How to Find the Perfect Spokesperson for Your Business

11/22/2016 02:33 pm ET Updated Nov 23, 2017

As your business begins to expand, it's going to be time to look for a spokesperson to help with establishing your identity. Finding the perfect person for the job is imperative for the success of your business strategy. There are a few characteristics to consider when you need a spokesman for your business.

Find Someone with Authority in Your Niche

The more authoritative a person is in your niche, the more relevant your company is likely to become in the industry. Most people with authority have a large following behind them. As a business, you might not have the reach to the loyal customers and followers as a well-known authority in your niche.

Consider who is top of your field and could potentially sponsor your company by becoming the spokesperson. However, don't forget, that the more followers they have, the more you'll have to pay them for their services.

Personality is a Must in a Candidate

After establishing a list of authoritative figures in your niche, you can further narrow down the selection process through behavioral monitoring. See how these candidates interact with their followers. If they have a great reputation and are willing to talk with their followers on social media and news outlets, they are a keeper.

Charisma is the way to win people over. If you can find an authority figure who can charm leads into conversion, you'll see a huge increase in new and returning customers. Take the company InventHelp for example. Their spokesperson is George Forman, who I'm sure you've heard of at some point in time. His presence is massive in the media because he's great with people. Between his own inventions and the many he has sponsored in the past few decades, he's become the face of new products.

For InventHelp, this couldn't be a better spokesperson. They are a business who works with inventors to help them patent and submit their ideas to other companies in the market. Since he's known for inventions, it gives customers a feeling of trust. This trust is imperative to growing your customers because if you don't have it, it's difficult to convert potential leads into customers. So, let's get into how you can establish more trust with your spokesperson.

Find a Spokesperson Who Can Handle a Crisis

Trust is built through affirmative action and having someone there to comfort the customers when needed. It's common for certain companies to experience a certain crisis during their success, and it's essential that when these crises happen, the company is prepared to have the help they need to stop the business from sinking. Having a spokesperson who can do this is the perfect person for the job.

Take, for example, the Wells Fargo scandal that happened recently. The CEO, who was also the face of the company, didn't do his job well enough with handling the scandal. So, he was fired for his lack of supervision and failure to establish trust with the business' customers. They have now hired several different spokespeople to help with dealing with the technical side and the public side of things. In the first month, the company has managed to deflect most of the damage and reestablish quicker because of these spokespeople. Sometimes it takes more than one to develop trust.

Consider Having Several Spokespeople at Once

While one significant spokesperson can often be enough to persuade people, it's going to depend more on your niche on whether you should have multiple spokespeople on your team. One can be great if you have a relatively small company or a company that offers specific services, such as the company InventHelp.

However, if your company deals with a larger, more diverse niche, the need for multiple spokespeople is imperative. You want to appeal to all demographics and you want to handle both technical media and public coverage. This could be where multiple spokespeople can come in handy. However, don't rush into anything. Gather a strategy together so that you can feel confident in the role of each spokesperson. It will also help you fill each role with the right spokesperson.

Budget and Negotiate

Negotiations are great for seeing who is also willing to work with your budget. There are times when all the candidates may ask for more than your budget, in which case you may have to reconsider your options. You either should raise the budget or find a spokesperson with a little less authority in your niche. However, you shouldn't waste all your marketing budget into a spokesperson either. They are beneficial, but are only one key component of your business marketing strategy.

A Spokesperson Can Help Boost Authority About Your Company in the Community

If you want to boost your authority in the community, a spokesperson could be a great option for your business. With the right strategy and budgeting, you can increase revenue streams and decrease public criticism during times of crisis. The benefits outweigh any potential cons with the perfect spokesperson.