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The Good “S” Word

The good “s” word in PAC leadership is sales. The most successful PAC professionals know that they have to be superior salespeople.

They sell their PAC like crazed weasels (that’s a compliment) to PAC eligible employees and members, and also sell its’ virtues and results to senior organization leaders who can help or hinder their PAC development. They take nothing for granted. Unfortunately, many government relations professionals don’t practice this discipline.

My observation is that PAC professionals either do not believe in the PAC enough to be persuasive salespeople, or they believe in their PAC, but don’t know the basics of sales.