The day after President Bush admitted the Republicans had taken a thumping, the headline in the Orange County Register read, “President Bush Is Listening.” Now this is a high profile selling message. Our President is learning the first fundamental of selling.
For too long and even days before the election, President Bush and the Republican Congress have been touting their agenda. I’m sure their intentions are good and they may even be right. But it doesn’t matter unless you feel, “I’d rather be right than reelected to Congress.” Somebody – Henry Clay?? - said something like that.
See voters felt their representatives weren’t listening. Selling (getting chosen) is winning the votes of the decision makers. The best way to do that is to give each what he or she wants.
Most poor sales people believe selling is beating the competition or giving people what they need. Competitors win. They do not beat you. They gave what was wanted, better. This subtlety is mega.
As for need, if we bought what we needed (even business to business), our GNP would be the same as Uganda’s and most retailers would be out of business. These same unelected sellers believe their customers don’t know enough and they have to promote what they have. Believe me, customers know about you. The bigger issue is, what do you know about you’re customers? If you retort by saying they are all alike, you’ll be surprised!!!!!
Politics is selling. Everything is selling, but not in the sense that you imagine. Asking questions to get people to open-up about their desires - that’s selling. Listening to understand how you can fit – that’s selling. These are the first fundamentals. In other words, if you want your agenda passed or Congress people elected, or your sale, ask and listen. Push or try to convince and you’ll lose.
Once you know the wants, build your targeted proposal to give it to the majority, and the powerful. If you give it with less risk of failure or more assurance than you’re competitors, you’ll make the sale. If you can’t give it or you don’t have it, you’ll lose. It’s that simple. However, knowing you’ll lose is a good thing. You can minimize your losses and/or stop investing. The caveat is most competitors are not listening either. So the one that listens first – wins.
I believe President Bush feels in his heart he knows best what the American people need. Most unsuccessful sales people feel the same way. They are sincere in their mission, but there message is not accepted. No amount of jawboning will make it better. However, pulling the wants puts you in control. You can then decide how to proceed – or not.
So President Bush, if you do what you say you’ll do – listen – you’ll be back in control.
Now how about you??