Powerful Sales Lessons You Can Learn From Politicians

Too many people think that politicians are good for nothing. That’s incorrect. Politicians can teach us some very important lessons about sales.

Words Have a Long Life

In 1994 President Bill Clinton said, “This is a good deal for the United States. North Korea will freeze and then dismantle its nuclear program. International inspectors will carefully monitor North Korea to make sure it keeps its commitments.”

Am I criticizing Clinton for being naïve since North Korea detonated its first nuclear device in 2006? No. I’m demonstrating that anyone can be reminded of what you said years ago. You can’t make your past disappear; you will have a difficult time selling when a customer has a long memory.

I remember one sales manager who met with a very large customer to announce a price increase. The plan was to review the work that his engineering team had done to keep the business. The sales manager would demonstrate that product costs had increased over time and would ask if his team could work even harder and earn a price increase.

He didn’t follow the plan. Instead of presenting the review and reasons for the increase, he simply stated to his customer, “You had a good year last year. You can afford a price increase.”

The stone-faced customer thanked him for his time. The sales manager’s sales team later learned that the customer immediately called a meeting of his senior leaders and instructed them to evaluate competitive products. Competition took the business within three months. This customer announced that his company would never do business with the first company as long as he had his job.

Actions Are Hard to Forget

People can be reminded of your words; they can also be reminded of your actions. This column isn’t long enough to list the politicians convicted of crimes. The list would be longer if I included the ones who were caught and not convicted like Tim Geithner and Tom Daschle for tax evasion.

I know of one sales manager whose career ascent abruptly stopped after an annual meeting. At the meeting, he drank too much and overslept for the next day’s program. When he finally came into the meeting, his ashen face couldn’t hide the fact that his drunken escapades had taken a toll on him.

Your customers and your management notice what you do–it does have an impact on your selling. So much of selling requires your customers to trust you. When you lose their trust, you’re more likely to lose their business, too.
Social media is everywhere. Your customers and management can easily be reminded of what you say and do.

Just remember Congressman Anthony Weiner if you think people will forget. I just reminded you if you had forgotten.

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