert Identifies Pitfalls for Entrepreneurs

The number one mistake that start-up companies make in sales is targeting the wrong person, according to Bill Behnke, a “serial sales manager” for entrepreneurial firms.

Behnke, a member of the Council of Experts for Scott Public Relations, a PR and marketing company specializing in the healthcare, insurance and technology industries, lists the top seven sales mistakes made by start-up companies,” in a new article, “Sales Savvy for Start-Ups: Seven Mistakes to Avoid,” posted on the SPR website, https://scottpublicrelations.com/.

“Structuring the sale function for a new company is especially challenging in fields like healthcare, where the different benefits of a product will appeal to different decision-makers. If there are multiple decision-makers, the account needs to be “saturated” to reach them with their respective compelling messages,” says Behnke. “Above all, attention must be focused on who will actually pay for the product – who can make the decision to write the check.”

Another common mistake is underestimating the power of public relations as a marketing tactic for new products and companies. “I’ve seen how powerful PR can fill an entire sales pipeline for new products and services,” noted Behnke. “For a new company especially, PR cost-effectively creates the “buzz” you need to get noticed.”