How Do You Sell a Service People Don’t Think They Need?
If you’re trying to grow a product or service that your audience doesn’t yet understand—or assumes isn’t for them—how do you change their minds without relying on a hard sell?
Our client, Grayson Clements, joins Emma and Heather on this episode of CRUNCH. Listeners will gain some practical knowledge from HMC’s award-winning PR campaign that turned a complex professional service into something people could recognise, relate to and act on. You’ll learn how to:
Use education to create demand and build trust
Find the human story behind a complex offering
Choose channels that help your experts connect authentically
Turn one strong idea into content that works across multiple platforms
Build a long-term communications programme that generates recognition, referrals and enquiries
Measure success against business goals—not simply media coverage
Listen for an honest look at what it takes to move from ad hoc promotion to strategic communications that changes perceptions and supports business growth.
Andrew Clements
GUEST SPEAKER
Recognised in the 2026 Doyle’s Guide for Wealth, Estates & Succession Planning and Trusts & Estates Litigation, Andrew Clements is a leading private wealth and succession planning expert in New Zealand and a Director of Grayson Clements.
Andrew advises families, business owners, trustees, institutions and private wealth clients across New Zealand and internationally. He specialises in private wealth structuring, trusts and estates, succession planning, family wealth governance and business succession. His work includes helping families navigate intergenerational wealth transfer, designing structures for business growth and succession, advising trusts and trustees, and supporting philanthropic initiatives.
Kristy Miller
GUEST SPEAKER
As Grayson Clements’ Practice Manager, Kristy works with the directors and business unit leaders focusing on managing the firm’s financial, business and people requirements.
Through the collective efforts of the firm’s operations unit, she ensures the business, support and financial operations are effective and efficient. Kristy brings a breadth of experience to the firm – including her knowledge gained in a range of professional, accounting and institutional roles.
