Trump Wins Presidential Election – (Lessons For Sales People)


The 2016 Presidential election has been the most negative and ferociously fought in modern history. Donald Trump will [has] defeated Hilary Clinton but America will carry the scars throughout his term. Amidst all the vitriol and scandals, the biggest election issue was trust... or to be accurate... lack of trust.
There are valuable lessons for business leaders and sales people from both presidential campaigns.
Brexit has come to America... will anyone believe opinion polls again? I'm seeking to be Switzerland here by staying neutral about the politics of each candidate and examples here are intended to be for relevance or for fun. The terms 'voter' and 'buyer' are interchangeable.
Just as in the world of sales, the candidates were asking voters/buyers to make their decision based on comparative choice. Each claimed to have certain credentials and values while seeking to set a vision for the country. The smartest people learn for the lessons of others and here are my observations that are relevant for sales people.
Trump won because he completely disrupted traditional politics to lead an anti-establishment movement rather than seek to rule the Republican Party

'Change The Rules' is a Winning Strategy

Every seller should be thinking constantly about how they can 'change the rules' on the competition... or even the customer if it is also in buyer's best interests. Obama used social media and micro-fundraising to create a Tsunami of supporters that overcame traditional media strategies from the other side. Trump to his great credit re-framed the contest and masterfully made his presidential run all about being an outsider and smashing broken political systems.
The election was not about Republican versus Democrat; it was instead a contest between Outsider and Insider... the uprising versus the status-quo.
For sellers, make the buyer's decision about the outcome you can deliver and why you represent best value and lowest risk for them.

Positively Generate Free Publicity and Create Advocates

Trump was masterful at creating free publicity and sought to appeal to people fears and concerns right the beginning of his campaign by blaming Mexicans for the loss of manufacturing jobs. This commercial is a funny parody.

Trump led a personality-based movement while Hillary led a well resourced machine with money, an impressive ground game and overwhelming media support. Trump needed to be constantly controversial to keep the free media ride going by constantly grabbing attention. Both sides did brilliant jobs in mobilising their supporters to become advocates and the best marketers and sales people adopt the same strategy... customers can provide references and referrals and are the most effective sales force imaginable.
Yet fear and negativity as a means to grab attention is a flawed strategy in politics, business and sales. You should certainly never turn on those who can make or break your brand in the market place and it is a mistake to attack the press or analysts (or the FBI for that matter) when you don't like their commentary or decisions.
Yes, people need to become aware of the problem before they are open to the change but the leader must be masterful at setting a vision for a better future. Negativity becomes poison and there is no more toxic cesspool than social media.. especially Twitter. For sales people, build your brand and share insights in your LinkedIn profile. Attract and engage your market rather than interrupt and push your message.
To earn the right to set a vision for a better future we must first establish trust because trust is the foundation on which all sustained success is built.

Trust is the Foundation of Every Sale or Decision

Both campaigns were mired in negativity and scandal that drove ever increasing levels of distrust. This funny video highlights issues that destroyed electoral trust, and the fact that much of the media had a strong bias against Trump. To provide balance, Hillary gets off light with Seth Myers so I'll add that the finances of The Clinton Foundation and the favours granted to big donors should be added to the list... there were far deeper issues than her private email server.

The issue of distrust was by far the biggest negative issue faced by both campaigns. Trump did the correct thing (for repairing distrust) on several occasions by admitting fault and simply apologising but his shady business dealings and 'creative' tax practices could not merely be dismissively waved away.
Being likeable is also important and both candidates suffered in this area. Trump did himself a disservice by constantly claiming that everyone else is stupid or corrupt and that he is the smartest guy in every room that he enters.
People choose those they feel they know, like and trust. Be warm, friendly and project genuine humility.

Know Your Audience and Focus Your Efforts

Ever sales and marketing professional knows that you must segment your markets and understand your buyer personas. In the case of the election, and as an example, factory workers care about there jobs. But it's a mistake to seek to convert those who will never vote for you. Nor should you 'preach to the choir'. Focus on winning those who can be converted. Politicians can learn much from professional selling and here are some areas for them to consider:
  • Focus on the customer [citizens] rather than the competition [political opponents]. It may be entertaining but attacking the other side is a poor strategy. If you argue with an idiot, observers find it difficult to distinguish between the combatants. Listen to understand rather than for your chance to speak. Listening with empathy is the most powerful form of influence. Make it all about understanding and serving your customers [citizens].
  • Set a vision and agenda for an achievable future while solving problems and managing risk. Make the vision inspiring, and backed-up by competent execution. Avoid using fear as a weapon or to motivate because it loses its effectiveness very quickly.
  • Create emotional connection to every point you make. Rather than lead with information and logic, recognize that people buy emotionally and then rationalize with data. Lead with ‘why’ rather than with ‘what’ or ‘how’.
  • Positively differentiate with your values and by being transparent and straight-forward. Serve with purpose and make sure you are a ‘true believer’. If you have to change a policy or fail on a commitment, simply explain why, say sorry and be clear about what you will do next.
  • Deliver on promises with competence in execution. Strategy without good execution is fantasy. Policy without good execution is a one-term government. Be a person of integrity in all you do but if you cannot implement for whatever reason, then front-up and call it for what it is. Then you can move on.
  • Don’t try to sell to those who will not buy. Focus efforts on those who can be swayed. Be gracious and polite to those who are committed to the competition but don’t waste time there as it annoys them and frustrates you.
Tamer ElSagheer
Skillinside

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