Hollis seems to have adopted an innovative new sales technique – go behind your customer’s back when you get knocked back.
I have never, ever witnessed anything other than zero commercial value from being included in the Hollis guide. As PR modernises, it seems to be the very epitome of a diplodocus of a service. A listings service touting its services in an age when there are so many other more effective routes to find agency information, it is (in my experience) about as likely to influence a prospective client’s agency search as a PR exec running naked up Regent Street with the agency logo tattooed on his arse. In fact, the latter would probably prove far more effective.
We’ve even asked for audited subscription numbers and web analytics, but nothing has been forthcoming. So imagine my amusement when a Hollis salesperson, having tapped up every potential influencer in the Speed team and been told politely no, then emailed our chairman as follows:
“I contacted one of your colleagues recently about renewing BMA Communication’s (now known as Speed Communications) entry for Hollis UK and was surprised to hear that your PR consultancy will not be continuing with its usual entry next year.
Hollis has always been considered the who’s who in the PR industry and is extensively used by journalists and the leading UK companies to source out information or services.
In light of the fact that we just re-launched our website and our new close association with the PRCA I feel it is a shame that you should be withdrawing completely from the publication. I understand that there may be some budgeting issues at the moment which is why I would be delighted to discuss with your colleagues and you the opportunities available on our website instead.
We have also just launched our new Jobs In Pr website (www.jobsinpr.com) – and the viewing and usership figures are really encouraging- higher than our phase 1 projections.
Is there anything that I can do to encourage Speed Communications to reconsider their position as I would like to see all our previous advertisers enjoying the benefits of the newly updated Hollis website? Many of this year’s top 150 PR consultancies are continuing their advertising campaigns with HollisUK which proves the strength of our position in the market.
I look forward to hearing back from you.”
Well, that should do it. Go behind everyone’s backs to their boss, snitch and then expect a magic turnaround. And use poor grammar in doing so.
Word of advice to Hollis – start treating your customers with some respect, cut the childish sales tactics and build a compelling commercial proposition. Then you might avoid being found out and having me calling your salespeople rude words. My initial draft of this post was a good deal harsher.
It’ll be interesting to see what the response is. Will you share?
Of course. Though if it’s anything like Cision the comment may be six months after the event. But I’m sure a company with its finger on the pulse of the PR world wouldn’t be that slack.
I have had many people mention that this post was spot on – one even said he was unaware Hollis was still in business and couldn’t understand how.
Hollis, if you have the sway you claim you have (and said you have, behind my back, to my chairman) then please show yourself and explain yourself. I am interested in your views and promise to be polite and professional in my response. And forthright.
Come on, I won’t bite.
[...] a blog rant about media directory publisher Hollis four days ago and its sales techniques. See: Hollis – hopeless (and humilating). He’s still not had a response. Posted in Uncategorized Tags: Customer service, Excess [...]