Salespeople often joke that the hardest part of their job isn’t selling—it’s waiting. Waiting for prospects to trust them. Waiting for decisions to be made. Waiting for deals to close. But what if you could cut that waiting time in half?

That’s what strategic PR does. It’s not just about getting your name in the media—it’s about building trust before your prospects even pick up the phone. Research shows that businesses with strong media visibility experience sales cycle reductions of up to 45%.

 

Why Sales Cycles Are So Long

Sales cycles in professional services are notoriously slow. Why? Because clients need time to trust you. They’re investing in expertise, and they want proof that you’re the right choice.

Here’s what typically slows the process:

• Lack of trust: Clients don’t know who you are or if you’re credible.
• Overwhelming choices: Competitors are everywhere, and clients struggle to differentiate.
• No third-party validation: Without media coverage or social proof, prospects hesitate to commit.

 

How Media Visibility Speeds Things Up

Media visibility works because it builds trust before the first conversation. When prospects see your name in Forbes or Entrepreneur, they instantly perceive you as an authority. You’re no longer just another option—you’re the obvious choice.

Here’s how it shortens the sales cycle:

1. Pre-Built Trust: Media placements act as instant third-party validation, so prospects don’t need as much convincing.
2. Positioning as an Expert: Being featured in respected publications establishes you as the go-to authority in your field.
3. Fewer Competitors: Prospects are less likely to shop around when they see you as the market leader.

 

Real-World Results

A financial advisor featured in top-tier publications through Trustpoint Xposure saw their sales cycle drop from 6 months to 3 months. Why? Because prospects were already sold on their expertise before the first meeting.

Take the Shortcut

If your sales team is tired of waiting, it’s time to invest in PR. Media visibility isn’t just about brand awareness—it’s about closing deals faster. And at Trustpoint Xposure, we guarantee the visibility that gets you there.