Know When NOT to Sell

Dan Wardby Dan Ward

In our Message Matrix® training sessions, we tell spokespersons they should always describe what they sell, by using every question as an opportunity to respond with a key message about their company.

After watching the CNN interview with a jewelry store manager following the Maryland mall shooting, however, I think we’ll change our recommendation to “almost always.”  Most interviews offer an opportunity to say something positive about your company or product.  An interview about a deadly shooting is not such an opportunity.

Here’s a simple rule for that store manager to follow in the future:

When being interviewed about your latest line of jewelry or about the fashion industry in general, by all means – SELL.

When being interviewed about people dying in a hail of gunfire near your store – DON’T SELL.

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