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This post is Part 2 of 2 of sales tips everyone can learn from our Presidential Candidates.

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, John McCain?

1. Do something honorable, special, and noteworthy -John McCain is an American war hero. Even without knowing his political stance and policies, as a voter it is hard to ignore is honor, valor, and courage, traits that a good president should have. When John McCain was first running as an Arizona Senator many residents were skeptical because he was not from Arizona and had not lived there for that long.  McCain stated that his father was in the military and they moved from base to base a lot and that Arizona was the second longest place he lived after Vietnam where he served as a POW. The voters in the room all stood up and gave him a standing ovation.

Very few people share John McCain’s hardship and honor but when dealing with potential customers highlight parts of your background that will give them a glimpse of who you are, what you stand for, and try to make a connection with your customers. Maybe you served in the armed forces, played a sport in a local college, were in eagle scout, or were heavily involved in a philanthropic foundation. Try to find something in your past that your potential customers can find noteworthy.

2. Have a wealth of experience - John McCain has over 25 years of experience as a Arizona Senator. Senator McCain has a wealth of experience that he can draw upon as a potential President. While voters are questioning Senator Obama’s experience, no one is questioning McCain’s experience and readiness to serve as President.

Customers look for consultants and sales professionals that have the experience and knowledge to solve the issues they are facing. Customers can easily see through slick presentations and false promises.

3. Be a maverick - John McCain has been viewed as a Maverick. People know that he won’t always follow the company line and that he will do what he believes is best for his constituents.  John McCain is straight forward, direct, and more non-partisan than a lot of his contemporaries.

In business, mavericks are often rewarded. Several high profile business professionals are considered mavericks - Donald Trump, Richard Branson, Larry Ellison, and Steve Jobs.

4. Choose a partner who will ignite your base - John McCain took the focus off of Obama for 2-3 weeks with the selection of Sarah Palin. The conservative base was re-energized by Palin’s values and it balanced the idea of John as a Maverick. Palin also transferred the media focus off of Barack Obama and onto McCain - Palin.

5. If at first you don’t succeed, try again - In 2000 John McCain ran for the Republican nomination, but lost to George W. Bush. Failure did not stop McCain, as he ran again in 2008 and had success. John McCain won his parties nomination in March while it took the Democrats till June to determine their candidate.

6. Adapt - John McCain and President Bush have a bitter and akward history. McCain voted against Bush on several occassions. McCain knew he needed President Bush’s support to run for the 2008 Presidentcy, so McCain adapted. McCain campaigned for Bush in 2004, heavily supported the war, and as Barack Obama pointed out, agreed with Bush 90% of the time. Even though McCain had a bitter history with Bush, he knew what allies he needed to make to win the 2008 Republican nomination.