Focus on those who vote with their dollarsWritten by Tom Richard | | email@example.com
One could make the argument that standing firmly by what we believe, regardless of popular opinion, is an important value to most Americans. It’s too bad our politicians don’t share this conviction.
In both parties there are examples of politicians trying to fit in, whether it’s Mitt Romney singing “Who Let the Dogs Out” while visiting an inner-city school on Martin Luther King Day or Hillary Clinton suddenly developing a southern twang while giving a speech in the deep South early in her campaign.
These examples are more than just tactics; they are symptoms of a sickening mindset with which many Americans are afflicted. It is a mindset clearly shown every time politeness is suspended as pundits start talking about how certain groups flock blindly to a specific candidate. I know I am not alone when I say that I am offended by the over-generalizations that are applied to, well, everybody. Hispanics, blacks and whites do not vote as blocks, they vote as individuals. Young, middle-aged and older people do not check their age group voting manuals before they go to the polls. In fact, all decisions in this country are made on the personal, individual level. This includes both voting and purchasing decisions.
The candidate who ends up winning any particular election typically is the one who is most able to connect with the voters. Just the same, successful business transactions come when you are able to sit down face-to-face, look into the eyes of the customer and listen.
Regardless of whether you are trying to win a vote or a sale, everything always boils down to trust and likeability. While the details of the policy or proposal may sound important and may matter a great deal to you, everything begins with an emotional connection.
It is only when you have an emotional affinity toward a person that you are even able to consider their propositions. It is only when you have this emotional connection with a person that you are able to hear them out and see if what they are offering makes sense. Trust and likeability are of foremost importance. Details can only cancel the deal, making them secondary issues.
The same basic law of likeability that applies to politicians applies to you in your job. While most people understand this, few understand what to do about it.
You are not going to be able to pretend you are somebody you are not. Just as campaign managers sit and try to figure out the magic formula to unlock the secret to these demographic blocks, so too, do sales managers and CEOs sit and try to construct the winning formula to the sales process.
News flash: There is no such winning formula. There is no such secret that will move the masses to believe in anything that is false. Anything formulaically contrived is, by definition, false.
We are each unique and have our own personal set of beliefs upon which we judge our candidates. We vote not only in the elections, but we also vote every single day with our dollars.
To this extent, just like politicians, businesspeople are running campaigns. They are running campaigns to win dollars instead of delegates.
While the prize may be different, the requirement to earn votes remains the same.
Make the decision today to be the master of your own campaign by being yourself and focusing on those who vote with their dollars every single day.
Tom Richard is a Toledo-based sales trainer, gives seminars, runs sales meetings and provides coaching for salespeople. For more information, visit www.TomRichard.com, call
(419) 441-1005 or e-mail firstname.lastname@example.org.