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Presidential candidates have the largest sales and marketing challenges. Presidential candidates have to sell themselves and their policies to millions of American voters. What sales tips and marketing tips can small businesses and sales and marketing professionals learn from Presidential candidate, Barack Obama?
1. You only have one chance to make a first impression - In 2000 as a young Illinois state Senator, Barack Obama could not even get a ticket to attend the Democratic national convention. When he was asked to give the keynote address in the 2004, Barack made the most out of his opportunity. Barack inspired Democrats, made people cry, gave attendants hope, and started his political ascent.
2. Be unique and different - Barack has a unique name and is the first African American Presidential candidate. In his childhood, Barack went by the Americanized name of “Barry“, but in College Barack decided to accept his given name. Using his given name has given Barack an advantage in his campaign. What’s more memorable the first time you hear it - “Barack” or “John”?
3. Practice your presentation skills - Barack is a gifted orator and inpires thousands of people. Even for the most gifted politician, being a great presenter takes a lot of practice. You can start by joining your local Toastmasters group. Toastmasters is a nonprofit organization with nearly 235,000 members in 11,700 clubs in 92 countries, offering a proven – and enjoyable! – way to practice and hone communication and leadership skills.
4. Take advantage of Web 2.0 - Barack’s campaign is Web 2.0 savvy. Barack is on Twitter, has his on online community, has a blog, is on Facebook, and has several YouTube videos. He even used technology to text his Vice Presidential selection. Taking advantage of social media helps him attract the college, young, and techy demographic. It also is another way his supporters can stay involved. His website has helped him collect a fundraising record of $605 million.
5. Start off your sales campaign strong and keep the momentum - Before the primaries began, Hillary Clinton was the heavy favorite to win the the Democratic nomination. Barack Obama knew it was important to win Iowa, the first Democratic primary, because this would give him momentum, media coverage, and would prove to voters in other states that his campaign had a chance to win the nomination. Just like Barack, it’s important to start your sales campaign off strong to help build momentum for the rest of the year and to get you through the slow periods. When you meet your sales and revenue goals do not let up. Barack Obama has stated that he is not keeping his lead for granted. He has been aggressively campaigning, even in the rain, and has bought several TV spots.
6. Don’t forget about the smaller customers - Barack Obama has raised a record $605 million dollars with an average contribution of $86. Traditionally, politicians have catered to the rich and wealthy for contributions, but Barack has shattered records by attracting 3.1 million donors. In business it is important to focus on the larger customers but don’t forget about the smaller customers, they might help you reach record sales as well.
7. Have a clear and consistent message - Barack Obama’s message has consistently been about “Change” and “Hope”. His book in 2006 was titled “Audacity of Hope”. These two words have been consistently used through out his campaign. While McCain has changed themes on a weekly basis, Obama has never drifted from his message.
8. Pick a good partner and team - Barack Obama has stated that picking the Vice-President is the most important decision he will have to make before he becomes President. He picked Senator Joe Biden, a smart pick because it gives Barack a seasoned experienced politician and foreign policy expert. Picking Senator Biden reflected a critical strategic choice by Senator Obama. He went with a running mate who could reassure voters about gaps in his résumé, rather than to pick someone who could deliver a state or reinforce Senator’s Obama’s message of change. In addition Barack picked a great campaign team. While there were rumors of tension within Hillary’s team and current rumors of tension in the McCain-Palin ticket, Senator Obama has run a smooth and drama free campaign.
9. Timing is everything - Barack Obama chose a perfect time to run for president. America is disenchanted with the current administration, unhappy about the war, and struggling due to the economy. Barack is running a campaign with the themes of hope and change, just what many American are looking for at this time.
10. Be calm, collective, and cool under pressure - Barack Obama appears to be calm, collective, and cool under pressure. Especially during this period of economic uncertainty, his calmness is reassuring to his supporters. In business and sales, giving an impression of being cool and collective can help you close the sale.
